Summary
Leveraged a cross-channel marketing campaign on Google, Meta, and LinkedIn. Helped boost enrolment for Palette Skills’ Automation & Digital Agriculture Specialist Program and SalesCamp B2B Tech Sales Training Program. This strategic initiative successfully filled training cohorts across key Canadian regions including Ontario, British Columbia, Alberta, and Saskatchewan.
Goal
The goal was to register 20 to 25 participants for each cohort in various Canadian regions, promoting Palette Skills’ commitment to upskilling and effectively preparing Canadians for future tech-oriented careers.
The Challenge
Palette Skills faced the challenge of effectively promoting its specialized upskilling programs to a diverse audience in a highly competitive educational landscape. With a market skeptical about the effectiveness and integrity of career bootcamps, distinguishing Palette Skills’ programs as valuable and credible was crucial. Moreover, the campaign needed to overcome misconceptions about the cost and intent of government-funded programs.
The Priorities
The campaign focused on:
- Targeting mid-career professionals seeking significant career transitions into tech sales and digital agriculture.
The Strategy
To achieve these objectives, a nuanced, multi-platform strategy was employed:
- Optimized Spend: Allocated a budget across LinkedIn, Meta, and Google Ads, ensuring broad yet targeted exposure.
- Search Campaigns: Conducted thorough keyword research and crafted compelling ad copy to target searches specific to tech sales and digital agriculture training. This was backed by a pre-campaign audit of existing marketing efforts to identify and improve underperforming areas.
- Targeted Campaigns: Launched customised campaigns tailored to the unique characteristics of each platform, adjusting the approach to address regional needs, particularly targeting professionals in transitional career phases and rural areas.
- Performance Monitoring: Implemented a robust tracking system using Google Looker Studio to monitor campaign performance in real-time, enabling dynamic adjustments to enhance efficacy and reach.
The Results
The campaign achieved its enrolment goals, with Palette Skills meeting its registration targets across all intended markets. The comprehensive pre-launch audit and continuous performance monitoring were key to optimising the campaign’s reach and impact, proving the effectiveness of a well-targeted digital marketing strategy in the educational sector.
