Industry: Education – Assessment/Testing
Key Channels: Website, Video, Facebook, Email
Renaissance Collaborates with MDR to Build Continued Awareness Among School Leaders
Renaissance® is a global leader in pre-K–12 educational technology, enabling teachers, curriculum creators, and educators to drive phenomenal student growth. Renaissance’s solutions help educators analyze, customize, and plan personalized learning paths for students, allowing time for what matters: creating energizing learning experiences in the classroom. Founded by parents, upheld by educators, and enriched by data scientists, Renaissance knows learning is a continual journey—from year to year and for a lifetime. Its data-driven, personalized solutions are currently used in over one-third of U.S. schools and more than 80 countries around the world.
School leaders regularly clock more than a standard, full-time workload every week. In fact, a recent study showed that on average, principals work nearly 60 hours a week. In addition, thousands of education technology companies and other education vendors are competing for their already overworked attention. A leader in pre-K-12 learning analytics, Renaissance wanted to continue to build awareness of the company as a thought leader and resource for educators and spark continued engagement with education decision makers, including directors, principals, and teacher leaders.
Renaissance and MDR recognized that to achieve its objectives, it was crucial to develop a campaign with high value content to capture the attention of these extremely busy school leaders.
In collaboration with experts from Renaissance, MDR created a series of guest articles for its School Leaders Now and WeAreTeachers online communities that drove visitors to deeper content on the Renaissance website. The articles were promoted through branded email and social media campaigns to build third-party endorsement for the content.
The goal of the articles was to promote four free guides created by Renaissance:
Education Leader’s Guide to Reading Growth, which shares essential research about reading practice, growth factors, motivation, comprehension, and other elements to know to support student success.
A Passion for Learning: 30 Ways to Motivate Students, which provides practical strategies for engaging students across the three different stages of motivation.
What Kids Are Reading report, which is the world’s largest annual study of K–12 student reading habits.
Tests and Time: An Assessment Guide for Education Leaders, which explores the different interactions of tests and time and what they mean for today’s educators.
RESULTS TO DATE
Leadership at Renaissance believes that this guest article program achieved its objectives by reaching school leaders with relevant content, generating social media impressions, and driving traffic to its site.
The second article, “Want to Infuse Motivation Throughout Your School? Here’s How,” also saw strong performance on the School Leaders Now site. Despite being published during the busy end of the school year when distractions can pull school administrators in many directions, it has received more than 6,300 page views and 105,000 social impressions. This article was the #1 source of traffic to the 30 Ways to Motivate Students guide download page and responsible for nearly 40% of total guide downloads.
The third article published on School Leaders Now, “The 7 Biggest Complaints Teachers Have About Testing—and How to Fix Them” highlighted findings from the Tests and Time guide to help teachers find the best assessment to accelerate student learning. The article has received 4,886 page views and 3,500 engagements on social media.
With a fourth article, Renaissance wanted to target the teacher audience to promote another piece of free downloadable content on Renaissance’s site, the annual What Kids Are Reading report. The Books Kids Read Most, According to 8.7 Million Students was published on MDR’s WeAreTeachers online community and has realized 35,094 page views, off-the-chart email results with an open rate of 47 percent, and nearly 1,900 clicks to the report on the Renaissance website.
The first article, “10 Staggering Statistics About Struggling Readers and Reading Growth,” posted on School Leaders Now, was one of their most successful posts with 44,000 page views. It also garnered a 4 percent engagement rate and a 2.2 percent click-through rate on social media. Two influential social media channels in the education space, the National Association of Elementary School Principals and blogger, Imagination Soup, shared the article with their followers, serving as a strong education industry endorsement for the content. In addition, it drove traffic to the Renaissance website with more than 2,000 clicks on links back to the site, driving 12% of the total guide downloads.
WE ARE HERE TO HELP
MDR is a full-service school and community engagement partner. A division of Dun & Bradstreet, MDR is a different kind of integrated marketing services agency that combines rich data with unique digital, creative, and branding capabilities.
We’ve been connecting brands through data and marketing services to educators, youth, and parents for 50 years. Reach targeted audiences through our database and digital communities WeAreTeachers and School Leaders Now.
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MDR’s team includes top email marketing experts, social wizards, the brightest of data geeks, award-winning writers, and many former teachers. If you’re ready to get started building engagement with educators, schools, and families, contact us!