Pointsbuild
Australia’s largest provider of e-learning professional development for the built environment.
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The Challenge
Target audiences split across both B2B and B2C markets, Pointsbuild’s challenges were a tricky one to address.
Limited team capacity and other priorities made strategic planning difficult and marketing efforts were focused almost exclusively on the retention end of the sales funnel with only a small budget allocated to digital advertising, exclusively within paid search.
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The Assets
With Australia’s largest library of e-learning and compliance content, along with a large cohort of existing, repeat, customers, Pointsbuild was well-positioned to leverage the former to drive revenue in the latter.
Along with that, the limited use of digital marketing to date meant any and all efforts to implement, if done correctly, should bare fruit in short order.
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The Payoff
A proper understanding of the full customer journey across touchpoints, a dedicated effort to connect customer data with GA and Mailchimp integration and a customer-centric content plan was all required to properly address the company’s need in a holistic fashion.
Strategy
Creative & Learning Design Content
Holiday Display Ad
EDM Redesign
Regulatory Framework Infographic
Targeted Facebook Ad
Content Cascade
In-Course elements, in this case a gif created to demonstrate the BAL-Levels for bushfire safety, repackaged for use in owned and earned social channels.
In-course Content
Many of the course modules required explanation of concepts of varying complexity. A critical tool in conveying these concepts with clarity was the use of scripted content and animation. This video was for the Fire Safety modules
Marketing Mix
Critical efforts to maximise use of host talent and the need to showcase the interactivity of the learning design led to the production of marketing teasers for each of the produced course modules.