CASE STUDY

Mental Health Foundation

Raising mental health awareness in schools and providing supportive learning resources to young people across the UK.

industry: Charity, Mental Health
service: Email Marketing

We’re proud to have helped the Mental Health Foundation expand their reach in the education sector and support more young people with their mental health.

Our long-term managed email marketing service has helped them raise awareness with 20,000 education staff all over the UK.

THE STORY

The Mental Health Foundation is the UK’s leading mental health charity for everyone’s mental health.

The team wanted to promote their free downloadable resources and the Peer Education Project, their secondary school programme that aims to help young people better understand and look after their mental health. They were looking to target UK secondary school teachers in a range of different job roles.

This was the first time the Mental Health Foundation had approached an education marketing agency to help raise mental health awareness in schools and promote their education-based projects and resources. As such, our client success team worked closely with them to recommend marketing options and ideas and developed a tailored marketing strategy to help the charity achieve their goals.

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THE SOLUTION

A targeted email campaign

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targeted email campaigns, written and designed by our creative specialists.

20,000

secondary school teachers and decision makers in a custom-built mailing list.

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targeted job roles including key stage leaders, teachers, PSHE leaders, heads of year and deputy heads.

As they were relatively new to marketing to education, we recommended our Buzz Growth package for their first campaign.

This includes a series of 3 managed email campaigns written and designed by our talented creative experts and sent to the direct inboxes of their target teachers and decision makers. They were so pleased with this package and the results they achieved – they soon booked another!

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Our dedicated client success team worked closely with the Mental Health Foundation to identify the relevant schools and decision makers to target, and developed a custom email marketing package that perfectly matched their needs and budget.

By opting for a long-term marketing package, the Mental Health Foundation continued raising awareness and building relationships with schools throughout the 2021-22 and 2022-23 academic years.

Working with our experienced team of education experts allowed the Mental Health Foundation to learn more about marketing to the education sector and the factors to consider when reaching out to teachers and decision makers. From how to write persuasive copy for education staff, to understanding the school calendar, they found the entire process to be eye-opening and incredibly valuable for their future marketing.

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THE CAMPAIGNS

Our education content strategist worked closely with their project manager throughout the Buzz Growth campaign to understand the focus of each email and craft compelling content that truly reflected their tone of voice.

To maximise engagement and create a seamless campaign, we carefully planned the content to create a coordinated and consistent message across every email in the campaign.

Throughout the 2 Buzz Growth packages, we helped to promote multiple free res ources and events including the Loneliness School Pack, the Peer Education Project, free school resources and a free Body Image and Mental Health course.

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“Working with Buzz Education gave me a real insight in terms of how to advertise to a school. It felt like a two way process throughout and they helped us to understand the impact of wording, timings, the school calendar and how to optimise results.”

Ruth Simmonds Project Manager – Schools, Mental Health Foundation

ACADEMIC YEAR 2023-24

Marketing to Education Calendar

Plan and organise your marketing for the 2023-24 academic year with our Marketing to Education Calendar.

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THE RESULTS

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Long-term marketing strategy implemented.

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Sent to 103,974 teachers and decision makers.

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40% increase in free resource downloads.

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Fully booked webinar session.

With the help of our specialist content strategists and designers, the campaigns generated 2,500 additional downloads of their free resources. This is an incredible increase of over 40% compared to a previous, independently managed campaign. They also achieved amazing click rates on the links in th eir email campaigns.

The school resources section in their email for Mental Health Awareness Week achieved an amazing 940 total clicks. This demonstrated that many teachers revisited the links to explore the free resources for schools and education staff. This campaign achieved an impressive 2,552 total clicks across all of the different email links.

We also helped them to fully book their free webinar for school staff: ‘Help your staff find their pockets of rest’. This was the focus of their second email campaign which was sent to senior leaders, heads of year 7 and heads of sixth form. To help the team continue raising awareness of their free webinar event, we included a recording of their webinar event in the final email campaign.

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“It was a pleasure to help the Mental Health Foundation make a positive difference in education and raise mental health awareness in schools with our email marketing campaigns.

And by opting for one of our long-term packages, they were able to build relationships with schools and support them throughout the academic year.”

Sophie Williams Client Success Team Leader

“I would definitely recommend Buzz Education. The process was very easy from start to finish and they’re a very friendly team to work with. No problem is too big and no question is too silly to ask.”

Ruth Simmonds Project Manager – Schools, Mental Health Foundation

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