Concept
This e-learning course aimed to increase top-of-funnel engagement for the international IT SaaS company, ConnectWise, Inc. Its goals included promoting a new business model for IT Managed Service Providers (MSPs) while establishing ConnectWise as a trusted resource to help MSPs make the transition via a new software offering.
To be effective, the campaign needed to stand out in the crowded MSP space and convey how easy it was to transition to the new Cloud Services Provider business model. I developed a summer camp design that was a departure from the standard creative typically used by the company but still adhered to brand guidelines. This design was used throughout the learning materials, including backdrops for the video produced in-house.
Quick Facts
- Audience
- B2B
- Industry
- IT SaaS
- Company
- ConnectWise, Inc.
- Role
- Lead Designer
- Tools
- Adobe Illustrator, HTML, CSS
- KPIs
- Exceeded enrolment and engagement goals within the first month of launch
Email drip course.
Five emails, one day at a time.
A drip email campaign was created and sent out over a week, starting from when the learner enrolled in the course. While the emails contained useful information on their own, the ultimate goal was to drive clicks through to the landing pages. Learners who did not interact with the entire email series received an alternative version of the final email.
Getting started with illustrations.
Reusable design elements.
Leaning heavily into the summer camp theme, I first developed a series of vector badges in Adobe Illustrator as a fun way to encourage recipients to continue through the five-step learning path. The badges were included on the emails, landing pages, video, and eBook promoting ConnectWise's CloudConsole software tool.
Working with constraints.
Stretching the boundaries of existing templates.
Due to our tight deadline, the team repurposed existing web components to create landing pages. I designed themed banners, background images, and unique imagery to carry the summer camp theme from the emails through the landing pages.
