Design Exercise

SCOPE

Design a landing page and 3 advertisements in standard LREC format for Pluralsight, with an emphasis on their new machine learning course.

KEY ASSUMPTIONS

Developing this campaign, I made assumptions surrounding information that one would typically have access to in a live growth environment working for/with a company such as Pluralsight.

• Based on research of current promotions run by the Pluralsight, I decided the company was comfortable with up to a 25% discount.

• Revenue is based off of subscriptions, and average user lifetime is 1.5 years or less.

• There courses are specialized and efficient, therefore it takes a shorter amount of time to gain proficiency and secure employment in related fields.

• CLV(Customer Lifetime Value) is less than $1500

CONTEXT

The promotion I developed is a free lifetime subscription with purchase of select $1500 courses, Machine Learning in this case. Based off of average CLV this is a 25% discount on a personal subscription to Pluralsight, incentivizing a full price purchase of the select course.

• These advertisements are targeted and intended to appear based on search keywords.

• The Landing Page is “broad spectrum”, allowing for multivariate relevance to numerous courses that could potentially be linked to this promotion.

The take home exercise can be read by clicking here.