UK schools are drawing lessons from the worlds of children’s television, the Internet and computer games, in order to compete for pupil’s attention.
New and exciting ways are being found to enthuse and engage with pupils to achieve and schools are investing in products and services that will effectively support the curriculum, without compromising on quality.
For educational resource companies operating in this area – where commerce meets education – it is absolutely essential that they get the message right. With this in mind, Espresso Education, one of the most successful companies in this space, has recently launched a carefully targeted marketing initiative aimed at primary schools in England, partnering with Eclipse Marketing.
Espresso is the UK’s leading educational broadband content provider and expert in educational media for children.
Founded 10 years ago, Espresso is committed to enhancing the way teachers teach and pupils think. It’s not an exaggeration to say that the interactive resources for teachers provided by them and others in the field are revolutionising classroom teaching, turning it into an exciting learning experience relevant to the TV-cartoon and X-box generation.
“For us the effective customer relationship management is critical,” said Espresso managing director, Richard McGrath. “The scope and scale of what we do requires us to work with a trusted partner. Eclipse has effectively become a marketing arm of Espresso, particularly in generating demos, booking INSET and renewing customers.”
Espresso CEO, Lewis Bronze, is the former editor of Blue Peter and Newsround producer. Bronze’s creative flair and passion for education, along with managing director Richard McGrath’s strategic direction, is undoubtedly responsible for Espresso’s meteoric rise, securing the company 54% of the market sector.
Many companies with such a successful track record might be tempted to become complacent, resting on their laurels. Espresso recognises that this was not the way to go, especially in such a fast-moving, competitive sector. They need to retain, consolidate and build on their marketshare, if they are to maintain their dominance.
In addition, organisations like Espresso, who are marketing to the educational sector, need to remember that they are tapping into public money and may need the endorsement and recommendation of local education authorities. This puts even more pressure on them to provide the best in value, reliability and quality.
Already serving nearly 10,000 primary schools in England, Espresso is rising to the challenge by broadening its marketing scope to keep existing schools on board as well as encourage new schools to join their classroom revolution.
Espresso has contracted Eclipse Marketing to handle its outbound sales generation, arranging appointments for business development managers to visit schools to demonstrate their educational resources.
Eclipse also liaises with schools close to the point of annual subscription renewals and books teachers into their annual Espresso INSET training session, which comes as part of the subscription, to enable teachers to make the most effective use of the resources.
Eclipse ensures that all its contact centre staff is fully conversant with the Espresso offering, its benefits and cost effectiveness. David Pickering, Eclipse managing director said: “Gaining a sound knowledge base means that we become, in effect, an extension of our client’s business. Espresso has a fantastic product and it deserves nothing less than an equally fantastic sales back-up.”
“We applaud Espresso for its care of the customer through the entire lifecycle. We have found in working with Espresso that they are still driven by the same strong entrepreneurial spirit as when the venture started out.”
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