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

EduPloyment realized early in its product journey that it would need a holistic omnichannel marketing strategy.

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

EduPloyment recently started with their product rollouts and needed help in:

• Planning and organizing the entire user communication
• Identifying use cases where automation was 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 and WhatsApp to create an omnichannel marketing strategy

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

The entire team of EduPloyment, including senior management, developers, and designers, were aligned toward the goal. With the help of the EduPloyment leadership, we established the core business metrics to be tracked and the triggers required to create automated campaigns. With the north star metric framework, these metrics were transformed into events (actions) and user properties. These user and event properties were tracked and implemented with the help of the development team.