VIA Institute on Character
Deepen connections with B2C and B2B communities around the globe through cross-channel marketing
With 3 distinct user profiles (consumer, professional and researcher) and a brand grounded in academic research, understanding where, what and how to communicate was critical to the VIA Institute on Character’s growth goals globally.
Global nonprofit the VIA Institute on Character (VIA®) operates with a self-sustaining revenue model—with paid digital reports, courses and certifications used to fund its free character strengths survey and academic research. Beginning as a consultant in 2018 and evolving into a fractional marketing director embedded with the team through 2023, VIA enrolled Integrato to: create clarity in its marketing strategy, sharpen its day-to-day marketing and product launch execution, and maximize the revenue potential of its growing Professional client base.
Key Responsibilities (2018-2023)
Led marketing positioning, including development of brand guidelines and tone of voice with fellow consultants, to differentiate VIA from competitors
Created cross-channel marketing framework, quarterly/annual plans and content calendars to improve internal content development
Led and assembled a freelance team (design, copy, UX/UI, SEO) in collaboration with in-house developers to redesign the frontend of VIA's website to better speak to the unique needs of each audience profile
Developed strategy and led multi-disciplinary launch of a feature-rich website backend, which more than doubled the conversion rate and drove increased user engagement
Led go-to-market strategy for new product launch campaigns to consumers and professionals, spanning digital reports, courses, webinars and certification
Added tens of thousands of dollars in incremental revenue by sourcing and managing an outside SEM consultant to launch VIA's first Google Ad Grants campaigns in the U.S. and three international markets
Served as interim marketing and operations director responsible for the organization’s 3 fulltime employees and 3 contractors upon the departure of the executive director
“Our conversion rate more than doubled with the new dashboard.”
—Jeffrey Levy, M.D., VIA CEO, following the launch of the new website backend in 2023
“I’m always amazed at your ability to corral even the most complicated conversations and projects and make them approachable and actionable. Your contributions to the way we approach our mission and goals is truly shaping VIA’s future.”
—Kelly Aluise, VIA Content Manager
