CSG Designs PR and Digital Marketing Campaigns for Leading EdTech Company
Facing a critical need to recruit more virtual teachers, Proximity Learning achieved impressive results with Communications Strategy Group (CSG®)’s guidance on audience research, digital marketing and PR.
over 9 months
average cost per application
maximum average cost per teacher
Solving for Proximity Learning’s Why
Proximity Learning came to CSG for expert support in meeting its recruitment goals for certified virtual teachers. Because national teacher shortages at the time were rising to the level of an emergency, the company anticipated a large surge in district demand. Proximity Learning sought CSG’s expertise to develop and execute a multichannel, cost-effective campaign to reach qualified educators and persuade them to join its ranks. Our education team lost no time analyzing the nuances of the company’s market and audiences, iterating marketing and PR plans to generate impactful results.
Digital Marketing for EdTech Hits Proximity Learning’s Recruitment Goals
Informed by intentional creativity and broad experience in promoting other EdTech companies, the digital marketing strategy CSG designed for Proximity Learning hinged on raising the company’s profile with, and prompting engagement from, several critical groups. The audience segments identified for the campaign included:
CSG’s digital Innovation team drew up a multi-stage, multichannel paid media plan for Proximity Learning to cover LinkedIn, Instagram, Facebook, YouTube, and programmatic display advertising. The first stage of the campaign raised awareness of the EdTech company among the two target audiences, while the second stage focused more heavily on recruitment through conversion and retargeting ad variations.
As always, our digital team prioritized:
Demographic research within each platform before running campaigns, to ensure our ads reached the most receptive groups with the most compelling message.
Ample options to ensure flexibility in the middle of campaigns: As we monitored campaign performance, the digital team could boost high-performing ad variations while turning off ads that weren’t landing.
Facebook traffic campaign
Facebook Conversion campaign
YouTube retargeting campaign
The results: Conversions quintupled quarter-over-quarter,
with lower costs per click and higher click-through rates than
the industry average.
Raising Awareness Across Top-Tier Publications
At the same time that the digital marketing campaign was unfolding, CSG’s education industry experts designed and initiated a PR campaign to target national and education trade media outlets and drive interest in Proximity Learning’s solutions.