Flooglebinder aims to inspire students to become changemakers and future leaders through a range of educational programmes that connect young people with the outdoors.
Back in 2017, whilst studying with Digital Mums, I was partnered with adventure travel expert Flooglebinder so I could put my learning into ‘live’ practice.
Flooglebinder needed to reach the Senior Leadership Teams within secondary schools. Either the Headmaster/mistress, heads of department (geography, biology, science), or the Head of Sixth form. These are the key decision makers, those with the ultimate responsibility not only for the students’ education but also to the school as a business. For this reason, as it was essentially a B2B campaign, Twitter and LinkedIn were the chosen channels.
Building the campaign
My campaign objective was brand awareness. Although Flooglebinder had a presence on most of the social media channels, content was poor and there was very little engagement of any kind. Not only are Twitter and LinkedIn the best platforms for B2B, they are also the best platforms to reach decision-makers within the education sector.
I created a time-limited #BeyondtheBlackboard B2B content-led campaign. This hashtag immediately encapsulated the educational angle but it also implied that it was learning ‘outside’ the classroom.
The overall theme on both channels was about how education, combined with travel can make students into better global citizens. Ie. how learning outside of the classroom can equip students with essential ‘life skills’ – confidence, resilience and independence. And how travelling and experiencing different countries and cultures builds awareness of global issues surrounding conservation and the environment.
In addition to this, Flooglebinder was also keen to emphasise how it works with the school pre and post trip, to embed the knowledge and ensure it meets the curriculum. Also, its trips don’t increase teachers’ workloads, another ‘plus’ point for schools.
During the eight weeks of running both channels I worked hard to ensure that the content we put out was engaging and relevant. I also spent time engaging with schools, relevant groups and companies to ensure that I maximised all opportunities for brand awareness for Flooglebinder.
The icing on the cake was winning Small Business Sunday, operated by Theo Paphitis in the last week of my campaign. This resulted in a retweet by Theo, who had more than 500,000 followers on Twitter. Consequently I smashed all my project KPIs, including a rise of 1005% in impressions and a gain of more than 200 new followers on Twitter.
This was a great start to my new career in social media, a great confidence boost for me personally – as well as a steep learning curve!!