CONTEXT
“Modular training for the employed and unemployed” was a NERLEI project which offered subsidized, online and on-site courses to people of all ages and backgrounds. The project aimed at boosting employment in the larger Leiria Region in central Portugal.
CHALLENGE
In a pandemic context, where there were more and more online, affordable and flexible courses, the challenge was to attract people to NERLEI’s learning platform and, ultimately, persuade them to register for training.
SOLUTION
We started by analyzing the courses and their potential learners. “Who are the people interested in professional training?” “What are their fears and desires?”
We found that out of all learners, the ones that registered at their own initiative, and not through employers, were the most worthwhile. They were the ones looking to learn. Some were anxious for knowledge; others aspired for a career change. Above all, they felt like masters of their fate.
Based on these findings, we designed a new image for the learning platform. We gave it a name that was easier to remember and a slogan that motivated driven individuals to seek training. In addition, we designed and implemented a content strategy and Facebook Ads funnel to convert audiences into registrations.
What I Did:
Content Strategy; brand voice; brand claim; funnel video scriptwriting; Facebook posts ideas & copywriting.
Tech team: This work was done at Younik in 2021 and 2022, in collaboration with Mariana Simões, Ricardo Duarte, Joca Faria, Jenny Branquinho, Sara Pereira, Cesar Capinha, Bruno Santos and Samanta Domingos.