Compass Education - an edtech school management platform
(4 month contract)
An inbound marketing strategy for growth: we provided a fully researched content plan and worked with the in-house content manager to create and deliver content across social, EDM and for sales enablement.
The first task was to create value propositions with precision cut through to reach their two key audience types - headmasters and business managers. By understanding their pain points and the limitations of existing products and services within a crowded market, we were able to appropriately position Compass as the only integrated edtech solution that addressed all of their needs.
The aim was to make the school administrators think about how lengthy their current processes are, but not to overtly demonstrate Compass benefits at this initial first contact stage. No ‘big reveal’ quiz answer, but instead a range of thought provoking ‘score summaries’. This enabled a series of follow-up content activities to be implemented.
Big compliance changes were taking place, with large ramifications if not all fully adhered to. So we wanted to show understanding and practical support to business managers to help them prepare. A follow-up ‘how we can help you individually’ campaign was ready for all respondents.