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Marketing Portfolio
Hi, I’m Bill Worrell!
My journey began as a professional musician, where I discovered a passion for marketing. Working with leading music companies, such as Fender, Reverb, and JamPlay, I honed my skills, eventually becoming the Director of Digital Marketing at QuaverEd, a successful K-8 + HigherEd education company.
Today, I leverage these skills to help clients in diverse industries—from finance to painting—achieve their marketing goals. Explore my portfolio below, and feel free to reach out if I can help you amplify your marketing success.
Paid Ads
Campaign 1: YouTube Ads - Awareness and Engagement
Objective: Drive brand awareness and engagement for a digital curriculum.
Strategy: Create video ads showing the product in use, highlighting testimonials, leveraging YouTube for targeted engagement.
Results:
View-Through Rate (VTR): 35% (Industry benchmark: 25-40%)
CTR: 1.2% (Industry benchmark: 0.9-1.5%)
Engagement Rate: 3.8% (Industry benchmark: 3-5%)
Impressions: 750K+
ROAS: 3.5x (Industry benchmark: 3-4.5x)
Bottom Line: YouTube Ads are a powerful way to drive brand awareness as well as conversions (desired action).
Campaign 2: Google Ads - Lead Generation
Objective: Increase qualified leads and improve conversion rates for an EdTech SaaS platform (QuaverEd) targeting K-12 administrators and educators.
Strategy: Implemented search marketing and remarketing campaigns optimized for high-intent traffic.
Results:
Click-through rate (CTR): ~4.5% (Industry benchmark: 3-5%)
Conversion Rate: 8% (Industry benchmark: 6-10%)
Cost Per Click (CPC): $2.50 (Industry benchmark: $1.80 - $3.00)
Return on Ad Spend (ROAS): 4.2x (Industry benchmark: 3-5x)
Impressions: 500K+
Cost Per Acquisition (CPA): $45 (Industry benchmark: $35-$60)
Bottom Line: We drove many trial signups, which the sales team leveraged to drive subsequent sales.
Campaign 3: Display Remarketing Ads
Objective: Convert free trial page visitors who left without signing up to subscribers.
Strategy: Use dynamic display ads showcasing testimonials or benefits to entice signup.
Results:
CTR: 0.7% (Industry benchmark: 0.5-1.2%)
Conversion Rate: 5.2% (Industry benchmark: 4-6%)
CPC: $1.90 (Industry benchmark: $1.50 - $2.50)
ROAS: 5.1x (Industry benchmark: 4-6x)
CPA: $30 (Industry benchmark: $25-$40)
Bottom Line: These were a great reminder tool for prospects and drove many to sign up.
Love ‘em or hate ‘em, Meta offers a great way to reach audiences in all funnel or flywheel stages. I’ve built everything from page likes ads to event ads. These frequently exceeded benchmark KPIs and successfully drove sales, leads, and engagement.
Paid Social
Goldy Books | Carousel Ad
Vinyl Radio | Event Ad
Bright Dark Creative | Page Likes Ad
Account-Based Marketing
I’ve led several successful Account-Based Marketing (ABM) campaigns. ABM focuses on targeting specific high-value accounts—such as individual businesses, industries, or even school districts—rather than a broad audience. I’ve successfully tailored messaging, content, and outreach to resonate with decision-makers within those accounts.
One such campaign took place in the spring of 2024. This campaign aligned with California's Prop 28 initiative, which allocated educational funds to districts. I contributed to the proposal and orchestrated a multi-channel marketing strategy that included emails, digital ads, mailers, and specific video ads (seen here).
Collaborating closely with the video and animation team, I conceptualized the creative approach, oversaw iterative edits, and ensured the final product aligned with campaign objectives. The initiative proved highly successful, securing the San Francisco market with 25 schools adopting the QuaverMusic product, thereby establishing a strong foothold in the region.
I helped win many high-value accounts across the country, including major territories in Texas, New York, and Florida.
Video Ads
I led the creative development of this Quaver Impact Story, filmed on location at a Nashville school.
My role included:
Crafting compelling interview questions
Guiding the video team with creative direction
Producing a polished final edit that effectively captured the story's essence
(Please note: the intro and outro were added after my submission.)
This video made an…ahem…impact. While there were many touchpoints to the final B2B sale, my attribution report gives an average 22% of credit in closing the sale.
Quaver SongBrush is a tool within the QuaverMusic online platform. Young learners can draw on a musical staff, and the drawing will transform into audible music and musical notation right before their eyes!
I conceptualized this simple ad with the QuaverEd video team to showcase the tool. Although time and budget were limited, I think the results turned out well.
As you can see, there are a significant number of views and we had click-through-rate that exceeded industry benchmarks (~5%).
QComposer is another tool within the QuaverMusic online platform. This GarageBand style app allows young composers to drag and drop loops of various instruments to compose their very own song.
I conceptualized this simple ad with the QuaverEd video team to showcase the tool. Although time and budget were limited, I think the results turned out well.
As you can see, there are a significant number of views and we had click-through-rate that exceeded industry benchmarks (~5%).
Social Media & Influencer Marketing
I’ve developed social media calendars for various brands, using entertaining, educational, or inspirational content to generate engagement and foster community.
A great method for connecting with your audience is to utilize influencers for organic and paid social strategies. Collaborating with macro and micro-influencers alike enhances engagement and ultimately boosts sales. At QuaverEd, this approach proved especially effective in driving renewals, as we created a fun, supportive environment that our users never wanted to leave.
The Chromatic Music Teacher
Ms. Jenkins, aka The Chromatic Music Teacher, not only has a mind-numbing 357k followers, but she’s also a huge QuaverMusic fan! Needless to say, we couldn’t resist collaborating with her.
Singingandteaching
At 182k followers, Cindy’s channel is BUMPIN’! As she says, she helps thousands of teachers around the learn best teaching strategies. For an education company like Quaver, we approve.
Perry the Sheep
Ok, technically, Perry the Sheep isn’t an influencer, but who doesn’t love a mascot?! Perry would make occasional appearances on social media and live events and he was always a hit!
Email Marketing & Automation
For Bright Dark Creative, I designed and executed an effective email campaign integrated with a 10% discount pop-up on their Squarespace website. This helped drive sales and capture email addresses. Using Zapier, I connected Squarespace to their CRM, Systeme.io, automating the data flow. This setup triggered a strategic email series that engaged subscribers with our brand story, social proof, and inspirational content while leveraging urgency-driven messaging and showcasing product highlights with upsell opportunities.
Content Marketing
Early in my marketing career, I had the pleasure of joining forces with gear outlet Reverb to enhance their content marketing efforts. The articles I created drove significant engagement, resulting in increased page views and contributing to sales growth. While I didn’t have direct access to the metrics, the high levels of interaction and discussions—some even sparking lively debates—highlighted the impact of these pieces.
Web Design
I have expertise in most major web building platforms such as WordPress, Squarespace, and Wix.
Google Tag Manager
My expertise includes setting up Google Tag Manager (GTM) and tracking key website actions, such as purchases or submitting a lead form.
By connecting GTM to your website and ad platforms like Google Ads or Meta Ads, each platform can optimize for targeting traffic most likely to perform these actions.
Similarly, we can retarget high-intent visitors, such as those who have, say, begun checkout but have not purchased, creating valuable additional touchpoints that often generate sales.
Contact Me
I’d love to hear from you!
billworrell01@gmail.com
(805) 551-0131