Challenge: Identifying useful, teacher-friendly products to keep a brand in mind year-round.
Discovery Education, a sister of the Discovery Channel and a division of Discovery Communications, delivers IT systems, learner assessment tools and standards-based digital curriculum resources that help “…over one million educators and 35 million students harness the power of broadband and media to connect to a world of learning.”
One way the Discovery Education team reaches those millions—one educator at a time—is by exhibiting at educational tradeshows and conferences, such as those held by the National Science Teachers Association (NSTA). Education-related shows and conferences are prime venues that attract the team’s target audience; for instance, each NSTA regional conference, with some 300 sessions and 200 exhibits, regularly draws up to 4,000 attendees. The NSTA national conference provides an even greater reach, with up to 1,500 sessions and 1,100 exhibits, and draws up to 15,000 participants each year. According to the NSTA, exhibits, which give educators opportunities to sample and buy the latest in teaching tools and materials, are one of the most popular NSTA conference attractions.
Because conference attendees look forward to browsing the exhibition booths—and because it’s conference “etiquette” to give branded freebies and promotional giveaways to participants—the Discovery team stocks their booth with branded items that get—and keep—the Discovery Education name into the hands of booth visitors. Also, because the team selects gifts that teachers will find useful inside the classroom, their promotional choices serve not only to thank individuals for stopping by the Discovery Education booth, but also to keep the Discovery Education name all year long.
To keep the giveaways fresh and new, the team likes to vary the product lineup each year—they’ve given branded pens, t-shirts and DVDs, among other products teachers love. This year, again searching for a useful product teachers would use over and over again in the classroom—thus keeping the name Discovery Education top of mind—the team turned to ePromos.
Solution: A Discovery Education branded five-pronged, five-color circle highlighter.
Promotions Specialist Omer Cohen managed their order for this year’s selection: the 5-Prong Circle Highlighter, a charming, teacher-friendly giveaway that’s really five highlighters in one: yellow, pink, green, orange and blue. For double the branding, or to carry more messages, you may also opt for double-sided printing.
Result: Teachers attracted to recognizable highlighters; team budget and marketing goals-met.
The team tells us that they have received much positive feedback from their highlighter promotion, reporting that recipients recognized and were attracted to the fun, useful product immediately. This news, coupled with the fact that the circle highlighters are “made to order” for budget-conscious organizations, resulted in an effective promotion that met Discovery Education’s criteria and, even today, continues to help the team achieve their marketing goals.
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