Case Study

Education Design Lab

Non-Profit Launches Badging Program Through Integrated Marketing Campaign

Goals

Education Design Lab, a non-profit organization that applies design thinking to create new pathways for students, partnered with CB&A to conduct an integrated marketing campaign to launch its badging program. To support the organization’s objective of redesigning the school-to-workplace pipeline, CB&A developed and executed a campaign that raised awareness about the new badging initiative and increased interest from potential industry partners.

Services
  • Website Development
  • Media Relations
  • Email Marketing
  • Social Media
  • Thought Leadership
  • Campaign Planning

Strategy

  • Craft integrated marketing plan to launch the organization’s badge program
  • Develop key messages that informed all components of the campaign
  • Construct intuitive landing page to serve as central hub for program
  • Outline three-step email marketing campaign to reach key audiences
  • Deploy media relations strategy to share launch with education trade media
  • Refine and finalize call to actions (CTA’s) to assist users with setting up skill badge accounts
  • Leverage Twitter to engage with prospective customers and promote the initiative
  • Track form completions and toolkit downloads to evaluate campaign success

Results

Public relations efforts secured several earned media placements in top-tier education trade outlets, including EdTech Digest, EdSurge and eCampus News. A three-prong email marketing campaign soared above industry average, with a 50.7% open rate and 17.4% click-through rate. The @EdDesignLab Twitter account experienced an engagement rate that exceeded industry averages by nearly 3,000 percent.

50.7

Email Open Rate

17.4

Email CTR

500

Toolkit Downloads

15

Qualified Partner Leads
RECOGNITION

2019 PRSA Alchemy Award

13

Earned Media Placements

818,752

Total Audience Reach