- Industry - Education/Non-Profit
- Type of Business - B2B/B2C
Gem-A is the world’s oldest provider of gem and jewellery education. Established in 1908, the courses are now taught in 5 languages and 17 countries via online learning and in-house teaching centres.
In response to the COVID-19 pandemic, I worked to create a weekly webinar series to educate and engage with the gemmological community.
Working with experts in the field, the webinars were delivered weekly, offering two sessions in one day to cater to different time zones. Webinars were recorded, edited, and subtitles were added before creating custom thumbnail images and uploading to the YouTube channel playlist #GemALive. The channel was promoted via social media and newsletters and a dedicated Gemmology Events Online sign-up was created for those interested in hearing more.
Webinars were at capacity for the first 6 weeks (200 per session), before upgrading to GoToWebinar, allowing up to 500 attendees.
The membership department experienced an increase in the number of new contacts looking to become Associate Members. These were contacts that were just discovering the company for the first time.
The YouTube Channel which initially had 23 subscribers increased to 1500 in the first 3 months. Currently the channel is just short of 5000 subscribers (without any promotion in the last year). One video produced during 2020 has, to date, received over 41,000 views.