INTEGRATED CAMPAIGN

Blackboard Collaborate

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.

Client:

Blackboard

KEY STATS:

506 conversion in the first 3 weeks
13% conversion rate
3x CTR compared to paid search benchmarks

Project Type:

Integrated Campaign

Services:

Digital Strategy
Media Strategy
Design

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