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Promethean
Promethean research market positioning before promotional campaign
Background
Promethean are manufacturers and distributers of interactive whiteboards. They have several bespoke educational products targeted at the primary and secondary school sectors.
Objectives
Promethean wished to commission market research to explore awareness levels of specific interactive whiteboard products amongst their target groups and identify campaign options and messages that would work within key market sectors. This research was then to be used to inform the structure and design of their next promotional campaign to teachers.
Response
Schoolzone worked with the client to design an online survey which met the client’s needs for feedback from targeted audience sectors. This was then sent to Schoolzone’s 80,000+ educational registered users and analysis of the results was used to inform Promethean’s summer term promotional campaign to schools. Schoolzone provided market reach for the promotional campaign through coordinated online, hardcopy and email activity.
Project details
- We asked our 80,000+ registered users what they thought of specific interactive whiteboard products and how they had heard about them.
- This educational intelligence was then cross referenced to respondents’ profiles to build a detailed picture of the market’s response to existing product branding and placement.
- Based on this information a new promotional campaign was designed and then delivered to primary and secondary teachers with the help of Schoolzone.
Project highlights
The market research activity was completed rapidly and proved cost effective, the resultant campaign being extremely successful and fully justifying the commissioning of the initial research work.
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