ISTE
Case Study
CSG Flexes K-12 Education Digital Marketing Muscle to Prove Results for ISTE
As a K-12 education digital marketing agency, Communications Strategy Group (CSG®) specializes in developing omnichannel campaigns that drive traffic and measurable results. Want proof? Check out our work with ISTE.
total clicks
impressions
increase in website traffic
Solving for ISTE’s Why within the Education Industry
ISTE, a nonprofit committed to accelerating innovation in education through the smart use of technology, was awarded funds to promote the revamped version of the EdSurge Product Index. The Index is a powerful search engine that allows educators — including teachers, librarians, administrators and tech officers — to research and vet new edtech for classroom, school and district-wide use.
Over the last few years, traffic to The Index slowed and unique page views were down. This is what led ISTE to come to CSG, a K-12 education digital marketing agency, to create a highly efficient and effective campaign to drive traffic to the website.
ISTE tasked CSG with:
We knew what we had to do — and our education and digital innovation teams got to work.
CSG Leverages Digital Expertise to Drive Traffic
To achieve ISTE’s objective, the CSG team conceptualized a hyper-targeted digital campaign that leveraged ISTE’s database to ensure the ads were delivered to specific audiences already familiar with the organization. Our targeting strategy focused on current members, past conference attendees, lookalike audiences based on past attendees, and educators in the K-12 space.
We implemented unique targeting to include members of groups on Facebook, relevant threads on Reddit and contextual targeting through programmatic advertising. Additionally, we tapped into Google Grant accounts for search engine marketing (SEM), and used third-party data vendors to hone in on our target audiences based on demographics, behavior and interest targeting.
The campaign launched and featured eye-catching creative on Facebook, Instagram and Reddit and keyword-embedded SEM ads on Google.
Once live, CSG’s team constantly monitored the campaign’s performance and optimized it to ensure peak performance and maximum results.
Highly Targeted K-12 Digital Marketing Campaign Drives Traffic
As a result of focusing our digital marketing efforts on specific audiences, CSG’s campaign drove impressions and high-intent traffic to ISTE’s website.
We hit our goals and achieved over 52,000 total clicks when the campaign was live.
What’s more, the Reddit ads we ran to test engagement on the platform contributed to most of the site traffic.
After launch, CSG kept a close eye on the campaign and proactively optimized the ads daily. This allowed us to allocate the ad spend accordingly and boost performance. We also shared the campaign’s digital dashboard with the ISTE team on weekly status calls to explain any updates or optimizations that were made.
CSG is a K-12 digital marketing agency with decades of experience in education and a unique digital approach that helps our clients achieve their goals.
Want to learn more about how you can put the power of a full-service digital marketing firm to work for you?
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