Case Study: Custom Certification Program for
Upskilling in Digital Media
Executive Summary
Our client, a global advertising and media company, sought to upskill their employees in digital campaign management. Partnering with TrainingPros, they developed a comprehensive certification program that broke down the digital media buying process into a structured methodology. The goal was to equip employees with the necessary KSAs (Knowledge Skills Abilities) to effectively manage digital campaigns and improve overall marketing performance.
The Challenge
The global advertising and media company, had recently undergone a major restructuring and faced the need to make the best use of their small number of subject matter experts within the talent workforce. With a fragmented approach to digital media buying and few experts available, the learning and development team struggled to provide consistent and scalable training opportunities. The challenge was to create a unified, structured approach to buying digital media that addressed the complexities of modern marketing. The client needed a comprehensive custom training solution to ensure their employees were equipped to navigate the entire campaign management lifecycle while adapting to ongoing changes in data, technology, and automation.
The Solution
To tackle this challenge, the learning and development team partnered with TrainingPros to bring in instructional design consultants and eLearning developers. These experts worked closely with subject matter experts to conduct a job analysis and break down the digital media buying process into a structured methodology and lifecycle.
This framework became the foundation of a comprehensive curriculum, which included a tailored certification program hosted on learning management system (LMS). The program featured 22 interactive eLearning courses, six assessments, and a final certification exam. Designed for scalability and adaptability, it ensured employees could engage with the content effectively while following a consistent, industry-aligned learning path.
By leveraging in-house subject matter expertise, the program not only addressed immediate training needs but also supported long-term upskilling goals—empowering employees to confidently manage digital campaigns in a fast-changing market.
The Result
The certification program delivered measurable success, showcasing its impact across the organization:
- 1,400+ employees completed the program within the first year, earning their certification in digital campaign management.
- 35% of digital media buyers voluntarily participated and achieved certification, even though the program was not mandatory.
- Certified employees gained a recognized credential in digital campaign management, strengthening their marketing skills and expertise.
Conclusion
The certification program effectively upskilled the client’s workforce in digital campaign management. Through its partnership with TrainingPros, the client implemented a structured, scalable approach that equipped employees with the essential knowledge, skills, and abilities (KSAs) needed to succeed in the ever-evolving digital marketing landscape. Beyond enhancing individual expertise, this initiative set a new standard for internal training programs, fostering both professional growth and organizational success.
Resources Provided
Technology Used
10 Interview Questions to Ask an Instructional Design Consultant
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