Behavior Coach Endorsement Program

Content Marketing Campaign

Goal: Increase awareness and enrollment in ESC Region 13’s Behavior Coach Endorsement Program by educating school leaders and driving them to program information.

Strategy: Use a coordinated mix of educational content, email, social media, and paid advertising to build awareness, answer common questions, and encourage enrollment.

Creating Demand Through Content

I developed and promoted content designed to introduce school leaders to the role of a behavior coach and create interest in the Behavior Coach Endorsement Program.

A key piece of the campaign was the blog post “What Does a School Behavior Coach Do?”, which generated a 9.26% conversion rate from the blog to the program landing page during the campaign period.

    I then extended the campaign across:

    • Blog content
    • Organic social posts
    • Campus Leadership Newsletter
    • Behavior Brief Newsletter
    • Stand-alone email campaigns
    • Facebook advertising

    Paid Social

    I focused the campaign on how the Behavior Coach Endorsement Program could help educators develop strategies to address challenging student behaviors. I collaborated with our video team to create the promotional video and targeted teachers, administrators, and other education professionals who could benefit from the program.

    The Meta ad performed exceptionally well in raising awareness among the target audience.

      • 19,711 people reached
      • 711 link clicks
      • $0.42 cost per link click (well below the $0.86 education industry benchmark)
      • 1.82% link CTR (well above the 1.45% education industry benchmark)
      • 3.83% all CTR

    Email

    The campaign was reinforced through existing email audiences and dedicated promotional emails.

     

    Campus Leadership Newsletter

    • 31.18% open rate · 8.05% click-to-open rate
    • 33.15% open rate · 6.04% click-to-open rate

    Behavior Brief

    • 40.35% open rate · 9.11% click-to-open rate
    • 34.43% open rate · 9.85% click-to-open rate

    Stand-Alone Campaign

    • Email 1: 40.79% open rate · 3.67% click-to-open rate
    • Email 2: 37.28% open rate · 9.32% click-to-open rate

      Results

      By combining educational content, organic promotion, email marketing, and paid social, the campaign created multiple opportunities for school leaders to discover and learn about the Behavior Coach Endorsement Program.

      The program ultimately saw 33 enrollments,  more than double the previous year’s 16 enrollments — representing a 106.25% increase during the promoted year.