Planning a multi-channel back- to-school campaign

My team at Manifest was tasked with creating a Back-to-School campaign for EdTech: Focus on K-12 magazine, a publication owned by CDW, a technology solutions provider. 


July - August 2020


Web editor (me), managing editor, performance marketing engineers, social engagement manager, project manager, creative director


Drupal CMS, Google Analytics, Divvy

The problem

This campaign was different from previous years because of COVID-19. Many schools across the nation were scrambling to set up remote learning for the first time.

How might we help K-12 IT administrators and educators implement long-term remote learning while differentiating our coverage?


Creating content on how technology is helping foster human connections during COVID-19 will be useful to K-12 IT administrators and educators dealing with remote learning challenges, including students feeling isolated and unmotivated.

We’ll know this is true when we see an increase in qualified traffic and audience engagement to our back-to-school content.

Illustration by Hylton Warburton

What I did

One of the Twitter polls I created in collaboration with design and our social engagement manager

Carousel landing page with copy I wrote