We helped a leader in education technology “Go Beyond.”

Brand Strategy
brand creative
digital design and content
research

Challenge

Drive more engagement by rethinking both a brand and website. - Discovery Education, a division of Discovery Communications (NASDAQ:DISCA), is a leader in digital curriculum for K-12 classrooms worldwide —  providing streaming multimedia content, award-winning digital textbooks and the largest professional development community of its kind. Discovery Education is used by more than 5 million educators, and 51 million students in 90 countries worldwide. Over the past few years, both the brand and website had gone out of date, no longer reflecting the core value of the brand or innovative new services like digital textbooks. As well, direct usage by classroom teachers had been falling, making it more difficult to win renewal contracts with school districts.

What we did

Rearchitect both the brand story and the website experience. - After conducting a series of in-depth interviews with K-12 teachers, we learned that many found the site to be overwhelming, making it hard to find relevant content for their lesson plans. We also performed a detailed competitive analysis and held strategy meetings with senior Discovery managers, exploring their vision and “open space” opportunities that could help Discovery Education differentiate itself within a crowded market that includes free YouTube content. The result: two new creative themes were tested; “Go Beyond” and “ReDiscover”. Both of which describe how Discovery Education creates more learning experiences that help students explore the real world beyond the classroom, and helps educators take their own professional development to new heights. In the end “Go Beyond” resonated more with educators and supervisors and was selected to go forward. 

Building on the new “Go Beyond” theme, we then completely architected DiscoveryEducation.com to showcase rich content beyond streaming. A new content hierarchy for page layouts, streamlined user flows, and redesigned product level pages supported a simpler, task-driven browsing experience. In addition, Discovery Education’s thousands of streaming videos were completely reorganized, making them much easier to search and access to be incorporated more easily into daily lesson plans.

Brand Action

Increased Traffic, Increased Demos, Increased Demand

Increased Sessions
36% increase per user - driving repeat usage by existing platform users
Lower Bounce Rate
the new navigation created clearer pathwys to useful information
Session Durations
35% higher engagement with intriguing content
Returning Users
increased 57% driving more repeat usage

“The change in user engagement for our website is incredible. We went from a concentration on our streaming videos, to boosting awareness of everything that we have to offer educators. Garfield made it easy to reach out to our users and to give them the resources that they need to make their jobs easier. I would recommend Garfield to anyone.”

Lori Overstreet
Vice President, Marketing

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