The MIH Training Academy offers executive training programs certified by institutes such as ILM (Institute of Leadership Management), HCI (Human Capital Institute), Global Innovation Management Institute (GIMI), and CPD (Continuing Professional Development) among others.

• Client
• Naseba Communications
• Year
• 2015-17
• Services

• Brand identity development

  Website design and copy

  Content creation

  Inbound marketing strategy

  Paid and owned media growth

  Social media marketing

Hard facts

• Each executive program costs between $1,595 - $4,595 per delegate.
• The training division served not only as an incremental source of revenue for the company, but also a way to engage Naseba’s clients throughout the year, and open doors to new relationships.
• I was the marketing head for the division from 2012-17, responsible for roughly 8 courses each quarter and an annual revenue target of $0.5M.

The challenge

• Mitigate seasonality of sales and ensure each training is filled to capacity.
• Reduce sales cost with direct bookings through the website through an online payment portal.
• Create a loyalty program encouraging re-bookings and referrals.
• Test new training courses by gauging market sentiment through online surveys.
• Create a content pipeline for each year to keep the community engaged.
• Secure at least 40% of the revenue from in-house training services.

Results

• Over the course of 5 years, the training division saw an annual revenue increase in sales of 20% year-on-year, with half of that coming from referrals and in-house training services in 2017.
• This was achieved by developing long-term nurture programs to push contacts down the marketing funnel through content marketing (including white papers, case studies, webinars, infographics etc.), lead scoring and trigger-based campaigns.