About this project
For over 180 years Macmillan’s pioneering spirit and reputation for quality has enabled it to build lasting relationships with teachers and educators around the world.
At the end of 2023, we partnered with Macmillan Education to kick-start 2024 with a fresh campaign focussing on social-emotional learning (SEL). The “Brave Steps, Bright Horizons” marketing campaign was conceived.
The objective of the campaign was to consolidate Macmillan’s reputation in the market as a trusted partner for SEL awareness – ensuring that learners are equipped with the tools to develop the self-awareness, self-control, and interpersonal skills that are vital for school, work, and success in life.
Results Overview
Webinar attendees
5,406
teachers
Online quiz
2,092
views
317
submissions
Campaign elements
To set up and run an effective campaign, we produced the following elements:
01.
Campaign Slide Deck for Each Region
Prepared a comprehensive presentation for the global sales and marketing teams to view, highlighting the campaign elements and approach. This ensured clear communication and buy-in of this global campaign within different markets.
02.
White Paper Collaboration with Subject Specialist
Sourced and collaborated with a renowned subject specialist, Dan Belensky, to produce a comprehensive white paper, establishing credibility and thought leadership with educators around the world.
03.
Webinar
Programmed an interactive webinar with Dan Belensky during a prominent educational festival, covering the key topics explored throughout the campaign.
04.
Tools for Teachers
Developed a practical one-page document that teachers could implement straight away, versioned for primary, secondary and teachers of adult learners. The team also designed an eye-catching poster for teachers to put up in their classrooms to encourage students to build resilience.
05.
Postcard for Teachers
Designed a print postcard with QR code to direct teachers to the campaign landing page to find the digital white paper, practical downloadable resources and the interactive tool.
06.
Talking Points for Sales Teams
Equipped sales teams with comprehensive talking points to help them introduce the topics with confidence to potential customers.
07.
Blog Posts
Worked with a subject expert to publish a series of informative and engaging blog posts on the Macmillan Education website, covering aspects of resilience, and driving organic traffic to the platform.
08.
Social Media and Email Campaigns
Designed social media and email campaigns using compelling copy and multimedia assets to raise awareness across the campaign.
The Results
Increased Awareness: The integrated marketing campaign resulted in an increase in awareness of Macmillan’s stance on SEL.
Positive Feedback and Testimonials: Received overwhelmingly positive feedback from the regions, with many going on to build the campaign and assets into their 2025 marketing plans. The UK team, who lead on the campaign, expected the campaign to continue having a huge level of exposure and engagement year-on-year.
Long-term Impact: The campaign laid a solid foundation for further growth, establishing Macmillan English as a trusted partner in SEL.
“Maykn provided excellent support in executing the Brave Steps, Bright Horizons campaign. They were attentive, professional, creative and fast in delivering a full stack campaign. We would absolutely work with them again… in fact, we already are.”
Joel Wotton
Head of Marketing Operations & Lead Generation at Macmillan Education
“A huge thanks to the whole team for your fluid communication throughout, your undying flexibility, the high quality of output we came to expect from you as well as being generally an absolute pleasure to work with. This campaign was shifting and morphing throughout but I am particularly impressed with the way you were able to evolve with it (and us!).”
Will Rixon
Global Academic Engagement & Content Manager at Macmillan Education
