Carlton Training - CMS Course Booking Website and Videos
About the Client
Carlton Training are a company that run nationwide, workplace training courses. Their existing website was a number of years old and needed bringing into the 21st Century.
We had worked with the client on another project very successfully and they were interested in having a similar online marketing overhaul.
The client was very interested in pushing this business so that it would compete on a national scale along with the other major providers of workplace training courses.
Website Design / CMS
We also integrated the web forms on the site into a database capture system that would efficiently manage all the contacts that came through the website. This was important to the client so they could use the database for email marketing at a later date.
Wordpress Blog Repurposing
Along with the old website the client had a couple of hundred article posts based around the different training courses. These were written to keep potential customers up to date with industry news and course changes.
We wrote a system that would import all the blog posts into the new content management system and re-style them to fit in with the style of the new website.
Bespoke Sagepay Integration
A big part of this project was to find a payment engine that would work with the particular parameters of the Carlton Business. We used the Sagepay payment module and carried out some custom tweaking of templates that were then approved by Sagepay.
Video Production / Filming / Scriptwriting / Implementation
Through a process of analysis and client liaison we put together 15 scripts that covered all the different training course topics.
We filmed the videos at the client’s main training offices in London. Working alongside the client, we carefully selected 'extra's' to represent the target demographic.
We edited the videos and added post production graphics in the new style of the client’s new website, using shapes, fonts & colours that would ensure brand continuity between the website & the videos.
Finally the voiceovers were added to bring the project to completion. We also host the videos with a very low cost hosting package with dedicated streaming servers across the globe.
Professional Photography
During the filming process we also employed a professional photographer to take a range of posed photographs.
These were to be used for the website and for any additional marketing literature created at a later date.
SEO (Search Engine Optimisation) / Keyword Analysis / Link Building
Although the client had been using Google Ads for sometime, they had never embarked upon a systematic SEO campaign. The new website made this an urgency.
At an intensive strategy meeting we used available data from the old website and GoogleAd campaigns to be ranked against the business priorities. This in turn led to an approved set of campaigns using all available online media.
These will be rolled out across the business over the next 12 months and measured against ROI targets.
Pay Per Click (PPC) Google Adword Campaign
The client had been using GoogleAd campaign's for sometime. They knew it was useful to their business, but not really why and whether they could be doing better. We wrapped this work up within an overall Search strategy and refocused the campaigns to align with the longer term objectives.
