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Leading insights and digestible data for SAAS Ed-tech innovators, Instructure
Five regionalised campaigns to deliver thought leadership after a year post pandemic.
Animated Video / Ad / eBook / Infographic / Insights / Copywriting
Content Marketing
Introduction
Instructure is an education technology company dedicated to elevating student success, amplifying the power of teaching, and inspiring everyone to learn together. . The APAC marketing team came to BlueMelon to ask us to bring some first-of-its-kind, bespoke research to life. We created a set of five localised regional content marketing assets to inform, engage, and assist vocational education Institutions in five key markets in the Asia Pacific region, in the wake of the first year of the COVID-19 pandemic. The campaign exceeded engagement and ROI goals, delivering a 44% reduction in cost per lead (CPL) goals over the campaign period.
The Situation
Canvas by Instructure is the world’s leading Learning Management System (LMS) and is used in 70 countries, including all the U.S. Ivy League Universities, as well as leading vocational education institutions. Instructure wanted to learn more about the effect of the pandemic on the Vocational Education and Training (VET) sector in APAC. Their aim was to help VET institutions to overcome the challenges of continuing to stay in business in lockdown and to grow their offerings in the new world, where face-to-face learning is no longer the norm. Instructure surveyed almost 800 educators or administrators across Australia, New Zealand, the Philippines, Singapore and India to find out.
The Solution
The BlueMelon team were able to take the partially synthesised data from the research company and pull out key insights across APAC and the four countries. Our copywriters drew on secondary independent background research to illustrate the situation in each region and paint a fuller picture around Instructure’s statistics. Each of the five resulting regional stories was brought to life in the form of a beautifully-designed 20 page eBook, engagingly written in the Canvas tone of voice, containing industry-leading insights in a visually-digestible format. To accompany the eBook, the BlueMelon design team also created an infographic, static ads and animated video ads to help drive traffic to the regional landing pages, where readers could download the eBooks.
The Results
Whilst Instructure was focused on helping the APAC VET industry through the difficult times, the research clearly showed that having online technology – and in particular a great LMS –was crucial to success, helping institutions not only adapt but thrive in the changing educational landscape. And so, lead acquisition was a by-product of the campaign.
Initial results after the launch reported a significant number of leads with CPL coming in at 44% under expected budget, due to the success of the campaign.
Instructure’s Senior Director of Marketing for APAC, Edward Bray said:
“Like many industries, the vocational sector has been dealing with the impacts of COVID-19. The inaugural State of Vocational Education was a landmark study aimed at providing valuable insights to the Vocation sector across APAC.
The BlueMelon team worked closely with us to translate the research into an engaging and informative guide for vocational institutions, and in the process helped reinforce our position as a thought leader in the sector.
We could not be happier with the writing, design and client service the BlueMelon team delivered and look forward to our continued partnership in the future.”
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