Expanding Value Beyond the Classroom
The Challenge
In the face of looming budget cuts for the 2008-2009 school year, Rosetta Stone found itself at a pivotal juncture. With the education sector bracing for financial strains, our challenge was clear: maintain the impressive growth momentum we had achieved. However, we knew that language programs, often seen as "nice-to-haves," were vulnerable to spending reductions.
Our mission became more than just sales—it was about reshaping perceptions and demonstrating the vital role of language learning throughout a school or district. We wanted to ignite a sense of advocacy and enthusiasm, showing educators and administrators how language skills could enhance broader educational goals. Our goal was ambitious yet straightforward: expand the value of languages beyond the classroom.
The Solution
We introduced a comprehensive back-to-school campaign called 'Global Voices,' spanning multiple channels to promote the value of language beyond the language classroom. This initiative aimed to immerse schools in diverse cultures through a specially curated activity kit offered as a limited-time value add to the purchase of language learning licenses. Each ‘Global Voices’ kit included:
- A digital camera to capture and share cultural moments within the school community, fostering engagement on social media and through a dedicated website we developed.
- An event planning guide, empowering schools to host cultural celebrations throughout the academic year, complete with detailed suggestions and timelines.
- Maps and posters for vibrant displays in school bulletin boards and hallways, promoting cultural awareness and offering tools for social studies and geography teachers to use in their lessons.
- Cultural activity sheets featuring songs, foods, and interactive activities that teachers could weave into their lessons. For example, the music teacher could focus on songs from cultures highlighted and math teachers were encouraged to use recipes as learning tools.
- Personalized banners for each school, proudly displaying the message ‘<Name of School> Celebrates Global Voices’.
Our field sales team distributed informational flyers to promote the campaign, the inside sales team was armed with a calling list and talking points, and direct mailers and email messages were sent to our extensive database of school and district contacts. Additionally, the campaign received prominent visibility on the Rosetta Stone K12 website throughout its duration.
The Results
'Global Voices' yielded remarkable outcomes, surpassing our expectations on multiple fronts. Our primary objective of embedding language-learning into the fabric of school communities was resoundingly achieved, as evidenced by the enthusiastic engagement of non-language teachers who emerged as vocal advocates and influencers, particularly at the district level.
The ripple effect of our initiative was palpable across districts—initial contracts with individual schools often sparked widespread interest, prompting neighboring schools and district stakeholders to seek participation. The campaign garnered immense appreciation from language-learning teachers who felt validated and supported within their communities, while also drawing attention from decision-makers eager to partake in the cultural enrichment offered by the initiative.
From both financial and impact perspectives, the results were truly remarkable. Our campaign propelled us to expand our footprint across numerous districts, attracting multiple schools and driving significant year-over-year growth. During the campaign period, we exceeded expectations by achieving an impressive $2.5 million above plan in Annual Recurring Revenue (ARR). This exceptional performance underscores the enduring success and profound impact of our 'Global Voices' initiative. It also set the bar for subsequent value-add promotions.