MultiLit is the leading provider of effective literacy instruction in Australia.

With a limited internal marketing team to promote its services, MultiLit engaged The Being Group to support with its business objectives of increasing awareness and uptake of its programs, Literacy Centres and marketing communications overall.

Strategy

A comprehensive marketing strategy workshop was held with key representatives from MultiLit’s board, directors and management team. The workshop highlighted a need to increase awareness at three levels: create overall awareness of MultiLit amongst the target markets (the awareness set), promote MultiLit’s services as a viable and leading option (the evoked set), and make it easy for people to choose MultiLit as a preferred solution (the selected alternative).

Another central consideration was to shift marketing from reactive to proactive. Instead of developing materials as people ask for them, we proposed detailed consideration of what markets needed to implement programs and training. This included the development of a 12-month marketing plan each year, outlining promotional topics to appeal to both educators and parents, including bespoke service, years of experience and the evidence base for programs.

Marketing

Following development of the marketing plan, MultiLit commissioned The Being Group to assist with ongoing social media and marketing. Social media content is mapped out in monthly calendars, with all captions, creative assets and blogs developed by our copywriting, design and video teams.

Content highlights a blend of school and Literacy Centre promotions, to ensure the audience split is evenly targeted. The approach has resulted in significant improvements in MultiLit’s digital identity, engagement across platforms, and sales.

Communication

Copywriting and design of the 2022 product catalogue simplified and streamlined the existing document structure, for clarity and consistency. Referring readers to the website for more details, the edits served a double purpose of condensing information and driving online traffic and sales.

The 2023 catalogue takes an even simpler design approach, injecting warmth and emotional connection into the document through the integration of illustrations from MultiLit publications and student-centric photography.

Video and photography

A dedicated photo and video shoot at MultiLit’s Macquarie Park Literacy Centre aimed to refresh and reinforce the company’s marketing collateral with a versatile media library. Images and footage capture the diverse range of MultiLit’s offering, featuring smiling students and educators using the company’s programs and products in a variety of settings.

Digital marketing campaigns

The Bookshop by MultiLit launch

The Bookshop by MultiLit is an online store selling books and resources produced and recommended by MultiLit, designed to help parents, caregivers and teachers support any child’s literacy development journey. For the store’s launch, our full-funnel digital marketing strategy split the campaign into two stages.

The pre-launch stage was key for generating leads and awareness around the upcoming opening. Copywriters, designers, web developers and videographers worked together to create a suite of creative content, including a blog post, EDMs, videos and social media ads. Audiences were directed to a custom campaign landing page capturing contacts through the offer of a 10% discount with first purchase. Messaging was positive, warm and inviting, encouraging parents to embrace reading at home and empower young learners with books recommended by experts.

The campaign moved into its second stage with the official launch of The Bookshop, with another blog post, new social media ads, EDMs and Google Ads, leading audiences straight to the online store.

The launch campaign resulted in significant engagement, lead generation and sales.

Positive Teaching and Learning Initiative relaunch

MultiLit’s Positive Teaching and Learning Initiative is a series of self-paced eLearning modules aimed at empowering school leaders and teachers to introduce a highly effective, school-wide positive behaviour management system.

A digital marketing campaign to relaunch the newly expanded series aimed to increase awareness of MultiLit and the initiative, grow leads across the target audience and establish MultiLit as a leading positive behaviour specialist.

Social media advertising, Google Ads, thought leadership blog posts, EDMs, LinkedIn direct messaging and paid editorial content directed traffic to a landing page where they could sign up for a consultation with the behaviour experts behind the program.

MultiLit Brisbane Centre launch

When it came time to launch a new office and Literacy Centre in Queensland, MultiLit wanted to make an impact with a digital media campaign that would attract new customers and encourage existing leads to reengage with the brand.

Beginning with a brand awareness video ad on social media, the campaign appealed to parents seeking to get support for their children to help them thrive at school. Remarketing ads focused on the centre location, bringing a new creative direction that saw great results across all channels when it was consistently applied to EDMs and print marketing.