Takeaway Campaign
Marketing
The Takeaway campaign is McGraw Hill's primary acquisition campaign, built on a repeatable, full-funnel creative strategy across five products (Connect, ALEKS, SIMnet, Sharpen, AI Reader) and three audiences: professors and institutions, and students directly for Sharpen.
Approach
Every asset is built to move a contact forward, raise their lead score, and convert them into a hot contact.
- Become Aware introduces a product or brand to a cold audience with explainer video, inspirational brand storytelling (our Education for All work lives here), leadership messages, and subject matter expert video.
- Evaluate deepens engagement with feature-specific explainers, teasers building anticipation ahead of a launch, authentic student and instructor testimonials, and behind-the-scenes looks at our people and products.
- Validate moves warmer audiences toward action with promotional content for webinars, guided demos, and case studies, alongside quote and stat-driven social content and continued SME video.
Results
- 5,046 Hot Contacts against a goal of 2,500
- Lead Acceptance Rate as high as 82%, above an 80% goal
- Become Aware creative repeatedly outperformed platform averages on cost efficiency and view-through rate
- #1 Brand Favorability versus every competitor tracked, term after term
My role
I develop the creative roadmap with Growth Marketing and direct my team's production of every asset, mapping specific creative types to each funnel stage. In 2025, Takeaway delivered 135 projects and 400 assets, spanning web, print, paid media, and video, at every stage of the funnel. A few samples are below.