edjufy Digital Advertising

THE CUSTOMER

edjufy GmbH is a young company that specialises in the development of digital administration software for schools, daycare centres and other educational institutions. The company's software solution simplifies the daily administrative work in institutions by digitalising processes. Data protection and ease of use are always at the forefront. edjufy is the winner of the Bavarian Digital Award 2021.

REQUIREMENTS

The client needed support to increase visibility. As a young, not yet established company in a very conservative environment, market entry can be very challenging. Through several digital communication channels, the company was to be made known as well as all the advantages for the individual target groups were to be worked out clearly and easily understandable. The product was to be marketed as easy to understand, absolutely safe and highly efficient. In addition to increasing visibility, lead generation was also on the agenda in the medium to long term.

OUR SOLUTION AND IMPLEMENTATION

The first step included the creation of a comprehensive advertising concept in which the individual target groups were precisely defined and prioritised. Furthermore, all possible communication channels were considered with regard to the expected performance and matched to the different target groups. The concept also included possible wording that could be used to address the very different target groups - from those with little digital affinity to the interested.

The actual ad placement of the campaign took place in the Google Ads, Facebook/Instagram and LinkedIn channels. All channels offered numerous advantages for specific target groups. On Google Ads, important keywords were used, via Facebook and Instagram, teachers and administrative staff were to be addressed, and via LinkedIn, among others, school headmasters and administrative staff.

The campaign was run over several months and was optimised several times in terms of budgeting, tonality, information focus and creative. After an initial presentation, the focus was strongly placed on adapting the individual advertisements to the respective target groups. By addressing the respective needs in combination with the appropriate tonality and visuals, the campaigns developed from a rather general approach to an increasingly specific communication.

After only a few weeks, there was an enormous increase in visibility. Enquiries regarding possible consultations also increased steadily over the course of the campaign period.

As an additional effect, the company's social channels were also increasingly subscribed to. Through the campaign, edjufy has definitely made a name for itself and is now present in the minds of decision-makers.

CONCLUSION

Addressing digitally less affine target groups via digital channels is possible, but involves great challenges. Especially in a rather conservative environment such as educational institutions/administration, it requires precise conceptualisation, permanent monitoring and ongoing optimisation of all content.

However, the effort is worth it. The number of hits and the general brand awareness of edjufy GmbH increased significantly during the campaign period. It will be interesting to see whether digitalisation in the school environment can finally proceed without obstacles.