PPL Training

BRANDING / PRINT / SOCIAL MEDIA / SEO

Whilst at PPL Training I was given the opporunity to introduce, execute and analyse a new approach to their marketing activities.

Using my eye for design and knowledge within the STEM industry I was able to increase both revenue and brand awareness. 

The marketing campaign was based on ensuring our delegates visiting for the course had the best experience possible, whether that was high quality course material, adequate signage to help them navigate our training centres or received post-course support. The marketing material was the face of the high quality training our delegates received. As a result of working within a highly regulated sector, all marketing material had to be engaging whilst satisfying technical and legislative requirements. 

Creating, managing, and analysing organic content
+19% Organic sales
+12% Pages/Session
+19% Avg. Session Duration.

Our organic content marketing campaign focused on developing high-quality content and leveraging social media platforms. It focused on building a relationship between our brand and our delegates, a relationship where they feel safe knowing what they learnt could be applied to their day-to-day jobs. 

Setting up and optimising Google PPC campaigns and reporting through Data Studio
+45% PPC Revenue
-22% Clicks
-32% CPC

Our PPC (pay-per-click) approach to marketing started with an in-depth analysis of the target audience, this included defining our total addressable market and our personas. All this was to ensure that the ads will be seen by the right people at the right time of the buying cycle. 

Once the target audience was identified, we crafted the adds based on our previous keyword research and tested with A/B testing of the copy

This was constantly monitored and tweaked as needed to ensure that it is reaching our goals and delivering a positive return on investment.

Planning, designing, scheduling and, analysing targeted and engaging email campaigns
+13% Conversions
+17% Clicks.
-32% CPC

Email wasn’t the most important part of our overall marketing strategy but did play a cirticial role in organisaing our delegates and their courses.

Emails were regularly sent using Sendgrid with course information, arrival times and locations. This essential emails had to have the highest level of deliverability to ensure our delegates knew when and where they were going. From this we constantly improved both the design and technical aspects of our emails.

All emails were optimised for different devices and platforms, whilst tracking the responses and results from the send.

 
Managed LinkedIn and Twitter accounts, providing; industry news, regulation updates and rapid customer interactions
+53% Followers
+14% Interactions

Our Linkedin marketing was primarily targeted towards our previous delegates, encouraging them to follow for legislative updates and PPL Training information. 

Most of the content was designed to be informative content that will keep delegates up-to-date with the latest regulations and industry news. Additionally, all content was paired with images and graphics to increase engagement, as well as provide a clear link to the page for students to follow.