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
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)