Adult learning and skills training
Drive sign-ups while cutting marketing costs per person with campaign tactics that work.
Whether it’s New Year resolutions or a post-summer fresh start, marketing for adult learning and skills needs to capture the interest of people thinking about ticking off their fitness, hobby, career or life skills goals to boost registration rates.
Our webinar series is designed to help you do this with better outcomes and lower costs, whether you’re tasked with running communications campaigns for adult classes and courses in a local authority or college or promoting specific skills or employability training to post-19s.
LATEST WEBINAR: Overcoming Budget & User Experience Blockers
A poll in the first webinar in the series told us your biggest blockers to improving uptake are lack of comms budget and complicated booking systems. In this second webinar we focus on:
- Low and no-cost ways to boost campaign performance – including making the optimal use of your organisation’s own media.
- Insight from anonymous benchmarking data – gathered from CAN’s long-term media-buying work for adult learning teams to reveal the tools and tactics that work best.
- Improving user experience of landing pages and follow-up messages – we’ll analyse examples of UX to uncover why people don’t take action and look at the methods you can use to simplify sign-up and to nurture people into taking the next step.
With: John-Paul Danon, Collaboration Director, CAN and Dan MacKriel, CAN’s Adult Learning Subject Specialist.
Download a PDF of the Adult Learning Webinar 2 slides – overcoming blockers.
WEBINAR #1: Adult Learning & Skills Campaign – How to Drive Sign-ups & Cut Costs for Autumn Enrolment
Whether you’re tasked with running comms and marketing campaigns for classes and courses for a local authority or college or promoting specific skills or employability training – this webinar is for you.
On this webinar, we run through the campaign best practice that will help you:
- Develop a campaign plan for a low marketing cost per person taking up a course or a training place.
- Fill key courses that bring you the most income and/or help you retain Government funding – and help fill less popular classes too.
- Improve user experience so potential customers don’t get put off by a confusing landing page or overly complicated application or sign-up form.
Speakers:
John-Paul Danon, Collaboration Director, CAN: On the tactics, tools and channels to employ to achieve the best outcomes in this area.
Dan MacKriel, CAN’s Adult Learning Subject Specialist: Highlighting key campaign successes and the differences that made them work.
Download a PDF of the Adult Learning Webinar – CAN presentation slides.
James Morton, Alive With Ideas: With a case study for Devon’s Train4Tomorrow campaign which promoted skills training for age 19+ unemployed and career change adults, filling all 1,000 spaces quickly and cost-effectively. It was the first time the course had achieved full sign-up.
Download a PDF of the James Morton slides on Devon Train4Tomorrow.
Three top tactics for effective adult learning campaigns
Always-on Google Search
The spend can be increased for crucial enrolment periods like January and September, but it’s worth investing all year round to capture people at the point they’re researching courses.
Multi-frame carousel ads on social media.
Using this sort of creative means you can demonstrate a range of courses and classes under umbrella themes like “languages”, “crafts” or “job skills”. This avoids being either too specific or too generic with single images.
Retargeting.
The intention to take up a new skill or hobby or to get fit comes and goes! It’s one of those things that can remain on the backburner indefinitely unless you’re reminded. Installing advertising pixels on adult learning webpages means you can switch on remarketing to remind people again and again.