Digital Marketing Skills Canada
CASE STUDY
The Objective
JellyIn early 2024, the Canadian Marketing Association (CMA) approached Jelly Academy to join them and Growclass as a delivery partner on the Digital Marketing Skills Canada project.
Supported by funding through ISED and Upskill Canada, the goal of this project was to upskill Canadians for high-demand careers, focusing on supporting people from underrepresented groups. The objectives were specific - for our part:
Successfully train 1,000 participants
Have 70% of participants be from underrepresented groups
See 70% of participants achieve positive career or business outcomes within 6 months of completing the program
The Solution
Given the volume of participants and specific objectives, we had to make various adjustments to the Jelly Academy curriculum, develop new external partnerships, and create new, value-added resources. Our approach was centred around doing things the right way, rather than looking for quick, surface-level wins to satisfy project objectives.
Curriculum Updates
At various stages of the project, Jelly Academy was required to support individuals currently in, or aspiring to be in, specific sectors, such as Digital Technologies, Agricultural Technology, and Clean-tech. We brought in expert marketers from each of these sectors to demonstrate the real-world digital marketing strategies and tactics that they have seen drive results.
Key Partnerships
Jelly Academy sought out strategic partnerships with organizations that could fill gaps in our program, which would help our participants achieve their goals. One example includes our partnership with the Immigrant Employment Council of BC (IECBC). As a large portion of our participants were newcomers to Canada (less than 5 years in the country), we wanted to find a partner that could provide guidance, resources and actionable steps for navigating the Canadian job market for graduates. IECBC’s FAST Program provided these exact supports.
Value-Add Resources
Amongst other resources, Jelly Academy created an on-demand, pre-recorded ‘Land a Job Course’ that participants could access at any time, free of cost. While we were offering 1-on-1 coaching and workshops to support with landing a job, we wanted to ensure those who could not, or were not as comfortable attending these face-to-face sessions, could still access these valuable resources. The course covers modules on LinkedIn optimization, Resume Building, Cover Letter Writing, Understanding the Job Market, How to Apply for Jobs, Interview Preparation and Salary Negotiation.
The Results
1,000+ participants successfully completed training
83% of participants reported strong positive outcomes within 3 months of completion, including:
Increased revenue, number of clients and market expansion for business owners
New employment in marketing
Expanded role and responsibilities
Received a promotion or salary increase
Over 50% of participants self-identified as being from an underrepresented group
Participant Testimonials
“Let me tell you, I was blown away by how in-depth the Jelly Academy digital marketing course was! It far surpassed my expectations. I learned so much more than I expected, gaining a solid understanding of the entire digital marketing landscape.
Jelly Academy goes beyond the traditional approach to digital marketing education. They've established themselves as a vanguard in the field, fostering a supportive learning environment. Their commitment extends beyond the curriculum, offering industry-recognized certifications upon completion. The instructors at Jelly Academy are incredibly knowledgeable and always available to answer student questions. Additionally, their comprehensive library of Master Class tutorials provides ongoing access to best practices, reinforcing the knowledge gained throughout the program. For anyone looking to advance their digital marketing skills, Jelly Academy offers a truly comprehensive and forward-thinking learning experience.
Thank you so much, Jelly Academy!”
— Muhammad Taqi
“I am incredibly fortunate to have been awarded the Digital Marketing Career Accelerator Scholarship by Jelly Academy. This incredible program has provided me with invaluable knowledge and practical skills in digital marketing, including SEO, email marketing, Google Analytics, and more. Jelly Academy also provides invaluable job search support, such as portfolio-building workshops, career info sessions, and access to a job platform. As a soon-to-be graduate student, these opportunities are invaluable as they enhance my competitiveness in the job market.
During this Bootcamp, attending the live workshops gives you the chance to connect with your cohort of fellow aspiring marketers. You’ll also have the unique opportunity to network directly with professional mentors at each workshop, who bring years of experience in the digital marketing field.
I highly recommend joining Jelly Academy for an unforgettable learning experience!”
— Jenny Lee
“I recently completed the Jelly Academy Digital Marketing Bootcamp as a small business owner. The course covers a wide range of topics, from SEO and Google Analytics to social media advertising and email marketing. The instructors are industry experts who break down complex concepts into easy-to-understand lessons using a mix of videos, reference links and companion guides.
The bootcamp also offers excellent support throughout the program. The live Q&A sessions and access to a community of fellow students and professionals made me feel fully supported every step of the way. I finished the course not only with a stronger understanding of digital marketing but also with the confidence to apply these strategies in my business.
If you’re a small business owner and could use some support leveraging SEO and other digital marketing tools, I highly recommend this course.”
— Dawn Thalheimer
“I just completed the Jelly Academy Digital Marketing Bootcamp after 11 weeks, and I am so glad that I took this digital marketing bootcamp. I took this course on demand, which meant that I could complete this course whichever way I liked at my own pace. At times when I had more free time, I was able to finish a lot more coursework, and when I was busy with other things in my life, I was able to slow down on the coursework. The coursework consists of a series of modules, each contains video and text lessons, as well as a few quizzes and assignments per module. Each module was pretty simple and easy to complete. I liked how the content in the modules was easily consumable and did not make me bored, which kept me engaged and helped me complete the modules faster.
At the end of each module, there are additional resources for the topic that the module was based on (Social media, Google Ads, SEO, etc.). Every week, there is a workshop for each module that is very helpful with assignments and using different marketing tools. There is also the opportunity to complete 11 industry-recognized certifications, which are optional. These certifications are external to Jelly Academy and do take more time than the coursework in the modules, especially the Google Ads certifications. These certifications do provide an opportunity to learn new skills that could boost your resume. Overall, I am pleased with my experience at Jelly Academy Digital Marketing Bootcamp and the skills that I have learned along the way. I would recommend this bootcamp to anyone who is considering entering the field of Digital Marketing.”
— Kyle Hosein