We recently partnered with three education companies to target their marketing strategies for state-specific audiences. Our campaigns for EPS Learning, Illustrative Math, and BloomBoard each presented unique challenges and generated impactful results.
1. Timely PR Strategy Built Statewide Awareness for a Literacy Solution
EPS Learning offers literacy and reading intervention solutions for students with unique needs, including those with dyslexia. They won a major statewide contract to offer their Reading Assistant product in all Iowa elementary schools. To ensure a successful long-term partnership, EPS Learning needed to quickly drive awareness of the program’s availability across Iowa while demonstrating results to education leaders statewide.
Strategy
We created a PR strategy to generate awareness across Iowa:
- Developed a PR plan targeting coverage of the initial contract announcement
- Executed ongoing outreach to secure earned media coverage of the program launch
- Targeted outreach to both local Iowa media and national education trade publications
Results
Our PR push generated widespread coverage across Iowa:
- 33 total media placements highlighting the Iowa Department of Education contract
- 22 placements in local Iowa media, including TV coverage
- 11 placements in prominent national education trade publications
- Local coverage in 13 different areas across Iowa, ensuring statewide awareness
2. Multi-Channel Campaign Reached California Decision-Makers at a Crucial Moment
Illustrative Math provides a problem-based K-12 curriculum designed to build math proficiency. When California introduced a new mathematics framework, Illustrative Math saw an opportunity to promote their framework-aligned curriculum. They needed help reaching California district decision-makers, but their prior marketing efforts were nationally focused.
Strategy
We supported IM with a multi-channel awareness campaign presenting California IM v. 360 as the premier option for districts:
- Coordinated PR outreach to spotlight success stories in California schools currently using the curriculum
- Designed LinkedIn ads campaign targeting California education decision-makers
- Provided creative direction for an infographic showcasing IM’s alignment with California’s math framework
- Supported development of state-specific marketing and sales collateral
Results
The California-focused campaign delivered exceptional engagement:
- LinkedIn ads reached over 40,000 California educators
- 60% of those reached were key district decision-makers (principals and superintendents)
- Our strong creative and targeting efforts produced a 4.6% click-through rate to the California-specific landing page — 10x more than the industry average
3. Local PR Drove Teacher Certification Program Registration in Three Key States
BloomBoard offers a classroom-based, learn-by-doing certification program to help aspiring teachers and current teachers earn teaching degrees and credentials. They needed a state-specific PR campaign to increase participation in their programs in Kentucky, Illinois, and Oklahoma by highlighting the benefits of the program to teachers in each state.
Strategy
We implemented a comprehensive PR and content strategy for each state:
- Coordinated with state program partners to identify earned and paid media opportunities
- Supported content creation to highlight teacher testimonials
- Drafted and distributed state-specific news releases to local outlets
- Conducted targeted media outreach in Kentucky, Illinois, and Oklahoma
Results
The state-specific campaigns generated significant media coverage and program adoption:
- Secured TV coverage with local affiliates WTVQ and WLEX in Kentucky, WKRC in Cincinnati, and KAUT in Oklahoma City
- Earned print coverage in the Northern Kentucky Tribune, the Cincinnati Enquirer, and the Denton Record-Chronicle
- Secured coverage in Chalkbeat Chicago
- Booked customer advocate on NPR’s Teacher’s Lounge podcast
Overall, the campaign produced more than 20 earned media placements across the three states. In one state, this exposure directly contributed to 62 new educators enrolling in BloomBoard programs within the first month — a significant boost in participation.
Driving Success Through Targeted Education PR
Our work for EPS Learning, Illustrative Math, and BloomBoard demonstrates the power of tailored, state-specific marketing and PR approaches in the education sector. By leveraging strategic PR, content creation, and targeted advertising, we helped each client overcome unique challenges and achieve the results they needed in target markets.
For education companies seeking to boost awareness, engagement, and adoption, our integrated marketing expertise offers a proven path to success. By crafting tailored strategies that resonate with local educators, administrators, and stakeholders, we help you cut through the noise and achieve your goals in the most competitive education landscapes.
Ready to learn how your education marketing communications can stand out? Let’s talk.
“CB&A / FINN has been an excellent partner in helping educators advance their careers…Through our partnership, we’ve seen a significant increase in district relationships and new educator enrollments.” – Lydia Morris, former CMO at BloomBoard