- Case Study -
Taking a multi-programme marketing strategy from awareness to application
The Client
A skills and professional development organisation offering a broad portfolio of academic programmes, courses and events, each targeting different audiences and requiring different levels of marketing support.
The Challenge
With multiple programmes running simultaneously, the organisation needed more than occasional course promotion. It needed a marketing function that could manage a high volume of activity while balancing three distinct objectives: strengthening the overall brand, generating applications for individual programmes, and driving registrations for events.
Different courses also required different creative approaches, meaning individual programme identities needed to stand out without losing sight of the organisation behind them.
Our Approach
Marmalade provided integrated marketing support across the organisation's programme portfolio.
We created and managed high-volume organic social content across multiple channels, supported by email marketing, blogs and PR activity. Our team worked directly with local press contacts and media outlets to increase awareness, while Google, Facebook, and LinkedIn advertising put individual courses in front of relevant audiences and drove prospective participants to programme pages.
We also provided branding and creative support across the portfolio, developing distinct visual approaches where individual courses required their own identity.
Rather than treating every channel or programme in isolation, the focus was on matching the message and activity to the objective – whether that was building the brand, increasing course interest or driving event registrations.
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Website Sessions
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LinkedIn Impressions
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LinkedIn Follower Growth
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LinkedIn Clicks
Our Results
Across the first 11 months of 2023, the organisation recorded 34,169 website sessions, including 13,812 from organic search and 4,576 from paid social.
LinkedIn became an important source of both awareness and website traffic. Followers increased by 23%, from 3,450 to 4,234, while content generated 144,000 impressions, 13,098 clicks and 2,902 social actions.
The average LinkedIn engagement rate across the reporting period was 8.3%.
Paid activity also drove audiences directly to priority programme pages, including 2,017 sessions to one programme, 1,297 to another, and 1,286 to a third from paid LinkedIn activity.