EDUCATION | USB EXECUTIVE DEVELOPMENT

OBJECTIVE:

▪ Drive signups and create awareness of event, while targeting a niche market

▪ Differentiate USB-ED as a frontrunner in a crowded marketplace

▪ Leverage compelling content to build trust and credibility

SOLUTIONS:

▪ Launch Sponsored InMails to target niche audience

▪ Develop a thought provoking and content driven campaign • Use Sponsored InMails

to connect directly with a relevant audience

RESULTS:

6,677InMails Sent

Reaching a significant

portion of the targeted

audience, and received

24% added value sends

37,73%Open Rate

The Sponsored InMail

campaign drove

response rates of over

37%.

Click-through rate of 30,25%

for USB ED InMail, more than

4x industry benchmarks

30,25%Click-Through Rate

Business management of projects is a unique topic and we (USB Executive Development) wanted to hold an event in Johannesburg for the senior director who is responsible for mega projects especially in the infrastructure and transport industries. Using LinkedIn allowed us to create a targeted campaign for this unique individual with a 1-1 a approach as opposed to 1-many. We were overwhelmed at the response and even expanded our event to reach more individuals than planned. It's is fair to say that the morning's discussions were fruitful as the correct minds were in the room and this success is attributed to Linkedin inmail.

Brigitte Roediger

USB Executive Development Marketing Director