Nikki Annison - Impero's cloud journey: a truly integrated campaign
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Impero, an education technology company, is moving its software to the cloud. The summary outlines Impero's challenges in communicating this change given its large, global audience and limited budget. It describes Impero's solution of using integrated marketing communications across multiple channels, including a movie theme and premiere, to deliver a clear and consistent message about the benefits of the cloud version. The campaign was effective in generating sales opportunities and taught lessons around maintaining consistency, involving all staff, tracking success, and having fun.
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Nikki Annison - Impero's cloud journey: a truly integrated campaign
- 1. Impero’s Journey to the Cloud Nikki Annison 03/07/2019
- 2. EdTech 120 staff Nottingham Austin 30% UK secondary 600 US School districts 90 countries£10M Turnover Founded 2002 About Impero
- 3. Delivering Value for TeachersIT teams Safeguarding staff
- 4. The Campaign Impero is moving to the cloud!
- 5. The Challenges • Large global audience • Diverse range of stakeholders • Limited budget • Short time frame • Highly competitive space • CHANGE!
- 6. The Solution Integrated marketing communications The concept under which a company carefully integrates and co-ordinates its many communications channels to deliver a clear, consistent message about the organisation and its products. - Philip Kotler
- 7. Integrated Marketing Communications • Coherence – different communications are logically connected. • Consistency – multiple messages support and reinforce, and are not contradictory. • Continuity – communications are connected and consistent through time. • Complementary – synergistic, or the sum of the parts is greater than the whole! The characteristics of integrated marketing communications (Pickton and Broderick):
- 9. A Stepped Approach to Communication From unawareness to desired action
- 11. Selling the Benefits • Secure hosted data • Load balancing • Saving on energy costs • Seamless software updates managed by Impero • Backups managed by Impero • Full scalability • Server cost savings (hardware, licence, running) • Intuitive web-based interface Cloud solutions…
- 12. A Theme as an Analogy
- 13. A Movie Premiere
- 14. External Communication Channels • Film • Email marketing • Social media • Webinars • Website • Product literature (print and digital) • PR • Tradeshows •STAFF
- 16. Kotter’s 8 Steps to Change
- 17. Involving Staff in the Creative
- 19. A Stepped Approach to Communication From unawareness to desired action
- 23. Feedback “This is the best product introduction video I have ever seen! Wow, I can think of a lot of great benefits having it in the cloud. Can't wait to see what it can do!!!” “Absolutely awesome film!! 😃 Makes me want to work for you guys… haha.” Great team! Haha, love it! Do you have any more information about the cloud version?
- 24. Teaser Campaign…
- 25. Premiere Invites
- 26. Social Media
- 27. Social Media
- 28. Social Media
- 29. Social Media
- 30. The Premiere …
- 31. Bett 2019 Launch
- 32. Social Media
- 33. A Box Office Hit…
- 34. Multi-Channel Communications Selling specific benefits
- 35. Critics Reviews Case studies Press coverage
- 36. The Results…
- 37. Campaign Effectiveness 1,300 opportunities generated for sales from the cloud campaign
- 38. Key Learnings • Consistency is key • Whole company approach essential • Track success and share • HAVE FUN!
Editor's Notes
- Talk on premise
- ‘unawareness’ to ‘awareness’ – requires a high ‘impact’ approach to communication ‘awareness’ to ‘understanding’ – requires specific messages that ring true ‘understanding’ to ‘conviction’ – requires evidence that what’s being communicated is true ‘conviction’ to ‘action’ – requires the messages to be bespoke and relevant to the end receiver
- Rise of cloud-based competitors Scalability Rise of cloud adoption in education
- ‘unawareness’ to ‘awareness’ – requires a high ‘impact’ approach to communication ‘awareness’ to ‘understanding’ – requires specific messages that ring true ‘understanding’ to ‘conviction’ – requires evidence that what’s being communicated is true ‘conviction’ to ‘action’ – requires the messages to be bespoke and relevant to the end receiver
- Because we’d involved staff, staff shared (usually difficult)
- Direct marketing Webinars Website Brochures