Royal Institution of Chartered Surveyors, RICS Training
Content strategy, microsite, email & social media campaign
The new RICS Training microsite was created to promote its professional development courses and support APC candidates.
Although RICS is highly regarded and well known in its field, the awareness around its Training programmes was low. Of those who had an awareness, there was no understanding of how it differed from its competitors. We were challenged to change that.
We took a fresh approach to how Training had been spoken about in the past. We wanted to go beyond a list of courses and instead show the career ambitions that could be achieved with RICS Training. Our creative showed how previous participants had benefited from the training. We were keen that we identified people and companies who were outstanding in their field. People to whom the readers would aspire.
Within five months, we have delivered an ROI of 258%. That’s in addition to the sales of conferences and other RICS courses which have all benefited from this new awareness and repositioning of RICS Training.
Strategy and creation
We recommended creating a bespoke microsite, which would give greater freedom to deliver a content-rich experience.
To support the site, we devised a robust content and distribution strategy in which three different audiences each had a unique user journey based on our knowledge and research.
Effectively a WordPress theme, we applied our usual build methodology, also creating a bespoke course filter.
Three audience types were identified by the client for us to target. For each we developed different ways of creating awareness, consideration and purchase moments. We looked at their pain points, and created content that was useful to their situation and needs.
We looked to design an online experience that complemented the training campaign activity across social and offline. The journey through the site is simple and highlights the editorial content that effectively drew the user closer to booking a training course with RICS.
There were two style of imagery we needed to capture. One being a more formal portrait style that ensures each subject is the focus of the image, looking professional while also reflecting an approachable side. Mainly looking directly to camera, these images of each candidate should engage directly with the viewer making an instant connection. These images were to be taken on a colorama and used as signposting to their particular content piece.
The other style was very much a reportage style. Capturing each candidate in their daily work routine the images appeared authentic and real allowing the viewer to resonate with them and build a sense of trust, showing that this person is just like me. In turn this would encourage and reassure potential candidates that they too can take the training courses on offer and that they can feel confident of success.
Using everyday locations and real life scenarios such as walking down a busy street in a business district, working on a laptop in a coffee shop, discussing with colleagues in a meeting were all reflected in the imagery ensuring that the scenarios felt real and authentic.
Using an infographic treatment, the illustration work needed to convey the information quickly and not be too fussy, allowing readers to access and digest the content easily.
Simple iconography was used to help guide the eye through each point of the process chart. This allowed the user to feel confident at the prospect of beginning a training course. Using pull quotes from past candidates also reassured readers that people had successfully completed training courses and that RICS was a great source for strengthening your future career prospects.
For each of the audience types, we created bespoke user journeys, covering multiple channels, both owned and paid. For example, for two of the audiences, we prioritised spend on LinkedIn and for the third leant more heavily on Facebook and Instagram.
Our standalone campaign site with tracking onsite so we could see the journey to conversion to the RICS site. In addition, we also tagged the cross links over to the main RICS site. This meant conversion could be tracked to all the way to purchase.