Scoot Education is an industry-leading teacher placement agency with ambitious plans to grow rapidly across the US over the next five years. An integral part of making this happen is increasing brand awareness and engagement with teachers and schools.
But how can a small business achieve reach and frequency with limited resources?
Unsure about where to aim and fire, Scoot commissioned Avion to conduct research and planning that would empower its already-stretched marketing team to get the most ROI from its efforts—without reinventing the wheel. The goal was to give Scoot more certainty about what content marketing activities it could focus on.
Avion’s priorities included documenting customer profiles, customer journeys and content pillars. Compiling this information would enable Scoot to create content that was effective in fostering community and showcasing market leadership.
To kick things off, Avion listed what information it required from Scoot to do a review. We then married this data with independent desk research. Avion combed through relevant assets including:
- the Scoot website and blog
- activity on Scoot’s social media channels
- Google Analytics data
- profiles of industry influencers on Instagram.
Avion then facilitated two stakeholder workshops at Scoot’s office in Los Angeles to fill in the gaps, followed by further research on-site. These involved additional chats with staff members, as well as exploration of:
- past comms and metrics in two CRM systems
- other internal marketing documents.