During the summer months, engagement across the diagnostics sector typically dips as audiences take their summer holidays. To counter this trend, I developed the Summer School Campaign - a fully automated, multi-channel initiative designed to educate, engage, and connect customers with LGC’s extensive range of products and resources.
The campaign was built around three themed “Summer Camps,” each focusing on different aspects of Quality Control Practice - Basic, Advanced, and Contemporary Topics. Each camp featured a dedicated landing page with webinar replays and supporting whitepapers and resources. Once registered, participants were guided through a seamless and intuitive user journey that encouraged further engagement.
Working independently within HubSpot, I built the campaign from the ground up - including the automated workflows, landing pages, email sequences, and social posts. Each workflow triggered personalised follow-up actions based on user behaviour, ensuring leads were nurtured automatically. Registrants who engaged with additional content were identified as hot leads and shared directly with the sales team.
Creatively, I developed an eye-catching “Summer School” theme, using LGC’s corporate colours to give each camp its own identity. I designed all visual assets for each of the landing pages, email sequences and social media posts, ensuring consistent branding across all channels.
The results spoke for themselves. For a period traditionally known for low interaction, the campaign exceeded all expectations and delivered outstanding global reach and engagement:
Testimonial:
"Catherine played a pivotal role in the success of the LGC Clinical Diagnostics Summer School Campaign. From concept to execution, she demonstrated exceptional initiative, creativity, and attention to detail. The campaign was strategically planned, beautifully executed, and delivered measurable impact during a period that traditionally sees low engagement.
Her ability to combine strong technical marketing skills with creative design and flawless automation made the campaign both efficient and engaging. Catherine’s work was recognised by senior leadership for its outstanding performance and professionalism - she is one of the most capable and effective marketing campaign managers I’ve had the pleasure to work with."
- Len Lloyd, Senior Director Marketing and Communications, LGC Clinical Diagnostics