Project – Get Out the Vote

Goal: Generate leads and increase demand for MimioVote assessment, a system that makes it easy for teachers to measure student understanding both through real-time questions during the classroom lesson, and through automated multiple choice or true/false testing.

Strategy: Capitalize on the excitement of the 2012 presidential elections to illustrate the relevance of using a voting system in the classroom by providing free Social Studies election lesson plans and interactive lessons that incorporate voting questions.

Tactics: Target District-level Curriculum Directors, Principals, Social Studies department heads, and Social Studies teachers through external email, house-file email, banner advertising, social media, and paid search. After initial free download, continue the conversation through white papers and webinars that illustrate the usefulness of MimioVote.

Timing: August 15, 2012 – November 30, 2012

Concept: Get Out the Vote

Results:

Landing Page views: 40,806

Landing Page conversions: 29% or 12,011

New leads to database: 61%, or 7,370

Qualified leads to sales: 570

New customers: 224 (over $750K)

Creative:

Banners

GOTV Banners

Get Out the Vote Banner Ads

Email

Email 1

Email 1

Email 2 - White Paper CTA

Email 2 – White Paper CTA

Email 3 - White Paper and Webinar CTA

Email 3 – White Paper and Webinar CTA

Email to Webinar Registrants (New to campaign)

Email to Webinar Registrants (New to campaign)

Landing Pages

Landing Page 1A (Control)

Landing Page 1A House File Email

Landing Page 1B (Test)

Landing Page 1B Paid Search and Banners

Landing Page 1C (Test)

Landing Page 1C External Email

Landing Page 2

Landing Page 2

Landing Page 3

Landing Page 3

Landing Page from White Paper offer A

Landing Page from White Paper offer A

Landing Page from White Paper Offer B

Landing Page from White Paper offer B

Blog Posts

http://info.mimio.com/blog/bid/207997/Get-Out-The-Vote-with-Free-Lessons

http://info.mimio.com/blog/bid/214547/The-New-York-Times-Free-Election-Lessons

http://info.mimio.com/blog/bid/219266/Learn-How-To-Integrate-Student-Response-Systems-into-Your-Classrooms

http://info.mimio.com/blog/bid/233614/Mimio-on-EduTalk-Radio-Thursday-October-18th-at-4PM-EST

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