The Challenge:
- Create brand awareness nationally
- Position the company as a thought leader in the area of dyslexia
- Generate leads for the sales team
- Fill our dyslexia SEO tree structure with quality content
The Answer:
Several things came together to help formulate this answer: October is dyslexia awareness month, the company was sponsoring a presentation by a dyslexia expert at a local conference who agreed to let us record and reuse his presentation, and we had an adaptive technology presentation that hadn’t found a home on the website yet. I create the Online Dyslexia Summit, a six hour livestream on YouTube with registration forms and email reminders/follow-ups living in Act-On.
Through email marketing, paid social, a paid SmartBrief newsletter placement, and some creative use of our existing influencer networks, the summit generated over 1,100 signups. The presentations have been the source of blog posts, news articles, SEO-rich content, newsletter pieces, and continued web and video traffic. Registrations, leads, video traffic, and satisfaction ratings were all the highest in company history by a large margin.
Sarah McMullin 