How do you market a new program to a skeptical audience of busy students and young professionals?

For a recent marketing practicum, my team and I were tasked with launching the Ignition Lab SPARK workshop series. Our audience was ambitious, but time-poor and wary of vague promises

1. The Insight

We didn’t guess. We conducted in-depth qualitative interviews. The #1 insight? This audience craves “application over theory”. They don’t want to just learn; they want to walk away with something tangible—a pitch deck, a marketing plan, or a new framework they can use immediately

2. The Strategy

Our entire strategy was built on that insight. We focused all messaging on clear, achievable outcomes.

My role involved translating this strategy into key deliverables:

• 📧 Email Marketing Campaign: I helped design a promotional email that didn’t just list workshops, but highlighted the outcomes—like earning a certificate, flexible scheduling, and the most in-demand topics (e.g., “Startup Crash Course” and “Marketing Your Small Business”).
• 🗓️Content Calendar: I developed a 6-week content plan mapping every post (across Instagram, TikTok, and LinkedIn) to a specific customer journey stage: Awareness, Consideration, Conversion, and Retention.
• 💻 Landing Page: We designed a landing page with a single mission: capture action. It used bold headlines (“Your Next Big Move Starts Here”) and a high-contrast “REGISTER NOW” CTA to drive conversions.