Education support tool Firefly appoints Yoyo to design multi-channel campaign
Firefly, an online tool designed to bring teachers, students and parents together, has appointed Yoyo to design and manage a multi-channel brand awareness campaign.
The marketing plan developed by Yoyo includes print adverts and online banners within The Times Educational supplement (TES), digital banners, email campaigns and a direct mail piece, all directing traffic towards several landing pages for a free demo of the tool.
Moray Souter, head of marketing at Firefly, said: “Following an extensive piece of audience research we discovered that compared to our competitors, we had a very low brand awareness rating. We took the decision to create a multichannel campaign to address this, covering all the main sources that the survey had told us teachers were using to learn about new technology in the industry.
“Yoyo impressed us from the start with their creative approach and we felt very early on that they were committed to understanding the brand principles of Firefly and what we wanted to convey to the market.”
Harriet Kinsey, account manager at Yoyo, said: “Firefly is an inspirational company changing the face of communication between teachers, students and their parents. Run by young entrepreneurs with an ambitious vision, Firefly is a company that is destined for success. The fast-paced campaign was developed in just two and a half short months and taps into consumer insight around the communication challenges between the different audiences. Consideration was given to the user journeys between all the different forms of communication, resulting in a truly integrated multi-channel campaign.”
Yoyo’s clients include the RNLI, Freesat, Universal Music and The Open University.
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