When Blackboard was looking to drive adoption of its Collaborate video conferencing software in the higher education space, they asked us to develop a content marketing and digital media campaign that would drive awareness, consideration, and ultimately, leads. It came together as follows:
- Ideation + Visual System focused on imaging the ideal virtual classroom, complete with images of the improved Collaborate experience.
- Content Marketing plan, complete with thought leadership “offers” designed to generate leads, educate the audience, and engender a stronger sense of loyalty among higher education leaders.
- Omni-channel campaign targeting IT and Faculty in Higher Education, including highly-targeted social media placements, print ads in niche publications, and display advertising.
Our campaign resulted in higher than average CTRs and an arsenal of high-quality, beautifully-designed thought leadership content that Blackboard can use in a variety of channels and platforms.
506 conversion in the first 3 weeks
13% conversion rate
3x CTR compared to paid search benchmarks