Training Campaign: High-Intent Lead Generation

Each year, the marketing team runs geo-targeted campaigns to drive enrollment for Acoem’s public training classes, and I led a refresh of the program to modernize both the experience and the conversion funnel. With training brand assets showing their age, I directed a full redesign of the training overview page and individual course pages, creating a clearer structure and a more contemporary visual system for each class. We developed new course badges, refreshed flyers, and produced a dedicated video to promote the Reliable Precision Maintenance training offering.

Jelannie Copon, our Marketing Project Manager, who owns email scheduling and authors the majority of campaign copy, executed a three-touch quarterly email sequence that combined a broad announcement with two geo-personalized follow-ups based on proximity to each class location. This approach paired brand consistency with localized relevance, improving message resonance without increasing campaign complexity. The result was a more scalable training marketing framework that strengthened enrollment velocity while elevating the perceived value of our education offerings.