• Sketching Stars picture

Staedtler Uk Teachers’ Club UK

The brief

In 2012 Equinox was tasked with devising an integrated communications plan for STAEDTLER UK to promote its Teachers’ Club UK – an online resource for primary school teachers in the UK.

After establishing the Teachers’ Club UK online presence in 2012, the objectives for 2013/14 were to:

  • increase members by 37%
  • secure 2,700 competition entries
  • increase Facebook by 170%

Our approach

Our three-pronged approach included:

  • Campaign focus – two flagship campaigns were established as annual events in the Club’s calendar
  • Recruitment focus – a range of mechanics were implemented to grow members
  • Social focus – rich content was developed to engage with teachers online and create brand ambassadors

Campaign tactics:

  • Sketching Stars – secured Korky Paul, Winnie the Witch illustrator to front the campaign and provide class workshop as prize
  • World Kids Colouring Day – worked with caricaturist to create colourful world trip theme and provide class workshop as prize
  • 9,800 competition packs issued to teachers with samples of Noris® color pencils
  • We promoted the campaigns via Teachers’ Club UK website, e-newsletter, PPC advertising, social channels and media relations.

Recruitment tactics:

  • The Education Show (Mar ‘14) – attended and handed out samples to those registering on the day (+45% on 2013 event).
  • Teach Primary (Feb ‘14) ad – promoted STAEDTLER and Teachers’ Club UK’s presence at the Show with promo code to receive a sample upon registering online
  • Post-campaign conversion (Mar ‘14) – implemented ads targeting only page ‘fans’ to encourage them to become fully-fledged members

Social tactics

Used Facebook as main hub supported by Twitter and YouTube with content including:

  • Tapping into trends – ad hoc activity sheets
  • Multimedia based competitions – picture ‘crypters’
  • Campaign focus – WKCD and SS
  • How to guides – for wider products like FIMO
  • Inspirational quotes – to encourage teacher talk

Our results:

  • Increased members by 58% from 4,083 to 6,456, +21% on target
  • Secured 5,029 competition entries, +86.26% on target
  • Increased Facebook likes to by 772% at 10,146, +354% on target
  • Total community of teachers = 16,600
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2017-05-06T17:07:54+00:00 December 1st, 2014|Case Studies, Case Study Education|