Partnering with NEC, One North helped plan and bring to life a three-month digital campaign to increase brand awareness and purchase consideration for NEC Display Solutions monitors, projectors and displays among the education sector.
In addition, the campaign enabled NEC to continue to build engagement and interaction with the education community by using new technologies and social media communications.
"We turned to the team at One North for a fresh approach to our annual education campaign. They provided strategy, design and execution of a digital solution that brings a dynamic new energy to the program and encourages customers to interact with the brand via social media.”
- ASHLEY FLASKA, VICE PRESIDENT OF MARKETING FOR NEC DISPLAY SOLUTIONS
Timed to coincide with the education spec’ing and buying season, the centerpiece of the campaign was a contest that provided the opportunity for administrators, teachers and students to win a $25,000 technology makeover for their school, spurring a social conversation around NEC’s market differentiation in product quality and service.
Leveraging the power of targeted social media outreach and advertising, educators and administrators were encouraged to submit a short video showing why their school deserves a technology makeover, and engage their communities to vote for the best submission.
Get Out the Vote!
One North designed and built a contest landing page that connected NEC to its audience of teachers, administrators and students, and provided information and inspiration to contestants through each phase of the campaign. In addition, social media and content was used to drive visibility and engagement for the contest and the brand. The messages were amplified by contestants’ own social media networks.
The campaign garnered media coverage from a wide-range of publications. This public relations component provided additional awareness for the promotional initiative.
“The quantity and quality of digital interactions, bolstered by traditional PR, generated a terrific level of buzz. We were so impressed and inspired by the videos submitted,” Flaska notes.
The #NECTechMakeover campaign not only generated greater brand awareness among educators and administrators, but also enhanced NEC Display Solutions’ organic SEO. At the same time, it opened the door for NEC to explore new ways of marketing to the entire education community. Campaign successes included:
The project was also a catalyst for the development of a comprehensive content plan. It renewed interest in using new channels to connect with clients, and it sparked new ideas and guidelines around the use of video to express the brand's personality.
“One North brought to life an engaging campaign that draws upon the power of social media and allowed us to forge valuable relationships with customers and prospective customers,” says Flaska. “This project serves as a catalyst for future digital campaigns and illustrates the changing dynamics in the way we interact and connect with our audiences.”
Jessica is One North’s Associate Creative Director, collaborating with clients to deliver interactive solutions, including creative strategy, website design concepts and brand development. In addition to bringing an artsy edge to everything she makes at One North, she also specializes in procuring the best cat GIFs to spread around the office.
As Managing Director of Technology, Ryan is responsible for overseeing One North’s strategy related to technical applications, systems and client implementations. He got his start at age seven, programming an Apple IIe.
As Managing Director, Business Development, Dawn coordinates sales, project delivery and service and support activities across the organization to ensure a holistic quality experience for our clients. If she could go back to any decade, it would be the 80’s - for the music, lava lamps and disco balls.
One North Strategist Akhilesh Pant works with complex, relationship-based businesses to translate their marketing and business development goals into digital realities. When he’s not working his strategy magic to provide interactive solutions, he spends countless hours obsessively reading obscure topics on Wikipedia.