Digital Strategy for Carbon Event | SDW Project

Digital Strategy for Carbon Webinar Series

Year: 2021 - 2023

Role: Web Project Manager & Digital Marketing

Client: Indonesia Commodity & Derivatives Exchange (ICDX)

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Project overview

ICDX's carbon market webinar series, in collaboration with media, government, and companies.

During my work at ICDX, I was responsible for gathering participants for this event, targeting B2B and B2C audiences according to each webinar topic. ICDX initiatives since 2021:
• Indonesia Carbon Forum (ICF)
• B20 Indonesia participation
• Carbon webinars with KADIN Indonesia
• ASEAN-BAC collaboration on global climate mitigation (2023)

What is my responsibility in this project?

Web Project Manager

Digital Marketing

Led website project to ensure seamless sign-up process for users.
Organized webinar content on the official website.

Design, execute an advertising plan, and generate a performance report.
Create a strategy and implement email marketing (Mailchimp).

10K+

102K+

13K+

Registrant

Clicks

Engagements

Event video live streaming so that user will be easier to watch the event again.

User can easily choose what time they want to choose based on topic & speaker they interested in.

Using countdown to increase urgency for user to signing up & to remind the user when the event start.

User can easily download material from previous webinar.

A simple registration form, user also can choose topic they want to participate.

As a project manager, I prepare the landing page 2 months before ad launch, set clear goals, monitor progress, adapt strategies, and conduct thorough testing to ensure a seamless user experience and project success.

Product Breakdown

Market Research

Determine target audience aligned with business objectives
Segment users by webinar themes (e.g. renewable energy, carbon market)
Further segment by business focus (B2B or B2C)

Media Planning & Campaign Execution

Customize media strategies: LinkedIn for B2B, Instagram for B2C.
A/B test ads to find best approach.
Work with creative team on personalized content for different groups.

Campaign Monitoring & Optimization

Monitor ad performance daily through meta & Linkedin ads manager.
Utilize Google Analytics 4 and cohort analysis feature to track user activity on the website.

Role : Digital Marketing

The Process

Initiating

Coordinated with corporate communication team to define event objectives & identify target audience.
Developed a briefing document for the website agency, detailing event specifics and outlining project goals to ensure alignment with overall vision.

Research

Conducted competitor analysis with UI/UX team to develop intuitive user journey.
Collaborated on compelling copy with brand team to boost event sign-ups.

Wireframe & Design

Development & User Acceptance Testing (UAT)

Evaluated UI/UX Designer proposals to ensure optimal user experience.
Prioritized designs enabling easy event registration, with fast loading times and clear call-to-action buttons for seamless sign-ups.