Case study - McGraw-Hill

Velo consistently delivers compelling, innovative, and cutting-edge campaigns for us at McGraw-Hill. They work as an extension of our team, bringing to the table a wealth of ideas to add value to our campaigns.


AP, Executive Director of Marketing at McGraw-Hill Professional

Client background

 

McGraw-Hill Education (MHE) is one of the world’s largest educational publishers. It operates in 28 countries with over 5,000 employees, offering educational products and services to over 135 countries in 60+ languages.

 

If you attended university, anywhere in the world, it’s likely you will have studied using a McGraw Hill textbook.

 

Velo has supported the global MHE team across a number of brand awareness, creative, demand generation and customer marketing activities since 2017.

Challenges

 

Print sales within the publishing industry are in decline. Many teaching staff and students now opt for digital versions or no longer feel the need for book publications as their only point of reference.

 

Education is also undergoing major changes, especially in Higher Education. As students are required to fund their own degrees, higher expectations and pressures are on the universities to increase teaching standards, drive better results, and improve post-grad student employability.

 

For MHE, remaining current in this new world of education, adopting new digital technologies to share content, while ensuring minimal cannibalisation of its own print business is a constant, daily challenge.

Partnership approach

 

Our work with the MHE team is full-service. We work collaboratively with the marketing team to embed our planning methodologies and frameworks and ensure they have the support they need to build out powerful briefs. 


     

Working at both the most senior levels and with delivery teams, we help guide MHE strategy and ensure cost-effective execution, blending in-house and external resources. 

 

Taking a leadership role in high-profile and business-critical campaigns, we’ve helped MHE reach the right audiences with the right information on the right platform to help develop the doctors and engineers of the future. 

Our Landmark 20th Edition global campaign for Harrisons Modern Medicine was shortlisted for PPA Campaign of The Year in the PPA awards

Insight & marketing planning
Campaigns & activation
Creative & copy
Video & photography
Full stack development

Highlights so far

 

  • Established a pioneering always-on approach to lead generation backed by intelligent nurturing messaging localised for individual global markets.  Used for all MHE’s major digital products, these efforts have delivered pipeline lifts and individual deals that show significant ROI.  Our strategy has seen the sales team overachieve their lead generation targets by 228%. MHE attributed our campaigns as the primary driver.
  • Established new planning methodologies for marketers in key markets. This spans value proposition development, messaging matrices, communications planning and measurement frameworks. These are now embedded in the organisation and has seen the Velo team working on the ground on both sides of the Atlantic.
  • Led business-critical new title campaigns for MHE’s two flagship titles; Perrys, and Harrisons. The Landmark 20th Edition of Harrison’s Principles of Internal Medicine campaign sold 82,000 Unit Sales in the first six months alone, making it the largest selling title for their Professional Group. The campaign was shortlisted for Campaign Of The Year Award in the PPA Awards.

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