ASCD
Case Study
CSG Deploys Digital Marketing for Leading K-12 Education Company, Securing Conference Registrations
Communications Strategy Group (CSG®) is a K-12 digital marketing agency with expertise in creating strategic omnichannel campaigns that deliver results. See what we did for ASCD.
registrations generated
registrations from Facebook alone
clicks
Solving for ASCD’s Why
For over 80 years, ASCD has been at the forefront of empowering educators to elevate education and boost student achievement. Today, the organization is the global leader in professional learning resources for educators and school and district leaders.
ASCD is the source for educator-generated, evidence-based resources and digital tools, and was known for hosting in-person events that brought educators together to learn, collaborate and stay up to date on the latest industry trends.
Similar to other associations and annual events at the time, ASCD was also seeing registrations for its 2023 Annual Conference lag compared to previous years.
This is where CSG came into the picture. As a K-12 digital marketing agency, we were hired to develop a strategic digital campaign to promote the 2023 conference and get educators to register to experience the annual event in person.
ASCD tasked CSG with:
As one of the country’s top K-12 education marketing and PR agencies, CSG jumped on this opportunity to bring attendees to ASCD’s event in real life, and (spoiler alert!) — we delivered.
CSG Gets Down to Business to Boost Event Registrations
At CSG, we love a challenge — and driving in-person event attendance was something we were ready to take on. We were also eager to put our digital prowess to work to increase awareness for the event and, ultimately, get attendees to register.
CSG’s strategy was to launch an omnichannel digital campaign in three phases leading up to the conference. Our phased approach included early bird, register now and last chance to register messaging and a highly targeted multichannel flight of creative that featured bright colors, animation, video, smiling attendees from previous years, and succinct, direct messaging to register now. We ran the campaign on Google Search, Facebook, Instagram, Reddit, YouTube, LinkedIn and also created programmatic display and native ads.
Strategic Digital Marketing Success
As a result of CSG’s omnichannel digital campaign, ASCD saw event registrations skyrocket. Our campaign generated 1,360 registrations — nearly 70% of total registrations — with 711 coming from Facebook alone. What’s more, by running animated display ads (versus static) we achieved a higher click-through rate that was 30% over the industry average.
ASCD Campaign By the Numbers
of total conference registrations
total impressions
total clicks
With results like this campaign, CSG is proving to be the K-12 education digital marketing agency to watch this year and beyond.
Want to achieve a specific digital marketing goal and put the power of a K-12 digital marketing agency to work for you?
Let’s talk — CSG is a full-service strategic digital firm with decades of experience in education. Connect today.
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