Team Artemis Case Study

1. EDUCARE
CONTENT MARKETING
STRATEGY

2. Welcome to Awesomeness!
We are Team Artemis, and we will be sharing our beautiful ideas
with you.

3. Table Of Content
Introduction
Competitor Analysis
Target Audience
Brand strategy
USP
Content strategy
Content creation & Distribution Strategy
SEO Strategy
Metrics and KPIs

4. Get to Know Us
Educare is the ultimate
educational playground for
individuals who are
passionate about no-code
and code tech careers and
are eager to expand their
knowledge and skills.
Our Vision
To be Africa's leading
Edtech company in 5
years.
Our Mission
We are on a mission to
bridge the gap between
your dreams and the ever-
evolving world of tech
knowledge.

5. What are our competitors doing right?
Let's see how we can do better!
COMPETITOR ANALYSIS

6. Coursera Treford Udemy
Benefits
High-quality content, Flexibility, Diverse
course offerings, Certification and
credentials
Convenient payment plan
Accessibility, Variety of courses, Self-paced
learning, Lifetime access
Features
Peer interaction, Specializations and
degrees, Language support
E-learning, live bootcamps
Diverse course selection, User reviews and
ratings, Instructor-led content
Gaps
Course Completion Rates, Limited direct
instructor interaction, Limited hands-on
practical experience
Limited course selection Quality control, lack of formal accreditation
Value Proposition
Partnerships with renowned institutions,
flexibility, and the ability to earn
recognized certifications and degrees
Accessibility, Networking, On demand
learning ie Treford E-learning
Accessibility, vast course selection,
affordability and flexibility.
Target Audience
Lifelong learners, working professionals,
students, and individuals who want to
acquire new skills or advance their
careers.
Age 17-40, Undergraduate,
Professionals looking to upgrade their
knowledge or transition to a new career
path in no code tech.
Aspiring tech sis/bro, Tech sis/bro,
Business owners
Lifelong learners, working professionals,
entrepreneurs, and individuals looking to
acquire specific skills or explore new
interests
Marketing Strategies
University partnerships, Corporate
partnerships, Freemium model
Partnerships & Contenting Marketing
Discounted pricing, Affiliate marketing,
Partnerships
Customer satisfaction
levels Positive customer satisfaction 9/10 Varies

7. STRENGTHS
Wide range of tech courses
Mentorship
Accessibility
Great user experience
OPPORTUNITIES
Growing Market
Partnerships
Upskilling and
Continuous Learning
WEAKNESSES
Brand Awareness
Not maximising social media
Poor content distribution
THREATS
Technological Challenge
Policies and regulations
Pricing Pressures
User Adoption
Our SWOT Analysis

8. People Aged 16-40
Location: Nigeria
Passionate about
the tech industry.
Working professionals
looking to advance
their career in tech
Students who are high
school graduates,
university graduates or
undergrads
Working professionals
from diverse backgrounds
looking to transition to
tech.
Business owners and
tech entrepreneurs
(founders etc).
Who Are We Targeting?

9. User Personas

10. SIMI
Undergraduate in Uniben.
Location: Benin, Nigeria
Simi: 20 years old
Goals and Aspirations: wants to pursue
a career in tech after she graduates.
Purchasing power: Low to moderate.
She has limited resources and needs
affordable and flexible payment plans.
Pain point: needs to find reliable
resources and learning platforms.
She wants to be part of a community
of tech enthusiasts like herself.
MICHAEL
High school graduate
Location: Lagos, Nigeria
Age: 17 years old
Goals and Aspirations:
interested in tech, eager to learn
tech skills.
Purchasing power: Low. Relies on
parents for financial assistance.
Pain point: uncertain about the
right tech path and learning
platform.
SARE
Career Transitioner
Age: 29 years old
Location: Rivers, Nigeria
Goals and Aspirations: looking to
switch to a tech-related role and is
seeking in-demand skills.
Purchasing power: Moderate to high.
Comfortable investing in career
development.
Pain point: need for guidance in
transitioning to a tech career, and a
credible learning platform.

11. Our brand in a "nutshell"
Brand Strategy

12. Educare is an educational playground that empowers
passionate individuals to expand their tech knowledge and
skills.
With expert instructors, a diverse course selection covering
both code and no-code tech skills, and flexible learning
options, we provide accessible and affordable education for
all. Our commitment to inclusivity is evident through our
payment plans and financial aid offerings.
Since 2020, Educare has transformed the lives of countless
Nigerians, equipping them with the skills needed to thrive in
the tech industry. Join us on this transformative journey and
unlock your potential with Educare.
Brand Story

13. Brand Values
Innovation
Educare adapts to changing
industry trends, continuously
improving our products, services,
and processes and staying ahead
of our competition.
Excellence
At Educare, excellence is at the
heart of our brand values. We strive
to deliver the highest quality
education, empowering individuals
to excel in the world of technology.
Passion
Passion drives us forward,
fueling our commitment to
inspire and ignite the curiosity
of learners.
Customer-Centricity
Educare puts its users at the
center of our operations. We focus
on understanding and meeting our
user’s needs, providing
exceptional service, and delivering
products that add value and solve
their problems.
Integrity
With unwavering integrity, we uphold
the highest ethical standards,
fostering an environment of trust and
accountability for our students and
community.

14. Brand Identity
Brand Voice
Innovative, Empowering, and Approachable
We strive to inspire and empower learners through
innovative educational solutions. Our brand voice is
approachable, yet authoritative, delivering
information in a friendly and relatable manner.
Other cool things about us...
Brand Archetype
The Sage
"The Sage" embodies wisdom, expertise, and nurturing
guidance. It symbolizes our commitment to providing
transformative education, inspiring confidence and
mastery in the ever-evolving world of technology.
Colours: Purple and Light Blue
Tagline: Expand your mind, one byte at a time.
Brand tone: Friendly, Semi-formal, Professional

15. USP
What do we have to offer
that our competitors don't?

16. Unique Selling Point
Our courses are available to younger
people i.e. high school students interested
in tech careers.
We offer both live sessions (boot camps)
and self-paced classes.

17. Let's Begin!
Content Strategy

18. Content Audit
Decrease in social media engagement
Decrease in leads - from 3,000 leads
monthly to less than 1,000
Decrease in conversions (in-app purchase) - from
300 monthly subscribers on average to 100 - which
brought about a drop in monthly revenue
Low sign-ups from minors (15-17) - from an
average of 30 monthly to 10
Decrease in newsletter subscribers - from an
average of 200 new subscribers monthly to 100.
JANUARY
MAY

19. Get 50 sign-ups from minors at the end of the first month,
200 at the end of Q3, and 500 at the end of the year.
Increase in conversions - 50 paid subscriptions at the end of
the first month, 300 paid subscriptions at the end of Q3, and
700 paid subscriptions at the end of the year.
Get 100 new newsletter subscribers by the end of the first
month.
Increase newsletter open rate by 5% at the end of Q3.
Increase organic traffic to our website from 500 monthly
visitors to 1,000.
Increase social media engagement rate by 10% at the end of
Q3.
Increase monthly leads from 1,000 to 1,500 by the end of the
first month.
Content Goals

20. Based on our content goals, here are
our revenue projections:
Projections

21. Career direction/guide
Reliable resources
Community
An affordable platform
Opportunity to work on case
studies
Need to upskill
Self-paced courses because of
time constraints
What do our Target Audience Need?
We conducted a survey! Here's what we found...

22. Prospect phase
Career guide, product push
(courses and live classes coming
up soon), memes and relatable
humorous videos, testimonials,
success stories, and educative/
informative posts.
Retention Phase
Reminder emails (course
reminders, check-up mails),
round-ups (opportunities, what
we’ve been up to, industry etc),
industry insights/trends
Win-back Phase
Exclusive discounts on subsequent
courses, personalized
recommendations based on past
courses, and freebies
(complementary mini career guides).
Advocacy stage: coupons for friends
and family, referral programs
Customer's Journey
Testimonials, success stories,
early-bird discounts on live
classes, product push (industry
expert facilitators, etc).
Acquisition phase

23. Content Pillars
Educative/Informative
Promotions (product
push, features)
Success stories
Industry insights/trends
Humans of Educare
Career guide (Industry
experts)
Entertainment

24. General newsletters would be
sent out on Thursdays.
Emails will be sent on Saturdays
to our users (i.e. people learning
on our platform)

25. Here's how we intend to drive traffic
to our site and rank on SERPs.
SEO Strategy

26. Keyword Research
KEYWORDS
Tech Skills
Tech Skills to Learn
In-demand tech skills
Online tech courses
Tech courses for beginners

27. Other Strategies...
Acquiring backlinks from High
Authority sites
Pitching
Offering exclusive scholarships to
members of their community
Partnerships with high-authority
websites through;
1.
2.
Guest blog posts on high-authority
blogs.
Direct traffic from Social Media
Link posts from social media to our blog
posts (i.e LinkedIn, Facebook, and
Instagram)
On-page SEO
Revamp SEO title tags, page title, and
meta description to include relevant
keyword based on our keyword
research.
Incorporate keywords in each website
and blog page URL
Incorporate keywords in our Image Alt
texts (blog post image descriptions)
Incorporate keywords in the website
content.
SEO/ Analytics
Link SEMRUSH to our website.
Link Google Analytics to our
website.
Technical SEO
Work with our webmaster or developer to
improve page load speed, optimize our
website for mobile devices, and enable
search engine spiders to crawl our
website effectively.
Content Auditing
Identify low-performing content (blog
pages) in terms of traffic, reach, clicks,
etc, and optimize them.
Evaluate best-performing content
(blog pages) and replicate keywords
from those content on other content to
rank on SERPs
Create topics clusters from best-
performing content keywords

28. Acquiring backlinks
Tech Cabal
Tech Next
Tech Crunch
We intend to acquire backlinks and carry out guest blogging
on these sites...

29. Here's how we intend to distribute and
promote our content.
Content Promotion and
Distribution

30. Content Promotion and Distribution
Team Members
Who do we need to
execute our content
plans?
Distribution Channel
What channels are we putting our
bomb content on?
Partnerships
Who or what platforms
are we leveraging?

31. Distribution Channels (Owned Media)
Instagram
LinkedIn
Format: images, videos,
infographics.
Format: images, videos,
articles, infographics.
Youtube
Format: videos
Tiktok
Format: videos
Facebook
Format: Images, videos,
infographics.
Blogs
Format: text (with
images), infographics.
Twitter
Format: Images, text
threads.
Emails
Format: Newsletters,
etc.

32. Distribution Channels (Earned Media)
Social Mentions
Socials mentions from
users.
UGC
Users create content
based on their
experiences
Reviews and Testimonials
Reviews from users
Press Mentions
Format: videos
Referrals
Referrals from users

33. Distribution Channels (Paid Media)
Influencer Marketing
Socials mentions from
users.
Social Media Advertising
Paid Ads on our socials
Search Engine Marketing
(SEM)

34. We will be partnering with these platforms and
communities:
Communities
Empower Her Community
The Tech Marketers Support Initiative (T E M S I)
Smarketers Hub
Herconomy
Non-Tech In Tech
Tech Marketers Hub
Partnerships/Collaborations

35. Content writer - writing blog posts and newsletters
(Ola and Praise).
SEO Specialist - optimizing our blog posts, and
report on website analytics (Feyisayo and Tolulope).
Graphic designer - social media and newsletter
graphics (design team).
UI/UX Designer - designing our sites and mobile app
interfaces (tech team).
Social media manager - create social media content
calendars, community management, and reporting
on social media analytics (media team).
Web Master/Developer - improve page load
speeds, optimize our website for mobile devices,
collect back-end user information, etc (tech team).
1.
2.
3.
4.
5.
6.
Team Members & Responsibilities

36. How we'll know if our content strategies
are truly awesome and working.
Metrics & KPIs

37. Paid Subscription
700 paid subscriptions at the
end of the year.
Would be measured monthly
from the back end.
Revenue
Earn a minimum of #13.9m at the
end of the year.
Would be measured based on the
number of user subscriptions per
month.
Churn Rate
Reduce churn rate to less than 5%
Would be measured by calculating
the percentage of customers lost
monthly.
Conversion Rate
10% conversation rate by the
end of the first month. 150
general sign-ups.
Would be measured monthly
from the back end.
User Engagement Rate
Increase in User Engagement
rate
Would be measured by tracking
metrics such as the average time
spent on the platform, the
number of lessons or modules
completed per user, etc.
Social Media Engagement
Rate
10% increase in social media
engagement rate at the end of
Q3
Would be measured using
social media analytics tools.
Customer Satisfaction
Rate
95% positive customer
satisfaction rate monthly.
Would be measured using
surveys, and rating
mechanisms on the site and
app.

38. Team Artemis
Thank YOU for listening!