Rumie
STRATEGY — MARKETING INTERNSHIP
The Context:
Rumie helps people who want to re-skill or upskill, with an innovative micro-learning platform to get them back on their feet. Rumie-Learn is a data-driven library of 6–8 minute interactive working modules or Bytes™ designed for mobile. These modules are 20 percent more effective than traditional elearning, and the content comes from subject matter experts, leading nonprofit organizations, and corporate partners. It’s free, open to everyone, and Rumie-Build allows volunteers to work individually or in groups to create more Bytes™. They currently reach approximately 100,000 learners with the aim to reach 10 million within the coming years.
The Challenges During My Time at Rumie:
- Rumie’s social media presence was inconsistent and each platform was not being used to its full potential due to the lack of a targeted content strategy for upstream/downstream partners and end-users of Rumie Learn.
- Rumie’s corporate blog and email subscription lists had gone inactive, missing out on an opportunity to connect with their audience and build new leads. Meanwhile, the corporate website was not converting effectively and the bounce rate was higher than the industry benchmark.
- Rumie had built a small volunteer base but was struggling to keep volunteers motivated and bring in a consistent flow of volunteers.
The Process & The Results:
Social Media Strategy Approach:
Due to Rumie having multiple target audiences and priorities, I began by segmenting the use of each of their social media platforms.
- LinkedIn: Would be their primary platform that would allow them to re-post Rumie’s corporate blog posts & news, feature exceptional volunteers, announce new partnerships, and tag corporate volunteers in their co-created bytes to re-share. This would allow them to build legitimacy, generate upstream partnership leads, expand their reach, and encourage volunteers.
- Instagram/Facebook/Twitter: Would become secondary platforms used for legitimacy purposes to share company news, new featured bytes, and blog post excerpts until Rumie Learn became ready to scale for more users.
Result: Working with the graphic designer, I was able to co-create and execute a number of campaigns such as with Amazon and Loyalty One, resulting in 2 new partnership leads, a 2.5–4.3% CTR on content, 550% increase in shares and an average engagement rate of 6.7%. Through this strategy, I also increased volunteer satisfaction by showing gratitude and giving volunteers a shareable piece of content for their network.
Email List Approach:
Understanding the importance of the consumer’s first interaction and continued relationship with the brand, I initiated a welcome email and monthly newsletter to share the latest blog posts, volunteer opportunities, partnerships, and featured bytes. I also collaborated with the graphic designer to build out templates and A/B test content copies to optimize future newsletters.
Result: 50% open rate on welcome emails and an increase in open rates and CTR of +7% and +2%, respectively on monthly newsletters. +10X multiple in weekly volunteer application inquiries.
Corporate Blog:
Knowing Rumie wanted to be seen as a leader and voice in the ed/tech space, I relaunched the corporate blog by working alongside the founder to develop a cohesive tone and content matter list where they could bring expertise to their target audiences. I further implemented content best practices by building out a comprehensive guide book while managing scheduling and draft editing.
Result: An average read through rate increase of +11%.
Corporate Website:
Wanting to base my recommendations in data, I executed a Google Analytics analysis to discover pain points in the consumer journey flow, analyzing bounce rates, click-through-rates, drop off points, and traffic sources.
Result: (1) Solved the bounce rate mystery, (2) initiated an email list website pop-up that boosted sign-ups, and (3) merged existing tabs who's separation confused potential partners, ultimately causing them to drop off.