IE Exponential Learning

ABOUT THE CLIENT

IE Business School (Instituto de Empresa) is globally recognized as one of the top business schools in the world. Its Exponential Learning (IE XL) division, formed in 2017, is aimed at professionals transitioning through each stage of their career, in today’s globalized world.

MAIN GOAL

Automated lead generation & nurturing process for the newly created HiOP (online) and Bootcamp (face-to-face) courses. Setting up PPC campaigns and reporting systems.

SOLUTION

We Are Marketing developed and implemented a complete inbound marketing strategy, including, among others: UX improvements in the existing landing pages, creation of downloadable assets (ebooks, onepagers, brochures), PPC campaigns and additional offline materials complementing the online campaigns. I worked on the project since September 2017 until May 2018, under the creative direction of Carlos Torres.

Results:
+50% increase in conversions
+3K leads generated during 9 months

1. Examples of the materials created for the ongoing campaigns

2. Data Science Bootcamp – new style guide

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Data Science Bootcamp is an intensive, 11-week face-to-face IE XL programme preparing young professionals to start a career in the data science field.

Our goal was to define the look & feel for the already existing Data Science Bootcamp course and other possible future Bootcamps, in accordance with the general IE Brand Style Guide. I worked alongside Carlos Torres to develop the style guide proposal, including: new typography selection, illustration style, iconography, print & online format layouts (examples of banners, ebooks, printed brochures, landing pages, mailings, etc.)





Bootcamp New Style icons
Iconography
Vipal FNVI Campaign – billboard
New landing page proposal

3. Women in Data Campaign

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“Women in data” is an initiative started by the university in 2018 to celebrate the International Women’s Day. In addition to the lectures and and activities with female data scientists IE XL organizes a competition for female data-science-wannabes. The winner gets a full-ride scholarship to the next edition of the Data Science Bootcamp.

The goal of the marketing campaign was to promote the competition among female audience and increase awareness about the Data Science Bootcamp.

The creative concept for the campaign was prepared in collaboration with Carlos Torres. We wanted to break the stereotype of the tech industry being a boys’ club, by showing women of all ages and races as members of the IT community. The main element of the composition was an expression in Python, one of the essential languages of data science, stating that all women belong in data science. The Women in Data campaign included online & offline applications: PPC, social media, posters. It received a very positive response, creating a buzz around the event.