Voyager Sopris Learning needed a fresh, new marketing campaign, for LANGUAGE! Live, a comprehensive digital literacy program. The company’s past work was very technology focused and lacked emotional appeal. Voyager Sopris asked BMG to find a way to connect emotionally with the teachers and students who use the product every day.
BMG presented I AM MORE, a branding strategy that both described the students who use the product as well as the product’s ability to do more for a school than competitive solutions. It was created as an emotional appeal to see these struggling students and the dedicated teachers who serve them for more than their limitation but for the potential hidden within. The campaign included brand positioning, brand message development, product copywriting, full-page ad design for national trade publications, banner ads, website design and art direction, digital content planning, marketing promotional strategy/planning, and video script writing.
The I AM MORE campaign was so successful that Voyager Sopris Learning began elevating the campaign to a branding direction for the whole company.