The context
In early 2025, Cnam Pays de la Loire wanted to communicate about its work-study programs to encourage enrollments via Parcoursup (the French national higher education admission platform). We worked in collaboration with a marketing agency, Yumens.
The project scope
- Name: “A real degree through work-study”
- Objective: Lead generation: Increase the number of enrollments in work-study programs.
- Dates: March 1st – June 1st, 2025 (deadline for students to sign up for).
- Platforms: Meta Ads and TikTok Ads (our targets are active mostly on these platforms).
- Budget : 11 000€.
- Editorial angle: Cnam Pays de la Loire chose to emphasize its programs that deliver state-recognized degrees, hence the mention “a real one”.
- Targets:
- 2nd and 3rd-year university students (Bac+2 and Bac+3).
- From 19 to 24 years old.
- Looking for a work-study program in the fields of IT, cybersecurity, ergonomics, energy, industrial refrigeration, marketing, sales, management, human resources, finance, and accounting.
My missions
Create personas
I defined our target personas to deliver the right message, in the right format, on the right platform. Here is an example for the Marketing & Sales program:
Research relevant keywords
I researched the keywords that were the most used by our target when they want to find a work-study program. I used tools such as Ubersuggest, AnswerThePublic, Ranxplorer… Here is an example of the keyword research for the Marketing & Sales:
- Master’s in Business on a Work-Study Program
- Digital Marketing Work-Study
- Master’s in Marketing Work-Study
- Marketing: Train Here
- Work-Study, Graduate in 2 Years
- Sales & Strategy Curriculum
- Strategy, Digital, Sales
- Master’s in Digitalized Business
- Degree + Field Experience
- Cnam Pays de la Loire
- Marketing + Work-Study = Job
- Strategy & Digital Tools
- {Keyword:Master}
- Train for Web Careers
- Guaranteed Marketing Career
Create description texts for Meta and TikTok
The keyword research led me to write ad copy for Meta and TikTok.
- Obtain a 5-year degree in marketing with field experience and professional support.
- Work-study Master’s in Nantes, Laval, Cholet, or Saint-Nazaire for your future.
- The Cnam trains you in sales, digital marketing, and e-commerce strategy.
- Gain marketing and digital skills while working in a company.
Create visuals and videos in different formats
I created all the images and videos with Canva.
Instagram & TikTok Story – Picture
Instagram & TikTok Story – GIF
Instagram Feed – Picture (format was square by this time)
Instagram Feed – GIF (format was square by this time)
Select the KPIs
According to the goal of the campaign, I selected the following Key Performance Indicators:
- Number of impressions
- Number of leads
- Cost per lead (CPL)
- Conversion Rate (CR)
- Click-through rate (CTR)
- Cost per click (CPC)
Other missions
- Liaised regularly with the Yumens agency for text and visual approvals, production release dates, etc.
- Liaised with the internal graphic designer to get their feedback on my graphic designs.
The results
As my contract concluded prior to the campaign’s completion, preliminary results showed:
Impressions: 236 438
CTR: 5.3% CTR
These are good performances, but need to be completed by the other KPIs to put them into perspective.