First edition is a success!
The creators of the Digital and Social media marketing MOOC probably have had lot’s of credit for the course still ongoing and encouraged by the positive response they are now planning to do a second edition starting in the beginning of next year. With a very restricted budget of 1000 euro it is important to really pick the smartest way to reach new students.
Targets and audience
One target could be to increase the number of students choosing the certificate track. The certificate can be added to a CV. Another target can be to reach more persons being full time employees. For an employee the course gives a good opportunity to update and refresh the marketing skills with all the recent knowledge in digital and social media marketing. So the target group can be defined as persons already working in communication and marketing departments of all kind of businesses but also other people influencing the marketing process like product managers and sales managers. All those who have been working with traditional print ads, newsletters and are happy that they have an updated mobile friendly website. For the digital and social media part they only see a jungle out there. And when the young lads and girls from ad agency, web agency are talking about PPC, SEO, SEM etc they feel off.
Reaching companies and already employeed persons could lead to more sales of the certificate track. As the course fee is very low it is an easy way to get personnel further educated.
Time is short so this campaign has to be efficiently executed. I would advice to use LinkedIn as primary social media channel chosen. LinkedIn have over 200 million users worldwide. LinkedIn have a high share of academicians and persons with other higher studies behind them. They are used to study but maybe they have never experienced to do studies online?
The campaign is named Master all your marketing channels. The campaign is divided into two parts: Part one is using the current students as marketers and ambassadors for the course. Special ads are made where a short testimonial can be added before the student share it on Linkedin, the ad can of course be shared on other social media like Facebook but are primary designed for Linkedin. Also the hashtag #passion4digital is included. A competition is made where one or more students sharing this ad will be picked every week, price is a voucher for one free certificate track MOOC on Iversity. It can also be possible to let a friend win this voucher.
Part two is using PPC ads on LinkedIn in special groups discussing social media and marketing.
The budget will mainly go to production of ads, vouchers and PPC, 1/3 each. Campaign time is from second week of November until end of December. Each week the campaign will be analyzed and a winner chosen.
As I belong to target group and do my studies on my spare time I have no more time to go deeper into details for this blog post. But if my idea get executed my testimonial in that ad would be like this:
Already after two weeks I managed to understand so much of the code language, I no longer felt excluded.
So what testimonial would you like to write in your ad?