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Learning.com - Small-Budget Marketing Campaign

 

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Women in Business

Company: Learning.com, Portland, OR
Entry Submitted By: Mambo Media
Company Description: Founded in 1999, Learning.com currently partners with one in six school districts and serves five million students nationwide. Learning.com provides K-12 solutions to help students, teachers, and schools excel in a digital world. Through implementation services and professional development, Learning.com serves educators as they integrate technology and digital content into instruction.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million / €2 million)

Nomination Title: Learning.com Prepares Students for the Future with Code-a-Thon Campaign

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Learning.com was built from a simple idea – what if technology could change the lives of students?

“Let’s face it, technology is all around us. It’s constantly changing. You have to be very quick to adapt to that change. One of the things that I love about Learning.com is that the programs they offer, give kids the skills to use technology, not only to succeed in the classroom, but outside of it as well. And, they are constantly adding new content that is showing some of the different aspects of the latest technology that’s out there.”

Davis, Parent

Many students across the nation are not being exposed to the digital education they need to be successful later in life. By 2020, it is estimated that nearly 80% of jobs will require some level of technology proficiency, yet 58% of those currently entering the workforce have low skills in solving problems with technology.

From keyboarding and word processing, to coding and computational thinking, Learning.com provides teachers with customizable lesson plans so that students can learn at their own pace. Learning.com’s digital content tools help districts build and share custom digital curriculum to meet their instructional goals, facilitate personalized learning, and offer equal access to technology for students around the nation.

The Campaign

Learning.com envisioned creating a nationwide Code-a-Thon contest to drive trials and new product awareness with teachers, as well as to provide the opportunity for students to have equal access to digital literacy tools to better prepare them for their future.

The campaign encouraged teachers to sign up their classrooms for an engaging competition centered around teaching students to code. Students, from all backgrounds across the country, were given free access to Learning.com’s curriculum during the campaign that trained and tested them on coding. The winning school with the highest scores received a free subscription to Learning.com solution EasyCode for one year.

Mambo collaborated with Learning.com to create the campaign consisting of:

-Email pilot program in HubSpot for teachers with three unique email templates
-LinkedIn paid text ads and sponsored posts promoting the Code-a-Thon Campaign
-Facebook boosted posts promoting Code-a-Thon Campaign
-Organic social media posts managed by the Learning.com team promoting the campaign, encouraging teacher engagement, and sharing information about the contest
-Promotion of a press release that mentioned Learning.com’s Code-a-Thon as a campaign and supported Obama’s Computer Science for All” initiative

The Results

Together, Mambo Media and Learning.com were able to facilitate an important campaign that helped to move the needle forward on providing digital equality, accessibility, and equity to students from all diversities and backgrounds.

In addition to boosting pipeline during a typically quiet quarter, Learning.com received international news coverage, increased social media engagement, and key coverage in a press release that was distributed by the White House.

The campaign exceeded the goals that were set:

-10,464 landing page views & 2000 submissions
-908 new contacts & 18 Customers
-16 press pick-ups; 3 million circulation
-194% increase in pipeline over prior year
-1,690 returning & new teacher participants - 238% over goal
-256,000 student participants

Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Jana Kopp, Director of Customer Experience at Mambo Media, is a project manager and an award-winning social media strategist, specializing in UX, website design, messaging and content strategy. She provides recommendations and guidance for how brands can leverage their relationship with digital media. Working closely with non-profits, B2B and B2C clients at Mambo Media, Jana helps businesses find their competitive niche, understand their target audiences, and develop a unique brand story. By incorporating best practices and insights, she helps companies harness a dynamic digital marketing plan to drive growth opportunities for long-term success.