EFP hits 72% prospective trainee engagement score in gamified enrollment campaign

Success Stories

EFP is a vocational training centre with a 50-year history of helping people gain the skills they need to get the jobs they want.

They offer courses pertaining to more than 90 professions split across youth apprenticeships and adult learning, and work with companies to provide the training side of internships.

The challenges

🎯 With 15,000 square metres of training facilities, 519 instructors, and close to 9,000 active learners, EFP is a successful and growing training centre, but expansion comes with growing pains.

Whenever a business diversifies, some elements of its offering can suffer, or be eclipsed in popularity by others. EFP noticed that 2 of their courses across logistics and public relations had significantly lower than average enrollment numbers close to their start dates.

With consumer goods, for example, this is just the free market deciding which lines cease production and which continue to get new iterations, but with vocational training courses, these are essential roles and potential skill gaps that could appear within a market, or for the training centre, an angle for a competitor to come in and take business away from them.

EFP needed a solution and their goals were:

• Adding an extra layer of engagement to the marketing of these courses to more effectively convert candidates to trainees
• Helping more people discover the merits of these professions and how their courses lead to careers
• Boosting enrollment to ensure their courses have enough trainees to justify their continuation

The Drimify solution

This was a time-sensitive mission with no room for anything but an optimised end product, so EFP used Drimify’s agency services to help them create polished gamification experiences tailored to their objectives in a short time frame.

The DrimTeam’s approach was to deploy varied game mechanics to present and reinforce the key features and selling points of the course, as well as to spotlight the industries they open doors into.

Variety in these cases is key, as a well-planned out sequence of games or modules will always present a fresh and dynamic user journey, with every step either helping players discover something new, or reinforcing tactical messaging in a fun and memorable way.

📱 Games and gamification experiences “by Drimify”

When it comes to marketing a course or a learning path to prospective trainees or students, there’s perhaps no more appropriate game engine than the Personality Test, and this was utilised in EFP’s campaign.

Participants answer questions about their interests, preferences, and strengths, and then they’re assigned a profile based on their answers. Through this, people who might not have considered a career in PR can discover that their passion for writing and analytical mindset makes them a good fit; people can discover their temperament and background in team sports makes them perfectly suited for logistics. This is the game engine for connecting the dots for people, introducing them to ideas, and getting them thinking.

This was followed up with a Quiz – which offers unlimited opportunity and versatility to further explore and interact with industry and course-specific concepts – and more casual games coded to specific courses to make the whole thing more fun, and to reinforce messages through intermediate content screens and pop-ups. (For example, Pacman was customised for players to drive a forklift around a warehouse collecting boxes, and getting superpowers when they put on safety equipment.)

The final step was an instant win game, set to distribute tickets to all participants for an e-tour of the course and campus – the next step of the overall campaign – where they could follow up on all they’d learned through the gamification experience.

Make it a seamless gamification experience for best results

All these concepts can be combined in one of our powerful experience builders like the Dynamic Path™ and the Combo™, which let you combine games to create seamless prospective trainee journeys, from discovery, to course enrolment.

Results and KPIs

Key figures 🚀

• 457 prospective students reached through gamified course marketing
• 72% candidate engagement rate for the marketing games

Objectives achieved 😎

• Enrollment on both courses significantly boosted in a short time frame
• Prospective students helped to discover passions and put on a path to a meaningful career

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