Case Study: Tosa Certifications
Elevating Brand Awareness in the U.S. K-12 Education Sector
Background
This case study illustrates a multi-channel marketing strategy for Tosa Certifications, emphasizing integrated digital channels—email, SEO, social media, and content—to boost brand awareness and growth in the U.S. education sector. Unlike isolated efforts, our strategy demonstrates how each channel enhances the others, with activities like monthly social media campaigns driving new followers and engagement. This unified approach underlines the effectiveness of interconnected marketing efforts in creating a self-reinforcing cycle of growth and establishing Tosa as a leader in the competitive educational market.
The Challenge
As an international brand venturing into the U.S. K-12 education market, Tosa Certifications encountered the significant challenge of understanding and effectively engaging with this new audience. The intricacies of K-12 education marketing in the United States, from regulatory environments to the specific needs and behaviors of educators, presented a steep learning curve.
Our Strategy
Our strategy initiated with a deep dive into the education sector, identifying key trends, needs, and communication channels that are most effective in engaging K-12 educators. Recognizing the necessity for a multi-channel marketing approach, we tailored a comprehensive plan designed to amplify Tosa Certifications' presence and authority in the educational space. This strategy encompassed:
Developing insightful, educator-focused content that addresses current trends and challenges within the K-12 sector.
Leveraging email marketing to nurture and expand relationships with educators, offering valuable resources, insights, and updates on Tosa's certifications.
Enhancing Tosa's online presence through SEO-optimized content, making it easier for educators to discover and engage with the brand.
Establishing thought leadership by participating in educational forums, webinars, and conferences, positioning Tosa as a leading voice in educational innovation and certification.
The aim was to build a strong, recognizant brand among educators and educational institutions, fostering trust and establishing Tosa Certifications as a go-to resource for educational certification and advancement.
1
Email marketing initiatives, known to be 50% more impactful in engaging educators and influencing their decisions, formed the cornerstone of the strategy. The main goal was to refresh Tosa's email communication with valuable content designed for both K-12 and Higher Education audiences. The effectiveness of this approach led to the strategic acquisition of a new U.S.-based email list through Agile, with the aim of extending Tosa's influence and reach.
2
Content Strategy: This iniative aimed to enhance SEO-driven web traffic through the creation of consistent, high-quality blog content focused on relevant K-12 educational topics. This involved conducting thorough research to pinpoint compelling topics that resonate with the target audience, coupled with the crafting and optimization of content for SEO, using strategic keywords to attract new website visitors, specifically K-12 educators.
3
Content Strategy –Webinar: This strategy utilized LinkedIn for curating and promoting educational webinars featuring certification experts, aiming to significantly expand Tosa Certifications' network of engaged educators. This involved identifying and collaborating with thought leaders in the industry, guiding Tosa on the outreach process, and leveraging the experts' influence for webinar promotion to foster future educator engagement and nurturing.
4
The final step in the strategy aimed to boost Tosa Certifications' market presence among K-12 educators by deploying expertly curated monthly social media calendars. These calendars featured thematic, education-focused campaigns, crafted to appeal to U.S. K-12 educators, serving as a key tactic to attract new followers and actively engage the target audience with valuable, free educational content.
Results
Email Marketing Highlights:
Engagement soared, with completed email journeys jumping from 0 to 3,401.
CTR increased from 0.18% to 4.22%, and click rate from 0.82% to 13%, demonstrating a dramatic boost in user engagement and interest.
Impact: Validated the effectiveness of targeted email nurtures, significantly expanding Tosa's U.S. audience.
Content Marketing Impact:
Produced 2-3 monthly high-quality, educator-focused blogs, enhancing Tosa's brand narrative and educational impact.
Blogs integrated seamlessly into email and social channels, magnifying overall marketing synergy and impact.
Impact: Generated increased month-over-month traffic + generated streamlined content for email campaigns.
Webinar Success:
Attracted over 100 educators, enriching Tosa's engagement network, while connecting the brand with industry leaders for ongoing webinars.
Impact: Webinars provided rich content for email and social media, marking a record in organic sign-ups and brand visibility.
Social Media Strategy:
Thematic content planning and campaigns like #CTEMonth significantly raised organic engagement and visibility.
Impact: Established Tosa as a key educational resource, driving sustained growth and engagement.
Conclusion
Through the synergistic integration of email marketing, content marketing, educational webinars, and a dynamic social media strategy, we significantly elevated Tosa Certifications' brand awareness in the United States. Each effort, from engaging email journeys that broke records to insightful blogs that served as foundational content, not only stood out on its own merit but also complemented and amplified the others. The educational webinars expanded Tosa's network with valuable leads, while our strategic social media campaigns broadened the brand's reach and engagement. This cohesive multi-channel approach demonstrated the power of harmonized digital marketing efforts, seamlessly interlocking to strengthen Tosa's presence and impact within the U.S. education sector.