During my work-study year at YouStudio, I built YouTips’ acquisition chain, from visibility through to follow-up. Three links: search optimisation of the training pages, the free tools and the glossary; free calculators that solve genuine administrative headaches and capture an address in exchange for the result; and email sequences triggered by a date, a threshold or a behaviour rather than by a calendar.

What makes this setup unusual comes down to one sentence: the result of the calculation is itself the qualification data. Someone working out their AFDAS waiting period tells us the exact day they become eligible for funding again, and therefore the day they become a relevant prospect. They schedule their own reminder.

The full report below covers the context, the three links, the search results achieved, the diagram of one sequence, the problems encountered and what I would do differently.