Posted on 13 Jul 2020
As schools across the country closed in March a new way of learning for millions of children started in homes across the UK.
ICG’s client, EPSL Educational Printing, has been supporting the education sector with quality printed resources for 45 years and continued to do so throughout the pandemic.
Data from Google Trends shows the term 'homeschooling’ peaked between 22nd - 28th March and has maintained high search levels since, so a full digital campaign to provide free and paid for resources was created, launched and promoted.
ICG proposed a digital-focused campaign targeting teachers and parents, replacing the client’s seasonal direct mail piece. The campaign centered around a ‘lockdown toolkit’ section on the EPSL website - complemented by new graphics and supported with paid ads across Google, Facebook and Twitter’s networks.
The toolkit of educational resources, aimed at both teachers and parents, is available to download from EPSL’s website. There are 18 free posters to download and additional resources available to purchase online.
With downloads reaching over 11,000, it’s been a popular resource for lots of people. Some of the most viewed posters have been ‘muscles and bones’, ‘parts of speech’ and ‘solar system’ - aimed at key stage 2 children.
The first month of the campaign saw a huge 288 percent sales return on investment.
Paula Holden, senior account manager said: “The feedback from parents and teachers has been heartwarming. The team from EPSL were quick to implement this campaign as a way to support all those homeschooling children during the pandemic.
To achieve over 11,000 downloads (and counting) is wonderful, it really shows how valued the free content EPSL published has been.”