MuniLogic CE - Free Trial Multichannel Campaign

In the world of municipal technology, decision-making is slow, competition is rising, and trust is everything. This campaign was built to change that. I designed and executed a full-funnel strategy to help municipalities experience MuniLogic CE, a powerful SaaS platform through a no-risk free trial.

"Effective campaigns don’t just generate clicks - they build momentum. This project was about architecting a strategic funnel that turned curiosity into conversions for MuniLogic CE."

Project Overview

I led a full-funnel free trial campaign for MuniLogic CE, a municipal SaaS platform. To help more municipalities experience real digital transformation, we launched a trust-based campaign combining targeted LinkedIn and Google Ads, Email outreach, SEO blogs, and a high-converting landing page.

My role covered end-to-end strategy and execution, including campaign planning, PPC & LinkedIn Ads, SEO, and performance tracking.

Project Objective

● Generate 15+ qualified municipal leads within 90 days.

● Enable municipalities to explore digital transformation at no upfront cost.

● Build a full-funnel marketing strategy across paid ads, SEO, email, and social.

● Shorten the traditional sales cycle by moving prospects from awareness to demo faster.

● Establish MuniLogic CE as a trusted GovTech solution for permit, inspection, and code enforcement needs.

My 4-Step Campaign Approach

01
Integrated Campaign Strategy Development

Collaborated with sales, product, and leadership teams to define success metrics, align on goals, and build a realistic funnel strategy tailored to the GovTech buyer journey.

02
Persona Targeting & Message Development

Identified key municipal decision-makers and crafted solution-focused messaging across pain points like outdated systems and manual workflows.

03
Multi-Channel Execution

Launched and optimized campaigns across LinkedIn Ads, Google Ads, email outreach, SEO blogs, and organic social – all driving traffic to a high-converting landing page.

04
Tracking, Reporting & Optimization

Built a live Looker Studio dashboard connecting GA4, ad platforms, and CRM data. Monitored CPL, CTR, and funnel conversions weekly to optimize budget and creative performance.

What I Did

1. Campaign Planning & Funnel Strategy

I led the strategic planning from the ground up, defining campaign goals, aligning with sales and leadership, and mapping out a full-funnel journey from awareness to conversion. I introduced the idea of a risk-free free trial, built internal alignment around it, and structured the entire funnel to move high-intent municipal leads toward demos and adoption.

2. Persona Messaging & Value Proposition

I developed messaging tailored to key municipal roles, including city clerks, planners, and IT managers, by identifying their pain points with legacy systems and manual processes. I translated complex product features into simple, benefit-driven language across ads, landing page copy, and email campaigns to clearly communicate MuniLogic CE’s value as a modern GovTech solution.

3. Multi-Channel Campaign Execution

I managed the rollout of the campaign across multiple channels, including LinkedIn Ads, Google Search, email outreach, SEO-driven blogs, and organic social media. Each channel was aligned to specific funnel stages, from awareness to conversion and optimized for CPL, CTR, and lead quality. I ensured consistent messaging and visuals across all platforms while coordinating timelines and deliverables with cross-functional team members.

4. Tracking, Analytics & Optimization

I implemented end-to-end performance tracking using GA4, UTM tagging, CRM data, and a custom Looker Studio dashboard. This allowed us to monitor key metrics like cost per lead, landing page conversion rate, and source attribution in real time. Based on the data, I optimized ad creatives, adjusted budget allocation, and improved the CTA design, increasing sign-ups and lowering acquisition costs over the course of the campaign.

Results & Impact Summary

This campaign proved that even in the traditionally slow-moving GovTech space, a well-crafted funnel and the right message can drive measurable transformation.

● Landing page conversion rate increased by 14% after CTA and layout optimization.

● LinkedIn CTR was 2× higher than industry benchmarks for GovTech campaigns.

● Cost per qualified lead dropped by 25% after refining audience targeting and ad copy.

● SEO-driven blog traffic grew by 45% within 6 weeks of publishing

Conclusion

This campaign challenged the norms of traditional GovTech marketing by introducing a trial-first funnel, a bold shift from demo-only tactics. Through a clear strategy, persona-focused messaging, and multi-channel execution, we were able to guide municipal decision-makers from awareness to adoption with measurable impact. Beyond generating qualified leads, the campaign proved that even in a complex B2B environment, trust-driven marketing backed by data can accelerate digital transformation and deliver outsized ROI.

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

Targeted Awareness Campaign for the ICORA

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.