About the customer
The company has been a leading provider of performance learning for companies and individuals for almost 60 years, offering personalized training with modern methods and innovative learning formats that ensure sustainable knowledge transfer. With over 1,000 seminar topics, a network of more than 750 experienced trainers and as part of the international Cegos Group, Cegos Integrata supports customers in keeping pace with the digitalization and transformation of the world of work.
What are the challenges
?Overarchingly, Cegos Integrata wanted comprehensive strategy consulting in the area of digital marketing. The focus was on adapting the design and scope of the training courses on offer. Another challenge is the weighting of the IT seminars and the seminars that focus on personal development. The right target group should be addressed in each case, as well as individuals and companies alike.
This is how we support
Content for more reach
-
Blog article
-
Text for SEO landing pages
-
Creation of texts for social and Google Ads
In order to strengthen the online presence and promote user engagement, we have realized numerous editorial projects for Cegos Integrata,
Among other things, we wrote comprehensive blog articles on various leadership topics and texts dealing specifically with project and time management as well as soft skills. Each article was carefully researched and written to provide readers with valuable insights and practical tips.
We have also created five SEO-optimized landing pages on various leadership topics and Microsoft Office 365. Each of these pages offers in-depth information on the respective topic and by using targeted keywords they generate further traffic.Automation with Evalanche
-
Newsletter dispatch
-
A/B testing
-
Nurture conception
Cegos Integrata regularly sends newsletters on various topics to its existing database. The newsletter recipients were divided into suitable groups using the marketing automation software Evalanche, as Cegos Integrata offers seminars on IT topics as well as soft skills and personal development.
Funntastic took over the newsletter management over a longer period of time. This included creating the text, setting up the newsletter in the software and monitoring. In order to increase the opening and click rates, A/B testing was carried out for the subject line. A small proportion of the intended recipients receive the email with subject A, another small proportion with subject B. Evalanche tracks the open rates of both email variants and determines which has the higher open rate after a certain point in time. The majority of recipients then receive the email with the higher open rate.
We designed multi-stage nurtures for various campaigns on the topics of project management, leadership development and IT, all of which were sent automatically via Evalanche.
UX testing and competitive comparison
- Extensive testing of the website
- Comparing session with 10 competitors
In collaboration with the UX team of our sister agency MOSAIQ, we subjected the Cegos Integrata website to extensive UX testing. Do users get the information they need? Can they find their way around the website?
For this purpose, we simulated the entire booking process on the website - from the homepage to the shopping cart. A target group check was also carried out. Among other things, we analyzed the communication of the products and the approach to the target group.
Another building block was the comparing session. This involved comparing the Cegos Integrata website with 10 other competitors. The focus was on the product detail pages. The comparison shows the optimization potential of the own website and at the same time provides an overview of the activities of the competition.
Detailed event tracking
-
Event & conversion tracking in Matomo
-
Visualization in Google Looker Studio
In order to be able to track all user activities on the website as accurately as possible, we have implemented detailed event and conversion tracking on the website. We used Matomo as the tool for this, and the technical implementation was carried out using Google Tag Manager. We set up a dashboard in Google Looker Studio to be able to evaluate all data in a visualized form. Here, the previously defined KPIs can be displayed in graphs, charts and other versions.
Strengthening reach on social media
- Conception of a campaign on LinkedIn
- Creation of text and visuals
- Campaign management
In order to familiarize the defined target group with Cegos Integrata's extensive product range, we designed a multi-stage campaign on LinkedIn. In the first phase of the campaign, we focused on creating meaningful and engaging content. We developed targeted copy and visuals for ads that focused on two key areas: personal development and IT.
Once we had created the content, we played it out on LinkedIn to the specific target group. This step involved careful segmentation and targeting to ensure that the ads reached the right people and thus generated more visibility.
In the second step of the campaign, we used the possibilities of remarketing to play out specific training courses in the areas of personal development and IT to the target group in an even more targeted manner. In this way, we were able to ensure that Cegos Integrata's offers were constantly brought to the attention of the target group, thus increasing the chance of conversions.
