EDUCATION MARKETING CASE STUDY
Doodle for Google
THE SITUATION
Each year Google hosts a contest for K-12 students that is used by elementary and art teachers across the country. The program invites kids to interpret Google’s logo designed around an inspirational theme. The brand needed to make teachers aware of the program and encourage participation among students.
HOW WE HELPED
Over the last eight years, ITK Collective has engaged more than 320K teachers nationwide with information about the contest, materials that inspire ideas, and easy ways to submit entries.
320k
TEACHERS
- Developing custom content and materials - like teacher letters, posters, “creative kindling” cards, sticker sheets, notepads, emails, and social media posts
- Coordinating all outreach and communication with schools and teachers
Handling fulfillment and shipping logistics to ensure kits arrived to teachers on time - Fielding research among participating teachers to measure KPIs such as likeability of materials and likelihood of participation
THE RESULTS
Year over year, Google has seen an overall increase in contest responses thanks to broad outreach to targeted gatekeepers.
PHYSICAL KITS ARE PAIRED WITH DIGITAL COMMUNICATION AND MATERIALS THAT VARY BY YEAR AND THEME TO KEEP THE PROGRAM RELEVANT TO STUDENTS AND TOP-OF-MIND FOR TEACHERS
+95%
OF TEACHERS INDICATE THEY WOULD PARTICIPATE AGAIN
+80%
OF SCHOOLS HAD STUDENTS SUBMIT ENTRIES
