PROJECT OVERVIEW
CONTEXT
EC provides comprehensive professional development and learning resources for teachers in Australia. After being acquired by Go1, EC transitioned its resources and programs online to create EC Premium.
SKILLS
Content Strategy, Project Management, Content Creation, Graphic Design, Script Writing, Marketing, Brand Development
ROLE
TOOLS
Design an online library for educators by establishing a consistent and high-quality brand tone and developing premium educational products. Implement effective knowledge management systems and scale marketing efforts to enhance engagement and lead generation.
Adobe Premiere Pro, Descript, Frame.io, Vimeo, Articulate Rise, Adobe Illustrator, Canva, Trello, Netsuite, Upwork, WordPress
TIMELINE
1.5 years
PROCESS
CONTENT STRATEGY | PROJECT MANAGEMENT
Objective
Lead a team of learning designers and freelance creatives to build the content library from scratch. Utilise content strategy approaches to determine the best content for success on the platform.
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Approach
Applied a variety of mediums including video, audio, and graphic design to produce hundreds of courses for the EC Premium platform. Managed multiple projects for various enterprise clients, overseeing all aspects of content creation. This involved scriptwriting, video shoots, video editing, and ensuring accessibility through captions and transcripts. Additionally, I handled graphic design to enhance the visual appeal of the courses and content/copywriting to meet quality assessment standards.
KNOWLEDGE MANAGEMENT
Objective
Upskill the internal team on the education library to effectively market it to potential customers.
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Approach
Created an internal knowledge management base for EC by writing profiles of all partners and their content. Designed an internal SharePoint page that is easily accessible and contains the most relevant information about EC Premium for the sales team to use when engaging with potential customers.
A snapshot of the knowledge management system created and available internally to assist in the marketing and sales of the EC product.
MARKETING
Objective
Scale the initial marketing efforts to enhance online engagement and lead generation.
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Approach
Developed a monthly blog that highlighted top partners and content, utilizing UX and copywriting principles to tailor it to specific audiences. Maintained and updated the existing website using WordPress, created infographics for newsletters, and managed the website’s SEO. Currently, I am building a new partner monthly newsletter to engage partners with product updates and provide upskilling in learning design.
Examples of two blogs written to build an online presence, increase brand awareness and develop more sustainable lead generation.
OUTCOME
EC now boasts a robust content library and is signing more schools every day. Data indicates increased engagement with courses due to effective marketing initiatives, showcasing the success of our strategic approach in content creation and brand development.