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Creating an Integrated Marketing Campaign for a B2B Educational Resources Company

The Opportunity

Follett hired Belfort Group (BG) to introduce the company to a consumer audience, establish them as a valuable educational resource for parents and students during Back to School season, and position Follett spokespeople as thought leaders on topics of interest to parents and students.

The Strategy

Belfort Group created and implemented an integrated marketing campaign featuring media relations, content creation, influencer campaigns, social media, programmatic advertising and the creation of a microsite to host paid, earned, shared and owned media. Amongst other tactics, BG wrote and pitched contributed pieces and op-eds and secured reactive and proactive media placements. We also developed infographics, interactive quizzes, and columns with back-to-school tips for the microsite.

The Result

BG secured top-tier media placements in UBG Today, Bloomberg, Washington Post, and Education World, reached 4 million users on social media and gained over 3,000 new followers on Facebook and Twitter. The influencer campaign blog posts received 416,375 total comments on 47 posts and reached 7 million viewers.