Learning Hub Drip Campaign
Compliance Navigation Specialists (CNS)
Objective
To generate leads and build trust with fleet and safety managers of companies employing CMV drivers by guiding them through a structured drip campaign that highlights both immediate value and long-term benefits of CNS training solutions.
Target Audience
Fleet Managers
Safety Managers of CMV driver companies
Campaign Flow
Awareness Stage
Facebook Ad: Focused on distracted driving — a common pain point in the industry.
Landing Page: Visitors could exchange their contact information for a 50% off coupon to the Distracted Driving Course.
Goal: Capture leads and offer immediate value while establishing CNS as a helpful resource.
2. Consideration Stage (20 Days Later)
Email & Landing Page: Crash Prevention Module
Introduced another training resource that complements distracted driving prevention.
Goal: Educate leads further, reinforce CNS’s expertise, and showcase the value of expanding training.
3. Decision Stage (1 Month Later)
Email & Landing Page: Group Admin Access
Highlighted advanced features: monitor employee progress, assign new courses, and access library-wide discounts.
Goal: Encourage purchase at scale, appealing to decision-makers managing teams.
Social Media Integration
To maximize reach and funnel traffic into the campaign, I created supporting content for Facebook, LinkedIn, and Instagram:
Designed platform-specific graphics and visuals aligned with campaign branding.
Wrote captions tailored for each platform’s tone and audience.
Developed a posting schedule to coordinate ad launches and organic posts, ensuring consistent visibility throughout the campaign.
Posts reinforced campaign messaging and directed users to the landing pages at each funnel stage.
Trust Building Approach
Educational first: Campaign led with value and safety knowledge rather than a hard sell.
Progressive value: Each stage layered on more advanced training solutions, building credibility and momentum.
Authority & consistency: Reinforced CNS as an industry compliance leader through steady, relevant touchpoints.