Giving Military Service Members a Competitive Edge in Civilian Life
Pearson VUE’s AWS certification program helps translate military experience into the modern workforce
Project Type
Email and social marketing program to drive enrollment
Client
Pearson VUE
Year
2021
Challenge
Active and former military members have unique professional experiences. Often, though, as they re-enter civilian life, they struggle to effectively translate those skills for non-military employers. Amazon Web Services (AWS) partnered with test development, delivery, and certification provider Pearson VUE to support service members in advancing their careers.
With Pearson VUE’s industry-recognized certifications, military members gain a competitive advantage in the civilian workforce. The program is also available to active service members looking to advance their military careers. Many active-duty members already use AWS in their roles, and these certifications indicate an advanced level of knowledge and hands-on experience with AWS technology.
Pearson VUE needed a way to promote the AWS certification program to active and former military members and their spouses, who were also eligible. They turned to Stoke to help them get the word out.
Strategy
To maximize the campaign reach, Stoke quickly developed a microsite, including one page for each certification:
- AWS Certified Cloud Practitioners
- AWS Certified Security
- AWS Certified Solutions Architect
- AWS Certified SysOps Administrator
We also created a dedicated landing page to help participants apply for funding through the Veterans’ Administration, GI Bill, and online grants. This page ensured they had the information they needed to quickly and easily activate those opportunities.
Stoke also created a comprehensive kit to test centers on or near military bases. The kit included on-site posters, an infographic, a one-sheet overview, and an introductory letter to test centers explaining the certification opportunities. In addition, we built targeted advertising campaigns on Google Display Network, LinkedIn, and the online military network Rally Point, as well as a sponsored email campaign — deployed via Rally Point — that targeted current and former military personnel and their spouses.
Impact
Program interest was strong, with many active and former military members and spouses signing up for at least one AWS certification through Pearson VUE. This opportunity has given many who are now in civilian life or moving toward civilian life a chance to gain a universally-recognized credential — and the confidence to pursue bigger opportunities.
Together, we can build brand awareness and accelerate engagement, lead gen, and conversions for your next campaign. Let’s talk.