The Career Academy

About TCA

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The Career Academy is an internationally recognised online education provider, who partners with industry to deliver the latest and most up to date content. The Career Academy pride themselves on helping change the lives of over 20,000 students every single year.

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The Challenge

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The Career Academy approached Lead Castle with the following three key challenges:

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• Lead generation was stagnant in the Australian region and couldn't scale

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• Audience targeting was a challenge as TCA couldn't quite get the right people to engage with their advertising

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• Current remarketing efforts were not properly built out, but there was plenty of opportunity to reach out to existing members and leverage that equity for further growth.

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The result meant that TCA felt a big opportunity was being missed for lead generation, there was overwhelm to reach KPI's and the business itself couldn't expand its team.

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The Fix

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After an initial consultation and strategy call, Lead Castle decided that the following 3 step action plan would help TCA reach their goals for leads, growth and expansion.

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• Develop out paid media channels and ensure a great strategy is in place for lead growth + scale campaigns in the Australian region.

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• A/B test advertising creatives & copy for the best advertising performance

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• Develop remarketing campaigns to capitalise on current website visitors.

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Through the above strategy, TCA was able to take their lead count from 10 leads per month in the region to over 50 per month in one month's time.

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Biggest Takeaways

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There is a lot we can learn from TCA, but 3 of the biggest takeaways we can take from working with them include:

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• Ensure that your advertising campaigns are set up correctly & optimised for conversions

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• Understand your audience; we ensured that all advertising was reaching the correct demographics and optimised based on website engagement.

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• Introduce all levels of the marketing funnel into your strategy; TOF, MOF & BOF should all be accounted for.

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