Instructure and Parchment

Credentials are not an impulse purchase. The buyer is a registrar, a district administrator or a higher education leader, the list of accounts worth winning is finite and knowable, and spraying awareness across a national audience is almost entirely waste.

Several distinct programs also had to run at once, each with a different institution type and a different reason to care: virtual schools issuing diplomas, community colleges running dual enrollment, and the top transcript-volume institutions.

• Defined the target accounts before writing a word. Programs were built against explicit criteria, for example virtual school indicators in the MDR database, rather than against a persona sketch.
• Ran true account based marketing through Demandbase, so budget concentrated on named institutions instead of spreading across everyone with an education job title.
• Wrote messaging per institution type and per persona, because the pain a registrar feels is not the pain a virtual school principal feels, and one message for both persuades neither.
• Measured each program separately, with its own account list and its own metrics, so a program that was not working could be identified rather than averaged away.

The creative

Display produced across the full standard size set, so a program could go live without waiting on assets.