Make an experience-led air con offer easier to understand.

The challenge

What needed to change.

The offer needed to speak to workers with relevant experience, set accurate expectations around assessment and licensing, and collect context before the admissions conversation.

THE OPERATING QUESTIONA NSW acquisition build for experienced workers considering a Certificate III pathway.

The work

Built around the customer journey.

Each step had a job: attract the right person, give them enough context, and make the next decision clear.

01

Clarify the pathway

An offer-specific page explained experience recognition, eligibility review and possible gap training.

02

Create a format mix

One long video, one short video and five static angles gave the campaign multiple ways to explain the same offer.

03

Constrain the market

A NSW campaign focused on experienced workers and aligned message, location and next action.

04

Validate measurement

Site and landing-page Pixel events were tested so important actions could be distinguished from page views.

Outcome and learning

What this case demonstrates.

The output is a connected campaign package: offer page, creative set, geographic campaign plan and verified event setup. It shows how a technical training offer becomes a coherent acquisition journey.

EVIDENCE BOUNDARY

This case describes delivered assets and event validation. It does not present a campaign CPL, enrolment count or return on ad spend; those results are not established by the available records. Fee and course details are deliberately omitted because promotions and provider arrangements change.

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