ECS, long recognized as the leader in Texas standardized test preparation, relied on its established reputation for years. With industry competitors modernizing and advancing their digital solutions, ECS realized the need for a refreshed brand identity and a bold new approach to marketing.

The CEO initiated a brand update to better reflect modern product offerings and to connect with the growing number of new teachers in the post-pandemic landscape. As ECS continued to invest heavily in product development, it was essential that the brand communicated both innovation and relevance to today’s educators.

• Developed a new brand including logo, messaging and visual ID.
• Modelled catalog response rates identifying cost savings in traditional direct mail budget to fund a new digital campaign. 
• Developed a targeted SEM and Digital Display campaign to target the key school districts with targeted tracks for Teachers, Curriculum Directors and Superintendents/Principals. 
• Developed and tested offers and streamlined submission process to increase conversion with the following results:
  • Website Traffic up 50% year on year
  • First quarter sales remained flat y/y while the industry was down 30% y/y
  • Second quarter sales were up 40% y/y
  • Bigger brand relaunch campaign planned having created the cost saving and revenue lift to make a larger campaign possible