Quizative launched Canadian Management Centre's innovated site to drive sales of best-in-class business management training. Challenge:

CMC is a leader in professional development and training.  Due to escalating costs and diminishing responsiveness DM was no longer delivering acceptable ROI.

The existing site was a reliable workhorse but needed a complete redesign to accommodate the fastest growing part of their business, targeting high value prospects for corporate solutions, and to realize their new branding.  We also needed to create a social media strategy and ensure the site worked with these new channels as well as the old search channels.

Insight:

We defined two hero customers who represented the needs of the key customers:

  • The individual customer looking to improve specific skills and find a single course solution.
  • The higher value prospect looking for talent solutions across their organization.

Strategy:

Leverage the site as the hub of an integrated communications ecosystem including digital, paper, telemarketing and events.  Create streams for generating leads and driving conversion.

Execution:

  • On-demand added value content used for lead gen.
  • Benefit demonstrated in videos through customer testimonials and corporate messaging.
  • Peer-2-peer reviews to drive conversion.
  • E-commerce to close the sale.

Results:

Double digit lift for sales conversions.  Exponential increase of leads.

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