Every® is a leading provider of compliance and human resources management solutions for the education sector. Their user-friendly, practical software has been developed to maximise efficiencies across schools and multi-academy trusts (MATs) nationwide.
Competitor Analysis
Initial work with Every® commenced with a series of competitor research; they wanted to determine the scope of HR solutions on offer to the private sector to learn of any potential opportunities. Choosing a selection of leading software providers, we comprehensively examined every aspect of each competitor’s business to establish the most well-rounded picture of the market.
Starting with top line information, including company background and market share, we delved into entire product and service offerings. We also evaluated the marketing strategies used for their promotion, providing full website reviews for each competitor. By diving into the finer analytical details like website traffic, organic keywords, and backlink profile, we were able to build a comprehensive idea of where Every® could aspire to compete and sit in the market. All of this information aided Every®’s strategic decision making from a wider business perspective.
Every®’s software works for educational organisations of all shapes and sizes, from the smallest standalone schools to the largest multi-academy trusts. From primary school headteachers to MAT CEOs, we produced comprehensive documents detailing elements like aspirations, pain points, and how Every® can help each persona.
Subsequently, we now have a bank of information that helps to inform the wide array of marketing activities that we carry out for this client, ensuring that individual and wider messaging is appropriate to the target audience.
We manage all aspects of Every®’s content, from blogs hosted on their website to copy and creatives for their social media channels. We’ve taken a very holistic approach to the content strategy, ensuring pieces directly complement one another. Alongside this, we’ve designed and maintain a webinar plan that works to increase brand awareness, positioning of Every® as a leading expert within the field of EdTech.
Our involvement in Every®’s email marketing has lifted the tone of voice, developed more targeted and thoughtful email campaigns, and generally improved the overall harmony of email communications.
We completely refreshed customer newsletters which is seeing increased open and engagement rates month by month. By combining our persona work with data list management and bettered contact segmentation, we’ve also been able to produce specific email communications for prospective customers, ultimately helping to generated strong sales leads for Every®.
Every school term, we develop a highly-researched whitepaper with Every®. These pieces are developed with persona pain points in mind; they acknowledge current issues faced within the sector. They detail insight from educational professionals and incorporate a wealth of research and expert opinion to provide opportunities for solutions.
Each whitepaper is supported by dedicated digital marketing. From organic and paid social posts to website landing pages, we ensure the campaigns supporting each whitepaper are consistent across their aesthetic, messaging, and tone of voice for maximum impact.
Since commencing work with Every® over nine months ago, we’ve proven an increase in website traffic, expanded their social media following, nurtured a more cohesive brand tone of voice, and developed strategic campaigns to support their software sales. We’re really proud of the strong and supportive relationship we have developed with this client and are continually excited by the marketing opportunities we can explore within the EdTech industry!
We partnered with Halston B2B due to their ability to grasp a strong understanding of our target audiences and their deep knowledge of our sector. They work consistently with our sales team to ensure that all activities are enhanced and executed as tactically as possible. We’ve enjoyed seeing how the team have comprehensively developed our marketing strategy to align with our goals to promote both our HR and compliance solutions in a changing education sector.
-Adam Watson, Director of Every®