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MORE Campaign Phase 1

Challenge

Drive sales pipeline for the company's flagship product Raz-Plus in a pinch. In spring 2023, sales was concerned about new business, and many educators were getting ready to head out for the summer.

Solution

Create an email-only campaign with 8 emails highlighting different content available in Raz-Plus:

  • Building background knowledge

  • Project-based learning

  • Graphic books/ High-low text sets

  • Student engagement

 

Drive the audience right into the solution, bypassing a landing page, with in-product hyperlinks and ungated, downloadable content in each email.

 

Target lower-tier instructional coach prospects—people who influence the buying process but are also end users.

Ownership

  • Email copywriting and editing

  • Consulting product on key information

Results

  • Generated 191 trial sign-ups (projected 143)

  • Kept exploring appetite for content-based campaigns in Phase 2 MORE campaign 

  • Foundation for company-wide brand campaign 

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