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Hundreds reached from this collective campaign…

Final posts

The Learning Foundry is a training provider targeting 16-24 year olds in the North West.

The brief – To create a suite of marketing materials to advertise The Learning Foundry as the next steps for people finishing their GCSE’s.

The concept – The Learning Foundry originally only wanted me to write a blog post for this campaign, talking about my journey from GCSE’s to now. The project thereafter turned into a much bigger campaign.

The outcome – The original blog post was difficult to write, I had never wrote about myself personally at that point so was hard to come up with what to say that suited the platform. Once the blog was done I made some social posts to go along side it, some simple graphics and copy for the posts which the client loved. After a few days I got some feedback from BBC Radio Merseyside who wanted to talk about the blog and The Learning Foundry! Amazing!

I went on the radio and talked about my experience and how The Learning Foundry helped me. It lead on to great things in terms of my passion for raising awareness of ADHD and wanting to help young people, as well as a signed photo from Tony Snell for my 21st birthday! The radio interview was great for our brand awareness and put us on the map for a training provider in Liverpool.

The design process – I wanted to make the blog personal and talk about my struggles, I didn’t want to hold back and hopefully someone could relate to my situation and get inspired. This turned out to be a great approach and the client loved it. We worked together to edit the copy and break it down into chunks. After the blog was completed they liked the blo g and wanted to push it on social media. I created some simple social graphics, but I thought it was missing a layer of depth, so I went into photoshop and layered the photos of myself to add that depth and to push that personal touch to the photo, feeling like the viewer is with me.

The initial client feedback was great! They loved the personal touch I added to all my work and the layered affect got used a lot more throughout our other social media posts.

Listen to the BBC Radio Merseyside interview here:

With the radio interview there was a change in target audience, usually an older audience than the 16-24 year olds we were trying to target listen to the radio. However, this doesn’t mean there wasn’t an opportunity to speak to our target audiences influencers with this opportunity. I wanted to talk to parents too as they can help support their child with a decision. I wanted a parent to hear me talk and see their child in me and my story, to hear me and want the same for their child too, to know that there is support out there.

View my blog here: GCSE results day: Susie’s story

View my editing process here, use subtitles for more info:

I wrote this article building up to the 22nd August, it has generated quite a bit of traction. Most of the insights came from the company website and socials. As you can see above the blog peaked on its day of release, getting around 20 reads, yet still later into the month we can see small spikes that show the content later down the line is still relevant and useful to readers.

People spent on average 6 minutes on the page, showing that the viewers who read the article found the content useful and meaningful; the article gets some clicks later down the line, showing the content is still relevant and meaningful.