Brand creation
Endorsed through audience research, the chosen name, Vital, conveys necessity and energy. The logo’s ‘refresh’ symbol communicates a fresh approach to education and the connection to ICT.

Marketing
After the successful launch, we created the campaign to raise brand awareness and encourage registrations on the Vital website. This comprised:

• an EDM campaign with the chance to win iPads for schools
• print and online advertising in the Guardian and Times educational supplements
• an ongoing PPC campaign to drive traffic to the site.

Then, with Vital’s online community starting to flourish, we developed an integrated marketing strategy to retain and grow the programme’s user base. Here the deliverables include:

• a monthly newsletter
• targeted EDM campaigns for ICT facilitators, head teachers and teachers
• a social media strategy  
• branded collateral for events and as leave-behinds.

Social Media
Online collaboration and knowledge-sharing are core principles of Vital's operation. They asked us to develop a social media strategy with measurable outcomes and take over day-to-day management of their social media activity. We began by locating relevant conversations, using keyword searches to identify influential users and mining their public interactions to map the community.

A content strategy and editorial schedule for Vital's existing, desired and recommended social media presence – blog, Twitter, YouTube, LinkedIn etc. – ensures that all these channels are updated with fresh, enticing content.