Back to cases
    Study Choice

    IFAPME

    Repositioning dual learning

    Repositioning dual learning as a real future option for young people making a study choice.

    IFAPME: Repositioning dual learning

    Context

    Young people face increasingly complex study choices, and dual learning remains a little-known and sometimes misunderstood route. IFAPME had to explain and showcase concretely what dual learning is, give visibility to its programmes (especially the newest ones) and capture young people's attention online despite the targeting limits for minors. The goal was to rebuild a direct connection with young people, with formats and messages that match their habits, and to drive engagement around key moments such as the open days.

    Challenge

    01

    Explain dual learning

    Concretely showcase what dual learning is for young people who barely know it or misjudge it.

    02

    Give visibility to programmes

    Highlight the IFAPME offer, with special attention to the newest programmes.

    03

    Capture attention online

    Reach young people despite advertising targeting limits for minors.

    04

    Drop the institutional tone

    Rebuild a direct connection through formats and messages that match young people's habits.

    Solution

    1

    Short video content

    SnakLab videos that explain dual learning simply and present the programmes in a concrete, accessible way.

    2

    Targeted distribution

    Distribution to a qualified audience, based on key criteria such as province and study level.

    3

    A dedicated page on Student

    A central entry point highlighting the programmes and the IFAPME offer.

    4

    Open day activation

    Mailing and bannering campaigns that turn interest into actual visits.

    Three trades told by young people in dual learning.

    IFAPME, Heat pump
    STUDENT X IFAPME · HEAT PUMP
    IFAPME, Parks and gardens contractor
    STUDENT X IFAPME · PARKS AND GARDENS
    IFAPME, Aquaculture
    STUDENT X IFAPME · AQUACULTURE

    Impact

    The setup allowed IFAPME to reach its target audience at scale and generate concrete engagement around its programmes. The campaign drove 3,670 clicks to the IFAPME website, a clear sign of interest in the content and the programmes. The open day activations performed particularly well, with a 72% open rate on the reminder emails, far above sector standards, and record attendance at the June 2025 open days. The partnership is renewed every year.

    650K
    Impressions generated
    11,500
    Open day visitors
    72%
    Email open rate
    TESTIMONIAL

    “Thank you for this complete reporting and these very positive results! On our side we recorded a participation record at the open day, passing 11,500 visitors in total.”

    IFAPME logoEric LemlijnCommunication officer, IFAPME
    Ready to work together?Back to cases