The College of Law is at the forefront of practical legal education in NZ and Australia. One of their key objectives for 2018 is to increase awareness and bookings of their in-house Practical Training Solutions for lawyers, Human Resources and Organisational Design professionals/Public Sector professionals. The courses range from Legal Project Management, Māori business training, Commercial Acumen to The Resilience Series.
CHALLENGE
The College of Law wanted to better utilise and target their digital assets and to create a strategic content plan to generate leads. Realising the importance of understanding their marketing personas, we worked together to segment their CRM in order to build the acquisition strategy. Our social media audit revealed lots of opportunity for focusing campaigns on creating valuable content for their in-house training clients. The College of Law was keen to effectively leverage their key social channels.
OUTCOME
A well-designed acquisition strategy has been implemented by working alongside the client on a weekly basis and liaising with their Australian team. Targeted marketing personas have been identified and also optimized for better advertising performance. Client acquisition campaigns have resulted in their social media channels providing content of value to their target audiences.
We created new audiences in Facebook, optimizing for their targeted personas and ran Facebook awareness campaigns sending people to the Practical Training Solutions page. We've also created events on Facebook which were promoted to the College of Law's followers and also targeted cold audiences, this activation generated a high level of engagement.
Following these initiatives, their social channels have experienced a major increase in both engagement and reach.
RESULTS
In just three months, awareness of the College of Law as a provider of professional training within their target personas has strongly increased by 380%.
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