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How to reach teachers on TikTok

Since its global launch in 2017, TikTok has expanded exponentially and the number of users in the UK is predicted to reach a staggering 15 million by 2025.

This seismic growth has seen TikTok morph from being the go-to platform used by under 25s to create lipsync music videos to becoming the increasingly popular tool used by influencers and businesses to grow their brands.

But can edtech firms reach teachers on TikTok?

Absolutely.

Find teachers on TikTok

With billions of views of #learnontiktok, #teacher and #teachersoftiktok, the education community is alive and well on TikTok.

Growing numbers of teachers are using the platform to share and look for new lesson ideas or ‘how-to’ style content to support their classroom teaching.

Teachers have become popular content creators too, such as Mrs J Primary, a primary teacher in Wales who regularly posts videos offering lesson tips and recommendations for teaching resources. There’s also mrsreandpsheteacher whose thousands of followers tune in to find teaching advice and lesson ideas for their students.

Partnering with influencers on TikTok is one sure fire way to gain traction on the platform (see @kjbr0wn’s partnership with the Premier League for inspiration), but there are a number of other methods too.

So how can education brands use TikTok to raise awareness of their products and services in the teaching community?

What content does well on TikTok?

What makes TikTok different from other social media platforms is that the algorithm does not consider the number of followers an account has when distributing content. This means that all video clips created have equal potential to go viral – whether the account posting them has a million followers, or none.

This offers brands a good opportunity to engage with teachers beyond their existing loyal customers and followers on social media.

One of the main advantages of TikTok is that alongside the paid advertising route, content can also be created relatively quickly and with little or no budget.

But corporate language and imagery won’t work well on this platform, so limit your branding and marketing content to the company profile page.

TikTok users love content that is:

  • Authentic
  • Informal
  • Helpful
  • Fun

Experimenting with different content types will help you to see what works best for the target audience you want to reach.

If you want to include TikTok in your organisation’s marketing strategy, get started with these four ideas for creating content that gets your brand noticed.

  1. Create content that teachers need

The first and last rule for success on any social media platform is to create content that resonates with the people you’re trying to reach.

Whether your products and services help teachers to manage workload, tackle classroom behaviour or make lesson planning easier, creating content that helps them address the issues that matter to them is always the most effective way to encourage meaningful engagement, rather than just views or likes on your posts. So, stay clear of focusing on your products. Instead focus on tips or advice.

While the organic reach of TikTok can be huge, the greater the engagement with teachers on your brand’s posts, the more likely they will be seen by other teachers so relevance is everything.

  1. Make use of hashtags

You can quickly start getting traction for your content by using trending hashtags that are relevant to your brand. These might include #ukteacher, #primaryteacheruk, #eyfs or #ect to name but a few.

Hashtags not only make it easier for teachers to find the content they are searching for. They also help the algorithm to more accurately understand what sort of content you have created and who will want to see it. But don’t overdo it. Three to five hashtags per post works best for TikTok but you can use more.

You can also create your own hashtags to include as part of a new campaign. If it’s attached to a regular activity, such as the monthly release of free resources for teaching maths, the repeated use of a relevant hashtag will help direct teachers viewing a post to the wider series. This will help to increase recognition of the hashtag along with awareness of the brand over time.

  1. Trend jacking

Trend jacking – which incorporates a popular meme, song or challenge that’s already trending – can be a great way to boost a brand’s presence on TikTok.

Take the ‘TeachTok’ trend, which encourages discussion on TikTok about many aspects of teaching. A teacher might record a ‘point of view’ style clip as part of the trend to show how they deal with different situations such as managing a noisy classroom or encouraging quiet students to contribute to a class debate. Teachers might also jump on trending events, such as the global release of the Barbie movie, to share their thoughts on planning lessons around inspiring women and girls in history or create content for teaching PSHE in schools. As the trend grows, more teachers join in and add their content and perspectives to build a vibrant community where people can find valuable resources.

Edtech companies can tap into the active teaching communities on TikTok by creating content around trending themes that add value to teaching, such as how to reduce workload or make classrooms more inclusive. Companies could gift their resources to teachers on the platform too or invite teachers to speak at or attend events they are hosting by commenting on relevant posts.

  1. Embrace challenges

TikTok is renowned for fun challenges that can go viral. They are often dance related or add humour and many teachers embrace the challenges, much to the delight of their pupils.

But there are other types of challenge brands can jump on the back of too. One example is the #madepossiblewithadidas challenge created by the sportswear brand.

The challenge encouraged users to post videos beginning with the question, “show me something you thought was impossible before you did it”. Each clip users posted in response told its own story of triumph, from overcoming illness to running a marathon, and the hashtag #madepossiblewithadidas was included. The campaign generated a plethora of content which went viral with many thousands of views and shares, which raised the profile of the brand.

Education brands could adopt a similar strategy to start a challenge such as the best lesson of the year or most creative use of technology in the classroom. Adding a relevant hashtag will galvanise the teaching community to engage with the brand and share their own experiences.

  1. Respond to comments

 TikTokers are active when it comes to commenting on the content they see on the platform and brands that are happy to respond will get the best engagement.

Answer questions about your product or service, or even respond to a funny comment with a witty reply. This can be a great way to engage teachers and encourage them to follow your brand.

Download our white paper for more guidance on how to influence schools or contact us to find out how we can help you get results like these, which we’ve achieved for other clients.

Image by antonbe from Pixabay

Seven ways to avoid PR mistakes in 2023

2023 has kicked off with a bang and your PR team will be chomping at the bit to create great content and pitch out new story ideas to get your product or service mentioned in the national and education media.

When batteries are recharged and the creative juices are flowing, you can go off with all guns blazing in the first weeks and months of a new year.

But it’s worth looking at these seven steps to avoid PR pitfalls, get campaigns off to a flying start and achieve the results you want.  

 

1. Make sure your PR delivers on your business goals

Your PR team could be doing a great job crafting messaging that resonates with senior leaders and teachers and getting your product or company name mentioned in the publications, podcasts and blogs they go to for information. The digital skills of your marketing people are crucial for generating imaginative product launches that generate sales leads too.

But blending PR’s ability to build an audience’s trust in your brand with the focused and measurable strengths of marketing can be a powerful combination to help you meet your business goals in 2023.

Read our blog  and find out how you can use PR and marketing to build your reputation, shift opinion towards your brand, and achieve your business goals.

2. Plan, plan, plan

Approaching PR in an ad hoc way with little or no firm plan on what you want it to achieve for your business is a high-risk strategy that is unlikely to get you the results you want.

While an element of flexibility is essential for responding to the changing news agenda and shifting education marketplace, a good PR plan is the linchpin for co-ordinating the efforts of your PR and marketing and ensuring the activity they engage in actually delivers for your business.

The grounding for a successful PR plan comes from asking yourself some tough questions. These are outlined in our blog, along with our top tips for planning a great year for your PR campaigns.

3. Don’t leave keywords to chance

Whether your company supplies software to schools, training for MAT leaders or student record systems to universities, there are some common keywords and phrases the people you want to reach type into search engines when they are looking for solutions to the challenges they face.

Including these keywords in your online content will get your company name higher in the search list and make it easier for people to see how your products and services can help.

But how can you find out which keywords your audiences uses to source information online?

Check out our blog on keyword research and find out which words and phrases you should be using in your online articles and news pieces to reach the right people and put the information they need into their hands.

4. Don’t stifle creativity

When your PR or marketing team has a great idea for a campaign, is there a tendency to step back from activities that are considered to be a bit wild or crazy in favour of what’s been done before?

Make 2023 the year that you consider pushing the boundaries a little more. Even if you end up tweaking the original wild idea, injecting some fresh thinking into your PR could help you stand out from the crowd and take a successful campaign to the next level.

Get some inspiration from our short video and avoid overthinking or stifling the true creativity in your organisation this year.

5. Be ready to manage a PR crisis

No organisation is immune to a PR crisis. If the unthinkable happens – a call from a journalist who has uncovered a major fault in your product, or from a customer who says your products have corrupted their data – you need to be ready.

We have created the Complete Guide To Crisis Management For Brands & Startups in the Education Sector to help you act fast and protect your brand.

6. Get ready for Google Analytics 4

Add 1st July 2023 to your PR calendar as this is the date when Google Analytics 4 will replace the Universal Analytics platform.

But don’t get caught out. You will need to start putting the groundwork in place for the change now as you won’t be able to access your historical data after that date.

Read our blog on what to expect and what you should be doing to get the most from GA4 into and beyond 2023.

7. Don’t miss out on a prestigious award

The new year is a great time to consider entering an education award, such as the TES School Awards or the Bett Awards. An award win – or even a place on the shortlist – can bring added recognition for your brand and demonstrates to prospective customers that your product or service is among the best in class.

Writing an award winning entry can take time, but we’ve done some of the hard work for you here by outlining what you can do to give you the best chances of award success.

 

Read more about the fantastic results we have achieved for our clients and contact us if you’d like our help to deliver PR success for your organisation.

 

Photo by Tara Winstead

How do you measure PR campaign success?

So, you’ve had a great idea for a PR campaign to launch a new edtech offering, raise awareness of your brand in schools or get headteachers to watch a product demo.

But now you need to put some KPIs in place to make sure you can measure and report on how the campaign is performing both during its roll out and post campaign too.

What are the best metrics to use in PR?

That all depends on the type of campaign and what you are trying to achieve.

So let’s say you want to raise headteachers’ awareness of your brand. You might think the number of items of positive coverage secured in the press and on the websites your target audience consumes would be a good goal to measure.

You may want to track the number of speaker slots you secure for your spokespeople or customers on podcasts and at events aimed at senior leaders in schools too.

But does this really get to the heart of what you are trying to achieve for your business?

Focus on actions

Ultimately, you want the brand awareness you are generating with PR to lead to an action.

When school leaders hear about you on a podcast or blog, you may want them to:

  • Come to a specific page on your website
  • View a video on your product
  • Sign up for a free trial of your software
  • Download a white paper

So, the KPIs you put in place need to reflect the end goals.

KPIs for PR

Let’s say you’ve created a guide on improving student engagement to raise awareness of your brand.

Some KPIs you might want to set for this scenario could be:

  • Spikes in traffic to your website following the publication of opinion pieces or podcast guest slots secured by your PR team as part of the campaign
  • Direct traffic coming from any links which media outlets or websites have included in published content
  • Engagement on the site – the number of pages people look at, the average time spent on the page and if they are new or returning visitors
  • An increase in new user activity on your web site over a 3 month period, before, during and after the campaign. You can compare this with data from the same time period in previous years to get a good idea of the impact.

You can measure these using a data analytics platform such as Google Analytics.

If your goal is to capture teachers’ email addresses by placing the student engagement report behind a gated page on your web site, your KPIs will be slightly different.

They should also include x number of downloads of the content from your target audience.

It’s worth adding ‘uplift in traffic to the content landing page’ as a KPI too. An increase in traffic to, and engagement on, your website over the course of the campaign can be a good indication that the content and activity has resonated with people and they’ve made the decision to take the next step.

The benefits of the correct measures

One of the most powerful things about having the right measures in place is that it starts to influence the content and management of the campaign as it progresses.

Success can be measured against the specific KPIs you have set and if you’re not seeing an impact, you can tweak the activity over time and check the changes are making a difference.

The ultimate aim is to achieve your business goals, whether that’s more teachers talking about you online, more signups for a free trial of your software or increased sales.

Measure PR and marketing against KPIs

So before you start measuring anything, define the business objectives you are trying to achieve with the planned activity. Set specific KPIs around these to help you choose the right measurement tools and put you on track to get the results you’re after.

Below are 12 measures you can choose from to help you get the results you want from PR.

Type of measure What it isHow to do it
Back links
Links from quality external websites that send visitors directly to your site from coverage secured by your PR team, such as opinion pieces, case studies or product reviewsBacklinks are a powerful tool for increasing SEO ranking on search engines like Google.

You can monitor web traffic coming from your backlinks by looking at referral traffic in Google Analytics to see which coverage from what outlets have encouraged visitors to you site. There are also tools such as the Ahrefs back link checker which can provide a list of all the websites that have a link to your site.
Site traffic
General traffic to your web site, or visits to specific pagesMonitoring visits to your site, where they come from and how the data compares to that of previous years will help you measure the success of a timed PR campaign. Again, you can use a data analytics tool of your choice ie Google Analytics.
Time on site, bounce rate and pages visited
Useful measures to check the right kind of traffic is being driven to the siteUplifts in time on site and page visits can indicate that the prospects being directed to your content are already pre-qualified by what they have read or heard about you.

Aim to keep bounce rates as low as possible by providing content that is of value to your target audience. You can use Google Analytics to measure these metrics or an alternative tool such as Hubspot .
Search
Direct searches of your brand or productYou can monitor the number of searches for your brand using a tool like Google Search Console.

An uplift in the number of searches would suggest PR activity is resulting in more people becoming aware of your brand. Check search data for before and during a specific campaign to help you demonstrate the impact of life with and without the activity.
Reach/impressions
There is a subtle difference between social media reach and impressions, as explained below.

Reach – the total number of people who have received or interacted with your social media content.

Impressions – the number of times the algorithm has served your content onscreen, whether or not it has been clicked on
Large brands often track these metrics as a measure of increasing brand awareness.

While they might be a useful gauge of how social media algorithms are responding to your content, in isolation, they won’t give you any information about what actions people have taken as a result. Generally, unless increasing reach/impressions is your ultimate goal, don’t limit your analysis to these vanity measures alone.
Engagement
The number of likes, retweets/shares and positive comments your content receives on social media platformsThese engagement measures are critical for helping you to see how well your content is being received by your target audience. You can find these kinds of metrics by using a social media management tool such as Hootsuite to view all your social content in one place. Alternatively, get the data directly from the individual platforms.
Connections/followers
These are the people who follow you on platforms including Twitter, Facebook and Instagram or connect with you on LinkedInMonitor these if you are trying to grow your audience or reach education influencers with a piece of online content. An increase in followers/connections can indicate the activity you are engaging in is successfully raising your profile. But remember to check the connections you are gaining are relevant and match the audience you are trying to reach.
Downloads/goal conversion/email addresses
These metrics are useful for measuring specific goals you want to achieve with your PR and social media activityWhether your aim is to capture email addresses with a webinar sign up campaign or encourage downloads of a piece of content on your web site, make sure you are clear on the goal so that you can measure success towards it.

It's important to track progress towards goals as a campaign develops and make adjustments to the activity and/or social media audiences and ad spend to ensure you get the best possible outcome.
Cost per click (CPC)
Data relating to the cost per click, click through rate and goal conversion measures on social media platformsKeeping an eye on the CPC rate of your campaign will help you to optimise your budget to get the results you’re after for the best return on investment.

You want to keep the CPC as low as possible, but bear in mind that if the audience you are trying to reach is small or niche multi-academy trust leaders, for example, the CPC may be higher.

If your CPC is high but a lot of the people you are trying to reach are taking the action you want them to, you may make the judgement that the result is a price worth paying.
Click through rate (CTR)

The percentage of people who click on your content when they see itA high CTR, combined with high numbers of people doing whatever it is you want them to, indicates that you are delivering the right content to the right audience and as a result, they are being encouraged to act.
Coverage
Published articles, news items and speaking opportunities secured by your PR team Quality media coverage can boost the credibility of your brand and enables you to build relationships with your target audience by demonstrating that you understand the challenges they face and can help.

Secure the right coverage for spokespeople and customers in the media your target audience reads. We tier all coverage based on a client’s objectives and the readership and quality of editorial.
Sentiment of coverage
The positive or negative tone of coverage Measuring the tone of coverage over time is useful, particularly for brands that want to counter past negative coverage or change market perceptions.

You could score the sentiment of individual coverage using a scale such as positive, negative, neutral, or balanced, or a numbered system to keep track of the overall tone of the coverage received.

Click here to find out more about generating leads for your education product or read more about how measuring PR and marketing can support your wider business strategy in our Guide to Good PR Planning.

Also, read our blog to find out how you can prepare for the changes to Google Analytics coming up in 2023 as they will affect the way you analyse the activity on your website.

 

Photo by Ann H at Pexels

Time is ticking, are you ready for Google Analytics 4?

Digital analysis is an essential ingredient in the recipe for most PR and marketing campaigns. Since it first launched back in 2005, Google Analytics has become a mainstay for brands looking to track campaign performance.

It has completely transformed the way businesses understand their customers’ behaviour, from their first visit to a website through to a sign-up or purchase.

However, change is coming, and Google Analytics 4 (GA4) is set to replace the current version – Universal Analytics – on 1st July 2023. After that date, Universal Analytics will no longer collect your data.

July may seem a long way off, but now is the time to do the groundwork for the move to GA4. If you’re not prepared, you could find yourself on the back foot, analysing your website without any historical data.

Why is Google Analytics changing?

When Universal Analytics was first developed, there wasn’t anything like the complexity of today’s multi-channel, multi-device, multi-platform and customer engagement. That’s why GA4 is not simply an update, it is a complete rebuild which should take digital analysis into a new dimension.

The navigation will take some getting used to, but with separate tools for data collection, reporting and analysis, GA4 should give you a better view of your existing and prospective customers’ behaviour. With the new interface, you can more effectively track where your users come from, how they interact on your site and where they exit.

Google has also implemented machine learning technology into GA4 to allow for predictive customer insights, and many businesses will welcome the improved integration with Google Ads.

Better insight into conversions

One of the changes we’re most excited about is the advancement in conversion tracking.

While Universal Analytics focuses on page views and sessions, GA4 is more of an events-based platform. That means it gives you more information about the actions people take on your site, such as starting a sale, downloading a white paper or clicking on ‘contact us’ – and the paths they took to get them to this point.

This is incredibly useful in understanding what drives people to convert and will help you see which of your marketing approaches are most successful within each of your customer types.

So when you have set up your GA4 property, it’s a good idea to look at creating some of these events straight away so you can start measuring the key actions you want people to take. With GA4, there are clear parameters that allow you to define events very specifically. This enables you to look in detail at the actions taking place on your site.

The earlier you do this, the better as you’ll see what is driving customer activity over time and can adjust your marketing and PR to bring more people to your site and keep them engaged.

If you know the customers buying your product are coming from Google Ads or the people signing up to your webinar are coming from Facebook, this knowledge will help you improve your conversion rate.

It’s time to create a GA4 property

The first step is to create a GA4 property in your Google Analytics account if you haven’t already done so, and we’ll show you how to do it later in the blog. This will enable GA4 to start recording your information from the moment you set up the property.

Don’t worry if you’re not quite ready to make the full transition to GA4. Your current Universal Analytics tracking will run alongside GA4 until July, so you can continue your day-to-day reporting for now, giving you time to think about your tracking and analysis needs in the months ahead.

The benefit is that when you do make the move to GA4, you will already have collected some valuable comparison data.

How to set up a GA4 property

You can set up a GA4 property in a few simple steps.

  1. Go to your Google Analytics account and click on admin and setup assistant.

Google Analytics 4 set up

 

 

2. Click on properties and create the new GA4 property. Give it a name.

Google Analytics 4 property

 

3. Add the new GA4 tracking tag to your site. This is easy to do if you use Google Tag Manager. Alternatively, you will need to put code onto your site so that information will be pulled into the new GA4 property.

 

4. Set up new tracking items as the ones you used in Universal Analytics will not migrate across. This could include events, goals (conversions) and audiences.

 

5. Make sure the new events you set up reflect the actions you want your customers and prospects to take and the goals you want to achieve.

 

6. Take the opportunity to create more sophisticated audiences based on the improved information you will have from GA4 about attribution. This will help you target customers more effectively and you can also use this information to get more from other platforms such as Google Ads.

 

7. Check that your new GA4 account integrates with the other platforms you use, as integration will not take place automatically.

Make GA4 work for your business

Once everything is in place, you will want to be sure that GA4 is collecting data in the most useful way for your business. Check the events you’ve set up are tracking properly and the tags are firing correctly so you are getting exactly the information you need for your PR and marketing strategies.

It’s also worth remembering that although Universal Analytics will no longer collect your data after next July, you will still be able to download the previously processed data it holds for some time afterwards.

But think carefully about what you decide to download, and just focus on the key data you need for your business decisions.

While it may seem like an added headache you don’t need, setting up GA4 now will ensure a smoother transition in the months to come.

It also provides a great opportunity to review your data goals long before the July deadline comes along.

If you would like to read more about digital marketing analysis, read our blogs on keyword research and targeting teachers on Facebook.

 

Image by Bruno /Germany from Pixabay

Four reasons why you need PR in 2021

Well, what a year 2020 was.

As we enter a third national lockdown with hopes of improvement by the spring, here are four reasons why 2021 is the year to invest in PR.

1. Because technology is a part of our lives like never before

Stuck at home during the pandemic, many of us are spending more of our lives online. We are using our devices for work, socialising, shopping, exercise and entertainment.

This may have changed how your business connects with customers.

You can no longer meet in person with teachers or carry out live demos of your products. So, many business leaders find themselves asking how to connect with their audience in an authentic way.

One way is to meet your audience where they are: online.

Using digital PR and communications, you can connect with current and prospective customers via your online channels.

You can find the right way to reach parents and teachers, whether it’s through online campaigns, virtual events, blogs or video testimonials.

2. To take advantage of a rise in social media and influencer culture 

If your business isn’t engaging effectively with customers on social media, then your business isn’t properly communicating with customers.

In the last year, all social media apps reported an increase in usage.

The likes of YouTube, Snapchat, Instagram and TikTok, which allow people to create, upload and share videos, have become increasingly popular. Last year, nine in 10 online adults, and almost all older children aged 8 to 15 years, used at least one of these websites and apps, and many watched videos several times a day.

Running integrated campaigns on social media is key to successful business communications.

Choose a theme that relates to your education product, create a key campaign message and be sure to track engagement. Make sure you use the right platform for your campaign and that it’s timely.

Consider partnering with a social media influencer who fits with your brand values and audience. They can help you reach your target audience, build trust, and increase engagement. This could be a blogger, journalist or podcaster. It could be a well-known teacher, edtech expert or education consultant.

Investing in social media will help you connect with current and prospective clients, boost awareness and increase leads.

3. So you can gain your audience’s trust 

Think about what your customers consider When deciding whether to buy your education product or service. Has this changed since the same time last year?

Recognise changes in your customers and their needs. Whether it’s spending power, ways of working, or challenges in education during the pandemic. And allay any fears or concerns.

According to the Edelman Trust Barometer, 88% of us rate ‘trust’ as important or critical when it comes to deciding which brands to buy or use. Out of 8,000 people surveyed in 8 countries in October 2020, ‘trust’ was the third most important purchase criteria, with ‘price’ and ‘quality’ only slightly ahead, regardless of gender, nationality, age or income.

Personal experience matters the most when it comes to building trust. If your business can communicate with clients through friends, family, experts and reviews from trusted sources, then you’ve taken a step in the right direction in helping them to trust you and your business offering.

PR activities like product reviews, case studies, video testimonials and influencer campaigns can all help to strengthen trust among your target audience.

4. To help you manage a PR crisis

Last year was crisis, followed by crisis, followed by crisis.

The coronavirus outbreak, civil unrest and economic downturn.

An impeachment trial, a contested presidential election and a wave of international protests leading to a moment of reckoning on racism.

Not to mention natural disasters like wildfires, earthquakes and floods.

If we’ve learnt anything from 2020, it’s to be as prepared as we can be for a crisis. A well-managed crisis can actually win your brand fans rather than lose them, so the third lockdown may be an opportunity to reflect on how you would manage a crisis.

PR crisis planning means having guidelines in place for an emergency or unexpected situation.

How is your company going to react if the lockdown lasts longer than expected? What will your company do if there was a breach of school data? Or if your education software that teachers rely on for online learning has technological issues?

Don’t get caught off guard.

Identify the risks to your education business, rank them in order of seriousness and put a plan in place for each one.

Your crisis plan should outline your response to stakeholders such as customers, employees and the media. It needs to include key messaging for all of your business platforms, including social media. And make sure your spokesperson is media trained.

Check out our ‘cut out and keep’ guide to crisis management here.

Get started

The best time to start planning your PR is now.

Don’t put it off for another day. Who knows what this year has in store!

If you’re ready to start planning your PR for 2021, get in touch today on hello@theinfluencecrowd.co.uk.

Or have a read of our PR planning guide for some more top tips.

 

Photo by SevenStorm JUHASZIMRUS from Pexels

How to use PR to change teachers’ opinions

A successful PR campaign can totally change the way teachers think about your offering.

Whether that’s an IT system that helps manage school admin, an online game that diagnoses difficulties children have with reading, or STEM training courses for teachers.

Maybe teachers think your educational software is too expensive. Or it’s too difficult to implement in their classroom. Perhaps they simply don’t have the time to take part in a demo and bring in a change at a time when they’re busier than they have ever been.

So what do you need to do to change their opinions?

We’ve broken down one of our recent campaigns to give you some ideas.

1. Find out more about your target audience

The first step we always start with is to understand which teachers you are specifically trying to reach. Think carefully about who you want to influence, be that primary or secondary school teachers, SEN leads, teaching assistants, head teachers or subject leads.

And then ask yourself: how can you help them?

Let’s take the example of a campaign we worked on for Maths-Whizz, an award-winning online programme that raises the maths attainment of children aged 5-13. Not many teachers were aware of the difference it could make to children studying maths in their classrooms.

Our task was to let primary school teachers know about everything Maths-Whizz had to offer, and to get them talking about it. We wanted to encourage them to get in contact to find out how the product could help in their schools.

To get the attention of primary school teachers, whatever we did had to save them time – they simply would not engage otherwise. So, we came up with the plan to rebrand the month of November as ‘Mathvember’ and launch a month-long series of daily lesson ideas, social media challenges and competitions. These would provide primary school teachers with the tools and inspiration to ‘Make Maths Magical’ in their classrooms and encourage them to find out how Maths-Whizz can help them.

2. Put your Education PR plan in place

Once you have worked out exactly how to meet the needs of your target teachers, you can develop your plan. What can you do to let teachers know about your offering, or change the opinion they have of it?

You need an integrated campaign that combines the best of marketing and the best of PR. This involves creating great content, carrying out media and influencer relations and running social media advertising campaigns.

With Maths-Whizz, we engaged teachers in the daily lesson ideas, social media challenges and competitions we had developed via daily posts, social advertising and by getting key influencers on board. We also partnered with the influential teacher community, UKEdChat, which allowed us to tap into their 72,000 strong audience.

The month culminated in a webinar, which allowed the education experts at Whizz to demonstrate their obvious passion for generating ideas that help children enjoy maths. It gave the team an opportunity to talk about the Maths-Whizz product to an engaged audience too.

This integrated campaign gave us lots of opportunities to start a dialogue with teachers about how to ‘Make Maths Magical’ in the classroom and encouraged them to get in contact to find out more about Maths-Whizz.

3. Take stock

The outcome of an effective integrated campaign is raised awareness of your brand, as well as a change in opinion and behaviour of potential customers, making them more likely to buy your product.

The results of the Maths-Whizz campaign were impressive:

  • Web traffic rose by 53% year-on-year
  • 293 people viewed the webinar, which provided advice on how to ‘Make Maths Magical’ in the classroom as well as promoting the product
  • We earned support from key social media influencers such as @VicGoddard of Education Essex fame and @MartynReah. We also received coverage in TeachWire and Teach Primary. This resulted in a 2.8 million reach for the campaign
  • 1525 teachers signed up for the campaign and agreed to further marketing contact from Maths-Whizz

A change in teachers’ opinions can be seen in changes to their behaviour. For the Maths-Whizz campaign, teachers most certainly became more aware of the product and understood how much it could help in their schools. Then they went a step further and purchased the online programme.

We can see this from the huge uplift in sales:

  • Sales leads increased by 168% in the first month of the campaign and 244% in the following month

With this type of integrated campaign, you can engage with, and also help, the busiest of teachers. You never know, this may well shift their opinion, and interest, towards your brand.

To find out more about getting teachers to notice you, read our white paper, Influence Schools or have a look at our video and blog on how to get the attention of school leaders

 

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How can a PR strategy help my edtech start-up?

It’s no surprise that start-ups offering remote working solutions, online learning tools and food delivery services are among the companies that have achieved considerable growth in 2020.

The current climate is bringing significant challenges to some education-focussed businesses, while others have thrived from adapting their offerings or bringing new products and services to market to meet the changing needs of schools, colleges and universities.

But short-term growth doesn’t guarantee long-term business success.

In 2019, there were 5.9 million small and medium sized businesses operating in the UK – but 11% of all businesses ceased trading that year according to government figures.

So, what can fledgling edtech businesses do to help them deliver sustainable growth?

How to help your edtech start-up business succeed

The challenge is that launching a successful new business is all-consuming. Your blood sweat and tears have gone into developing a product or service that you know will help solve the problems your prospective customers are struggling with. Naturally, you want to get your new offering out to market as soon as possible.

The temptation for many edtech start-ups at this point is to focus all efforts on selling to schools. An announcement might make its way on to the news page of your website or an ad could be placed in the print and online media your prospects read. There might even be a handful of social media posts created about the launch. This won’t get your business noticed by your target audience.

All too often, a more strategic plan to raise awareness of the new business or offering is put on the back burner to be picked up once the brand is more established.

However, putting a well-designed integrated PR and marketing plan in place from the start can make the difference between a new business that flies and one that is at risk of falling at the first hurdle.

Here are three tips from us to help your start-up or SME get great results from education PR.

  1. Get the messaging right

Let’s say your company has developed a new tracking tool to help schools monitor the impact of catch-up lessons on pupils’ achievement and your sales success relies on teachers knowing that it’s superior to other solutions on the market.

Launching a campaign designed to knock or discredit your competitors might bring short-term gains, but this approach will put you at risk of damaging your brand.

You will get much more positive and sustainable results from shaping a strategic plan of PR and marketing activity that incorporates language that resonates with your target audience, highlights your credentials as thought leaders in pupil assessment and showcases testimonials from customers that back up what you’re saying.

  1. Make the most of positive customer stories

You are much more likely to spark the attention of heads and teachers in schools by having other educators talk about how great you are in a radio interview or podcast boosted on Facebook than you will talking about what you do well yourself.

Customer advocacy has been shown to increase the effectiveness of marketing efforts by as much as 54% and word-of-mouth is the primary factor behind up to half of all purchasing decisions

Make sure you have a way to identify and capture the great stories and experiences of your existing customers as the business develops and grows. When 80% of word-of-mouth comes directly as a result of personal experience, you can see why positive customer stories are so critical to the successful promotion of any new product or service.

  1. Create great content

Don’t be tempted to blast your prospects with technical details of your product – few teachers will be interested in the fact that the new app you’ve launched to support children’s literacy development is built on API technology.

You are much more likely to turn your prospective customers into sales if you focus on creating quality content that adds value and helps them solve the problems they face.

It’s getting harder to reach senior leaders in schools and academy trusts. So, if your company provides CPD to primary schools, a series of blogs on how to support the wellbeing of under-fives is more likely to be read by your target audience of school leaders than a company newsletter. If they have found the content useful, they will be much more likely to contact your organisation when they need to arrange behaviour management training for teachers across the school.

Avoid peppering your digital content with too many keywords and phrases designed to influence your SEO too. Google is getting much smarter at spotting corporate generated promotional materials and this will have a negative impact on your SEO ranking, making it less likely that your content will be seen by the people you are trying to reach.

It’s better to choose a few strong keywords, rather than overdoing it.

Find more information on how we can help your start-up get the most from PR here.

If you want to know how to get your brand noticed by senior leaders in education, you can download our Influence Schools White Paper.

You may also be interested in our blog What marketing messages will teachers want to hear in September 2020/21

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How to get the attention of senior leaders in schools and academy trusts

Here at The Influence Crowd we work in all sectors of education, but the one request we get more than any other is from organisations that need help targeting leaders schools and academy trusts.

Many brands are finding that their marketing efforts to headteachers are simply not working anymore, and this is having an impact on their ability to sell more education products and services.

So, if you want headteachers in schools and academy trusts to take notice of your brand, you need to approach things a little differently.

And that starts with research.

  1. Talk to leaders in schools and academy trusts

The first step is to talk to your existing customers and prospects about what they read and where they go for information.

You want to know which education podcasts they listen to, who they follow on social feeds, and which channels they use – are they on LinkedIn or Twitter, Facebook or Instagram? Do they prefer to follow Teacher Toolkit or TeacherTapp?

Start reading the same articles and follow the same people your customers do to get an understanding of what they get from these sources and a better idea of the type of content they like.

  1. Understand their problems

The second step is to ask the school leaders you are already in contact with about the issues they are tackling in their schools at the moment.

Find out which areas they need the most help and advice with – it might be putting catch-up lessons in place that boost pupils’ progress, dealing with staff shortages due to shielding or improving children’s wellbeing. If any of these areas cross with issues your product or service can help with, then you are on to something.

You can take it a stage further and do a keyword search around the subject. This will help refine the words and phrases to include in your content so that it is easily found by search engines.

  1. Target school leaders and MATS on many fronts

Step three is planning a multi-channel approach to getting your content in front of leaders.

Pitch article ideas to education media outlets that cover the issues you want to focus on. Put interesting customers forward as interviewees to the podcasts your target audience listen to. You may also want to work with an influential blogger on a series of guides addressing a key issue, or create a help video that you can push out through an engaging social media advertising campaign.

Follow this plan to strengthen your education marketing strategy and you will have a much greater chance of influencing school leaders.

And if you want to know more about this method, you can download our Influence Schools White Paper.

You may also be interested in our blog What marketing messages will teachers want to hear in September 2020/21.

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What marketing messages will universities want to hear in 2020/21?

The coronavirus pandemic forced universities to make some rapid changes to the way they work, including closing their campuses, shifting to online teaching and finding alternative ways to assess their students’ learning.

These institutions now face a whole new set of pressures as they tackle the year ahead.

The logistics of keeping students safe, engaged and learning are only part of the story, and universities will welcome suppliers which can help them with these immediate challenges.

However, to survive and thrive, universities need to take the long view of their roles in a post-pandemic world, and they’ll be particularly receptive to messaging which reflects an understanding of the wider issues in higher education.

That’s why it’s important for businesses in higher education to know what the key trends are in the sector so they can hit the right note with their communications.

So what do you need to consider in your higher education PR planning?

  1. The blended learning model

Many universities were already providing some form of online learning offering prior to the pandemic, with lecture recordings, established virtual learning environments and high-quality multimedia content. But during lockdown, institutions had to shift everything online, with students joining tutorials on Zoom and taking open book exams at the kitchen table.

Now the emphasis is on blended learning with a mix of online and face-to-face delivery.

This appears to be the model most students are expecting as the academic year progresses. A National Union of Students survey found that almost half of students (47%) expected to be taught online in the first term of the coming academic year, but in term two 59% of students expected to be taught via blended learning.

The hybrid model may see students watching live-streamed or recorded lectures from home or within bubbles in their halls of residence, but attending smaller seminars, tutorials and laboratory sessions in person with physical distancing in place.

Universities will need support as they embed this blended learning approach more deeply into the curriculum, and if your solutions can help, it’s important to make this a core element of your messaging.

  1. A tough financial climate

Covid-19 is hitting higher education finances hard. With the pandemic touching every corner of the globe, and travel restrictions changing day by day, it’s harder for students to commit to overseas study. The impact of this is that institutions will be welcoming fewer international students this year.

Many universities are also facing lockdown-related losses of income from the reduced uptake of student accommodation and conference and catering operations.

The Institute of Fiscal Studies states that the total size of the losses faced by the sector is highly uncertain, but could be anywhere between £3 billion and £19 billion – that’s between 7.5% and nearly half of the sector’s overall income in one year.

This could leave some universities struggling to survive.

To be able to continue to deliver high quality education and research, institutions will have difficult financial decisions to make, and brands which understand these challenges and help to address them will be welcomed.

  1. A different student experience

Starting university in 2020/21 will be like never before, with virtual freshers’ weeks, restricted campus facilities and physically distanced social bubbles.

Confronted with this prospect, it’s hardly surprising many students considered deferring their university place for a year. Back in May, a poll by the Sutton Trust found that 19% of students had changed their mind about university attendance this autumn or had yet to decide.

However, the alternative may not be an option either, as the pandemic has put paid to some of the traditional gap year pursuits. Travel is largely off the cards, and jobs in hospitality or retail are hard to come by with so many experienced employees currently out of work and looking for roles.

In this uncertain climate, universities will need to find ways to make the student experience a positive one.

This is the message behind the Universities UK campaign #2020MADEUS which aims to give this year’s school leavers a message of confidence and hope as they continue with their plans to start university courses this autumn.

Institutions may be looking for additional resources to help students make the most of the social aspect of university, by helping students build new friendships despite the restrictions, and focusing on mental health and wellbeing.

Brands targeting the sector will hit the mark if they factor these messages into their PR planning.

  1. Covid-19 and student retention

One of key risks for universities in the wake of Covid-19 is a negative impact on student retention and progression.

Many of the 2020 cohort which universities will be welcoming this autumn have not been at school or college since March and may have missed out on some of the essential learning that would have given them a head start in their higher education studies.

And for the first time ever, students starting their university course will not have taken A levels or any other sixth form qualifications. Instead their grades are based on predicted grades.

This could mean more first year students losing confidence and struggling to get a foothold on their new course in those crucial early weeks and months.

Similarly, current students may find the lack of face-to-face interaction with lecturers and fellow students affects their academic performance.

A blog from the Higher Education Policy Institute suggests that, “With a prolonged absence from more traditional support, many students, particularly those from disadvantaged backgrounds, are likely to experience a dent in confidence and disconnection from learning, despite the best intentions of universities. Some will leave their studies.”

Universities may be looking for tools and technology that can help them identify students in difficulty, so they can provide targeted support and prevent them from dropping out of their course.

It’s a pivotal moment for universities, and the steps they take now to alleviate the impact of Covid-19 will shape their future. Any PR plan needs to take account of opportunities for universities to focus on the positives as the world emerges from the crisis.

Campaigns and communications which demonstrate a deeper understanding of the new higher education landscape stand the highest chance of success in these extraordinary times.

 

To find out more, why not read our guide to good PR planning.

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What marketing messages will teachers want to hear in September 2020?

Over the summer holidays, many in the education sector use the relative quiet to plan their marketing and PR campaigns for the year ahead so they can hit the ground running come September.

But this year, things are a little more complicated than before.

Whereas previously, planning often involved updating your messaging to make it more relevant to current policies or trends, this year, a wholescale rethink may be required.

So much has altered in education, that what previously might have headed up the to do list for a teacher or school leader may no longer make it into the top 10 things they need to think about right now.

Covid-19 has changed everything. So what does that mean for your PR planning?

The more things change the more they stay the same

To develop a good PR or marketing campaign in any sector, you need to tap into your audience’s hopes and dreams. Or calm their worst nightmares. This has not changed. It’s just that you need to take a fresh look at what a teacher or school leader’s priorities are as they return to school in September 2020.

With this in mind, we thought it would be helpful to pull together some of the latest research to unpick what teachers will need help with this Autumn. If your organisation can genuinely demonstrate that you are responding to teachers’ current problems, your communications and campaigns will stand out above the rest.

What’s on teachers’ minds

So what are teachers thinking about at the moment?

  • Closing the attainment gap between disadvantaged pupils and their peers

The Education Endowment Foundation recently examined the existing research available on the impact of lockdown on the attainment gap. The conclusion was that the impact of lockdown would reverse any progress made in this area in the last decade, with estimates indicating the gap would widen by 38%.

No one will be more acutely aware of this than the head that knows how many children are in receipt of pupil premium in their school or the teacher who has struggled unsuccessfully to get a response from the parents of the child who has only submitted a couple of items of work for marking since lockdown began.

These children will be front and foremost in the minds of educators as September nears. Brands that are sympathetic to this challenge or that prove they can help reengage learners will fare better than those that can’t.

  • Developing and delivering a catch-up curriculum

Teachers will be facing the prospect of working out how much learning pupils have missed during lockdown, and the need for a catch-up curriculum could be causing some sleepless nights.

According to Teacher Tapp, the teacher survey app, some year groups and subjects have fared worse than others during the pandemic. 63% of Key Stage 2 teachers say they have only delivered half or less than half of the intended curriculum, and for Key Stage 1 and Early Years, the figure is 57%.

Helping children catch up on essential primary learning will be a priority.

For secondary schools, art, design and technology and PE teachers were most likely to say that pupils missed out on at least half of the curriculum they should have received. And only 11% of English teachers say they had delivered the entire curriculum during lockdown.

Schools will be looking for support during this catch-up phase, and if your business can help teachers focus on key learning priorities to make up for lost time, make sure that’s reflected in your messaging.

  • Pupil mental health

The emotional impact of living through Covid-19 cannot be underestimated, and schools will be concerned about their pupils’ state of mind at the start of term. Children may have felt the impact of strained household finances, family illness or bereavement.

Bright Minds carried out a survey of young people with a history of mental health difficulties which found that 80% of children agreed the coronavirus pandemic had made their mental health worse, and 41% said it was much worse.

Younger children are also affected. Parents and carers of children aged between four and 10 years of age reported that over a one-month period in lockdown, they saw increases in their child’s emotional difficulties, according to a University of Oxford study.

With pupil wellbeing at the top of the agenda, schools may be adapting their timetable, staffing and classroom space to provide additional emotional support for individuals and small groups. Headteachers and SENCos may be keen to access resources which strengthen a school’s approach to pastoral care in the coming months, and they are likely to welcome brands which understand the importance of good mental health.

  • Teacher mental health

Teacher Tapp regularly measures the anxiety levels of educators. Following the announcement that schools should start planning to re-open for select primary school year groups from the start of June, 16% of state school teachers and 40% of headteachers reported feeling highly anxious.

September 2020 could see a similar pattern of anxiety levels among the teaching profession.

Teaching staff may be concerned about the extent of the work ahead of them in tackling learning losses, they could also be anxious about the safety of their work environment and the changes imposed on them by social distancing measures. Of course, many staff members are carrying the burden of family worries too.

Schools are likely to be focusing on teacher wellbeing by renewing policies and procedures and providing additional training for staff. Organisations which understand the challenges and can offer flexible CPD options could be well placed to help schools support their teams.

  • Maintaining safe distances while learning

Each new school year brings something of the unknown – there are new cohorts, colleagues and timetables to get used to. This year, there’s the added task of keeping everyone as safe as possible from Covid-19 infection – which is no small challenge.

Depending on the age of the children, teachers may find themselves reinforcing the social distancing message endlessly throughout the day, ensuring equipment is sanitised and teaching children in their bubbles.

Schools are expecting to welcome all children back in September, although this could change, of course, and the government advice is that “while coronavirus (COVID-19) remains in the community, this means making judgments at a school level about how to balance minimising any risks from coronavirus by maximising control measures with providing a full educational experience for children and young people.”

This may involve rearranging classrooms, removing assembly from the school day and staggering start and finishing times. School suppliers should consider how their solutions can help schools as they go through this period of change.

It’s likely that school leaders and teachers will spend this summer planning for the unpredictable as nobody knows exactly what September has in store. But by tuning in to teachers’ thinking, education companies can ensure their messaging hits the mark.

The best PR and marketing campaigns will do what they’ve always done – understand teachers’ challenges and find ways to help.

 

To find out more about planning your education PR campaign, you might like to read our PR Planning blog. 

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