Instructor Getting Started Campaign
Marketing
Challenge
New and returning instructors needed a clear, confidence-building path to effectively use and get the most out of McGraw Hill's products from day one of the course.
Approach
Built a comprehensive suite of instructor resources: a dedicated support website, self-guided demos, webinars, step-by-step guides, blog posts, and video tutorials featuring power users sharing their own experiences with the platforms. We drove traffic to these resources through targeted email, paid media, and social campaigns, using brand-specific creative and messaging tailored to each platform.
Results
• 521% increase in Facebook visits over the previous season
• 75% drop in cost-per-click, despite a 47% increase in spend
• Major year-over-year website traffic gains across platform-specific sections: ALEKS +291%, SIMnet +363%, Connect +45%, Print +393%
• Strong Facebook ad performance concentrated in Reels Overlay and Instream Video placements
My role
As Creative Director, I directed the in-house team responsible for every asset in this suite, setting the creative strategy across formats and channels and partnering with marketing on where and how to distribute it for the strongest reach.