Ingram Micro Education Campaign

IT channel distributor Ingram Micro (IM) saw that its resellers were struggling to engage with education customers after many years of ‘same old, same old’ product-focused messaging and blanket emails. Engagement and sales needed a boost and IM was after a completely new approach to interact with its resellers in fresh and exciting ways.

A long-term plan and a trip to Vegas

bda set to work on a new 12-month strategy to put the reseller first and educate them on IM’s new and long-lasting commitment in the education sector. The plan was to include traditional ‘through-partner’ marketing as well as end user campaigns to increase awareness and sales. The year-long strategy included:

  • Q1: The Classroom of the Future – presenting the bigger opportunities
  • Q2: Learning Live – an event to demonstrate the technology in action
  • Q3: Maximising year-end spend according to the education financial year
  • Q4: Delivering planning for schools for the following year

The ‘Classroom of the Future’ phase focused on IT solutions for the whole classroom rather than selling a PC here or a printer there. This covered a multitude of marketing elements including webinars (with high-profile industry leader Spencer Kelly), live workshops, direct mail and email campaigns, surveys, health checks and selling tools.

These new marketing programmes also included reseller incentives based around interaction rather than units sold, and the top prize was a luxury trip to Las Vegas. This was an ‘all-out’ effort to get resellers back in the game and excited about the new proposition for schools, colleges and unis.

A*s all round

We tracked every measure possible – we wanted to ensure the best grades for everyone. All resellers received unique URLs, the perfect way to track engagement and revenue, which immediately saw a marked increase. As the campaign progressed, it was a win-win for every channel player: the vendors, IM and the resellers were all seeing the benefits – not to mention the teachers and learners too. We’re still busy delivering an end-user campaign, including social media, to drive leads and feedback for the resellers, and we’re adapting our messaging as we go. In fact this is a long-term commitment that sees us through into the spring and summer terms for 2015. Ingram Micro is so pleased that key stakeholders and departments are now keen to shift the campaign sideways into healthcare, so it’s all hands-on-deck to replicate and add value once again.