Project Overview
I worked as an Account Executive for the Baldwin Wallace Digital Marketing Center from January through May 2024. While in this role, I had the goal of creating agendas and running meetings, assigning tasks and managing a team of peers, directly communicating with our client, and organizing deliverables.
I scheduled weekly meetings to work on creating an AI workflow for my client, Carleton McKenna & Co. We also spent time coming up with a suggested sitemap for a website redesign and did keyword research. At the end of the semester, I scheduled a meeting with my client and delivered a presentation on the AI workflow, sitemap, and keyword research.
My Responsibilities
Team Management
As the Account Exec of this project with the DMC, I had to manage tasks, plan meetings, and prepare a variety of deliverables for the client. I used Basecamp to reach out to the team regularly with updates or to answer questions. This is also the platform I used to assign weekly to-do tasks so we could stay on track with completing our project with CM&Co. Creating agendas was an important component in prepping for meetings. I also led the team in preparing deliverables to provide to our client once the project concluded.
Client Services
An important aspect of being an Account Exec was serving as the main contact between the client and the rest of the team throughout the duration of the project. This included sending email updates as well as providing access to files, AI prompts, slide decks, and more. I also scheduled meetings in Outlook and sent out invites with details, agendas, and other materials when necessary. I was also able to bounce ideas off of the main contact which helped me better understand the company’s current processes and how we could help them improve.
AI Workflow
The final and largest deliverable that came with this project was creating an AI workflow that could be incorporated into Carleton McKenna’s everyday marketing strategy. I focused on creating a workflow off of industry reports that are released on their website. The AI tools used for the workflow are meant to save time for the team and give more options for repurposing content. I was able to test a variety of different tools and research them to come up with conclusions for saving time and creating more content.
Tools and Apps Used
Basecamp was used primarily for organizing meetings with the team, scheduling to-do’s, sending announcements, and communicating with members of the team. It was also used for storing files and information for the team. I used Google Drive to provide Carleton McKenna access to an AI prompt library and additional information on keyword research. Canva was briefly used for creating some graphics used in presentations during client meetings.
SpyFu was used to analyze the site and find potential keywords as well as targeting keywords that could move from the second page to the first. Semrush was used in a similar way, but was also used for researching competitors and seeing where they rank against our client. Ubersuggest was used briefly to determine keywords with high search volume that the client is already doing well in.
Deliverables
AI Workflow
I created an AI workflow that went through multiple stages of repurposing and researching content. After testing out a variety of different tools, I found that Perplexity works best for research and coming up with ideas. Jasper is a great tool for writing blog posts, crafting social media captions, and outlining email newsletters. ChatGPT Team is useful tool for article summaries and outlining podcasts. This project also allowed me to research Descript which is a useful tool for podcast and audio editing/recording. View Full Slide Deck.
Suggested Sitemap
Another portion of this project was coming up with a suggested sitemap for a website update later this year. I worked with the team to review the current site, competitors, and potential ideas to bring to the website. After making our own versions of a potential sitemap, I brought the team together to build one sitemap that we presented to the client at our final meeting. We made suggestions to feature content in the nav bar that would be good at catching someone’s attention when they look at the site.
AI Tools Tested
