A Full Stack Marketing Campaign for Macmillan Education
For over 180 years Macmillan’s pioneering spirit and reputation for quality has enabled it to build lasting relationships with teachers and educators around the world.
At the end of 2023, BookMachine was hired by Macmillan Education to kick start 2024 with a fresh campaign focussing on social-emotional learning (SEL) and “Brave Steps, Bright Horizons” was conceived.
The objective of the Brave Steps, Bright Horizons campaign was to consolidate Macmillan’s reputation in the market as a trusted partner for SEL awareness – ensuring that learners are equipped with the tools to develop the self-awareness, self-control, and interpersonal skills that are vital for school, work, and success in life.
Webinar attendees
5,406
Teachers
Online quiz
2,092
Views
317
Submissions
“BookMachine provided excellent support in executing the Brave Steps, Bright Horizons campaign. They were attentive, professional, creative and fast in delivering a full stack campaign. We would absolutely work with them again… in fact, we already are.“
Joel Wotton, Head of Marketing Operations & Lead Generation at Macmillan Education
Campaign elements
To set up and ensure that the campaign was effective, BookMachine produced the following campaign elements.
Campaign Slide Deck for the Regions
BookMachine prepared a comprehensive presentation for the global sales and marketing teams to view, highlighting the campaign elements and approach. This ensured buy-in and clear communication with the markets, as this campaign was rolled out globally.
White Paper Collaboration with Subject Specialists
We sourced and collaborated with a renowned subject specialist, Dan Belensky, to produce a comprehensive white paper, establishing credibility and thought leadership with educators globally.
Webinar
BookMachine programmed an interactive webinar with Dan Belensky during a prominent educational festival, covering the key topics explored throughout the campaign.
Tools for Teachers
The team developed a practical one-page document giving teachers something they could implement straight away. These were versioned for primary, secondary and teachers of adult learners. The team also designed an eye catching poster for teachers to put up in their classrooms to encourage students to build resilience.
Postcards for Teachers
The BookMachine team designed a postcard with QR code to direct teachers to the campaign landing page to find the digital white paper, downloadable practical tools and the interactive tool.
Talking Points for Sales Teams
We equipped sales teams with comprehensive talking points to help them introduce the topics with potential customers.
Blog Posts
The team worked with the subject expert to publish a series of informative and engaging blog posts on the company’s website, covering various aspects of resilience, and driving organic traffic to the platform.
Social Media and Email Campaigns
Finally, we designed social media and email campaigns using compelling copy and multimedia assets to raise awareness across the “Brave Steps, Bright Horizons” campaign.
“BookMachine were a pleasure to work with, a huge thanks to the whole team for your fluid communication throughout, your undying flexibility, the high quality of output we came to expect from you as well as being generally an absolute pleasure to work with. This campaign was shifting and morphing throughout but I am particularly impressed with the way you were able to evolve with it (and us!).”
Will Rixon, Global Academic Engagement & Content Manager at Macmillan Education
The Results
Increased Awareness: The integrated marketing campaign resulted in an increase in awareness of Macmillan’s stance on SEL.
Positive Feedback and Testimonials: Received overwhelmingly positive feedback from the regions and many have now built the campaign and assets into their upcoming 2025 marketing plans. The UK team who lead on this expect the campaign to continue having a huge level of exposure and engagement.
Long-term Impact: The campaign laid a solid foundation for further growth, establishing Macmillan English as a trusted partner in SEL.
“Macmillan products have strong SEL support, and the team were looking for a way to showcase their expertise, and help their sales teams across the world have richer conversations. We worked with the global marketing team to create and roll out the campaign to internal stakeholders as well as customers, and integrate with some high profile existing activities.
Rachael Hobbs, Marketing Consultant, BookMachine Creative Agency
What’s next?
If you’d like to become one of our future success stories, just get in touch and we’ll work with you to make it happen!
You can book an intro call with us at a time that works for you via our online calendar, or send us a message and we’ll aim to respond within 48 hours.
