To introduce betty for schools to the UK schools market and generate teacher registrations as well as leads for the betty bus tour.
What we did
The overall marketing and communications campaign had a creative approach to ‘disrupt the market’ by having an open and honest conversation on periods and period education.
We delivered a multi-channel marketing campaign for betty for schools which included recruitment emails, direct mail, viral social ads and specialist education PR.
As part of the PR campaign, EdComs developed a media partnership with Times Education Supplement (TES) to develop a betty hub on their site.
We took the betty bus to key educational events including the Education Show, the Telegraph Festival of Education and Scottish Learning Festival to showcase the betty bus itself, the wealth of supporting educational digital resources and the facilitated sessions directly to teachers and specialist education media.
As part of the brief to ‘disrupt the market’, EdComs developed an ‘ovulation advent calendar’ for PSHE teachers, encouraging them to start the conversation on periods in the staffroom with their peers. EdComs also developed a series of viral comedy films for Facebook aimed at teachers to kick-start the conversation of periods which generated huge traffic to the site and exposure of the brand.
As a registration incentive, the first 1500 schools to sign up to the programme received a betty survival kit which included supporting materials to teach the betty period lesson along with a teabag and chocolate bar with the message that ‘betty had it covered’ when it came to delivering the lesson.
EdComs applied a highly targeted email campaign based on audience, subject area to maximise uptake in registrations and bus leads.
How was it successful?
Registrations for a betty bus visit surpassed the original request target by 234% within just two weeks of launching
From launching, nearly half a million pupils aged between 8-12 experienced both the workshops and have resources
Coverage was achieved across key education media including Telegraph Education supplement, Primary Times, Innovate My School, Education Today, Academy Today, Education Business and Teach Secondary, with an overall reach figure of 600,000+.