Geoff Livingston is a co-founder of Legends of Learning and served the company as its first CMO, creating the company’s brand and marketing strategy. The company still uses these branding guidelines and executes on its website, collateral, infographics, sales literature, and at trade shows.
Livingston’s Legends of Learning brand strategy revolved around helping middle school science teachers become heroes by using learning games to engage students on their terms. The campaign used a variety of tactics ranging from public relations and digital content to online advertising and direct marketing.
Media forms included:
- Media relations
- Trade shows
- Online video
- Online communities
- Social media
- Digital advertising
- Marketing automation (Pardot)
- Direct mail
- And more
Perhaps the signature piece of the campaign was the Legends of Learning cape, which went viral with teachers frequently sharing pictures of themselves wearing capes on Twitter, Instagram, and Facebook. The capes were given to teachers at trade shows, and to those teachers who used the online games regularly.
The initial marketing campaign drove more 30% of the addressable market — 130,000 science teachers — to try the games in a one year period following the launch of the science games. Geoff Livingston left the company at end of April, 2018.