An edtech company based in Dubai, Maker & Coder’s innovation constantly redefined cutting-edge technology in the sphere of education. But with the launch of MC 4.0, the edtech company had created something never-seen-before. A scalable product that would not only enable students across ages to learn AI and Robotics, but also upgrade - as a stackable product - with the evolving needs of learners. Integrating complex technology to enable this, Maker & Coder needed to uncomplicate and un-jargonize its technology to launch its product across a mixed audience bag - educators, students and parents.
As a trailblazer in its industry, we recognised and engineered communication and visuals that would spotlight the novelty of Maker & Coder’s AI learning product, MC 4.0. This was further extended to the information and user journey on their website.
Before we embarked on what to speak, we understood who we were addressing through Maker & Coder’s website. Its primary stakeholders were - educators, students and parents. At every stage of the user journey, visuals, content and micro-interactions were planned and leveraged to induce a spirit of zeal for education.
Communication was streamlined from each user journey’s perspective. For instance, educator-focused content detailed themes like ‘future readiness of their students’, and ‘delivering a unique learning experience through MC 4.0. Whereas, for parents, any concerns regarding their child’s future-readiness were mitigated while highlighting how learners could inculcate motor control, problem solving, creative and critical thinking skills, thanks to MC 4.0.
Kicking off with event launches, MC 4.0 debuted at London’s Bett Show, followed by Philadelphia’s ISTE (International Society for Technology in Education). Everything from the booth to collaterals were designed to make a resounding impact. Finding a market for an innovative AI-based learning product meant identifying stakeholders who aligned with the different applications of this product.
While resellers were nurtured through a mix of direct marketing - with emailers, events, and digital campaigns across LinkedIn, educators and parents were nurtured through a mix of content across LinkedIn and Instagram.
Leveraging our comprehensive understanding of each audience segment’s triggers, a three-dimensional content strategy was developed across social media platforms of Maker & Coder. From testimonials and benefit-driven communication targeting parents and students to hosting coding contests and challenges, and projects demonstrating proven success targeting educators were planned. The primary focus: how future could be reimagined (and prepared for), thanks to MC 4.0.
On its journey in innovation and changing lives with its intelligent and futuristic technology, Maker & Coder discovered a communication partner that helped shape its voice to, at once, be groundbreaking yet universal and relatable.
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