THE CHALLENGE
Launch a new education brand against larger libraries
OneStop entered the market without an established audience and with a more limited course range than major education platforms. The work needed to make the offer relevant before asking people to subscribe.
PROJECT OBJECTIVES
- Build awareness for a new brand
- Generate course subscriptions and leads
- Increase website traffic
THE STRATEGY
Start with the audience’s problem, then expand the channel mix
The initial strategy focused on fresh graduates and junior professionals, using content around their learning and career struggles. As the programme matured, targeting expanded and LinkedIn and Google joined the channel mix.
Name the real learning problem
Create content around the obstacles juniors already recognise instead of leading with a generic course list.
Connect content to a destination
Use the website to organise programmes and create a clearer route from interest to enquiry or subscription.
Expand after learning
Broaden the audience and add channels after the first content-and-demand signals became visible.
SOURCE-REPORTED RESULTS
What did the project deck report?
Figures are reproduced from the original project case-study deck supplied for this site and reflect the reporting definitions and timeframe used in that deck. They are presented as source-reported figures, not independently audited results.
FROM THE SOURCE FILES
Education content, website and reporting
The supplied portfolio documents social creative and the OneStop website presentation. The original results page is retained as a separate source artefact.
WHAT THIS SHOWS
The useful lesson
Education demand grows when content starts with a learner’s recognised problem and the website makes the next choice easier.
