Building excitement around education’s evolution
Process
Persona research
Competitor research
Messaging framework
Campaign ideation
Campaign planning
Creative production
Content production
Campaign optimisation
The Challenge
While demonstrably effective as a learning tool, the ClassVR headset system was viewed with suspicion by some educators.
They didn’t see the pedagogical value in ClassVR; they were wary of technology encroaching on traditional teaching methods; or they recoiled at the (comparatively low) outlay costs.
All these potential objections needed to be addressed and overcome by our demand-gen campaign.
The Response
First off, we conducted stakeholder interviews and an audience workshop to tightly define our two key target personas: ‘Curriculum Carla’ and ‘Educator Eddie’.
With those insights in place, we devised a campaign concept – ‘Take Them There’ – that could engage both our personas across an array of channels.
We then produced a hero asset that positioned Avantis Education as a thought-leader: a 9,000-word whitepaper, ‘A Pivotal Decade: New Thinking and Technologies Reshaping Education’.
Harnessing Midjourney, we developed unique – and budget-friendly – campaign imagery (earning a ‘Best Use of AI’ nomination at the 2024 B2B Marketing Awards).
Finally, we brought our campaign to life across everything from event stands to advertorials in education publications.