CMA: 93 applications/month

CMA France: Generating qualified applications for craft training through digital technology

The Official portal of the Chambers of Trades and Crafts (CMA) offers a wide range of trainings And of resources for apprentices and students in the craft sector in France. Each year, the CMA supports thousands of young people and professionals in search of retraining or orientation.

The challenge: Increase young applications and manage performance

The CMA aimed at several key objectives to optimize its digital presence and strengthen the acquisition of candidates:

• Set up a precise management of performance to optimize acquisition campaigns;
• Promote the CMA training offers in a targeted manner, in particular by Île-de-France ;
• Generate qualified leads for specific devices such as theenergy audit CMA x ADEME

The challenge: effectively reach a young and changing audience, while maximizing the relevance and profitability of the actions taken.

The solution: Solid tracking, digital acquisition and dedicated campaigns

To meet these challenges, a three-phase strategy has been deployed, combining technical foundations and the activation of targeted levers.

Phase 1: Reconstruction of tracking and performance measurement

• Implementation of a reliable tracking system via Tag Manager and Analytics to better understand the user journey.
• Collection of accurate data to continuously optimize the various acquisition levers.

This technical base allowed for effective management of campaigns and better allocation of budgets.

Phase 2: Acquisition targeted at the “Continuing Education” offer

• Deploying digital campaigns (Google Ads and Meta Ads) to reach young professionals and profiles in transition.
• Messages that value concrete opportunities And the recognition of CMA diplomas.

The targeted approach generated a regular flow of qualified applications, in direct line with professional integration objectives.

Phase 3: Campaigns dedicated to the CMA x ADEME “Energy Audit” offer

• Creating a specific conversion tunnel and dissemination of educational messages to raise awareness among professionals concerned with energy transition.

This system made it possible to generate highly qualified leads for an innovative and strategic offer.

Achieved results

• 93 qualified applications generated every month
• CPL less than €45, fully aligned with profitability goals
• Refined targeting by offer and by territory, to optimize the relevance and performance of leads

The CMA now has a robust digital strategy to support craft training and support the transition of audiences to promising sectors.

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