A low-cost, high-impact UK launch for Edval Education
Ever-tightening budgets and increasingly time-pressed staff: the familiar story of the UK’s K–12 market. But when an edtech product is valuable, research-led and focused on solving real problems, there’s always opportunity to stand out from the crowd.
- Client
- Edval Education
- Sector
- K–12 timetabling software
- Market
- UK launch from Australia
- Engagement
- February 2018 — present
- Brief
- Build awareness and drive UK leads
- 237%Increase in UK web traffic
Driven through high quality assets and targeted digital campaigns.
- 600%Contact database growth
Email automation established for lead nurturing.
- £6,000ARR in one week
From a webinar series launched and promoted for just £200, generating 46 sales qualified leads.
- −13%UK website bounce rate
Average session duration up 90% via a UK regionalisation project.
Customer knowledge brings powerful results.
Edval Education is a reputable, innovative and much-beloved timetabling company founded in Australia. Our mission was to craft a successful UK marketing strategy and ultimately drive leads into UK schools. In February 2018, Edtech Mark director Natalie designed a low-cost, high-impact strategy to amplify Edval’s brand and reach as many decision makers as possible.
After researching key buyer and user personas, we began crafting forensically accurate, targeted messaging that we knew would resonate with each. If the aim is to serve education staff (and it should be) we must first understand their behaviours, motivations, challenges and solutions. From this, we refined Edval’s brand positioning.
Out to impress the school business manager? We talk curriculum-based financial planning and audits. Appealing to the rookie timetabler? We provide quality resources, surgeries and support. Need strong messaging for MAT leaders? We know that flexible working is high on the agenda for many.
Demand built on assets, partnerships and presence.
- Converted existing assets into high-quality, targeted website lead magnets, such as eBooks.
- Secured presenting slots at 26 non-corporate education events in 2018 — 10 of them cost-free, unsponsored and teacher-organised, including LeadMeet Canterbury, TeachMeet Suffolk, The Flexible Working Event and Ambition School Leadership training.
- Managed strategic partnerships with key education groups, resulting in unsponsored, cost-free third-party promotion at high-profile events including The Chartered College of Teaching Annual Conference and The Education Festival.
- Created valuable digital assets including video and case studies.
- Established a systematic customer referral programme to drive sales.
- Developed an end-to-end lead generation and nurturing strategy.
Thought-leading content and press.
- Participated in the UCL EDUCATE programme for evidence-informed education technology solutions.
- Created widely shared videos informed by clear brand positioning statements.
- Launched and managed a traffic-generating blog.
- Established high-performing influencer content — the majority unpaid and produced by Edval brand advocates.
- Prioritised employee advocacy and thought leadership from Edval team members.
- Secured mentions in high-quality educational press, including TES and Schools Week.
Engaging key decision makers online.
- Created low-cost, split-test digital advertising campaigns around key issues in UK education to appeal to identified personas.
- Evaluated existing PPC advertising and removed under-performing, costly ads.
- Developed a multi-channel social media strategy to target identified personas.
- Created a targeted database marketing campaign that generated £12,000 in sales within two weeks.
“Natalie is our marketing guru. She has been pivotal in the creation of our UK go-to-market strategy and driving leads into multi-academy trusts.”
Chris CooperCEO, Edval Education
Planning a UK launch, a new market entry or a research-led growth strategy? Let’s start a conversation.
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