OBJECTIVE

Develop a hybrid organic and paid campaign designed to drive awareness, engagement, and registrations for Certified Healthcare Training’s CCMA program.

SCOPE: Marketing Strategy, Campaign Strategy, Producing, Video Strategy, Video Pre-Production, Video Production, Video Editing, Paid Campaign Strategy, Landing Page Development, Performance Tracking & Reporting

OUTCOME

With a 34% conversion rate from landing page to registration form, the campaign demonstrated effective alignment between ad messaging and on-site experience.

The Begin Your Journey campaign delivered strong performance across both engagement and conversion metrics. The paid ad generated 516 link clicks, while the landing page converted 34% of visitors into registration form views, indicating strong alignment between messaging and user intent. With 227 registration button clicks, the campaign showed clear success in driving meaningful action. The combination of organic content, paid media, and email capture created a layered approach that supported both immediate results and ongoing engagement.

High Conversion Rate: 34% landing page-to-registration conversion indicates strong messaging alignment.
Strong Click Volume: 516 link clicks from a single primary ad creative.
Balanced Strategy: Combined organic, paid, and email capture for multiple engagement touchpoints.
Clear User Intent: 227 registration button clicks demonstrate strong interest from prospective students.
Scalable Campaign Model: Structure supports future iterations and expansion.

Overview

We partnered with Trainer Connect to create a campaign that balanced consistent organic content with targeted paid advertising to guide users from awareness to action. Over a 25-day period, the campaign reached 26,672 people, drove 672 landing page visits, and generated 227 registration button clicks, showing strong lower-funnel performance. With a 34% conversion rate from landing page to registration form, the campaign demonstrated effective alignment between ad messaging and on-site experience. The addition of organic posts and a newsletter signup created multiple touchpoints for engagement beyond the initial click. The result was a well-rounded campaign that not only drove traffic but also converted interest into meaningful action.

Process & Workflow

Strategy & Campaign Planning

Defined campaign goals:
- Build awareness for the CCMA program
- Drive qualified traffic to the landing page
- Increase registration intent
Identified key audience:
- Users 18+ within a 40-mile radius of Elkhart
Developed a multi-channel approach combining organic content, paid ads, and email capture.

Organic Content Strategy

Created 6 strategic organic posts to:
- Build awareness and consistency across channels
- Reinforce messaging from the paid campaign
- Provide additional touchpoints for engagement
Focused on clear, actionable messaging tied to career opportunities and program benefits.

Paid Campaign Execution

Ran a 25-day paid campaign on Meta platforms
Utilized a primary video ad: “Begin Your Journey”
Supported performance with a mix of:
- Custom ad placements
- Boosted posts to extend reach
Focused on driving users directly to the CCMA landing page.

Landing Page & Conversion Strategy

Directed all traffic to a dedicated landing page optimized for:
- Clear program information
- Simple user flow
- Strong call-to-action (“Register for CCMA”)
Implemented additional conversion opportunity:
- Newsletter signup for “Upcoming Classes”

“The best part about working with Absorb is the results. They are committed to delivering amazing quality and service with everything they do. I would recommend Absorb’s services to anyone because I trust in their ability to always do a great job.”

Jaden Wilson
CEO, Trainer Connect