Cambridge University Press (CUP) is the oldest publishing house in the world, with a history that goes back to 1584. Education is one of CUP’s three publishing groups, providing books and digital resources for the UK and international schools market. CUP’s Education marketing had previously been largely product based, but the client was looking for a new campaign that would make teachers – its target audience – feel valued.
Devising an awards scheme
KISS came up with the idea of an awards scheme that recognises exceptional teachers – the Dedicated Teacher Awards. The campaign would demonstrate to teachers that CUP cares about them and understands the challenges they face, with prizes for winners including a book dedication and a trip to Cambridge. Students, teachers and anyone with an inspiring story about a teacher were invited to send in a written or video nomination.
KISS created a video to promote the awards, working with CUP’s in-house team providing supporting collateral for the awards and its website. The campaign quickly surpassed expectations – in the first three weeks alone, 574 teachers were nominated with 411 of those coming from CUP’s target regions. The video received 65,000 views through paid social media promotion in the first 10 days. When the deadline for entries came around, almost 4,000 nominations had been received.
Discover more of our work
KISS has worked with a wide range of clients, primarily in the education, science and technology sectors. Projects we have been involved with include PR and marketing campaigns, website redesigns and rebranding exercises.