The collaboration between SkillPlan and U7 Solutions exemplifies the power of strategic digital marketing. By aligning goals, strategies, and execution, we successfully transformed SkillPlan's digital presence, driving significant increases in web traffic and conversions. As SkillPlan continues to help shape the future of Canada's construction trades, we stand ready to support their journey with data-driven digital solutions tailored to their evolving needs.
Meet SkillPlan
SkillPlan, a leading force in workforce development, is shaping the future of Canada's construction trades. With an extensive range of services and products aimed at enhancing construction careers and skills, SkillPlan boasts a well-established reputation. However, recognizing the need for a digital transformation to align with their latest brand refresh and new website, SkillPlan sought the expertise of U7 Solutions.
Understanding the challenge
Despite SkillPlan's esteemed reputation, their digital presence required optimization to thrive in the competitive online landscape. To match their brand refresh and better communicate their offerings, SkillPlan approached U7 for assistance in elevating their brand awareness, presence, and web traffic.
Crafting the strategy
U7 Solutions embarked on a comprehensive journey with SkillPlan, meticulously planning each step to achieve their goals within set timelines and budget constraints. Beginning with an in-depth analysis, we identified the target B2C and B2B audiences and outlined desired outcomes for each segment. From this foundation, we crafted a strategy centered around empowering workers with innovative training solutions and strengthening industry partnerships.
Execution and implementation
With the strategy in place, we transitioned into the execution phase. This involved the creation of compelling creative assets, establishment of an efficient review workflow, scheduling of content rollout, and the launch of targeted ad campaigns across various platforms. Utilizing Paid Search, Paid Social, and Organic Social channels, we deployed a strategic mix to maximize reach and engagement.
Project highlights
7.4 M
Impressions
128.5 K
Clicks
2.4 K
New Followers
65%
of contact form conversions came from paid channels
10.5%
of learning platform conversions came from paid channels
Viral TikToks
Using memes, engaging video footage and trending sounds, our team was able to create several well performing vertical videos – including two that went viral on TikTok!
Driving results
The results were remarkable. The triple threat of Paid Search, Paid Social, and Organic Social collectively drove an impressive 64.3% increase in SkillPlan's website traffic. Moreover, these efforts didn't just attract casual browsers but converted them into loyal followers and eager learners, with 21.1% of website conversions originating from these sources.
Looking ahead
While the initial campaign ran for a short period, the potential for extended paid advertising campaigns to further enhance engagement and influence across the funnel stages is evident. With a comprehensive analytics dashboard in place crafted by U7, SkillPlan can continue to monitor and optimize their online initiatives, ensuring sustained growth in a dynamic digital environment.
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