Education as a Marketing Strategy: 8 Brands Doing Online Classes and More

By Dawn Papandrea

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Few would argue about the power and value of educational content – whether a blog, an e-newsletter, a white paper, or a how-to video. However, some brands have taken this concept further by developing full-fledged classes and curricula for their audiences.

Let’s look at eight brands that give their audience opportunities to get an education in unique and entertaining ways.

Renasant Bank: Marketing strategy takes step above boring classes

Renasant Bank, a 113-year-old Mississippi-based regional bank, had been offering financial literacy classes and support to local universities for some time. Although it didn’t need name recognition – the bank has that – it did want to find a way to be recognized as offering more than checking accounts.

Two years ago, Renasant took a page from the popular TV show, Shark Tank. “For years, we’ve partnered with universities to do business competitions. After looking through their pitches, giving students ideas, and realizing that no one knows this is going on, we thought, ‘What if we got a partner to do a TV show?’” says John Oxford, Renasant’s director of corporate communications.

The show, Brand New, was produced with the help of Mabus Agency, and aired its first episode in June 2017 on MPB, the Mississippi PBS affiliate.

Students from the University of Mississippi, Mississippi State University, and Southern Mississippi submitted business ideas, which a panel of judges from Renasant and local business partners narrowed to six. Spotlights on those students, their ideas, and the competition that followed were filmed and featured in four 20-minute episodes.

“Banks are often perceived as boring, but as far as content goes, you can help differentiate yourself by taking a calculated risk to show what your brand does,” says Oxford. The ability to distribute your story across multiple channels makes it even more …read more

Source:: content marketing

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