Marketing Campaign Case Study
Problem/Challenge: The pipeline for leads for aimswebPlus was non-existent. Our team was brought in to create new leads for the product.
Campaign: We developed a year long campaign monitoring a typical classroom, telling the story of the teacher, Mrs. Fletcher, and her student Olivia. We discussed how Mrs. Fletcher would use aimswebPlus for baseline assessments to understand where Olivia was in her academic journey. What reports Mrs. Fletcher pulled out of aimswebPlus for parent/teacher conferences. And how Mrs. Fletcher could use aimswebPlus mid-year to adapt her instruction to fit Olivia’s needs. We supplemented the campaign with other pieces for addressing the different stages of the journey as needed.
Lessons Learned: After looking at the data from user behavior and analyzing A/B testing were able to tweak the campaign along the way. The better we tailored the message to the audience and where they were in the Buyers’ Journey, the better results we achieved.
Strategy/Approach: I developed Personas, Buyers’ Journeys, mapped existing content, and created new content to fill the gaps. We targeted Teachers, School Administrators, and District Leaders at every step of the Buyers’ Journey from Awareness to Decision via blogs, social media, paid ads, retargeting, email, and SEO.
Pre-Campaign Research
Keyword research: Making sure we are using the same terminology that our users use to find content
Web behavior data: Search reports gave us ideas for content marketing
Sales and Product Management insights: Provided better understanding of the key content that was working in past engagements with the customer
Market Research: EdWeek, EdSurge, ASCD/ISTE, Learning Policy Institute, eSchool News
Personas and Differentiated Messaging - Pain Points
Teachers:
- Time-Consuming
- Lack of Real-Time Insights
- Differentiation Challenges
School administrators:
- Data Overload
- Ease of Use for teachers (require less professional development)
- Compliance and Accountability
District Leaders:
- Equity and Access
- Optimizing Instructional Alignment with Assessment
- Stakeholder Communication / Reporting
Buyers’ Journey Phase - Awareness
Teachers: Struggling with grading efficiency, differentiated instruction, or aligning assessments with curriculum
School Administrators: Looking for ways to better track student progress, improve teacher efficiency, and meet state requirements
District Leaders: Concerned with district-wide consistency, equitable assessment, and ensuring compliance with accountability
standards
Buyers’ Journey Phase - Consideration
Teachers: Looking for ease of use and adaptability to student needs.
School Administrators: Investigating features like data integration, reports, ease of use / professional development offerings, and compliance with state testing
District Leaders: Evaluating the scalability of solutions, cost-effectiveness, and long-term impact on student outcomes
Buyers’ Journey Phase - Decision
Teachers: Likely influencing or supporting the decision with direct input based on ease of use in the classroom
School Administrators: Making the purchasing decision based on budget, efficacy, compatibility, and ease of use / professional development support.
District Leaders: Finalizing deals based on district-wide needs, long-term support, implementation plans, and ensuring alignment with
strategic goals
Results
- Thousands of leads per month
- Working with Sales we were able to refine the leads through lead scoring and marketing automation to achieve hundreds of Marketing Qualified leads per month, far exceeding our KPI goals
- Increased CTRs by 5%
- Reduced CPC by 53% and identified key contributors
- Achieved 5x growth in engagement
Buyers' Journeys Examples
Examples of content tailored to Persona’s at various stages along the path.
