Glowmax International Digital Campaigns
Digital Communications Manager
The Challenge
Provincial government development projects in Khyber Pakhtunkhwa needed effective digital communications to reach target audiences - youth, educators, community leaders - while operating within strict government communication protocols. The challenge was translating bureaucratic program objectives into engaging digital content without violating clearance procedures, while also measuring real impact in a context where government projects rarely track digital metrics.
The Approach
Data-driven optimisation within bureaucratic constraints. Key elements: Targeted LinkedIn and Facebook campaigns with audience segmentation; Structured performance tracking using Google Analytics and SEMrush; Iterative creative testing and ad spend optimisation; Training government teams on digital tools to build internal capacity; Focus on qualified lead generation (not vanity metrics like likes/follows).
What Was Built
- 20+ digital campaigns across multiple government projects
- LinkedIn and Facebook campaigns targeting qualified lead generation
- Digital communications for public initiatives including Peshawar Zoo and Peshawar Metro Bus Rapid Transit (BRT)
- PR and digital communications training for 12 provincial government trainees
- Performance tracking and reporting frameworks