Entrepreneurs are the driving force behind Ukraine’s economy. They are the ones who are rebuilding the country, creating working and living conditions that make people want to come back. Nova Poshta is an important logistics component of Ukrainian businesses. Therefore, in 2016, the company decided to help them develop and achieve more through training and created the Nova Post Business School. Initially, the school organized offline training in different regions of Ukraine, and during the Covid, it also opened an online program. Prior to the full-scale invasion, almost 2,500 entrepreneurs had completed offline training, and almost 10,000 had completed online training.

In early 2023, the Nova Post Business School decided to restore the offline format, but it needed to be transformed. 

Task

Talan Communications and Media Direction OMD, agencies of the agama group, were tasked with engaging about a thousand entrepreneurs in training, providing them with everything they needed, and creating comfortable conditions for learning in 10 cities of Ukraine in two waves: in spring and autumn.

Solution

OMD’s Media Direction team was responsible for advertising support for the educational products of the Nova Post Business School. First of all, it was necessary to attract entrepreneurs to offline courses. To do this, the most effective digital tools were used and analyzed as part of the tactical steps: Facebook & Instagram, GDN, Pmax, and YouTube. The results of the latter were pleasantly surprising. Continuous optimization of performance campaigns helped reduce the cost per lead by 74% in one ad campaign and by 19% in another. The second part of the advertising strategy was aimed at promoting online activities, one of which was online webinars. We developed a separate landing page for each webinar and selected the most effective tools: Google Performance Max, Facebook & Instagram, and GDN.

Talan Communications took over the organization and coordination of the entire training project. It provided locations in 10 cities for 34 study groups, including the development and production of information and promotional materials, photo and video shooting, and a final event with gifts for graduates at the largest innovative terminal of Nova Post.

Results

• a spring wave (groups of 25 people) was held in 5 cities of Ukraine: Kyiv (two groups), Kharkiv, Lviv, Dnipro, Odesa;
• the autumn wave (groups of 40 people) was held in 8 cities of Ukraine: Kyiv (three groups), Kharkiv (two groups), Lviv, Dnipro, Odesa, Poltava, Khmelnytskyi, Ivano-Frankivsk; 
• trainings were held for 600 small and medium-sized business owners;
• Hundreds of gratitudes were received for the effectiveness of the trainings, the opportunity to analyze everything on the examples of their business, the increase in participants’ profits after the training, and the ability to implement changes in the business;
• 72% increase in the number of actual clicks compared to the planned indicators;
• increase in conversion (“Click on the Fill in the Form” button) – 424%;
• cost optimization (reduction in average cost per click) – 43%.