Instructor Getting Started Campaign
Marketing
The Instructor Getting Started campaign is designed to help instructors effectively utilize and maximize McGraw Hill’s products. As Creative Director, I led the in-house creative team to develop a comprehensive suite of instructor resources—including a support website, self-guided demos, webinars, step-by-step guides, blog posts, and video tutorials featuring power users sharing their experiences. We drove traffic to these resources through email, paid media, and social channels. Our efforts contributed to a 521% increase in Facebook visits, a 75% drop in cost-per-click, and significant growth across all platform-specific website sections—up to 393% in some areas. Through targeted messaging and brand-specific creative, we successfully expanded reach, improved engagement, and positioned instructors for a confident course start.
Performance:
Email deliverability improved through updated exclusions for hard bounces
Facebook performance: CPC down 75% despite a 47% increase in spend Visits up 521% over last season
Website traffic increases (YoY): ALEKS: +291%, SIMnet: +363%, Connect: +45% Print section: +393%
Ad conversion rates: LinkedIn SAES ads: 0.05%, A&O campaign: 1.3% Adroll display: 0.2% (on par with benchmark)
Most Facebook ad views occurred in Reels Overlay (34%) and Instream Video (22%)