GOAL
BloomBoard partnered with CB&A to increase awareness and drive participation in the company’s micro-credential-based programs in Kentucky, Illinois and Oklahoma.
RESULTS
Through three state-specific PR campaigns, CB&A secured local coverage in Kentucky, Illinois and Oklahoma about BloomBoard’s micro-credential-based programs—significantly increasing new educator enrollments in each state.
Gale
Media relations campaign to generate awareness and coverage of efficacy research
GOAL
Gale partnered with CB&A to generate media coverage of a Project Tomorrow study evaluating the efficacy of large print books for K–12 students.
RESULTS
Through a comprehensive media relations plan and continuous strategic counsel, CB&A secured coverage in target media outlets and conveyed target measures.
Discovery Education
A worldwide edtech leader expands its social reach through influencer marketing
GOAL
Discovery Education partnered with CB&A to collaborate with education influencers on earned and paid media opportunities.
RESULTS
CB&A leveraged its education influencer network across multiple social media platforms to promote and share important social-emotional resources from Discovery Education.
TechTrep
Comprehensive STEM and CTE provider streamlines sales development process through unifying content asset
GOAL
TechTrep, a comprehensive STEM education and CTE provider, partnered with CB&A to streamline its sales development process through a unifying content asset.
RESULTS
After leveraging existing client materials, consulting internal and external stakeholders and conducting third-party research, CB&A created a cornerstone content asset to support TechTrep’s introductory sales meetings and attract new district partners.
Edsby
Trusted K-12 social-learning environment increases brand awareness in the U.S. education market through original research
GOAL
Edsby, a K–12 social-learning environment, partnered with CB&A to increase brand awareness and attract leads in the U.S. education market.
RESULTS
CB&A collaborated with Edsby to develop the “Grade Your LMS” report, shining a light on educator dissatisfaction with commonplace LMS providers while qualifying respondents as appropriate leads for the sales team.
Project Tomorrow
Strategic partnership to differentiate and promote annual research project
GOAL
Project Tomorrow, a renowned education nonprofit, sought the support of CB&A to expand visibility of an annual research project and increase accessibility to findings via two content assets.
RESULTS
A collaborative, strategic partnership with CB&A enabled Project Tomorrow to expand the reach of its annual Speak Up report, further leverage its findings and increase attendance to its virtual Congressional Briefing event.
Altitude Learning
Branding campaign during pivotal moment in company’s journey
GOAL
Altitude Learning, an educator-run startup powering the growing learner-centered movement, collaborated with CB&A during its transition from a B2C to B2B sales model.
RESULTS
Through in-depth research, strategic planning and close collaboration, CB&A executed the rebranding process by providing a highly detailed brand guide to meet the needs of Altitude Learning’s internal and external stakeholders.
Achieve3000
Targeted media relations strategy brings valuable coverage for Achieve3000 during ISTE Conference
GOAL
To drive awareness and foster meaningful media relationships, CB&A hosted a ‘Speed Meeting’ media event that reinforced the Achieve3000’s positive impact on student achievement and college and career readiness at the ISTE conference.
RESULTS
By leveraging Chicago Public Schools’ success story through a news release and strategic media meetings, CB&A secured coverage and developed relationships for Achieve3000 with key education trade publications, resulting in an 8 percent increase in the share of voice during and directly after the trade show.
Califone
Integrated marketing campaign positions new products during ISTE
GOAL
Develop an integrated social media, thought leadership and media relations campaign to launch and bring awareness to Califone’s newest product offerings during ISTE conference.
RESULTS
CB&A conducted an integrated marketing campaign to reveal Califone’s newest products during the ISTE conference, one of the education industry’s prominent events of the year. Efforts resulted in 10 media meetings, a total social media reach of 17,700 people (on a minuscule budget!), and an industry award.
FreshGrade
Paid Social Media Campaign to Drive Leads
GOAL
Design and deploy a social media advertising campaign for FreshGrade to drive eBook downloads in key sales states as the company grows its U.S. market share.
RESULTS
In collaboration with FreshGrade, CB&A leveraged FreshGrade’s content asset library to boost eBook downloads on Twitter and Facebook. CB&A tested and optimized the ads, content offering and targeting throughout the campaign to get the right audience to download the eBooks.
Education Design Lab
Non-Profit Launches Badging Program Through Integrated Marketing Campaign
GOAL
Conduct an integrated marketing campaign to launch Education Design Lab’s newly-created 21st Century Skills program.
RESULTS
CB&A developed an integrated marketing campaign that encompassed email marketing, website development, media relations, social media and thought leadership to raise awareness about Education Design Lab’s digital badge toolkit, reaching over 800,000 stakeholders.
Measured Progress
Media Relations Campaign to Announce Merger
GOAL
Develop a media outreach strategy to secure positive coverage announcing the merger of two education companies.
RESULTS
CB&A conducted a targeted education and local media outreach plan to earn editorial coverage about the merger. The media outreach yielded significant coverage with 19 feature stories and 41 million impressions.
Galin Education
Premiere College Prep Program Refreshes Online Brand
GOAL
Revitalize Galin Education’s website with a fresh, sophisticated look to better reward current customers and communicate its services and experiences to prospective clients.
RESULTS
Galin Education debuted a new online presence with condensed menus and fewer pages to optimize the company’s content for a more efficient user experience. In the end, CB&A consolidated 27 into 13 optimized web pages.
Illuminate Education
M&A: 5-Way “Mega Merger” Celebrated By Industry
GOAL
Positively position a merger announcement of five education technology companies and its global private equity firm, Insight Venture Partners.
RESULTS
CB&A’s public relations, brand messaging, and marketing strategy guided Illuminate Education through the merger. CB&A earned positive media coverage that communicated benefits of the merger to target audiences. Articles highlighted the vision of the combined entities to offer the best, most open platform that gives educators’ a complete picture of student and district data, while offering actionable insights and personalizing the learning experience.
RealNetworks
Consumer Media Company Debuts Facial Recognition Software
GOAL
Introduce RealNetworks’ facial recognition software, SAFR for K-12, to the U.S. education community while simultaneously raising awareness of machine learning and AI as a school safety and security tool.
RESULTS
CB&A developed and deployed education messaging in a targeted media relations strategy for the SAFR for K-12 launch in the U.S. and Canada. The campaign resulted in notable media coverage, including a story on NBC Nightly News and two features in the Wall Street Journal, totaling 338 million impressions.
CatchOn
Startup Recruits 100 Districts at SXSWedu Launch Event
GOAL
Orchestrate a marketing communications plan to generate awareness of CatchOn’s public beta launch and encourage early adopters to test drive the tool.
RESULTS
Through strategic media outreach and meticulous event planning, CB&A generated buzz leading up to the official launch of the CatchOn tool and corresponding SXSWedu launch event. These efforts attracted more than 600 attendees to the event, which resulted in more than 100 school districts signing up for the public beta. SXSWedu served as a successful launch pad for CatchOn, with more than one million students using the tool today.
Teaching Tolerance
Marketing Audit to Optimize Tactics and Workflows
GOAL
Evaluate Teaching Tolerance’s marketing efforts and internal process to develop a clear operational marketing playbook and measurement system to track results.
RESULTS
After conducting a comprehensive analysis of all Teaching Tolerance marketing activities, tools and processes, CB&A devised a refined marketing approach to broaden Teaching Tolerance’s audience and increase the use of its free teaching resources library.
Crayola
Professional Learning Brand Shines at National Conference
GOAL
Drive attendees to creatED Professional Learning by Crayola’s booth at ASCD Empower18 Conference through strategic deployment of a multi-faceted social media campaign.
RESULTS
By engaging with conference attendees through a social media contest during the ASCD Empower18 Conference, CB&A was able to grow the creatED Facebook and Twitter channels, foster an online discussion on the importance of creativity and drive traffic to the creatED booth.
Dremel
An Ambassador Program Inspires STEM Education with 3D Printing
GOAL
Create and manage a group of strong teacher brand advocates to secure content, raise awareness and drive sales.
RESULTS
After establishing a cadre of evangelist educators, we leveraged their content in media relations and social media campaigns to secure coverage and boost engagement. This outreach, coupled with the personal networks of the ambassadors, substantially raised visibility of the Dremel brand in the education community and led to an increase in leads, referrals and sales generated for the company.
ViTAL
Fine-Tuning Marketing Approach to Nurture Conference Leads
GOAL
Advise ViTAL on managing leads gained from industry conferences and establishing a process to attract, nurture and close leads from future industry events through HubSpot implementation.
RESULTS
Ushered newly-acquired leads through sales pipeline and created an email marketing template for future conferences. CB&A provided ViTAL with best practices for landing pages, HubSpot implementation and calls-to-action.
Renaissance
World’s Largest K-12 Reading Survey Sheds Light on Literacy in U.S.
GOAL
Design and execute a media relations campaign to secure prominent news media coverage, drive traffic to the Renaissance website and increase downloads of the annual What Kids Are Reading (WKAR) report.
RESULTS
Through careful research of niche media audiences and a clearly defined and strategic plan, CB&A nearly tripled the news media coverage from the previous year, increased traffic to the Renaissance website and achieved a record-setting number of downloads of the WKAR report.
Funds For Learning
Advocacy Work Earns Millions in School Funding
GOAL
Position Funds For Learning as a leading voice in the fight to raise the E-rate funding cap.
RESULTS
Pairing a robust media relations campaign with a comprehensive social media strategy led to increased visibility, further establishing Funds For Learning as the go-to experts in the national E-rate reform discussion. As the leading voice for expanding the program, Funds For Learning played a pivotal role in the FCC’s decision to raise the funding cap by $1.5 billion.
School Specialty
Major School Supply Company Finds New Segment for Growth
GOAL
Reposition the company from a well-known distributor of school supplies to a holistic partner in designing and equipping 21st-century learning environments.
RESULTS
CB&A and School Specialty announced the new branding initiative at the 2017 ISTE conference, the nation’s premier ed-tech event. CB&A secured meetings between School Specialty executives and the editors from leading education publications to discuss the rebranding. School Specialty received coverage in multiple outlets as a result of these meetings, and conducted impactful relationship building with top-tier media.
Robokind
Championing Autism Education at the National Press Club
GOAL
Secure and leverage speaking engagement at National Press Club (NPC) event to increase public understanding of autism and the importance of early autism intervention.
RESULTS
With a strong proposal highlighting RoboKind’s research findings, CB&A secured a speaking engagement for RoboKind at an NPC Newsmaker Luncheon. The NPC event drew influential media that resulted in widespread national coverage, including a CNN segment for Autism Awareness Day, demonstrating the importance of early intervention methods like robot therapy. In addition to the NPC luncheon, RoboKind was invited to discuss the issue of early autism intervention with the White House Office of Science and Technology Policy and the U.S. Department of Education.
