ICORA - Targeted Awareness Campaign

In the newcomer services sector, staff are overburdened with paperwork, compliance is complex, and technology adoption is slow. To address this, I designed and executed a targeted brand awareness campaign for ICORA, combining email outreach and LinkedIn Sales Navigator.

"Awareness campaigns in the nonprofit sector aren’t just about visibility - they’re about relevance. This project used precise outreach and tailored messaging to transform ICORA from a new name into a trusted solution that decision-makers wanted to explore."

Project Overview

I led a targeted awareness campaign for ICORA, a SaaS platform built for newcomer service organizations. To introduce ICORA to decision-makers in Ontario, I designed a brand awareness campaign combining personalized email outreach, LinkedIn Sales Navigator prospecting, and a demo-focused landing page.

My role covered end-to-end strategy and execution, including audience segmentation, persona-driven messaging, email sequence development, LinkedIn scripts, and performance tracking.

Project Objective

● Build awareness of ICORA among newcomer service organizations across Ontario and Canada.
● Generate 10+ qualified demo requests within the first 90 days of outreach.
● Position ICORA as the purpose-built alternative to generic CRMs by highlighting compliance and efficiency benefits.
● Establish ICORA as a trusted digital solution for agencies supporting newcomers and refugees.

My 4-Step Campaign Approach

01
Campaign Strategy Development

Defined success metrics (connections, replies, demo requests) and mapped the funnel journey from awareness to demo booking, tailored for nonprofit decision-makers.

02
Persona Targeting & Message Development

Targeted three key personas, Executive Directors, Program Managers, and Compliance Officers, with messaging focused on time savings, IRCC compliance, and better service outcomes.

03
Multi-Touch Outreach Execution

Launched outreach through personalized emails and LinkedIn prospecting, using a pain → value → action framework with assets like case studies and a demo page.

04
Tracking, Reporting & Optimization

Set up tracking through CRM and GA4 to measure opens, replies, and conversions. Reviewed results weekly, optimizing subject lines, LinkedIn scripts, and follow-up timing.

What I Did

1. Campaign Planning & Funnel Strategy

I designed the campaign like a growth funnel, mapping each stage from awareness to demo booking. Instead of sending generic outreach, I built a structured path where every touchpoint had a clear role in moving prospects closer to engagement.

2. Persona Messaging & Value Proposition

I created differentiated messaging for Executive Directors, Program Managers, and Compliance Officers. Each persona saw ICORA through their lens, efficiency for staff, compliance for funders, and credibility for leadership, making the outreach feel relevant, not generic.

3. Multi-Channel Campaign Execution

I didn’t just run one channel; I synchronized email sequences, LinkedIn outreach, and a demo landing page so each reinforced the other. By layering channels, the campaign felt consistent, credible, and harder to ignore.

4. Tracking, Analytics & Optimization

I treated the campaign like a live experiment. Every week I tracked open rates, replies, and demo sign-ups in CRM + GA4, then optimized subject lines, LinkedIn scripts, and follow-ups. This made the campaign smarter as it ran, not just after it ended.

Results & Impact Summary

This campaign showed that even in the nonprofit sector, where adoption is often slow, a well-structured funnel and targeted messaging can quickly drive measurable outcomes.

● Demo landing page conversion rate increased by 11% after optimizing layout and CTA placement.
● LinkedIn connection acceptance was 10% higher than industry benchmarks for nonprofit outreach.
● Email open rates improved by 18% after subject line A/B testing.
● Reply rate on LinkedIn messages grew by 22% when adding persona-driven case study snippets.
● Overall demo requests exceeded target by 15%, proving outreach as a viable channel for ICORA.

Conclusion

The ICORA Brand Awareness Campaign demonstrated how a focused, persona-driven strategy can turn a little-known SaaS solution into a recognized name among newcomer service organizations. By combining email outreach, LinkedIn prospecting, and value-driven assets, the campaign not only exceeded demo request targets but also positioned ICORA as a trusted digital transformation partner.

This project reinforced my belief that successful marketing in the nonprofit and GovTech space is not about mass reach, it’s about precision, empathy, and measurable outcomes.

Portfolio

Recent Projects

Here’s a look at the projects I’ve worked on, from boosting SEO performance and uncovering insights through marketing analytics to planning digital campaigns and creating content that connects.

SEO Revamp for MuniLogic website

MuniLogic CE - Free Trial Multichannel Campaign

About Me

I’m a digital marketing specialist focused on SEO, analytics, and campaign strategy. I help brands grow through data-driven decisions and clear messaging.