We have been working with BP since 2005, creating resources in areas of the curriculum where BP’s expertise can help fill a perceived gap. These areas principally cover STEM subjects – science, technology, engineering and mathematics. The materials are high quality and aimed at teachers and students aged 5 to 18.
The teaching materials give a real-world context to science topics taught in primary and secondary schools. A dedicated website is at the heart of the programme, designed for intuitive use by teachers and students. It is reinforced by other interactive, film and printed resources, and a roadshow visited 900 UK schools over a three-year period.
BP challenged EdComs to further increase engagement with schools. BP wanted to reach new audiences – maintaining the loyalty of existing users who were registered with the website while increasing awareness and usage of the resources by teachers on-line and off-line.
What we’ve done
Our marketing programme is comprehensive, using a blend of channels and media – direct mail, digital campaign and advertising, PR, use of social networks and emails. Using our network of educational contacts we are driving traffic to the site, sustaining value and interest throughout the year with blogs and Twitter. As the numbers grew we introduced a half-termly email newsletter to keep in contact with users and highlight resources. We also introduced an automation programme targeting existing users to help them stay in touch with the opportunities available to them.
The whole campaign has been highly effective, generating significant year-on-year increases in traffic. With the launch of the new primary science curriculum in 2014 and a greater emphasis on STEM in secondary schools, the campaign has now evolved to look at the science all around us and is now in a new phase Where’s the Science in that?
- Traffic continues to increase in response to the marketing; in the 2 years to January 2014 annual traffic increased by 65%.
- A quarter of all visitors to the site download a resource or register to receive them.
- Top ten referrers now come from sites targeted by PR campaign.
- Year on year registrations doubled from 5,000 to 10,000 from 2012 to 2013; there are now over 55,000 registered users in total.
- Since 2005 the programme has been used by over 50% of primary and almost 90% of secondary schools in UK.
- Registered users emails average 19% Open and 29% Click-to-Open.
EdComs has successfully used new and exciting digital marketing techniques to increase the uptake of our BPES resources nationally. We are pleased with the impact this has had and look forward to continuing success in both the primary and secondary sectors.
UK Schools Education Coordinator, BP