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Contest Prompts Administrators to Test-Drive Online Training

The Challenge

A non-profit focused on saving children and healing families wanted to raise their brand awareness in schools. While the non-profit has a robust training program for schools and districts, the client needed MDR’s expertise on how to reach schools and best message administrators to learn more about them and to generate leads.

The Solution

MDR suggested a contest targeting administrators to enter to win professional development training for their staff, plus an iPad mini. The easy-to-enter contest addressed administrators’ pain point of providing quality training for their entire staff. Administrators were given an opportunity to sample the training through an embedded online course on the WeAreTeachers landing page. Those who watched the course were able to take an online quiz to receive continuing education credit.

The Toolkit

  • Web Ads
  • Email
  • Social Media Promotion on Facebook, Twitter, and Pinterest
  • Blog Article

The Result

The non-profit received double the number of leads they expected, and the overall promotion achieved 1.3 million impressions.

“This program exactly met our client’s need to target administrators. The data they gathered led to more work with us on a strong brand awareness program and a re-evaluation of their website to better target their messages to decision makers.”

 – Lori Callister, Program Manager, MDR



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Case Study