Engagement & Retention project | MyCaptain

MyCaptain is an Education-Technology Product offering outcome focused upskilling programs in Marketing & Design fields.

We run 4 primary programs

1. Digital Marketing Pro Course
2. UI/UX Design Pro Course
3. Content & Copywriting Pro Course
4. Business Analytics Pro Course

Short Note on the platform

• MyCaptain has their own customised LMS where LIVE lectures are delivered by Working Professionals who are subject matter experts.
• Learners have case studies, and self paced content to consume as a part of their course progress.
• Learners have assignments to submit after every milestone. These Assignments are then reviewed by Subject Matter Experts and learners are given detailed feedback and a score is assigned to their assigned. If they have a low score, then the learner is asked to re-submit the assignment and the assignments are again reviewed by SMEs.
• The LMS also has a Job Board for students to apply for jobs based on their course progress and modules completion.
• There is placement training module that helps learners build resume, portfolio, interview prep and practise interview rounds through mock interview rounds with SMEs.
• Slack is being used as a community & communication tool with Learners. Each Batch is added to their custom Slack workspace with multiple handles with different agendas such as Program Communication, AMA Sessions, Events, Doubt Clarification, etc.

Note: Due to lack of access to product at the time, I am unable to access the product for screenshot on their webapp or on the slack channel.

Core Value Proposition

A platform to learn and practise professional skills and then find your first dream job in a field you are passionate about.

The CVP is experienced at 2 points for ICPs:

1. Upon successfully completing and earning skill badges.
2. Upon successfully securing their dream job.

Natural Frequency

• The CVP is designed for a single transaction interaction between the learner and MyCaptain.
• During the Life time of customer, they interact with product on a daily/weekly basis depending on ICP.

Core metrics for engagement on MyCaptain need to tell the story of skill development of a learner.

This starts with consumption of Content and example of progress metrics are:

• Average Lecture attendance
• Average attendance duration of LIVE lectures
• Average Watch time of self paced content

Next, the skill development is measured through quality of assignments and example of progress metrics are:

• Submission Rate
• Average Grade

Best Engagement Framework

Frequency

How frequently does the learner log in and consume content of different format (LIVE lectures, Case Studies, Self Paced Content, Various Community Events, etc)

More frequent the learner interacts with learning events, more engaged the learner will be.

Depth

How deeply is the learner involved with the community and attending to the program's intense demands.

More involved the learner is in community activities on slack, events and content, more engaged the learner will be.

Who is Active User?

• 75%+ LIVE class attendance
• Average Watch Time of 45 min +

Natural Frequency of the User?

• 3-4 times / week

Types of Learners on the Platform

1. Currently Pursuing Undergrad Programs
2. Graduated but Unemployed Learners
3. Working Professionals in Marketing & Brand Management Roles (no experience in Digital Marketing)
4. Working Professionals in non-marketing roles (unhappy with their current role)

For the engagement strategy, I will focus on Working Professionals in Non-marketing roles as their motivation for the consumption is in line with out Key Value Proposition.

ICP Prioritisation

Will be prioritising ICP 3 (Garima) for this framework.

These Learners have a very clear motivation and that motivation can be engaged well by delivering frequent engagement value.

Who is Garima?

Garima is a Sales Executive at an Insurance Company earning about INR 20,000/- per month plus incentives.

She works an average of 12 hours a day and 6 days/ week.

She hasn't seen a growth potential for her role and hasn't been able to move to Team Leader position.

The extremely cut throat working environment has affected her mental health and it has been even worse since she was always a day dreamer and was a very creative yet logical person.

She has a background of theatre. She has done a lot of "Nataks" during her college days.

She is trying to find an opportunity in a line of work where she can use her story telling skills and also engage the logical thinking capabilities she has built of the last 1.5 years of working in sales.

Natural Frequency of Feature Usage

Live Lectures

Power Users - All Lectures (3/ week) with an avg watch time of 45 min +

Core Users - 2/ week with an avg watch time of 20 min+

Casual Users - 0 or 1 lectures with low avg watch time of under 20 min.

Case Studies

Power Users - 2 to 3 cases/ week

Core Users - 2 to 3 cases/ month

Casual Users - 0

Self Paced Video Lectures

Power Users - All Lectures completed

Core Users - 40% completion

Casual Users - Under 10% completion

Slack Community Events

Power Users - Once/ Week

Core Users - Once or twice/ Month

Casual Users - 0

Engagement Campaign

ICP - Garima

Casual Learner >>> Core Learner

Problem Statement

• Learners don't see the value of completing other elements as they are not a part of the LIVE lecture.
• Taking out an extra 60 - 90 minutes per month is not being factored in by the learner.

Campaign 1

Goal: Encourage learners to complete self-paced activities by showing the direct impact on their overall progress and skill mastery.

Pitch: Your growth journey isn’t just in the lectures! Completing each activity helps you unlock new skills, track your progress, and stay ahead in the program.

Offer: Exclusive badges, personalised progress reports, and an "Achievement Level" displayed on their profile.

Frequency & Timing: Monthly (e.g., last Friday of every month) and 1 week after LIVE lecture sessions to provide motivation and structure.

Success Metrics:

• Percentage increase in completion of Self Paced Videos
• Number of badges earned per learner

Campaign 2

Goal: Increase completion of non-LIVE learning elements by tying engagement directly to valuable career resources, specifically unlocking access to a curated job board.

Pitch: Your career starts here! Complete your monthly learning elements to unlock exclusive access to our Job Board, featuring roles tailored just for you.

Offer: Access to an exclusive job board, showcasing their dream jobs! Frequency & Timing:

• Monthly — Each learner who completes self paced videos for the month gains access to the Job Board the following month.
• Reminders can be sent out bi-weekly to encourage progress.

Success Metrics:

• Increase in monthly completion rates of non-LIVE elements
• Percentage of learners unlocking and accessing the Job Board each month

Campaign 3

Goal: Encourage learners to complete non-LIVE elements by offering personalized resume review sessions as an exclusive reward, directly tying learning engagement to career advancement.

Pitch: Ready to take your career to the next level? Complete your learning elements and unlock a 1-on-1 Resume Review Session with our career experts. Let’s make your resume stand out!

Offer: Exclusive access to a personalized, 1-on-1 resume review session with an expert. These sessions provide tailored feedback, actionable insights, and tips to enhance the learner’s professional profile.

Frequency & Timing: Monthly — Learners who complete all non-LIVE activities for the month qualify for a resume review session in the following month. Weekly reminders on progress and eligibility to help keep learners on track.

Success Metrics:

• Monthly completion rate of non-LIVE components
• Percentage of learners qualifying for and attending resume review sessions

Campaign 4

• Goal: Increase monthly engagement with Case Studies
• Pitch: "Complete the BOAT Earbuds Pro Launch Case Study and get 1 step closer to your Dream Job"
• Offer: Earn 20 coins to unlock Cult Fit Social Media Job Opening!
• Frequency & Timing: 2 Notifications/ Week over Slack, Email, and WhatsApp
• Success Metrics: Improvement in time spent on case studies

Campaign 5

• Goal: Increase monthly engagement with Case Studies
• Pitch: Join the leaderboard of learners!
• Offer: Complete the "x" case study and earn 10 coins!
• Frequency & Timing: 2 Notifications/ Week over Slack, Email, and WhatsApp
• Success Metrics: Improvement in time spent on case studies

For Retention, Offering unique and high value add elements can create an impact.

1. Offline Member only Meet Up Events & Experiences
2. 1. Organise City level meet up for MyCaptain learners to meet up.
   2. Invite one of their Captains (Educator) to connect learners to their mentors in real life.
3. Day in the Life of "Performance Marketer at BOAT" Campaign on Slack
4. 1. Invite a Performance Marketer to join the community.
   2. The PM will post about what they are doing as a part of their work day!

Create regular Notifications through Slack Automation, & WhatsApp notifications.

Resurrection of ICP type Garima can be linked to their Problems:

1. They are unhappy with their current role.
2. They have problems with devoting the "extra" 60 - 90 min for elements other than LIVE lectures.

1. Trigger WhatsApp Campaigns:
2. 1. Share success stories of learners with similar profile (Switching from 1 role to a Digital Marketing Role)
   2. Share Job Posts available in top brands and link completion of short video content to earn points and unlock the Job Opportunity.
   3. Offer 1-on-1 counselling session with a SME to help with defining their "Dream Job Secured" journey.