The Opportunity
My Online Schooling (Inspired Education ) engaged Hollr to build momentum and growth in the sector of remote ‘learning’ in which it is a market leader in the UK and Internationally. The challenge reflected the changing relationship between consumers and the online education sector. The COVID era had created clear competitive advantage for virtual education but in a post pandemic era the conditions changed and a new approach to driving consideration and adoption was required.
Our Approach
We used a data-driven approach to test and ultimately support our hypothesis that “Online education is an effective choice not just in times of crisis but an optimised form of learning for many children”. Once proven we overlayed the data through a geographic filter to assess which markets could be addressable for early adoption of My Online Schooling and its product set.
Solution
In the UK, an initial campaign of insight driven C-suite profiling, virtual events and targeted media relations proved highly successful in creating an effective drumbeat of audience engagement that shifted UK attitudes to remote learning. The plan was to educate the media-sector as well as key stakeholders including parents, teachers, government and education experts to recognise and value the role of online learning within the education sector.
Internationally, we amplified the world’s first online International Baccalaureate, and we mined data across 5 different markets to generate insight and news-angles to pitch to global media. The expat community in Singapore were targeted with a paid-partnership with The Economist podcasts and The Gulf News, Dubai. Additionally, the United Arab Emirates was identified as the optimal territory for brand expansion. We built a cross-channel activation plan that included international Broadcast media amplification spokesperson placement, content creation, live-virtual events and strategic media partnerships.
Creating Value
Our solution helped to drive the business to YOY growth and a period of sustained success. The international campaign created record numbers of applications to the newly established online International Baccalaureate. The success of the campaign was not only reflected through business performance but a measurable increase in brand visibility that ultimately contributed to the company’s subsequent acquisition by Inspired Group. A-stars all round for Hollr.
