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Interwrite Learning /
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| Interwrite Learning (now eInstruction) is a leading provider of interactive technology for the classroom.
Supported by approximately 200 employees and 130 sales partners, the company supports over 250,000 classrooms around
the world. |
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| Challenged to increase brand recognition in an emerging market, the company developed a plan to host a global music parody contest. They came to
Shycast for strategic conception, matching concepts to objectives, and for end-to-end execution. |
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| CHALLENGE |
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| Branding: Increase brand recognition among students, teachers, principals, and
administrators in an emerging global market. |
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| Sales support: Generate qualified leads and establish a talking point for calls. |
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| Knowledge acquisition:Put cutting edge social media marketing tools to practice
in a structured program. Accumulate knowledge about the company's most active, valuable customers. |
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| SOLUTION |
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| Shycast helped Interwrite Learning develop the Interwrite Makeover® Contest,
a video competition challenging students and teachers to collaborate on a music parody.
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| The rules required that the lyrics of the parody communicate how students use technology
in the classroom, or their vision of how technology could improve the learning experience.
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| Interwrite Learning offered a suite of prizes, including $15,000 technology makeovers for
three winners, one from each grade level category; K-5,6-8, and 9-12. The prize package included installation and training, and a cake party for the entire winning school. Interwrite offered consolation prize coupons to all participating schools.
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| To generate awereness online, a relationship was struck with educational video sharing
site Teacher-Tube, and the judging panel included leaders of relevant online educational communities who would reach
out to their audience to solicit opinions.
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| Shycast worked with legal teams in the U.S., Australia, New Zealand, Canada, and Mexico
to create the framework for an international contest that complied with all national regulations (the competition
ultimately ran in the US, AU, and NZ).
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| RESULTS |
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| Two hundred twenty-three classes from the US, New Zealand, and Australia entered the
contest. Interwrite web site traffic during the voting phase soared fourfold, and Shycast fielded more than 8,000
comments on the message boards. 30,000 people signed up to participate. Dozens of local print and television outlets
reported on participating schools. Parents distributed fliers and posted the contest to local message boards. Interviews
with participants revealed nearly 100% awereness of the contest in some communities.
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| Interwrite Learning received emails from teachers who expressed unexpected
benefits of the competition. One teacher explained: "This competition has galvanized my relationship with the students.
This is the first project we've done together that put us in the position of collaborating on an equal footing.
Thank you Interwrite Learning for the opportunity to do this, it has changed my job."
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| The company leveraged the populatity of the contest to arrange sales meetings and to
create stand-out presentations at industry conferences. After the competition Interwrite Learning launched a proactive
campaign to engage its most active and influential advocates.
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| TESTIMONIAL |
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| "Shycast was exremely responsive and they took care of every detail. They never failed
to make our contest better at every turn with creative ideas that worked for us. They are a phenomenal, innovative
organization and I look forward to working with them again. " |
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-Lisa O'Masta, VP Marketing, eInstruction (formerly Interwrite Learning)
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