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Relevance, Relationships
& Revenue
Successfully Integrating your K12 Market Strategy
1
EIA University, 2014
Building Relationships
What does it take to grow your
business in K-12 today?
Great Product
Strong Value
Prop
Brand Recognition
Accessible
Support
Visibility
Clear Prospect
Audience
Fans & Evangelists
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The Importance of STORY
Know your customer’s story
and become part of it…
Intertwine your story with theirs
Use a mix of tools to become a
relevant voice
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How can you find the right
mix of channels to become a
relevant voice to your
customer?
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Define your market
What does my customer look like?
Segmentation at the rooftop level
Historically, we’ve had a very
building-centric view
Enrollment, poverty indicators,
and Title I funding drove
marketing strategy from the
rooftop down to everyone in
the building
A demographics-based approach
can be useful in determining
high-level targeting
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Define your customer
ASK: What does my customer look?
More and more opportunity to
understand the prospective
buyer as a person
Firmographics and
psychographics can enhance
demographics
–
Know not only who to market
to but how to market to them
Understanding behaviors can
better position your
marketing message
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Harness all the data you can…
Contact
Demographics
Occupational
Financial
Buying Behaviors
Social Media
Direct Marketing
Channel Preference
Advertising Receptivity
Interests
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…and get started with analysis
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Understand educator behavior
 64% of educators check their
email on a wireless mobile
device
 77% of teachers make buying
decisions based on personal
recommendations
 74% of educators purchase
products for teaching online
How does this research affect my strategy?
Source: Digital Marketing Trends in the Education Market 2013: A Comprehensive Analysis of the 2011-2012 School Year
Copyright © 2014 Market Data Retrieval
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Use data to define your strategy
and shape your tactics
What is the profile of my best customers?
– Use research to shape your go-to market
strategy
Where can I find them?
– Use an integrated strategy to introduce
your brand, invite them to engage, and
build a relationship
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Here’s an example…
Who is today’s educator,
and how can you engage
with her using an
integrated strategy?
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Meet Michelle Swan…
• Bachelor’s degree
• 24-year-old, single
female
• 3 years teaching third
grade at Center School,
Shelton, CT
• Resides at 123
College Street,
New Haven, CT
• Rents condo
• Heavy social media user,
Twitter user, blogger
• Uses Internet for
professional and personal
use – involved in iPad pilot
program in her school
• Median HHI $65,000$80,000
• Prefers to purchase online
• Strongly influenced by
social/mobile
site/blogs/reviews
• Prefers solicitations via
email and mobile
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Connect with Michelle at all her
favorite touch points
Michelle visits the WeAreTeachers
Facebook page and sees a discount
promotion on your product, with positive
comments about it from other teachers.
Michelle sees your Display Ads
on various sites she visits
throughout the day and
remembers how helpful your
newsletter was.
Michelle reads a tweet from
WeAreTeachers that links to an
Infographic about classroom
management…and it references
your product.
She Googles your company,
visits your website, and signs
up on your email list.
Michelle gets your email newsletter,
full of helpful teaching tips. She puts
one idea to use in her class the very
next day, with great results.
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Over multiple impressions, Michelle
develops a positive association with your
brand
Using the discount code from FB,
she purchases your product and
creates and executes a successful
lesson with it.
Now a loyal brand fan, Michelle:
• Writes about her positive
experience on her blog
• Tweets her teacher friends about it
• Likes your page on Facebook
• Pins photos from her lesson—
featuring your product—on her
Pinterest board
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So how can you make the most of
every channel?
Let’s talk about:
Creating an effective presence at industry
events and trade shows
Maximizing email to generate and nurture leads
Incorporating display advertising
Social strategies and content marketing
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Trade Show Strategies
• Metrics
• Presence
• Social Media
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Get Serious About Metrics
• Establish a
metrics tracker
and update every
event
• Define metrics to
evaluate preand post-event
activities as well
as on-site
• Establish a “Hot
Lead” objective
and track it
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Assume Nothing About Your
Team
Exhibit
You’ve worked hard to
create a lovely
exhibit—now get out.
HEADS
UP
Talk to anyone,
but don’t encourage
everyone.
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Social Media: Include or Stay
Home
If you aren’t integrating social
media domains into your events
strategy, you might as well stay
home
Leverage communities to drive
traffic on-site and online
Get involved with event/association
communities
Invite third parties to contribute to
your social media content
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Making the Most of Your Digital
Channels
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Email Marketing
A marketer’s bread and butter
Educators’ preferred channel
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Percentage of Teachers Purchasing an
Educational Product or Service as a Result
of an Email Advertisement
Source: Digital Marketing Trends in the Education Market 2013: A Comprehensive Analysis of the 2011-2012 School Year
Copyright © 2014 Market Data Retrieval
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Amount Spent by Teachers Who Purchased
Educational Products as a Result of Email
Advertisements
Source: Digital Marketing Trends in the Education Market 2013: A Comprehensive Analysis of the 2011-2012 School Year
Copyright © 2014 Market Data Retrieval
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Direct Marketing Channel Preference
Source: Digital Marketing Trends in the Education Market 2012: A Comprehensive Analysis of the 2010-2011 School Year
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Channel Effectiveness
Source: Digital Marketing Trends in the Education Market 2012: A Comprehensive Analysis of the 2010-2011 School Year
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Best Practice: 3 Checks
• What is the campaign’s goal?
• What is “success”?
• Does your call-to-action support
the goal?
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Best Practice: Design and Landing
Page Optimization
Important Aspects of Email Design
• Images
• Image Suppression
• Mobile
Increase in opens on mobile
devices since 2010
-Return Path “Email Mostly
Mobile” Infographic
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Best Practice: Targeting Works
Open Rate
14.0%
12.7%
12.0%
12.0%
Click-Through Rate
11.3%
9.8%
10.0%
9.7%
8.8%
8.2%
8.0%
7.6%
6.0%
6.0%
4.3%
4.0%
2.0%
3.6%
3.2%
2.6%
2.6%
2.4%
2.3%
1.9%
1.4%
0.0%
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Best Practice: Nurture Leads
Responder Triggers engage your responders
for maximum conversion!
4x Click Rate!
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Web Advertising
A natural digital extension
Amplifies campaign reach
Easy real-time optimization
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Display Advertising…Natural
Extension of Your Existing Strategy
Web advertising is a low-risk strategy that
supports your overall marketing plan and
boosts the performance of your campaign
Increased reach
Brand/product awareness
and favorability
In-progress campaign testing
In-progress campaign optimization
Strong metrics and measurability
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Web Advertising Optimization
Tactics
Design
Use animation
Clear, well-written message or
hook
Strong call-to-action
Simple design elements
Landing Page
Design connectivity
Call-to-action actualized
Brief, clear, concise messaging
Confirmation Page
Use conversion tracking
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Wrapping Up
Walk before you run
Define measures of success up-front
Lean on your marketing partners’ expertise
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Content marketing is the
backbone of an integrated strategy
A robust
content
strategy
can…
• Build brand awareness
and interest
• Establish thought
leadership
• Extend the reach of all
your channels
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How? With a winning formula.
relevant content +
multiple repurposed iterations +
multiple channels =
Relationship development and
audience engagement
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…and the more engaged your
audience is, the more likely
they will be to think of you
when it’s time to buy
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Make It Real. Make It Relevant.
Build Relationships.
• Is not about products or
services
Real
relevant
content…
• Speaks directly to customers’
needs, solves their problems,
or gives them information
they need to overcome
challenges
• Focuses on building a
Relationship, not making
a sale
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Check out our products
for new teachers!
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5 Classroom Management
Tips for New Teachers
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Tip: Real, Relevant content doesn’t
always have to be yours!
Use your social channels to share
valuable content from other sources
For every 1 piece of your original content
posted, share 3 to 4 pieces of relevant
content from other sources
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Get the most out of every piece of
content: Repurpose
 Step 1:
Create real relevant content
 Step 2:
Create another iteration of that
same content
 Step 3:
Repeat Step 2
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Create stronger Relationships: Propagate
content in various forms across multiple
channels
Build every channel strategy around real,
relevant content, such as:
• Incorporating user-generated content into your
email newsletter or blog
• Highlighting article content or research in
email and direct mail campaigns
• Creating a survey-based infographic and
sharing across all your social platforms
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Did you know…?
The most popular reasons for visiting these sites are exchanging
ideas (39%) and obtaining free resources (38%).
The most frequent cited reason for doing so is to get
coupons or discounts.
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Example:
WeAreTeachers & Volunteer Spot
Sometimes 2 is better than 1!
– What brands add strength to what your
brand represents?
Goal: Both brands wanted to demonstrate
brand leadership to related audiences
through the creation of relevant and
valuable content
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People love data and facts
Step 1: Research survey to each audience
1. Brands collaborated to
develop one survey
altered for their
audience of teachers or
parents
2. WeAreTeachers
compiled the results
3. Both brands worked
together to determine
key findings
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Step 2: Content development to
support multiple channels
Checklist
Hook
• Headlines
• Bullet points
Graphics
• Repurpose for
distribution channels
Copy
• SEO friendly
CTA
 Review for best
practices
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Step 3: Distribute & Promote!
Post, publish, email, share, pin, tweet…etc.
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Example: “Smart Screen Time”
Goal
– Brand awareness
– Engagement
– User-generated content
Content Strategy
– Data/stats on how teachers and parents can be
smart about screen time
– Facebook poll on teachers’ favorite apps
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Distribute & Promote!
Post, publish, email, share, pin, tweet…etc.
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Expand the social reach of your
content with PR efforts
Even with
little to no
marketing
budget,
you could:
Identify bloggers and
journalists that would
most be interested in your
content
Start outreach with sample
content so they know your
area of expertise and can
come to you when they
need that information
Create a page on your site or
a quarterly “tip sheet” for
bloggers and journalists
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Anatomy of a Successful
Marketing Plan
Key Steps in the Educational
Marketing Space
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Anatomy of a Successful
Marketing Plan
1. Planning
• Defining the goals of the
campaign
• Segmentation strategies
• Marketing channel mix
• Defining any testing goals
• Understanding the full
value of the marketing
effort
• Establishing benchmarks
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Anatomy of a Successful
Marketing Plan
2. Execution
• Timing
• Versioning
• Campaigning
• Lead Nurturing
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Anatomy of a Successful
Marketing Plan
3. Measuring Results
• Email
• Social Media
• Display / Ad Words
• Ecommerce
• Lead Gen / Lead
Quality
• Sales
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Activity
Break into groups to generate your own
marketing case study!
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Anatomy of a Successful
Marketing Plan
Case
Studies
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Background
Classroom magazine that engages students
while presenting them with high-quality
nonfiction content and comprehensive
teacher planning materials and a digital
edition
Strong direct mail strategy using highly
segmented, modeled lists
Email historically only used as a renewal
mechanism
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Goal: Test New Channels
TFK wanted to
test new
channels for
driving
customer
subscriptions
Direct Mail
Email
Web Ads
Social Media
Integrated Approach for TFK:
• Continue to use DM
• Test email as acquisition channel
• Use targeted online display advertising to boost
overall response
• Increase Social Awareness
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Plan at a glance
• Integrated plan leveraged online and offline
• Each step was reviewed and optimized
+ 1 week
+ 5 days
+ 5 days
+ 1 week
+ 30
days
Start
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Lead Process
Valuable
Content
Inform
Convert
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Integrated Success
• Double digit growth!
• Established social
benchmarks. Sharing
was “priceless”
• Email/DM tag team
drove subs
Email
Direct Mail
Web Ads
Web Ads Web Ads
achieved above
average clicks/
conversions
Social
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What’s in your marketing plan?
•
•
Q&A
MDR help you with your go-to-market
strategy! Contact us at:
•
•
•
•
mdrmarketing@dnb.com
Derek Fairfield, MDR Product Manager
Stephanie Nash, MDR Marketing Manager
We’d love to hear from you:
800-333-8802
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