BACK-TO-SCHOOL ESSENTIALS CAMPAIGN
Executed to support instructional coaches and admin prospects during the needs assessment time of the school purchasing cycle.
Project Background
.png)
Scroll to view content portfolio for this project
To get trials and leads during fall 2023, the audience of this campaign was invited to explore the essentials in Raz-Plus that can support their Science of Reading classrooms.
As educators settle into using new products during back-to-school season, this campaign gave them a peek into some resources they could have been using, had they owned Raz-Plus.
Audience (Prospects)
-
138K instructional coaches (literacy, ELL, special ed, curriculum specialist)
-
Just under 7K admin with accounts under $10,000
Tactics
-
Email series
-
Landing page
-
Social media
-
Downloadable checklist
Creative process
Here are the criteria for samples that my manager and I strategized. Resources samples offered must:
-
Connect to Science of Reading instruction
-
Fit under one of our 3 company "why" statements
-
Inspire curiosity
-
Ensure comprehension
-
Instill the joy of learning
-
We ended up ungating 2 pieces of content per theme. Here is the content and our rationale:
Inspire curiosity
-
Social Studies book: A content area text
-
Project-based learning pack: The 4 C's
Ensure comprehension
-
Comprehension skill pack: Background knowledge, comprehension
-
Close Read Passage: Content-rich nonfiction
Instill the joy of learning
-
Graphic book: High-interest text
-
Reader's Theater script: Oral fluency practice
Final results
The email series went on for 5 consecutive weeks starting on September 21 and ending on October 19.
-
37k accounts engaged (22k forecast)
-
153 trials (100 trials forecast)
"MORE Essentials" Campaign Content
.png)
