Integrated Campaigns: Getting Everything Right
This is week 8 of MDR’s Email Best Practices series
Integrated Campaigns: Getting Everything Right.
Why is integrated marketing THE buzz phrase in education marketing?
Because educators seek information from multiple channels before making decisions. As MDR’s Director of WeAreTeachers Creative and Editorial Services, Dana Truby says, “You need to meet your audience where THEY are, where THEY spend time, rather than expecting them to come to you. It takes multiple touches— 10 or more— to create brand trust and conversion with educators.” That’s why it’s vital to reach out to educators through a variety of channels like email, web ads, direct mail, paid search, Facebook, Twitter, Instagram, etc. In addition to reaching the right audience with the right message, you need to be reaching them in the right place at the right time.
Remembering that educators are committed to their mission: helping “their kids” succeed is key. In product recommendations, as Truby notes, “They look for validation from like-minded peers—they don’t want to hear company pitches—they want to hear from friends and colleagues with hands-on experience of the products. That’s why having social media in your marketing mix has never been more important in influencing educators.”
What makes a campaign integrated?
An integrated campaign is one where:
- The brand is front and center
- The content is in a clear and consistent voice, but adapted to the media
- The design is consistent and recognizable regardless of where it’s seen
- The Call to Action is the same across channels
Key Takeaway: Integrated campaigns need consistency of brand, message, and look.
Building a customer experience
Integration is all about creating a coordinated experience that moves a person from awareness to interest to action. We spoke with Derek Fairfield, Director of Client & Campaign Services, from MDR’s Integrated Marketing Solutions team about how they approach channel selection for clients. “We’ve learned that we are not just talking to teachers, we’re finding ways to have a conversation with them. We use our knowledge of educators, their response to online and offline marketing channels, and what messages connect best with them at a particular time.”
Truby adds, “Each social channel has a distinctive feel, style, and audience. We craft every client message to fit the social medium and make the most of it. The mix for each marketing campaign is informed by the client’s specific audience and goals—whether it is to create a funnel, drive traffic to their own site, or to start a buzz with viral content.”
A well-integrated campaign builds in impact across channels. For example, a web advertising campaign can generate awareness that gets an email opened. The email leads to a landing page with a downloadable case study. The case study quotes teachers who learned about your product from an online community. Your presence on the online community generates teacher ideas on how to use your product and Tweets with their responses. The Tweets drive interest from teachers with similar product needs…and so on, and so on.
Key Takeaway: Channel touches need to work together to create a unified customer experience.
Selecting the right mix of channels
How do you determine the right channels to use? Start by thinking about the customer experience: how do people use this channel? Do they read or skim? Are they actively researching or just keeping up with the news? Are they chatting with peers or seeking the advice of an expert? Are you trying to raise awareness, start a conversation, or make a conversion? Mapping your message to where it will appear—and to its role in engaging your audience—will ensure you are delivering the right content at the right time.
At MDR, we believe there is a science to channel selection. This science comes before the art of message creation and designing content. Selecting the correct channel is the outcome of a journey that begins with data and insights. Analytics should guide audience selection and segmentation. Understanding the audience segment determines the type of content appropriate for a campaign. As we know, not all content works well in every channel. Since we know that teachers engage best in certain channels at certain times of the year, planning your campaign timing and the content to tell your story, will then determine the channel. We work with clients to develop a strategy to capture the interest of their desired segment using existing content or original content. Channel selection then becomes a matter of aligning the content to the channels where it will have the greatest impact and will garner maximum value for its stage in the campaign lifecycle.
Key Takeaway: Select your marketing mix so you match the channel and message to your goals.
An integrated campaign in action
One MDR client saw remarkable improvement in a financial literacy program with an integrated campaign. In the first year, MDR recommended a mix of email, social, external bloggers, programmatic display ads, and surveys based on our experience with the audience, knowledge of the education space and the WeAreTeachers community, and the client’s own survey results. This expanded outreach prompted teachers to request over 5,000 sets of the free financial curriculum from the program.
In 2015 the Integrated Marketing Services team once again worked with this client to help them understand what channel and messaging changes could be made to improve upon the previous year’s results. MDR created multiple educational videos, classroom posters, teaching guides, and lesson plans. During the fall and spring terms, MDR promoted this content to targeted high school teachers through social media, email bloggers, and web ads. Teachers requested over 7,000 sets of the financial literacy curriculum and the program achieved a 62% increase in student participation over 2014.
Key Takeaway: Email is more affective when multi-channel touch points are included.
Educators spend a significant amount of their time researching products and services. If you want to be where they are at the moment they are considering a product like yours, or to be top of mind when they do, then MDR’s experience shows that you’ll need to create a seamless, integrated campaign that delivers multiple touches across multiple channels: The right message to the right audience in the right place at the right time.
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