Learndirect drives sales

Learndirect utilises technology to transform the skills and employability of the working population. Learndirect covers four broad areas: training, courses, skills and learning. Training courses and advice for SMEs are marketed under the Learndirect Business brand.

The challenge
The objectives of the Learndirect Business campaign were to drive sales of training e-courses via an online shop and to raise awareness in Learndirect's Business offerings within the target SME audience.

Although awareness in Learndirect is high, it is primarily associated with consumer and individual training advice and courses whilst Learndirect Business' courses are specifically designed for SME's to allow employees to train and develop in their own time at home or at work.

The main challenges faced by Learndirect Business were to achieve a coherent presence on the main search engines' results pages.

Furthermore, directly competing against Learndirect's training offering on search engines results, were not only commercial companies, but other Government's departments, such as the Learning and Skills Council (LSC). Therefore, it was also essential to ensure that Learndirect Business's search listings did not directly compete against other Government's campaigns, which in turn could have caused inflating prices in the keyword auctions on the search engines' results, but complimented them to maximise complimentary messages.