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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.
# 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 --- ## 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 --- ## 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). --- ## 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 → --- ## 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 [email protected]" --- ## 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 --- ## 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 --- ## 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). --- ## 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 --- ## 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
_Status: Work in progress_
1. [Overview](#overview)
You will need to decide where your entity should be located and how it will be structured. This is largely driven by tax considerations, but may also be driven by governance preferences.
This document aims to help you get started with profiling test suites and answers the following questions: which profiles to run first? How do we interpret the results to choose the next steps? Etc.
