Education for All Campaign

The Education for All campaign won awards from Hermes, Muse, Content Marketing Awards, and DotCom Awards.

The objective was to evolve the perception of McGraw Hill’s brand from a legacy textbook provider to a company that utilizes the latest technology to enhance the learning experience for each student. In partnership with Vivaldi, we researched, wrote, and designed a white paper on equity in education, titled “Education for All: What It Takes to Get There”. We promoted the white paper through emails, organic and paid social media, webinars, videos, and a  website. Our audience was comprised of hundreds of thousands of higher education instructors and administrators who did not use any McGraw Hill products.

As the Creative Director, I set the creative strategy and led the in-house creative team in developing content across all channels. The white paper was the cornerstone content piece of the campaign. Since the subject is rich and complex, we presented information in a clear and compelling format. We consistently used design elements such as infographics, icons, call out boxes, and photography. The white paper’s messaging and design were repackaged and used across all channels.

Performance:

• 2,595 white paper downloads (nearly 30% higher than goal of 2,000 downloads)
• 4.2M video plays
• 44K website visits
• 94K total organic impressions across channels
• 5K total organic engagements across channels
• 31K total page views and 8.2K unique views to the Education for All blog
• Influenced $7M term revenue from instructors and admins who downloaded the white paper ($2M over our goal of $5M)
• 1,876 registrations for the Education for All webinar (nearly 75% higher than goal of 500)
• More than 200 Learning Technology Reps, District Managers, and Sales VPs were certified in the Education for All story

We shifted brand perception:

• Helps all students achieve academic excellence
• Provides a wide range of products/services
• Utilizes innovative technology that enhances the learning experience
• Provides products that meet the needs of diverse student populations
• Reflects diversity, equity, and inclusion in its products
• Offers customization of products to meet the needs of different teaching and learning styles