Long-awaited sequels — we all love them, don’t we? 🦸
Whether it’s the return of fan favourites like Deadpool & Wolverine, the jaw-dropping visuals of Avatar, the mind-bending twists of The Matrix, or the nostalgia of Indiana Jones, there’s something special about the buzz that builds around franchise sequels.
But here’s the thing — it’s not just the story we get excited about.
It’s the build-up…
Months (sometimes even years!) of waiting, the slow trickle of teaser trailers, those cheeky behind-the-scenes snaps, and the endless speculation from fans.
Studios are masters at this kind of marketing — carefully crafting campaigns to stoke our excitement long before a single frame is shot.
Why? Because it’s all about building…
And as we all know, anticipation breeds loyalty, which in turn drives success.
So, what if you used this same tactic — that movie-style build-up — to market your product?
Just like a blockbuster sequel, your product doesn’t need to be seen as a one-off; it’s part of a longer journey that offers value over an entire school year.
Plot the journey: From sign-up to year-long success
When you’re marketing to educators, you’re not just selling something for today — you’re painting a picture of how your product will support them across the school year.
Think of it like teasing the next instalment of a franchise. You’re showing not just what your product does now, but what’s coming next — the full experience.
It’s a bit like giving your audience a sneak peek of all the ways your product can help them throughout the academic year.
You’re creating excitement, keeping them engaged and interested, just as a film studio would with each upcoming sequel.
This approach can be especially handy for:
🗺️ Showcasing your brand’s value
Clearly show how your product supports schools, teachers, and students throughout the entire year.
🗺️ Relieving purchasing anxiety
When school leaders and decision-makers see the long-term value mapped out, they’re more likely to approve the purchase because they understand its ongoing worth.
🗺️ Keeping free trial users engaged
Don’t let trial users lose interest. If they see how much more your product has to offer, they’re more likely to convert to full subscribers.
🗺️ Boosting renewals
When you show value beyond the initial subscription, you increase the likelihood of renewals as educators can clearly see how your product continues to benefit them year after year.
Show value in a way that sticks: A visual roadmap
Now that you’ve got their attention, it’s time to make things easy to understand. Why not present the benefits of your product in a visual, easy-to-follow format?
Think about it — a well-planned visual, much like a movie trailer, can give your audience a quick snapshot of what’s to come.
Take Birkbeck University’s clever advertising campaign, for example.
Birkbeck’s tube ads show how busy professionals can fit university courses into their daily lives by mapping their day out in a simple calendar format.
It’s a fantastic way of showing that learning doesn’t have to disrupt your schedule — it can blend seamlessly into it.
Why not do something similar with your product?
Map out a full academic year, showing exactly how your product fits into the school calendar. This helps educators see the continuity of value and keeps them engaged throughout the year.
For instance:
📍 September resources
Kick off the school year with ready-made lesson plans, activities, and worksheets that are quick to share or print, saving teachers time when they need it most.
📍 Half-term activities
Offer engaging, curriculum-aligned, student-led resources for half-term that help keep students interested while giving teachers a much-needed break.
📍 Exam prep and revision
Support teachers and students through assessment season with expert advice, past papers, revision sessions, and even mental health resources to ease the pressure.
📍 Awareness Day content
Highlight key dates like International Literacy Day or British Science Week with themed content that brings these events to life in the classroom.
📍 Ongoing support for educators
From webinars to training days and workshops, show how you’ll be there for them throughout the year, providing guidance and support when it’s needed.
⭐ And don’t forget to announce new features!
Keep users excited by regularly updating them on what’s new, showing that your product is always evolving to meet their needs.
The power of mapping the academic year
Sure, this kind of approach takes a bit of extra planning, but the rewards are well worth it.
By mapping out how your product fits into the academic year, you’re giving educators a reason to stay engaged, building trust, and ultimately creating loyal customers.
Just like the best movie franchises keep us coming back for the next instalment, you’ll keep your users excited for what’s to come.
And it’s not just about making the sale — it’s about showing that your product is an investment that pays off over time.
By laying out how your product supports them across the school year, educators will discover features they might not have thought of and realise how it can make their day-to-day lives easier, again and again.
If your product has multiple features or offers within its subscription, spreading announcements out over time also helps prevent cognitive overload, making it easier for educators to appreciate each element without feeling overwhelmed.
So, go ahead, give your product the blockbuster treatment it deserves, and turn your audience into loyal, raving fans. 🥳
