As premier Holocaust curriculum resource Echoes & Reflections looked to expand its reach and increase its impact among educators, we helped our client use research to build a more accessible brand and digital platform—a strategy that led to a completely new business model.
Echoes & Reflections is a nonprofit organization dedicated to reshaping the way teachers and students understand, process and navigate the world through the events of the Holocaust. Although Echoes & Reflections was an established and credible source for quality educational content, its growth plateaued since their launch in 2005. So the organization reached out to Grisko for help.
Grisko began by conducting audience research to understand educators’ Holocaust curriculum needs, desires and opinions. With insights gleaned from the research, Echoes & Reflections embarked on a journey to revamp its brand and business model to connect with educators in a more accessible way—digitally.
We developed a powerful, new brand narrative and identity that elevated the Echoes & Reflections mission. We crafted a new logo and comprehensive visual brand identity that was fresh, compelling and dynamic. These assets were effectively rolled out across all collateral, brand assets and social media channels.
Then we shifted gears to redesign the website to improve user experience while providing a total overhaul to existing in-person teaching materials. We created a digital platform that supported teachers inside and outside the classroom with comprehensive lesson plans, easy-to-use multimedia resources and professional development programs.
Building upon the successful launch of the new brand and website in Fall 2017, we worked to expand Echoes’ reach and impact while bolstering their reputation nationally. We developed a holistic communications plan across owned, earned and paid, including a nine-month targeted paid digital advertising campaign—paid search, Facebook, LinkedIn and programmatic display ads—and engaged in a national public media relations effort, which Echoes & Reflections had never done proactively before tapping into Grisko’s expertise.
Echoes & Reflections’ messaging, brand identity and website have continued to reinforce the organization’s position as a leading provider of Holocaust education resources. With the combined owned, earned and paid efforts, Echoes is having a record year—increasing their brand awareness, media coverage and mentions, social engagement and program registrations.
Our intent in 2018 was to establish and grow an online presence, increasing the number of qualified individuals engaging with the Echoes website. Leveraging a highly targeted digital plan, we’ve garnered 9.1MM+ digital impressions and 31,098 clicks in just six months. We are on track to nearly double our expectations as we grow our online influence and media efficiency while gaining valuable insights about our target audiences.
Grisko introduced the brand to targeted education publications while cultivating a network of media-primed teachers who champion the Echoes brand. From op-eds and contributor posts to feature stories, more than half a million impressions were secured in leading education publications including The 74 Million, eSchool News and Education Dive, along with an increase in social media engagement and media placements in local news outlets across the country.
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