— BCA National Training Group —
An integrated marketing campaign launching a new "Diploma of Management" course for a nationally recognised training organisation
Situation: "Problem & Opportunity"
The discovery & analysis began by identifying the primary objective, which was to promote Online Training Courses and specifically, the Diploma of Management in order to increase leads and sales for the product.
We analysed a range of internal and external information in order to better understand the organisation and product being promoted. We identified the product benefits, target market segments and the services associated with the product.
We analysed competitors and their overall positioning, leaving us with a clear picture of opportunities available in the market.
Strategy: "Method & Approach"
Following our analysis of the situation we set out to define our recommended approach & activities for the campaign.
The result was that we recommended a complete integrated campaign that would incorporate a range of mediums including Electronic Direct Mail (EDM), Digital Landing Pages, Social Media Marketing, PPC Advertising, Search Engine Re-marketing and traditional Print & Digital Collateral.
Unique messaging was also required for the integrated communications campaign and we used all of the insights gathered in order to come up with a strong campaign theme that could drive all messaging throughout the campaign (across all channels).
Following extensive workshops the combined team selected the theme "Better Together", which best articulated the outstanding personal support the client provides in conjunction with their online courses.
We developed segmented landing pages for optimal conversion.
Solution: "Tactical Implementation"
Once the strategy was set, the Mind Methods team launched into campaign implementation & management mode, as we set out to produce and manage all communication pieces for the campaign.
A summary of the communications activity is summarised below:
- Website Creative (Banners & Inner Pages)
- Social Media Creative
- Social Media Advertising
- Online PPC Advertising & Re-marketing
- Digital Landing Page Development (Multiple Variations)
- Email Marketing (Segmented EDM Variants)
- Print Collateral
We developed the social media strategy and content for the campaign, executed over a 2-month period.
Results: "Outcomes & Recommendations"
The campaign was successfully delivered, immediately providing BCA National Training Group with a range of new product content that had previously not yet existed.
The campaign created solid brand awareness online and delivered a significant number of leads into the business who were looking for the specific product that was on offer.
Initial results included website traffic (sessions) increasing by 83.47% during the campaign period with new users increasing by 83.59%. Facebook Page Likes increased with over 650 new Page Likes during the period. Email open rates to past students exceeded industry standards at 40.23%.
As part of our review and recommendations we also provided BCA National Training Group with a range of key learnings and insights gained from running the campaign that will assist them greatly with any future programs they run and how they approach campaigns internally.
These recommendations would also shape BCA's internal processes and resources through creating clear benchmarks and expectations when running campaigns of this nature in future.