Campaign infrastructure, custom LMS build, and cohort enrollment system installation.
Klarnow partnered with ProjectCareer to move from a manual, third-party dependent setup into an owned ecosystem built for predictable lead flow, structured enrollment, automated onboarding, and internal course delivery.
This was not a funnel redesign. It was a complete system installation connecting acquisition, qualification, enrollment, delivery, and cohort management into one scalable operating model.
Industry
Career Development / Professional Training
Engagement Type
Campaign Architecture, Digital Infrastructure & Custom LMS Development
Delivery Model
Structured System Design & Launch Execution
Measured Impact
180 qualified leads within 14 days
Measured Impact
Cost per lead reduced from GBP23 to GBP3.29
Measured Impact
74% Meta-to-website sign-up rate
Measured Impact
85.7% increase in lead acquisition
Measured Impact
41% lift in qualified leads within 60 days
1. Executive Overview
A full digital education ecosystem, built for ownership and repeatable growth.
The objective was to transition ProjectCareer from a manually operated and third-party dependent structure into a scalable owned ecosystem capable of generating predictable lead flow, managing student enrollment, delivering training content internally, and reducing recurring platform dependency costs.
In addition to campaign performance gains, Klarnow replaced the existing LearnWorlds platform with a custom-built LMS, giving ProjectCareer full ownership of its training infrastructure and tighter alignment between marketing, onboarding, and product delivery.
2. Business Challenge
Structural limitations were slowing both acquisition and delivery.
- Fragmented messaging across acquisition channels
- Manual onboarding processes
- Limited tracking visibility
- No structured qualification logic
- Dependency on LearnWorlds for course hosting
- Recurring third-party subscription costs
- Lack of integration between marketing and delivery
Required System
One connected infrastructure from first click to cohort delivery.
3. Scope of Engagement
Multi-layered delivery across growth, enrollment, and product infrastructure.
Strategic Positioning & Offer Architecture
- Programme transformation refinement
- Audience segmentation clarity
- Tiered pricing structure
- Objection-handling alignment
- Cohort positioning strategy
Conversion & Campaign Infrastructure
- Conversion-first landing architecture
- VSL integration strategy
- Structured call booking flow
- Pre-call qualification logic
- Fit-Quiz qualification engine
- 14-Day campaign execution model
- Paid acquisition structure
Automation & Enrollment System
- Automated email workflows
- Reminder sequences
- Lead qualification logic
- Structured cohort enrollment tracking
- Defined internal team workflow
Custom Learning Management System Development
- Secure student login environment
- Cohort-based course access control
- Module and lesson progression tracking
- Resource upload and structured content delivery
- Backend admin management interface
- Student progress visibility
- Integrated onboarding from campaign funnel
Strategic Outcome
ProjectCareer now owns its delivery environment. The new system eliminated recurring LearnWorlds subscription dependency, reduced platform fragmentation, and created a seamless path from campaign funnel to student onboarding and course access.
4. Delivery Framework
Phased execution kept the business moving during transition.
Phase 1
Discovery & Strategic Alignment
- Offer validation
- Funnel architecture mapping
- LMS requirement definition
- Cohort lifecycle design
Phase 2
Infrastructure Build
- Landing system development
- Automation integration
- LMS backend architecture
- Enrollment-to-course integration
Phase 3
Campaign Deployment & Platform Migration
- Paid campaign activation
- LearnWorlds transition
- Student migration where required
- System testing and optimisation
This phased structure ensured operational continuity while the campaign system, automation layer, and LMS migration were deployed and tested.
5. Technical Implementation
Engineered for scalability, ownership, and repeatable cohort launches.
- Meta paid traffic integration
- Conversion-focused landing system
- Custom LMS backend architecture
- Secure login and cohort control
- Automated email workflows
- Structured booking integration
- Performance tracking dashboards
6. Risk Identification & Mitigation
Identified Risks
- High acquisition cost
- Lead drop-off during follow-up
- Platform dependency risk
- Course delivery fragmentation
- Operational strain during launch spikes
Mitigation Measures
- Conversion journey redesign
- Automated qualification and reminder logic
- Custom LMS deployment
- Integrated marketing-to-delivery architecture
- Structured team workflow
7. Measured Impact
Commercial performance improved while operational friction dropped.
Performance Improvements
- 85.7% increase in lead acquisition
- Cost per lead reduced by 85%
- 74% Meta-to-website conversion rate
- 41% lift in qualified leads within 60 days
Operational Improvements
- Reduced manual follow-up workload
- Defined enrollment pipeline
- Cohort-based delivery structure
- Elimination of third-party LMS dependency
- Full infrastructure ownership
Strategic Positioning Value