Company: Red Education, Sydney, NSW, Australia
Company Description: Red Education is a global IT Certification Training Company headquartered in Sydney, Australia, with hubs across the Americas, Europe, India, Middle East, ANZ and Asia. Providing training programs covering the world’s major cybersecurity technologies, its purpose is to help organisations protect themselves by training skilled skilled personnel to implement cybersecurity solutions.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Department of the Year
 Nomination Title: Red Education Marketing Team: A Small Team with Big Achievements
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated department since 1 January 2021, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated department: its history and past performance (up to 200 words):
Total 196 words used.
Red Education is a global information technology certification training company headquartered in Sydney, Australia, with hubs across the Americas, Europe, India, Middle East, ANZ and Asia. Its purpose is to help organisations protect themselves against cyber threats by training skilled personnel to implement cybersecurity technology solutions. Since opening its doors in 2005, Red Education has welcomed over 85,000 students across the world.
The Red Education Marketing Team consists of just three people: Managing Director, Mike Baird, Marketing Director, Aloke Bikkina, and Marketing Communications Specialist, Kathy Salter. Following Mike Baird's appointment as the CEO of Red Education in early 2020, he selected Aloke Bikkina to lead the marketing team, leveraging Bikkina’s flair for developing and executing successful marketing strategies for tech companies to propel Red Education to the next stage of its development. Soon it became clear that the team needed a copywriter who could craft compelling and effective marketing messages that would resonate with their target audience, and they employed Marketing Communications Specialist Kathy Salter in January 2021. Although small in terms of headcount, this team's achievements have been substantial, driving significant growth and establishing the company as the leader in the certification training industry.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the department's achievements since the beginning of 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 242 words used.
Social media marketing – From just one active channel (LinkedIn) in January 2021, Red Education is now active daily across LinkedIn, Facebook, Instagram and Twitter, with a detailed advanced content plan and audience growth strategy.
SEO – In 2022, the Marketing Team embarked on a successful SEO strategy, addressing on-page and sitewide SEO as well as backlinks, primarily from social media and email marketing.
E-commerce launch – the Team launched an eCommerce strategy in 2021 supported by a new website, price listings, an e-merchant checkout, international ‘Study now pay later’ payment plans and accepting cryptocurrencies.
Automation and digital pathways these have been developed since 2021, nurturing leads to online sales, supported by live website chat. Post-training Credly digital badges and further automated pathways to the next course, along with evaluations, close the loop and feed into the marketing messaging.
Awards – The Marketing Team manages awards submissions providing a source of social proof that is leveraged in Red Education’s content and social media marketing, increasing awareness and providing valuable SEO backlinks. Recent awards include: Cybersecurity Excellence Award for Top Cybersecurity Education Provider, AFR Top 10 Innovative Companies, and Australian Business Award for Training Innovation.
Content marketing strategy – Red Education's content marketing strategy includes detailed course booklets and a cybersecurity careers guide available via the company website, establishing the company as the trusted authority in the cybersecurity training industry and providing a powerful lead generation tool, attracting new students and supporting SEO.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the department's past performance (up to 250 words):
Total 240 words used.
Marketing-led Increased leads, student numbers, and revenue - Since January 2021, the leads generated from marketing team activities have grown significantly. In 2020, the total revenue from these leads had been just $54,505, increasing to $451,939 in 2021 and then $1,322,052 in 2022.
Annualised growth in student numbers from 2022 to 2023 is 32%, showcasing the marketing team's effective efforts in driving enrolment. The marketing team's activities, including sales, conferences, online chat, and course evaluations, directly and indirectly support various lead sources, contributing to the overall success of the company.
Revenue from marketing initiatives has also witnessed substantial growth since January 2021 when marketing-generated revenue was $451,939 increasing to $1,322,052 in 2022.
Social media marketing – across all channels Red Education currently has over 22,000 followers, currently growing by approximately 1,000 per month.
SEO – our total monthly website visitors has increased from 3769 in 2021 to 10,174 at present.
Ecommerce launch - now yielding $511,000 new annualised revenue for 2022-23
Content marketing – our unique content generates a current 10,174 website visitors per month, capturing 230 leads, of which 50 have generated AU$145,425 per month . These leads join a nurture pathway to support their career development. Red Education's content marketing strategy differentiates the company in a crowded industry, building brand awareness, and generating leads and sales while providing real value to the IT professionals they serve.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 103 words used.
Bios of Managing Director Mike Baird and Marketing Director Aloke Bikkina Red Education Management Team – https://www.rededucation.com/team_group/management/
Red Education Awards and Recognitions – https://www.rededucation.com/awards/
Latest reviews and current star rating https://www.reviews.io/company-reviews/store/rededucation
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Ecommerce:
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