Cengage Learning™ is a leading provider of innovative teaching, learning and research solutions for the academic, professional and library markets worldwide. The company’s products and services are designed to foster academic excellence and professional development, increasing student engagement and improve learning outcomes.
SAM (Skills Assessment Manager) is the premier proficiency-based assessment and training environment for Microsoft® Office Suites – an offering provided by Cengage Learning.
Cengage Learning wanted to leverage an innovative direct mail solution to dynamically inform educators about the benefits of the SAM program. The mailer had to be impactful and include concise and relevant messaging that could easily be absorbed and understood.
Kyp worked with Cengage Learning to create an innovative
Kyp audio™ direct mail solution featuring two minutes of digital audio testimonials that recipients could listen to through the attached ear buds. To support the audio content, Kyp’s multisensory solution included a variety of integrated engaging touch points, such as a knowledge wheel and a fold out insert that provided important website addresses and contact information.
By combining physical touch points with educational content, the Cengage Learning piece provided audiences with brand engagement and offered an incentive to retain the Kyp audio for future reference. Additionally, the compact and innovative communication tool was nested in a welcoming Kyp dimensional mailer – ensuring it would not be overlooked.
The Kyp audio solution also featured a call to action promotional element to encourage users to go online and register for a chance to win a prize. Resulting from the combination of stand-out design, technology and innovative form factors, the Kyp audio solution effectively showcased the benefits of SAM in an innovative way which could not be ignored.
“The SAM Kyp audio was an impactful, multisensory solution that successfully engaged and educated users by connecting them to an explanation of the program’s offerings and benefits.”
Marketing Communications Manager, Cengage Learning
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