FutureLearn's

The Brief

The objective of this campaign is to generate a consistent stream of high-quality leads for FutureLearn's free B2C CV review service.

Challenge

The primary challenge is to capture the attention of job seekers in a competitive digital landscape. It is crucial to effectively communicate the value of a professional CV review to a broad audience and encourage them to submit their CVs.

A key difficulty lies in attracting individuals who are genuinely invested in enhancing their career prospects, rather than those solely seeking a free service without further intent to engage with the FutureLearn brand. The campaign must be designed to generate high-quality leads with a genuine interest in professional development.

Martech Solution

To address these challenges, a multi-channel digital marketing strategy will be implemented across platforms such as LinkedIn, Facebook, and Google Search, targeting users actively seeking to improve their employability.

A/B testing of ad creatives and landing page variations will be utilized to optimize for the highest conversion rates. Following the initial CV review, an automated email nurturing sequence will be deployed to engage leads with relevant FutureLearn courses, helping them to further develop their skills and career potential.

Analysis

A comprehensive analytics dashboard will be developed to provide real-time insights into campaign performance. Key metrics such as Cost Per Lead (CPL), Conversion Rate, and lead quality will be tracked to measure the campaign's effectiveness.

This data-driven approach will allow for the detailed tracking of the user journey, from the initial ad interaction to the final CV submission. These insights will be used to continually optimize the campaign for maximum impact and ROI.