Army in Education

Army in Education

An integrated marketing plan
www.army.mod.uk/armyineducation/default.aspx

Background

Army in Education is the British Army’s first online presence dedicated to helping schools and colleges find out about the range of services and resources they have to offer. A marketing communications plan was required to raise awareness of the website once launched.

Aim

  • To raise awareness of the Army in Education brand and drive traffic to the website
  • To encourage the use of British Army curriculum support
  • To instil confidence within the education sector that the British Army offers topical, quality and valued resource materials for teachers and students.

What did we do?

We devised and implemented an integrated marketing plan to raise awareness for the website with its core target audience.

It was essential that the marketing activity utilised both online and offline tools to ensure efficacy and the widest reach possible. A strategic and flexible plan was created which enabled us to adjust activity as necessary throughout the campaign life.

The activities included:

  • e-DMs to teachers and influencers
  • Online advertising on teaching websites
  • Google Adwords
  • Print advertising in the TES and SecEd
  • Subject specific direct mail flyers
  • Teacher e-newsletters.

In addition, highly engaging, visual promotional materials were provided for the Army Careers Advisers to disseminate and display in schools. Specifically highlighting the Army’s commitment to the provision of the highest possible support for teaching and learning, we worked to overcome any potential barriers to entry into the education market. This meant that the messaging was carefully crafted to ensure communications were open and transparent, simple and clear.

Results

  •  e-DMs delivered an average 15% click through rate (CTR)
  • Google analytics generated 51,254 clicks
  • Google search terms generated 7,997,092 impressions, 10,624 clicks
  • Banner advertising generated 1,254,531 impressions and an average 0.13% CTR

The marketing activity successfully launched Army in Education into the education sector, generating significant traffic to the website and teacher registrations.