To achieve our goals, we began by refreshing the program's homepage with updated messaging, new images, and optimized user experience. We also included video and written testimonials, a social media feed to showcase winners throughout the campaign, and used an image-forward approach to catch the audience's attention.
We created and posted content on social media platforms such as Facebook and Instagram, highlighting the importance of the program, sharing testimonials from past winners, and encouraging teachers to apply. We also used email marketing to target our audience with personalized content, such as custom greetings, eye-catching graphics, and audience segmentation. We targeted Title 1 schools with four direct mail pieces leading up to the start of the campaign to increase awareness and visibility.
To measure the success of this campaign, we tracked and analyzed key performance indicators (KPIs), including website traffic, number of teacher award entries, social media engagement, and email open and click-through rates.