Beyond The Promise: The ExperiMMent

Tom De Bruyne presents a case from the Amsterdam Boondoggle office for Noordhoff Uitgevers (publishers).

The target audience was teachers, one of the hardest audiences to grasp. To bring something new and engaging to a stubborn target group like this is not something you do between 2 coffees.  The quest for the right ingredients for the communication mix was long, and someone needed to boldly go where preferably no one else has gone before. Hello Boondoggle!

Tell me and I forget
Teach me and I remember
Involve me and I learn
(Wim Van der Borght, Bananas)

The challenge for Noordhoff is to create and provide tools to the teachers to maximize the capacities and talents of their students.Could they prove this?

By means of a lot of multimedia devices, 2 classes were being followed, to watch the direct impact of the new approach. (doceerlab.nl), the ingredients were all present, the blog platforms and a number of other interactive channels (starting from simple e-cards, to more complicated items).

The results so far:

40.000 teachers in the database,
15% checked out the site, went to see the movies
average time spent on the website is 4 minutes
per mailing 1500 teachers sign up to become active contributors to the project.