Doing our homework to help Findel reach out to schools

Challenge

School supplies specialist Findel Education were struggling to convince the UK’s 11,000 School Business Managers (SBMs) to sign up to their Web FMS solution and range of online Smart Ordering features. Designed to simplify the ordering, billing and invoicing process for those buying products using traditional catalogues from Findel’s GLS and Hope Education brands, there was a need to clearly communicate both what Web FMS and Smart Ordering were and how they can benefit schools.

Designed to simplify the ordering, billing and invoicing process for those buying products using traditional catalogues from Findel’s GLS and Hope Education brands, there was a need to clearly communicate both what Web FMS and Smart Ordering were and how they can benefit schools.

Solution

Through focus-groups and social listening, we identified that SBMs are an extremely hardworking bunch – passionate about what they do and how this makes a difference to the children at their schools. However, our research also showed that SBMs often feel under-valued, despite the huge amount of time and energy they invest in their role.

From this insight, we created a campaign that demonstrated how Findel understand the frustrations SBMs face and how they appreciate the contribution they make to keeping school life running smoothly.

Highlighting how switching to Smart Ordering saves time and money, each execution explains how it can enable busy SBMs to tick off all the other jobs on their list; transforming them from School Business Managers to Smarter Business Managers.

We also recommended renaming the WebFMS function, changing it to the more meaningful ‘Smart Connect’.

Results

BY shining a light on education sector’s unsung heroes, the campaign increased Smart Connect registrations by 85% during the first 5-months, increasing online order volumes by 22%.

In ROI terms, the campaign achieved a very impressive 949% (£9.49 for every £1 spent).

  • 85%

    Smart Connect registrations up in 5 months

  • 22%

    increase in Online order volumes

Just 3 days in and 9 internal briefings later, the feedback from SBMs, industry leaders and colleagues has been fantastic. I couldn't have asked for a better team to work with in getting this over the line.

Lynsey M,
Head of Customer Retention at Findel Education