Goal
The Big Bus produces engaging, interactive and multi-active learning materials for schools.
They had decided to launch their successful products to the home market and commissioned Qube to develop an online marketing strategy to build a customer base of parents which could be sustained over the lifetime of the products (ie up to eight years).
Solution
'Our research indicated that parents use multiple sources on the web to gather information and advice about their children.
'Our strategy was to support this need through a new community of parents specifically focused on their children's educational needs.'
The site links the product to this important life stage for parents where they have the need for all sorts of information and the desire to share and discuss the experience and its issues with others in the same position.
Interaction through features such as the opportunity to comment on articles, 'Ask the expert' and forums helps build trust in the brand.
A flexible licensing approach to content will encourage it to be used in a wider online community and hence promote the products.
We manage the site and engagement with customers and actively cultivate the community on an ongoing basis.
Results
- there has been rapid and continued sign-up for the newsletter
- the full second stage of the website is launching shortly.
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