for National Council of Teachers of Mathematics
Strategy in action: the power of partnerships to develop innovative marketing campaigns.
The National Council of Teachers of Mathematics (NCTM) is the world's largest mathematics education organization. It is a membership organization that advocates for high-quality mathematics teaching and learning for every student.
The challenge was to build upon NCTMs marketing efforts by developing a digital marketing strategy to generate web traffic, increase leads, and enhance audience communications, reaching the right people at the right time. Additionally, to meet growing member expectations, NCTM wanted to amplify member engagement, increase their satisfaction, and implement strategies that would lead to retention.
We conducted a 12-month review of NCTMs online presence and developed a strategy that allowed social media to be the core of their digital marketing approach.
We also developed marketing plans for book launches and publication promotions, editorial calendars, analytics, email marketing, campaigns, and promotional strategies for events, managed all activity on social platforms, and created a social media strategy that evolved into the organization's social program.
Every charge of the organization considered how integrating social media assisted in inviting followers into the organizational fold.
NCTMs social media engagement grew from a monthly average of 1.6% to 4.31%within three months of implementing our digital marketing strategy. We increased their online following and engagement on each social platform, drove traffic to the website, generated conversations around the organization, and increased loyalty with frequent communication with members and the online community.
Our strategy helped to exceed attendance goals at the 2020 Virtual Conference. The organization planned for only 500 attendees but surpassed its goal with 3,500 participants in attendance.