Campaigns that hold up when you look at the numbers.

Implement Consulting Group was growing fast in Sweden but was still a new name to most students. Recruiting depended on a handful of career fairs each autumn, which meant the brand existed for two weeks a year and disappeared for the other fifty.

Career fairs are the most expensive and least differentiated place to meet a student. Every consultancy is in the same room, on the same day, saying roughly the same thing. Showing up harder was not going to work. The brand needed to be present through the year, in the channels students already trusted, and it needed to say something specific about what the work is actually like.

We built an always-on campus strategy across SSE, KTH, LTH, Chalmers and Linköping, treating each university as its own small market with its own student organisations, calendar and tone.

• Email marketing through student organisations, so the invitation came from a source students already read
• Paid and organic presence on university social channels, timed to the academic year rather than our campaign calendar
• The M&A Academy, a format that let students do the work rather than hear about it
• Guest lectures placed with faculty, connecting consultants to courses where the case material was relevant
• Career fair sponsorship and participation, kept in the mix but demoted from the whole strategy to one moment in it

I owned the program end to end: strategy, partner negotiations with the student organisations, the content calendar, the budget, and coordination of the consultants who showed up to teach. In practice a lot of it was project management, keeping five parallel university relationships moving while the consultants who made them work had billable day jobs.

Applications grew from 180 to 450 over three years, with a noticeably wider spread of universities in the pipeline rather than a concentration at one school. The recruiting team went from chasing candidates to selecting between them.

Consistency beat spend. The single most effective change was not a bigger campaign, it was being present in a low-key way all year instead of loudly for two weeks. That principle has shaped how I plan every awareness program since.

Columbus wanted awareness for a specific service offering among Swedish manufacturing companies. The budget was 20,000 SEK, which on LinkedIn buys a narrow audience and not much room for error.

With that budget, reach was the wrong goal. I set the campaign up to buy a small, precisely defined audience and measured it on engagement rather than volume, so the creative and the targeting could be judged on whether the right people responded.

Draft — Linnea to add audience definition and creative approach

0.53% CTR against an industry benchmark of 0.41%, roughly 30% above, on 8,000 impressions of the intended audience. The campaign became the reference point for how similar offerings were promoted afterwards.

Client cases are the most persuasive asset a consultancy has and the hardest to produce, because they need the client's time, the partner's approval and a story that survives both.

I project-managed the film: securing the client's participation, aligning Microsoft as partner, briefing and steering the production team, and holding the schedule together across three organisations with different approval chains.

Draft — add the narrative angle and what made the story work

Rather than a firm talking about its own capability, the event put a pharmaceutical company and a technology network in front of the room to talk about what they had actually done. Implement's expertise showed through the framing and the questions instead of through a pitch.

End-to-end: concept, partner coordination, invitation strategy, guest list, run of show and follow-up.

Draft — add what the event generated afterwards

I planned, booked, followed up and evaluated out-of-home campaigns, working across sales, product management, distribution and media agencies. Part of the role was creative advisor: telling an agency early that a layout would not read at four metres is cheaper than telling them afterwards.

Out-of-home has no undo button and very little targeting, so everything depends on the idea, the placement and the execution being right the first time. It made me sharper about the difference between a message that tests well in a deck and one that works at a distance, in traffic, in three seconds.

Draft — add one or two named campaigns if we can show them