rhc advantage brings maths alive for Texas Instruments

rhc advantage have launched a direct and digital marketing campaign for Texas Instruments Education Technology division.

The campaign launches the new TI-Nspire product to maths and science teachers in secondary schools across the UK.

TI-Nspire is a flexible ICT platform with the potential to transform the way students explore and learn maths. It does this via fully compatible handheld and software versions, to suit different teaching and learning needs.

Sounds complicated? ‘Once you’ve seen TI-Nspire in the classroom, you soon realise that it is an absolutely fantastic product which really does inspire students and teachers’, explains Richard Collyer, creative director of rhc advantage. ‘The problem is that it is extremely difficult to explain in a few words.’

For this reason, rhc advantage carried out research with teachers before devising a communications strategy, leading to the core creative concept that ‘TI-Nspire brings maths to life'.

The campaign had three main elements, all created by rhc advantage: a mailing, a website and a video. First, a mailer was sent to maths and science teachers and department heads. This aimed to direct them to a website, www.nspiringlearning.org.uk, which prominently features an introductory video showing TI-Nspire in classroom action. The website also explains the features and benefits of the product in detail, features other videos showing different aspects of the product, and has a number of calls to action, including a trial offer of the product.

Collyer points out that in this case, the rhc advantage proposition of 'marketing for older audiences' relates to teachers. 'We are keen to work with clients targeting adult audiences - and this need not just mean people of retirement age. Adults tend to prefer communications which focus on understanding and meeting needs, delivering benefits and providing information - which is exactly what this TI campaign does. It's worth noting that many marketing messages are inter-generational - in this case it's about helping teachers to inspire students, in other cases it might mean middle-aged people helping their parents to choose a retirement home.'

Concludes Collyer, ‘There’s no doubt that if you’re a maths or science teacher, you will be impressed by what you see. That’s why the video plays such a central role in making the benefits of a relatively complex product seem so immediate and obvious – TI-Nspire really does bring maths to life.’

For further information, please contact Mark Beasley or Richard Collyer at rhc advantage - 01256 704070, www.rhcadvantage.co.uk