Working with some of the world’s leading education brands
Cambridge University Press - Global brand campaign to thank teachers for their work during the pandemic
CAMFED - Awareness raising consumer media relations campaign which reached an audience of over 100 million
Cambridge English - A customer journey from digital transformation through to PR
We share our insight on the education sector and discuss the rapidly shifting tactics required to stand out
Realising the value and power of brands in the education sector is vital. Now this value needs to be realised in a largely digital environment, whether through online learning or marketing via social media or a website experience. In short, knowing what your brand stands for, developing a creative platform to ensure it stands out versus the competition, and bringing that to life seamlessly across the entire customer experience. In this fast-changing environment, it can be a challenge to see where to start and what will have impact.
Head of Strategy
Education marketers cannot afford to carry on business as usual. The winning brands of the future in education will need to demonstrate empathy and understanding of our audiences’ new pains and changing needs, they need to adapt to create seamless digital brand experiences that make life easier for customers to build relationships with. Above all they need to ensure their brand proposition stands out and that it is communicated consistently to drive long-term brand health.
The education sector has adapted well to this seismic shift. Many went digital pretty quickly, but still face new challenges. A recent survey by the NUS found that one in four students were unable to access online learning during the Covid-19 lockdown, and that digital poverty remains a problem. Understanding target audiences has never been more important – a well-executed, highly targeted PR and social media campaign can address specific audience pains in a powerful and authentic way.
Senior Account Director
Digital has played an increasing role in education over the years. However, adoption of digital tools has often been perceived as ‘just another utility’ by many. By providing the required support for our teachers we can achieve the cultural shift that’s required to remove the scepticism around technology. They can then focus on the opportunities which align with the tech experiences of the digital natives who represent the majority of students: streamlined administrative tasks, richer learning resources and more flexible learning.
Head of Digital
Alongside Covid-19, education has been a prominent conversation topic across social media platforms. Whether it’s the A-level results crisis, online university lectures or the back to school or debate, these issues have sparked huge change in people’s digital habits. We’ve moved from using social media as a broadcasting tool to using it as a community building platform. Conversation has become more personal, and relevant to the individual. It’s not about popularity anymore, it’s about aligning values and influencing change.
Insight from a global network
As a member of the PROI, we can tap into local insight to understand the education sector in different markets, enabling us to support our clients’ growth plans globally.