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

Its programs and Literacy Centres are uniquely placed to be effective, because they are all grounded in scientific evidence-based best practice.

With a limited internal marketing team to promote its services, The Being Group was engaged to support MultiLit 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, 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.

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.

It’s been a pleasure working with you and the whole team. Thanks for your support this year! We look forward to another exciting year.

Freya Purnell
Chief Operating Officer and Publisher, MultiLit

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