EduPloyment is a global online recruitment platform with a mission to up-skill blue-collar workers with critical English language skills and provide them with access to better jobs both abroad and domestically to uplift them and their families.

EduPloyment realized very early on in their product journey that they will need a holistic omnichannel communication strategy.

Along with this, automating communication was the most logical step for the team. Springwood was on-boarded to take over the entire marketing automation, from planning the communication to MoEngage implementation (marketing automation tool).

EduPloyment was just starting with their product rollouts and needed help in:-

• Planning and organizing the entire user communication
• Identifying use cases where automation is required
• Understanding how to use MoEngage optimally
• Creating a list of user actions and properties to be tracked to run campaigns effectively and perform analytics
• Integrating channels like Email, WhatsApp and creating an omnichannel strategy

The first thing we did was to align the entire management team towards a single North Star metric

Once the entire team, including senior management, developers, and designers were aligned towards the goal, Springwood, with the help of the leadership, established the core business metrics required to be tracked and triggers required to create automated campaigns. These metrics were then transformed into the events (actions) and user properties, using the north star metric framework that needed to be tracked and implemented with the development team's help.