Frog is a global leader in education technology for schools and academies designed to improve teaching and learning.
Established in 1999, Frog has grown from a two-man band to become a worldwide player with 100 employees and 12 million users across 15 countries. This case study outlines the strategy and tactics we employed to raise Frog’s profile, to reach an audience of over 33 million people and to generate national and international sales for them.
What they wanted us to do
Frog’s three key objectives were as follows:
- To position them as a solutions provider who offered expert advice on a wide range of educational issues.
- To drive traffic to their stand at the BETT learning technology show and generate sales leads
- To position them as an important global player, particularly in emerging markets or countries experiencing rapid growth and industrialisation.
How we did it
We used creativity and innovation as always. Firstly, as the BETT show brings together over 45,000 educationalists, we identified this event as a highly effective platform for launching Frog’s latest product. We used forward thinking and stole a march on the competition by booking meetings with journalists previewing the BETT show four months ahead of the event. Thirdly, we looked at the bigger picture identifying global education and social issues that we could use to position Frog on the international stage and generate interest in their flourishing business.
As part of our overall media relations campaign, we used a whole variety of tactics including booking a flash mob to sing ‘All You Need is Frog’ (a version of All You Need is Love by The Beatles) and Sweet Frog of Mine (Sweet Child of Mine by Guns N’ Roses) to capture the attention of journalists and visitors entering the show and to drive traffic to the stand.
What we achieved for them
Our campaign was an enormous success bringing 15,000 visitors to the Frog stand at BETT which led to 1200 product demonstrations.
It also brought Frog their largest multi-million pound contract to date. This was to provide Malaysia’s 10,000 state schools with its award-winning Frog learning platform. This contract was the direct result of an article secured by Livewire in the UK national newspaper, ‘The Times Educational Supplement’, which sparked interest and a visit from the Malaysian Ministry of Education.
Other results achieved:
- 33.3 million ‘opportunities to see’ including 18 million international stakeholders, politicians, ministries of education and key decision makers secured as a result of features in titles such as Forbes Online and The New Idealist.
- 1,154 positive mentions of Frog
- Page 1 Google ranking when search term ‘learning platforms’ entered
- Seven meetings with top education journalists at BETT resulting in ongoing coverage throughout the coming year
- 28 executive interviews, opinion pieces and by-lined articles, including seven features in the Times Educational Supplement (Frog’s top media target), Daily Telegraph and two separate five-page articles in Senior Leadership Today and eLearning Update.
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