In this project, the client developed a course for parents of secondary school students that teaches how to navigate the CAO and the next steps after school including how to apply for third-level education and grants. After having worked with another company and not receiving the results that they expected, Black Rabbit Digital was hired to reshape the buyer journey. Stage 1: Reconfigure the offering After researching the industry, competitors and current market trends we restructured the client's offering to include a free trial consisting of the first module of the course. Clients could sign up for and complete the first module 100% free of charge. Stage 2: Redesign the messaging Next we, rewrote the copy to really show the benefits of the course to the end client. Stage 3: Reconfiguring Advertisements Finally we redesigned the Facebook and Instagram advertisements, the creative and the audience, to better convey the new messaging to the correct audience.

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