TalentMarketplace
Mailchimp Optimization Strategy
April 2021
Client:
Context/Project Background:
Team Members:
Methods:
TalentMarketplace
TalentMarketplace is Vancouver, Seattle and Toronto’s top recruitment platform for project managers, business analysts and project coordinators. They help employers find candidates with their machine learning matching algorithm which matches candidates with employers.
During the Marketing Accelerator Program, my team and I were tasked with a case assignment from the TalentMarketplace CTO who requested our support in creating an email marketing optimization strategy focusing on Mailchimp. He wanted us to focus on the candidate or employer side of their target audience and cater a strategy towards them.
The final deliverable included a slide submission with a recommendation and implementation for TalentMarketplace.
Bonnie Ho, Jessica Fan, & Genevieve D’Souza
We used Secondary Research, YouTube, Zoom, and Google Drive in order to collaborate remotely and present our ideas in an organized and clear manner.
Process:
As none of us had previously used the Microsoft Learn Certifications interface before, it was an exciting time to first dive into the dashboard and play around with some of the modules to get a better idea of what Microsoft Learn had to offer.
After understanding the benefits of Microsoft Learn and its certificates and understanding the needs of different demographics, we decided to target our campaign towards university students in their final year who were looking to gain or learn about specific technical skills they might need to graduate.
Through this we realized that microsoft needed a LEAP recommendation that enabled students to learn, engage, aspire, and prepare with Microsoft Learn. Our recommendation consisted of two components to engage students at Simon Fraser University, a hack-a-thon called Microsoft Certify and short seminars called Microsoft Bytes. Using Microsoft’s existing Microsoft Learn Ambassador program to run these events, we provided a strategy that was efficient in resources but impactful.
We produced a final deliverable that was feasible and effective as we thought through our own university experiences and picked engagement initiatives that were the most impactful.
My Role:
Case Competitor, Marketing Strategist
For my portion of the project, I focused on researching the different features MailChimp offers that TalentMarketplace could utilize in optimizing their email marketing. The three main features I recommended TalentMarketplace focus on using were segmentation, tags, and marketing automation.
Reflection:
This project gave me an opportunity to learn about email marketing and how businesses can use it in order to reach the right audience, with the right message, at the right time. Additionally, I became more familiar with the MailChimp platform and specific features that can be utilized such as segmentation and tags in order to categorize and organize a businesses’ contacts in order to better target them with email marketing.
