Builders Academy Australia

How did we do it?

The Social Garden team, led by Account Director, Rosie Brown & Account Manager, Kartik Misra, and the Builders Academy team – Andrew Shea, CEO & Ali Musai, National Sales Manager – set the strategy annually for what we want to achieve, and then over the year work on achieving those goals.

We meet weekly to discuss key objectives, insights, initiatives and challenges. We have a range of monthly deliverables, and then a lot of projects and campaigns which we usually roll out in monthly sprints.

A big part of what we do is providing BAA’s CEO and National Sales Manager with actionable insights so they can make business decisions quickly. We’re able to assess the performance of key audiences, campaigns, channels and the sales team and highlight to BAA where the focus should be each week, fortnight or month.

We have built a range of dashboards in Salesforce and Google Sheets which allow us to have real-time insights on lead volumes, sales performance and overall recruitment numbers. Which keeps us accountable for the success of the campaigns. We’re able to look at 2, 7 and 30 day performance and make decisions based on this.

BAA has access to Social Garden’s content, advertising, call-centre, marketing automation and CRM teams. Our team members from these teams frequently drop into our weekly WIPs to advise the BAA on strategy and best practice.

The Social Garden team are continuously optimising and innovating with BAA. Due to the nature of our business and partnership, we’re able to constantly provide BAA with recommendations for ways we can improve our results each year!

CRM (Salesforce)

1. Custom built lead prioritisation logic and lead management reports for Course Advisors to call the most qualified leads first.
2. A suite of personalised dashboards including Impact Performance (to measure overall Registrations by channel, month, source etc), Opportunity & Task Performance (to track the performance of the Sales team overall & by Course Advisor), and Campaign Performance to measure the success of each campaign.
3. Development of logic around task management to ensure all open opportunities always have an open task to help ensure Course Advisors manage their leads effectively.
4. Development of B2B and B2C strategies to allow Builders Academy to manage their Employer/Business leads and their prospective student leads in the one instance.
5. Training videos for on-boarding new staff.

Content Creation & Conversion Rate Optimisation

1. SEO optimised blog content that drives organic traffic to the website, with a focus on long-tail keywords to capture the markets’ questions about the industry.
2. Video & blog content of real students talking about their experiences studying with BAA that is used in ads, email nurtures, on the website, and in organic socials.
3. CRO focused course pages that are built to convert website traffic into leads.
4. A organic social content strategy that is focused on: building a community, education, funny/relatable content, and industry news.
5. Assets for each segment of Builders Academy’s audience (e.g. career starters, career changers, up-skillers).

Project Spotlight:

Conversion Rate Optimisation

In 2019, we worked with Builders Academy to improve the conversion rate of their course pages and aspects of their website.

We redesigned & developed their course pages which get a majority of their direct and organic traffic and implemented a huge range of AB tests and optimisations across the rest of the site.

The key things we implemented included:

• Adding mobile-friendly opt-in forms to key traffic pages
• Testing a range of different CTAs on the form submits
• Building a career salary quiz to include on SEO optimised blog pages to capture top-of-funnel website traffic not ready to request a callback
• Adjusting the homepage to be focused on lead capture