Goal: Generate leads for a new science curriculum product, MimioScience interactive lessons, launching later in 2013. Promote Mimio’s thought leadership in this new curriculum area.
Strategy: Capitalize on the timing of the unveiling of new national standards for science instruction in April, 2013 to highlight the product which is aligned to the new standards. Focus on existing MimioReading customers who already trust the instructional design integrity of Mimio curriculum products.
Tactics: Reach out to existing MimioReading customers and Science educators through email, eNewsletters, and social media to announce the new product, and follow up with thought-leader white paper, and webinars.
Timing: March, 2013 – May, 2013
Landing Page Views: 4,053
Landing Page Conversions: 22%, or 902
New Leads to Database: 55% or 496
Qualified Leads to Sales: 148
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