• New creative to embrace lifelong learning (launching in July)
• 2-wave direct mail campaign to over 50,000 contacts
• 1.2million emails to over 100,000 contacts
• Integrated social media and digital campaign
• More advertising in both niche and national publications – targeting specific visitor groups but also widening our reach
• Affiliate marketing – forming strong partnerships and hosting strategic co-located events with influential organisations to strengthen the community element of Bett and further facilitate word of mouth
• Sector-specific PR campaigns delivered by Mango Marketing
• Tactical and strategic PR campaign – appointment of leading PR agency Freud Communications
• Dedicated international marketing campaign in Europe and the Middle East

How will we attract new visitors from Higher Education and Workplace Learning?

• Conducting research and growing the database with the following job roles (some of which already attend Bett):

• Business Unit Managers
• Chief Learning Officers
• Corporate Executive Management
• e-Learning Directors
• Heads of Learning and Development
• HR Directors/Managers
• Information Services Directors/Managers
• IT Directors/Managers
• IT Training Managers
• Learning and Development Managers
• Library Services Managers
• Organisational Development Directors
• Performance Improvement Managers
• Personnel Directors/Managers
• Project Managers
• Talent Management Officers
• Training Directors/Managers

• An additional £200k investment for targeted marketing activity using specific messaging, including content-rich direct mail, advertising in key B2B publications and collaboration with new partners amounting to a total marketing spend of £460k
• Dedicated content & influential, big-ticket speakers
• VIP scheme exclusive to buyers of learning technology from universities and businesses

Whilst expanding into new sectors, enhancing learning through technology in schools will remain at the core of Bett. We are dedicated to continue growing this sector through a targeted marketing campaign alongside forming stronger partnerships with influential organisations to strengthen the teaching community at Bett.