CASE STUDY
Chartered Insurance Institute
industry: Professional Services
Our managed email marketing service helped the Chartered Insurance Institute provide financial education to over 23,000 UK secondary school and sixth form pupils in the 2022-23 academic year.
THE STORY
Chartered Insurance Institute provides valuable financial training, as well as building public trust in the insurance and financial planning professions.
They first connected with Buzz Education in 2019 for support promoting their free schools’ workshops, My Personal Finance Skills, to education establishments all over the UK. The programme aims to provide young people, aged 11 – 17, with free financial education to help them better understand money matters and gain the skills and confidence to manage their own finances.
Our client success team had an in-depth consultation with Chartered Insurance Institute’s Education Programme Manager to understand their goals and desired outcomes. Chartered Insurance Institute were keen to find a marketing agency who could act as an extension to their own in-house marketing team. The flexibility of our marketing packages, our in-depth education knowledge, and our high-level of creative expertise meant we were the ideal partner for them.
We were also delighted to hear that an existing client of ours had recommended Buzz Education to them. For their first campaign we recommended our Buzz Growth package which included 3 email campaigns, written and designed by our creative team. The amazing results mean they have continued to book long-term marketing packages with us ever since! Their most recent campaign was a Buzz Expert package that ran from January to May 2023.
“The team at Buzz Education are very hands-on, the process is really straightforward and I like how we have a direct point of contact who is with us at every step of the campaign package.”
THE SOLUTION
A targeted email marketing campaign
6
email campaigns, written and designed by our creative specialists.
9,615
targeted decision makers including head of careers, heads of year 11, heads of sixth form, PSHE leaders and deputy head teachers.
15-18
All schools teaching pupils aged 15-18, including academy schools, independent schools and state schools.
Our dedicated campaign strategist developed a focused marketing strategy to help Chartered Insurance Institute promote their financial workshops to the most relevant teachers and decision makers in UK education establishments.
The long-term marketing package helped Chartered Insurance Institute keep their programme at the top of teachers’ minds at key times throughout the academic year. Our flexible approach meant the team could schedule their email campaigns around their workshop dates, with a focus on increasing bookings and filling all available spaces.
Our free insights gave Chartered Insurance Institute valuable advice about marketing content creation, plus useful education news updates.
They regularly used insights from our resources and blog to inform their overall marketing strategy, campaign timings and email messaging.
“The key insights on content messaging were great, and the updates on education news, particularly teacher strikes, helped us to decide the best time to send out our email campaigns for high engagement rates.”
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THE CAMPAIGNS
Our creative team developed engaging email content and HTML designs, specifically designed to catch the attention of education staff and prompt them to take action.
They worked closely with the team at Chartered Insurance Institute to understand their brand image and tone of voice and created eye-catching email campaigns that reflected this.
They chose to enhance their campaign by adding on a Top Prospects follow up email halfway through their package. Our content strategist developed a simple follow up email and sent it to every teacher and decision maker who had engaged with the first 3 email campaigns. This was a great way for Chartered Insurance Institute to nurture their warm leads and build relationships.
“We were proud to hear that an existing client of ours recommended us to Chartered Insurance Institute.
It’s been amazing to see the impact our email campaigns have had on their school bookings over the last few years. It’s so important to provide young people with these valuable life skills and we’re privileged to be able to support with this.”
“Buzz Education is like an extension of our in-house marketing team. They’re so easy to work with and nothing is ever too much to ask. They’re quick to respond and can turn things around promptly when I need. The campaigns suit our needs perfectly.”