Background:
Manipal ProLearn (now UNext) is a leading online learning platform that offers industry-relevant certification courses for professionals. The challenge was to increase its reach and attract more customers to the platform. Paul Writer, an integrated marketing firm, was tasked with the challenge of helping Manipal ProLearn increase its reach.
Solution:
To help Manipal ProLearn increase its reach, Paul Writer created a publication called “Talent Chronicles.” The publication served as a hub for thought leadership content authored by HR leaders and influencers. The editorial hook was to create a platform where HR leaders could share their insights and best practices with the community.
The team utilized the following strategies to engage with the target audience:
1. Monthly Newsletters:
The team delivered monthly newsletters to subscribers with curated content from “Talent Chronicles.” The newsletters had a 20% open rate, which was higher than the industry average.
2. Workshops and Webinars:
The team organized monthly workshops and quarterly webinars that attracted over 100 attendees. These events provided an opportunity for the target audience to engage with the content and share their views.
3. “Winners Circle” Annual Dinner:
The team organized an annual dinner called “Winners Circle” to felicitate the top 50 HR professionals in Bengaluru. The event attracted over 100 attendees and provided an opportunity for Manipal ProLearn to engage with the target audience.
Results:
Paul Writer’s publication “Talent Chronicles” helped Manipal ProLearn increase its reach and attract more customers to the platform. The publication served as a hub for thought leadership content authored by HR leaders and influencers. The monthly newsletters had a 20% open rate, which was higher than the industry average. The workshops, webinars, and “Winners Circle” annual dinner provided an opportunity for the target audience to engage with the content and share their views.
Conclusion:
Paul Writer’s publication “Talent Chronicles” helped Manipal ProLearn increase its reach and attract more customers to the platform. The team utilized a comprehensive marketing strategy, including a publication, monthly newsletters, workshops, webinars, and an annual dinner to engage with the target audience. The success of the publication demonstrates the importance of thought leadership content in building a community and engaging with the target audience.
