Case Study - iCan Education - BizPaul
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Case Study – iCan Education

Case Study – iCan Education


Education, education, education, as someone once said. It’s something that’s all around us, and something that has a major say on our daily lives. Just ask Anna Varley.


Anna is an EdTech Educator. She teaches educators, such as teachers, how to use technology in their classroom, and she can conduct STEAM learning for pupils. She also runs courses on Microsoft Office.


Anna is also a mum, and she knew social media was potentially a great way to promote her business. But her sticking point was finding a strategy that enabled her to win new business in both the education sector and private business – two areas that have completely different markets.


We spent some time with Anna to gain an understanding of the services on offer for each part of the business and, crucially, what proportion of the business each part should generate. And then we helped her work out a strategy for each audience.


While developing courses for schools was fulfilling, running Excel courses was pretty much off the shelf and would allow her to generate revenue.


For the private sector, we worked on LinkedIn and looked to optimise Anna’s personal profile by giving her training on how to be found more easily. We also created thought leadership articles and opinion pieces she could published.


Then we used LinkedIn to find connections and build a reference point for any new clients to visit to seek Anna’s skills.


From an educational perspective, we chose Facebook and Twitter as the platforms of choice because those are the sites many educators use. We also knew that teaching students use Facebook to gain inspiration for their lesson planning, so that was an audience we could definitely tap into.


We were careful to agree how frequently posts should be created, because we didn’t want to waste Anna’s precious time.


With such a business, there are times when Anna is simply too busy to be able to update social media, so as part of our agreement, we took over the reins of the accounts at super-busy times to ensure there was constant output.


Of course, we were close enough to the business to understand Anna’s voice and content needs.


From this, Anna managed to secure speaking slots in EdExec Live in London and Manchester, as well as further training as part of Herts for Learning.

In addition, she now offers innovative STEAM printing and EdTech training to a number of schools in Leicestershire.


February 25, 2017

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