CAMPAIGN BRAND STRATEGY | DESIGN | COPY | CRM EMAILS
To drive new business leads for Education Perfect’s teacher and student digital teaching aids, we disrupted teachers by hitting their nerves with annoying everyday mistakes that students make. Our idea told a series of incorrect subject matter headlines to catch the eyes of teachers. Then we highlighted the fact that Education Perfect can support them and their students to improve their NAPLAN performance. To make sure the campaign was memorable and different, we designed a new brand story design style which focussed on simple messaging, bold colours and icons.
Take a look at how we got on the nerves of teachers.
Bold and simple creative for different subject matters gave our campaign a fun edge to ensure it stood out and caught time-poor teachers’ eyes so they understood the message within seconds.
The campaign targeted teachers via paid social and display digital media placements.
Emails targeted current users of the education support tools and those who had lapsed using the programs. Lapsed users were given an offer to come back and to see the value they had been missing and to renew their user membership.
We extended the new brand story out to teacher conferences with display posters messages highlighting the tool’s benefits.
The second phase of the campaign was engaging teachers who have access to the EP tools. Our humorous ‘spot the mistake’ headlines cut-through the usual ‘text only’ emails to promote the benefits of each subject’s tools for student and teachers.
Dave was the perfect creative partner for us at Education perfect, he brought insight-driven strategic thinking to a lagging sector that was game-changing. With his help, we crafted a multi-channel and segmented campaign to support business growth across both Australia and New Zealand. We wish we had partnered with Fred&Co. earlier.
Will Walsh – Head Of Marketing, ANZ