Leading e-Learning Institute Rebrands to Attract & Prepare a New Generation of Mobile-First Teachers for the Age of Digital.
Borenstein Group Helps TEACH-NOW Create an Award-Winning Digital Brand Destination to Recruit a New Generation of Teachers for the Age of Distance Learning.
Marketing Challenge
Unlike other teacher preparation programs, whether online or traditional brick-and-mortar institutions, TEACH-NOW is an activity-based learning-to-teach model where candidates are grouped in small 10-person cohorts and move through a series of modules together, working and learning collaboratively in virtual meetings, discussions, and group work as well as individual projects, with a focus on deep interaction among candidates and instructors. The program familiarizes teachers with the technology that many of their future students have already mastered. They are also sharing information with their instructors and the entire cohort of candidates—including a large percentage from other nations—thanks to a pioneering patent-pending digital platform with both asynchronous and synchronous elements. In order to position itself for further growth and recruitment of new teachers globally and in the United States, TEACH-NOW retained the Borenstein Group to help reinvent its digital strategy, User-Experience (UX) and overall brand awareness.
Strategic Solution
Using advanced behavioral analytics, Borenstein Group crafted a responsive digital strategy for TEACH-NOW, built to help express the client’s organizational alignment with the new generation of teachers that are using mobile first, who are teaching a new generation of students that are learning online, using their tablets, iPhones, Androids, and the web as the hub of knowledge. This made it imperative to communicate how e-learning is done, quickly and efficiently through design, content marketing, and overall experience, to prove that the ‘medium is the message’. Borenstein Group’s digital strategy and execution included redesigning the User Interface (UI) and User Experience (UX), leveraging sophisticated data insights, and comprehensive competitive analysis of other distance learning organizations, as well as the production of a series of digital video testimonials from teachers who attended the program, to evoke authenticity and instantly connect with international prospects. Borenstein Group also optimized the digital site for mobile users, as well as enhanced the Search Engine Optimization supported by a highly effective national Search Engine Marketing campaign for sale enablement and recruitment marketing.
Results
Within a 90-day period from the launch of the new digital brand, TEACH-NOW’s website has achieved triple-digit growth in both organic and promoted search engine traffic of qualified visitors from prospective candidates across the world. User engagement and time spent on site have increased exponentially and the organization has been able to expand its operations with the look and feel of a world-class competitive brand in the teacher preparation market. In addition to meeting the strategic Key Performance Indicators (KPIs), the new digital brand destination has won two international digital branding awards. Borenstein Group has won The Hermes Creative Gold Award, which recognizes outstanding work in the global creative industry. Hermes Creative Awards are administered by the Association of Marketing and Communication Professionals. In addition, Borenstein Group has also won An Award of Distinction in the School/University Website category by The 2016 Annual Communicator Awards.
