Go To Market Strategy for EdTech Projects: InfoDepot | EtonDigital
Go to market strategy for EdTech projects

Case study

Go To Market Strategy for EdTech Projects: InfoDepot

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Project type

Integrated Digital Marketing

InfoDepot e-learning platform came out as a new kid on the block and joined forces with our marketing team to devise a go to market strategy and offline and online product launch promotional campaigns with a goal to ensure efficient user acquisition, steady growth and brand awareness.

What we did

Kick-off

InfoDepot is our long term partner with whom we have a fruitful development collaboration. Our marketing team joined the project after a successful product launch to help devise a go-to-market strategy for the e-learning startup. We arranged a kick-off discovery meeting to learn more about the business and CEO’s goals and expectations. The result of our discussion was an actionable integrated marketing and go to market strategy focused on testing the target market and the business opportunities.

project-kick-off-no-line

Market and audience analysis

The first step in the discovery phase was to conduct an in-depth target audience and target market analysis. Our goal was to understand the needs of the target market and audience and create opportunities for building a competitive advantage, finding strong business points that have not been accentuated enough. With this data, we constructed a competitive analysis, specifying the market data and trends, customer experiences and brand positioning of current and emerging competitors. The audience analysis provided us with useful and actionable consumer insights for the creation of a buyer persona.

market-and-audience

Marketing strategy

Actionable data of InfoDepot’s position on the market and its potential resulted in a written go to market strategy and marketing plan, which laid out the specific tactics for user acquisition and the product value testing. The 6-month marketing tactical plan was developed to evaluate the market opportunities and asses the product business potential.

Marketing-strategy-id

User acquisition

With collected insights from the audience research, we had a head start in acquiring the first users. Our approach was based on a detailed plan which included online and offline activities.

Identifying potential users

By reaching out directly to the target audience, the goal was to build trust, personal relationships and exclusivity. By analysing their networking behaviour, social media and types of platforms they used, we identified content creators and instructors who would be interested in joining the platform. The result was a directory of the first users and promoters who matched the target audience, listed based on their primary activity (teaching or tutoring) and their specific professions and niche markets and industries.

identifying-potential-users

Reaching out to potential users

Through carefully crafted messages and visual content we managed to reach out to a significant number of potential interested users, namely instructors, teachers and tutors. The goal of the direct communication and approach was to present them the InfoDepot platform, its benefits and purpose.

reaching-out to the users

Content marketing

The content marketing strategy was devised to create opportunities for relationship-building at scale. The activities involved the creation of content and design with the purpose of connecting and engaging with the target audience, emphasising the product's competitive advantage.

Content creation

To meet the needs of the audience and cater to their preferred way of online content consumption, we focused on creating original, engaging and informative content, which is easy to digest, to evoke the target audience interest and increase engagement. With different types of content, such as product teaser videos, infographics, social media visuals, PR and blog content, our goal was to send a clear message about InfoDepot’s purpose, mission and vision.

content-creation

Content promotion

Free and paid content distribution activities included the content promotion on different media and websites, such as review, PR, Q&A websites and forums, business listings, and major and niche social media to reach the target audience effectively. The 4-month monitoring period was focused on observing the audience behaviour and assessing the most rewarding communication channels in order to determine the channels that bring the best results for proactive content distribution.

content-promotion

Design

Our visual and video designers combined cheerful colours, attractive fonts and original graphic and illustrations to create inviting, educational and visually appealing design solutions. The aim of the visual content such as product videos, infographics, and social media graphics, was to both present InfoDepot’s business values, mission and vision and to engage and educate users.

design

Promotional pitch deck

Our team designed and prepared a unique pitch deck that included a set of business-related promotional materials and content. The deck was carefully designed and crafted to reflect the brand identity and the business values, focusing on illustrating and presenting the investment potential and the startup benefits.

id-pitch-deck

Video marketing

Videos were an important asset and an essential part of the campaigns. Both the design team and the content team created videos with a goal to entertain, inform and invite potential users with an idea to maximise the marketing potential of video content, increase reach and create a clear identification of the InfoDepot platform as a new video e-learning platform.

Social media

The goal of social media marketing activities was to communicate the brand message, brand’s values and product benefits and create an emotional connection with the target audience needs, challenges, and interests.

social-media-marketing

Social media tactical plan

The tactical social media plan presented a comprehensive, easy-to-read guide focused on social media communication and connection with the target audience. A detailed plan included the social media editorial calendar and publishing calendar, content creation and copywriting, tracking and monitoring. The goal was to define the best opportunities to reach the audience on social media, whether it’s Facebook, Twitter, Instagram, YouTube or Pinterest.

social-media-tactical-plan

Social media campaigns

Community is a stone pillar for InfoDepot and its mission, which is why the focus of the social media campaigns was to connect and engage the same thinkers - teachers, instructors and content creators and lifelong learners - in an exciting virtual environment.

Giveaways

Giveaways were one of the most effective ways to increase brand awareness and community engagement, specifically on Instagram and Twitter. InfoDepot was promoted through a number of giveaways that provided users with funds to invest in online education.

giveaways for go to market strategy

Video contest

Paid video contest was launched in order to make InfoDepot more visible and attract a teaching community and users who want to become online teachers. With simple scoring rules, contesters could secure a free teaching spot on InfoDepot and a $1000 reward.

Go to market strategy with video contest

World Teacher's Day

To celebrate the World Teacher's Day we launched a targeted supporting campaign that included a series of articles, visuals and giveaways launched in order to provide a teacher with educational funds.

World-teachers-day

Teachers' Lounge

The Teachers' Lounge was created to build the InfoDepot community and provide users with an opportunity to connect. The group aimed to connect and empower teachers by providing them with free knowledge and tools as well as with opportunities to learn and develop their teaching skills and online presence on InfoDepot.

teachers-lounge

Social media ads

The social media advertising aimed to increase brand awareness, traffic and acquire new users. Facebook and Instagram ads were created to promote special promotional activities and special discounts, targeting online teachers, content creators, artists and professionals, experts and entrepreneurs.

social-media-ads

Results

The in-depth go to market strategy and integrated marketing campaigns identified the primary communication channels and provided useful information on the target audience and their behaviour, needs and wishes. The satisfying results were used to direct the future marketing campaigns with a goal to attract more users and increase traffic and conversion.

final-product-id-marketing

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