A narrative designed to punch high

multi-channel campaign-in-a-box

Challenge

Google for Education was looking for ways to better compete against entrenched market competitors. The product team knew that the ability to seamlessly incorporate multiple tools into a simple, user-friendly experience was a strong differentiator, especially for its network of 180+ global partners working with schools to implement these tools. Partners needed a strong but simple message to communicate the brand’s value.

Role

Creative director

Capabilities

  • Concepting

  • Messaging

  • Competitive marketing

  • Partner marketing

  • Social

  • Email

  • Banner ads

Impact 

  • Most-downloaded partner asset in program history

  • Increased visibility and market share

  • 180+ partner network

  • Easily adaptable campaign-in-a-box

  • Translated a technical advantage into a compelling narrative for non-IT decision makers

Approach

I developed a campaign concept focused on a flexible verbal construction that highlighted key pain points, which then linked to Google for Education as the only solution, with a wink and a nod. Our team adapted the concept into a campaign-in-a-box, providing partners with a downloadable set of campaign assets that partners could easily adapt for localization or to address specific pain points.

Delivered

  • Campaign concept and messaging 

  • Downloadable campaign-in-a-box comprising assets for social, banners, email, landing pages, and sales support. 

  • Creative guidance from concept to final delivery

  • Cross-functional communication and team management

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