Transforming 5E's Digital Presence

5E Ltd is a social enterprise based in North and East London. It operates four centres, delivering vocational training and apprenticeships. The organisation offers industry-recognised qualifications in subjects like accounting, English, business, digital marketing, and ICT.

5E's mission is to empower disadvantaged communities by helping unemployed individuals re-enter the workforce. Their services target diverse groups, refugees, lone parents, young people, non-native speakers, ex-offenders, and learners facing personal challenges.

In April 2018, I joined 5E Ltd's Digital Marketing Team. My role involved creating ideas for new marketing campaigns, designing printed materials, assembling presentations, and supporting online presence improvement projects.

The directors recognised the need for an effective online presence and decided to rebuild the company's website. The existing site, developed by an external collaborator, was outdated and failed to communicate 5E's mission and services effectively.

Automating Student Sign-Ups

The Design and Digital Marketing Department significantly improved the lead registration process. We implemented a two-step system: utilizing Google Forms for data collection and HubSpot for lead management and updates. This innovative approach proved highly effective in funneling leads and promoting our primary technical course.

Google Forms streamlined the sign-up process for potential students, while HubSpot empowered our team to efficiently manage and follow up with leads over time. This automated approach resulted in increased lead generation, improved data accuracy, and more effective guidance towards our main course enrollment. Our flagship offering, the PC Maintenance course (PCM), particularly benefited from this streamlined process, seeing a notable uptick in student engagement and enrollment.

Impact

Past Insights

Maintaining consistency proved challenging due to numerous internal and external stakeholders. Effective training and documentation were essential to overcome this.

Conducting interviews with 40 current students provided valuable insights into user needs, revealing significant gaps in the website's structure. This information was instrumental in reorganising the sitemap and realigning business objectives.

Unfortunately, subsequent staff turnover hindered project continuity due to insufficient documentation and knowledge transfer, leading to a gradual decline in website and HubSpot CRM maintenance.