Strictly Education provide a wide range of non-academic services for schools, academies and Multi-Academy-Trusts (MATs). In September 2021, Strictly Education launched EduPeople, a next generation, HR, payroll and pensions system designed specifically for education.
Existing clients being migrated from the current platform needed to understand the new benefits, and prospects needed to see how EduPeople would benefit their MATs or schools.
To develop a creative platform that would deliver an integrated campaign that would engage multiple audiences across multiple channels.
- One overall campaign idea had to engage two broad audiences; clients and prospects.
- A large number of product benefits had to be communicated to multiple stakeholders with different motivators
- Every school and MAT has a system in place to pay employees.
- Encouraging prospects to switch to something that is better/cheaper is often more of a challenge than selling something that is filling an unmet need.
A campaign that simplified something complex into something simple and a creative vehicle that enables multiple benefits to be communicated in a compelling way.
For us, this all boiled down to the number one.
• One system replaces multiple systems
• One system saves time and money
• One system can generate better business insights
When looking to switch to something new, a common challenge is give me one good reason why I should.
Our response?
the one good reason campaign.
In reality we had multiple one good reasons and this campaign idea was developed to a series of one good reasons allowing us to communicate multiple benefits thereby addressing multiple stakeholder needs.
Visually, we developed a character (known fondly internally as Juan) around the number one that had a creative nod to the logo. This bold graphic along with the use of hashtags, facilitated a complete change of creative pace for Strictly Education as previous creative relied heavily on photography.
Visually, we developed a character (known fondly internally as Juan) around the number one that had a creative nod to the logo.
This bold graphic along with the use of hashtags, facilitated a complete change of creative pace for Strictly Education as previous creative relied heavily on photography.
A clear campaign identity, with impactful messaging and visuals creating a highly integrated campaign across multiple channels.
Waypoint’s one good reason creative platform, distilled a complex proposition into a simple execution that can flex brilliantly across all channels. The result is a truly integrated campaign at every level no matter where it is applied in our marketing mix. The bold look and feel achieves impact and its simplicity has enabled the whole organisation to become invested in it.
Fiona Simpson
Head of Marketing, Strictly Education
