LinkedIn Campaign — CARSI LMS

GP-147 | Priority: P1 High

Objective

Generate qualified leads from decision-makers who control training budgets across 4 industry segments. Secondary objective: build brand awareness for CARSI as Australia's IICRC-aligned training platform.

Targets:

• 25–40 qualified leads/month by month 3
• 15% lead-to-enrolment conversion rate
• CPL (cost per lead): $80–120 AUD

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Audience Targeting by Segment

Segment 1: Mining & Resources

Parameter	Targeting
Job Titles	HSE Manager, Health & Safety Manager, Site Supervisor, Safety Officer, Maintenance Manager, Camp Manager, FIFO Coordinator
Companies	BHP, Rio Tinto, Fortescue, Glencore, South32, IGO, Mineral Resources, Northern Star, Newmont, Civeo, Compass Group (camp operators)
Company Size	50–10,000+ employees
Locations	Western Australia, Queensland, Northern Territory, New South Wales
Industries	Mining & Metals, Oil & Gas
Seniority	Manager, Director, VP

Estimated audience size: 12,000–18,000

Segment 2: Aged Care & Healthcare

Parameter	Targeting
Job Titles	Facility Manager, Director of Nursing, Infection Control Nurse, Infection Control Officer, Quality & Compliance Manager, Operations Manager, Clinical Governance Lead
Companies	Bupa Aged Care, Regis Healthcare, Estia Health, Opal HealthCare, Bolton Clarke, Uniting, Anglicare, Catholic Healthcare
Company Size	200–10,000+ employees
Locations	All Australian states
Industries	Hospital & Health Care, Individual & Family Services
Seniority	Manager, Director

Estimated audience size: 8,000–14,000

Segment 3: Property Management

Parameter	Targeting
Job Titles	Property Manager, Senior Property Manager, Strata Manager, Facilities Manager, Asset Manager, Building Manager, Body Corporate Manager
Companies	CBRE, JLL, Cushman & Wakefield, Knight Frank, Colliers, Savills, Ray White Commercial, LJ Hooker Commercial
Company Size	10–5,000 employees
Locations	All Australian states (weight: NSW, VIC, QLD)
Industries	Real Estate, Commercial Real Estate, Facilities Services
Seniority	Entry, Senior, Manager

Estimated audience size: 15,000–22,000

Segment 4: Commercial Cleaning

Parameter	Targeting
Job Titles	Operations Manager, Franchise Owner, Regional Manager, Business Development Manager, Cleaning Manager, Contract Manager
Companies	Broadlex, ISS, Spotless (Downer), Aspen Medical Services, City Building & Cleaning, Glad Commercial Cleaning
Company Size	10–5,000 employees
Locations	All Australian states
Industries	Facilities Services, Environmental Services, Building Maintenance
Seniority	Owner, Manager, Director

Estimated audience size: 6,000–10,000

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Ad Formats

Format 1: Single Image Ad

Standard sponsored content in LinkedIn feed. Use for brand awareness and direct CTA.

Image specs: 1200 x 627px, < 5MB, professional photography or branded graphic with IICRC logo prominent.

Format 2: Document Ad (Lead Magnet)

Downloadable PDF preview in feed — users swipe through pages, then submit lead gen form to download full document.

Document: "The Australian Tradesperson's Guide to IICRC Certification" (see Lead Magnet section below).

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Ad Copy by Segment

Segment 1: Mining & Resources

Variation A — Risk Angle

Hook: Mould in FIFO accommodation cost one WA mine site $480,000 last year.

Body: Most mining companies discover mould problems after they become safety incidents. CARSI offers IICRC-approved online training in mould assessment, water damage response and structural drying — designed for FIFO rosters with zero classroom time required.

Train your site supervisors and maintenance crew. Earn verifiable IICRC credentials. Protect your workforce and your balance sheet.

CTA: Download the Free IICRC Certification Guide →

Variation B — Compliance Angle

Hook: Is your mining site team trained to handle water ingress and mould?

Body: WHS regulations require competent persons for mould and water damage response. CARSI delivers IICRC CEC-approved courses 100% online — your team completes them between shifts, on any device, with no roster disruption.

Verifiable digital certificates. Group licensing available for 10+ seats.

CTA: Get Group Pricing →

Variation C — Efficiency Angle

Hook: 40+ IICRC courses. Zero classroom time. One annual subscription.

Body: CARSI gives mining companies unlimited access to IICRC-approved restoration and safety training for $795/year per user. WRT, ASD, AMRT and more — all self-paced, all verifiable, all built for shift workers.

Bulk licensing discounts for teams of 10+.

CTA: Explore Mining Training Courses →

Segment 2: Aged Care & Healthcare

Variation A — Patient Safety

Hook: Mould exposure is a serious risk for elderly residents. Is your facility team trained?

Body: Aged care quality standards require proactive environmental management. CARSI offers IICRC-approved courses in mould assessment, remediation and indoor air quality — specifically relevant for facility managers and maintenance staff.

Online, self-paced, and designed to fit around care rosters.

CTA: Download the IICRC Certification Guide →

Variation B — Compliance

Hook: Aged care facilities in Australia face increasing scrutiny on indoor air quality.

Body: Ensure your team holds recognised credentials in mould identification and remediation. CARSI's IICRC-approved online courses are designed for non-technical facility staff — practical, jargon-free, and verifiable.

Group rates available for multi-site operators.

CTA: Get a Training Quote →

Variation C — Value

Hook: Train your entire aged care team in mould safety — from $79 per course.

Body: CARSI offers IICRC CEC-approved training starting at $79 per course, or unlimited access for $795/year. Every completion earns a verifiable digital certificate your compliance team can audit.

No classroom time. No roster disruption. Instant online access.

CTA: View Aged Care Training Options →

Segment 3: Property Management

Variation A — Liability

Hook: A tenant mould complaint just became a $200,000 problem. Could your team have prevented it?

Body: Property managers who understand mould assessment save owners thousands in remediation costs and legal disputes. CARSI's IICRC-approved online courses cover mould identification, moisture management and when to call a specialist.

Earn verifiable credentials. Protect your properties and your reputation.

CTA: Download the IICRC Certification Guide →

Variation B — Professional Development

Hook: Property managers with IICRC credentials win more management agreements.

Body: Differentiate yourself in a competitive market. CARSI offers IICRC CEC-approved courses in water damage, mould assessment and restoration oversight — relevant CPD for every property professional.

100% online. Self-paced. Certificate on completion.

CTA: Explore Property Management Courses →

Variation C — Team Training

Hook: Upskill your property management team in mould and water damage — 100% online.

Body: From junior PMs to building managers — everyone handling tenant mould reports should know the basics. CARSI offers group licensing for teams of 10+ with IICRC-approved courses and verifiable certificates.

CTA: Get Group Pricing →

Segment 4: Commercial Cleaning

Variation A — Competitive Edge

Hook: Cleaning companies with IICRC certifications win 3x more remediation contracts.

Body: IICRC credentials prove your team can handle mould remediation, water damage extraction and carpet cleaning to international standards. CARSI delivers 40+ approved online courses — your crew completes them between jobs.

Stand out in tenders. Win bigger contracts. Earn real CECs.

CTA: View Cleaning Industry Courses →

Variation B — Business Growth

Hook: Ready to add mould remediation to your cleaning services?

Body: IICRC training through CARSI lets you expand your service offering without expensive classroom courses. WRT, CCT, AMRT — all online, all self-paced, all earning verified CECs.

Group licensing available for franchise networks.

CTA: Download the IICRC Certification Guide →

Variation C — Franchise

Hook: Franchise owners — certify your entire network with one training platform.

Body: CARSI offers group licensing for cleaning franchises. IICRC-approved courses in carpet cleaning, mould remediation and water damage restoration. Track team progress, verify certificates, and demonstrate competence to clients.

CTA: Get Franchise Pricing →

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Lead Magnet

"The Australian Tradesperson's Guide to IICRC Certification"

Format: PDF, 12–16 pages, professionally designed with CARSI branding.

Table of Contents:

1. What is IICRC? — International Institute of Inspection, Cleaning and Restoration Certification explained for the Australian market
2. Why IICRC Matters in Australia — Insurance requirements, tender pre-qualification, WHS compliance links
3. The 5 Core IICRC Disciplines — WRT, CRT/CCT, OCT, ASD, AMRT — what each covers and who needs it
4. CECs Explained — How Continuing Education Credits work, renewal cycles, how to track them
5. Industry Applications — How IICRC training applies to Restoration, Mining, Aged Care, Property, Cleaning, Construction
6. Online vs Classroom Training — Pros, cons, and why online delivery suits Australian tradespeople
7. How to Get Started — Step-by-step guide to choosing your first course
8. CARSI Course Catalogue Overview — Summary of 40+ available courses with CEC values
9. Group Training & Corporate Licensing — Options for businesses enrolling teams
10. FAQs — Common questions from Australian professionals considering IICRC training

CTA on final page: "Ready to start? Visit carsi.com.au or contact us at training@carsi.com.au"

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Budget Allocation

Segment	Monthly Budget	% of Total
Mining & Resources	$900	36%
Aged Care & Healthcare	$650	26%
Property Management	$500	20%
Commercial Cleaning	$450	18%
Total	$2,500	100%

Phase 1 (Month 1–3): $2,000/month — test all segments, gather data Phase 2 (Month 4–6): $2,500/month — shift budget toward lowest CPL segments Phase 3 (Month 7+): $3,000/month — scale winning segments, add retargeting budget

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LinkedIn Lead Gen Form

Form Fields

Field	Type	Required
First Name	Pre-filled from profile	Yes
Last Name	Pre-filled from profile	Yes
Email Address	Pre-filled from profile	Yes
Company Name	Pre-filled from profile	Yes
Job Title	Pre-filled from profile	Yes
Industry	Custom dropdown: Restoration, Mining, Aged Care, Healthcare, Property Management, Commercial Cleaning, Construction, Other	Yes
Team Size	Custom dropdown: Just me, 2–9, 10–24, 25–49, 50–99, 100+	No

Privacy & Consent

• Privacy policy URL: carsi.com.au/privacy
• Consent text: "By submitting this form, you agree to receive training information from CARSI. You can unsubscribe at any time."
• Custom thank-you message: "Thanks! Check your inbox for the IICRC Certification Guide. A CARSI training adviser will be in touch within 2 business days."

Lead Routing

1. Form submission → CRM (or spreadsheet initially)
2. Automated email: deliver PDF lead magnet immediately
3. Within 2 business days: personal follow-up email from CARSI training adviser
4. Day 7: follow-up email with relevant course recommendation based on Industry field
5. Day 14: final follow-up with group pricing if Team Size > 1

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Retargeting Strategy

Audience Build

Audience	Source	Window
Website visitors	LinkedIn Insight Tag on carsi.com.au	90 days
Course page viewers	URL contains /courses/ or /industries/	60 days
Lead gen form openers (not submitted)	LinkedIn engagement	30 days
Video viewers (50%+)	LinkedIn video ads (future)	90 days

Sequential Ad Strategy

Stage	Audience	Ad Type	Message
1. Awareness	Cold audience (targeting above)	Single Image + Document Ad	Problem/risk hook + lead magnet
2. Consideration	Website visitors + form openers	Single Image	Course-specific ad with pricing
3. Decision	Course page viewers	Single Image	Testimonial/social proof + enrol CTA
4. Re-engagement	Leads not converted (30+ days)	Document Ad	New content piece or limited-time offer

Retargeting Budget

Allocate 15–20% of total LinkedIn budget to retargeting ($375–$500/month at $2,500 total).

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KPIs & Success Metrics

Metric	Target (Month 3)	Target (Month 6)
Impressions	80,000	120,000
Clicks	800	1,200
CTR	1.0%	1.2%
Lead Gen Form Submissions	30	45
CPL (Cost Per Lead)	$100 AUD	$85 AUD
Leads → Enrolment Rate	10%	15%
Enrolments from LinkedIn	3	7
Revenue from LinkedIn Leads	$885	$2,065
Monthly Spend	$2,000	$2,500

Reporting Cadence

• Weekly: Spend, impressions, clicks, form submissions by segment
• Fortnightly: Lead quality review — are leads converting to enrolments?
• Monthly: Full funnel report: impressions → clicks → leads → enrolments → revenue
• Quarterly: Segment performance review, audience refresh, creative rotation

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Launch Checklist

• LinkedIn Campaign Manager account set up (ABN billing)
• LinkedIn Insight Tag installed on carsi.com.au (all pages)
• Matched Audiences created (website visitors, course page viewers)
• Lead Gen Form created and tested
• Lead magnet PDF designed, approved, and uploaded
• CRM/spreadsheet set up for lead capture
• Automated email sequence configured (PDF delivery + follow-ups)
• 4 campaigns created (one per segment)
• Ad creative approved (images + copy)
• Privacy policy page live at carsi.com.au/privacy
• Budget set to $67/day initially ($2,000/month)
• UTM parameters configured for all destination URLs