Dreambox Learning___________________________Jeremy Cairns___

Summery: Email campaign to DreamBox Learning internal leads to help generate increase leads and sales for Q2. Campaigns I have written three different campaigns with three very different types of messages in them in order to give you choices as to what type of language and feel you think best reflects your product. Recommendations - I make recommendations based on design factors that I think will make the message more impactful, however they are far from required. A/B Testing I give three (or four) emails for each campaign so that there is a throw away. _____________________________________________________________________

Campaign 1 Focusing on (Adequate Yearly Progress) AYP. I recommend no

picture, only two GREY buttons labeled case study and sign up in RED letters. These buttons will carry throughout other campaigns, however, the colors will change.
Email 1 Subject: AYP: The points ARE the point

Dear [name], You have worked hard over the year to gradually bring up math scores. You and your faculty have focused on curriculums and gone as far as focusing on individual students. But there is a constant flow of new challenges that could effect what youve built so far. What if there was a fail safe to protect your AYP and ensure its upward trajectory? See how other schools are doing it: [case study button] Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013 [sign up button] Sincerely, Dreambox Learning [logo] Email 2 Subject: AYP: The points ARE the point

Dear [name], My AYP is good, but stagnate. We hear this all the time from principals and math educators from around the country. Theyve got a system and worked hard to get to where they are, but then it stopped. Many other schools have been able to kick-start their AYP and added those valuable last few points. See how they did it: [case study button] Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013. [sign up button] Sincerely, Dreambox Learning [logo]

Email 3

Subject: AYP: The points ARE the point

Dear [name], AYP, AYP, AYP! From national conventions to faculty rooms, those three letters loom in the minds of principals and faculty alike. The exchange of information on how to improve points seems like traders at a diamond exchange. New studies, methodologies and tips are ever circulating, coveted by some, but the proof is in the points. Look what has worked for other schools [case study button] Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013 [sign up button] Sincerely, Dreambox Learning [logo]

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Campaign 2 Emotional I recommend adding a picture of a woman in partial

silhouette sitting in her office in front of a window overlooking an empty schoolyard holding onto a report. This picture can either be the banner or to the right of the copy. Buttons in green with blue lettering.
Email 1 Subject: Theres no crying in mathematics!

Dear [name], As you gaze upon a less than stellar AYP report, the prospect of having to do a staff change or bring in a turnaround specialist can be frightening and may affect the morale of the faculty. Hold on! You have not exhausted your options yet. You CAN bring up those math scores. Other schools have found a sensible solution: [case study button] Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013 [sign up button] Sincerely, Dreambox Learning [logo] Email 2 Subject: Theres no crying in mathematics!

Dear [name], Soon summer will be here accompanied by a soothing silence. As relaxing as this prospect might be, the letters AYP, AYP echo through your head, making you think that perhaps the distraction wasnt so bad. Those math scores need to come up, but they have gone flat like the volume levels in the halls. You need something that works! Other schools have found a sensible solution: [case study button] Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013 [sign up button] Sincerely, Dreambox Learning [logo] Email 3 Subject: Theres no crying in mathematics!

Dear [name], Are you looking at the prospect of an AYP with a downward trajectory? Are you losing sleep and/or hair because of it? Lower math scores can be due to a series of factors: The retirement of a good teacher. The lack of participation of parents the education process. Inexperience of new faculty. Lack of resources.

Other schools have found a solution to these obstacles: [case study button] Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013 [sign up button] Sincerely, Dreambox Learning [logo]

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Campaign 3 Student Focused Approach I recommend a banner split into two.

On the left is an old B&W picture of kids at desks with pencils and on the right a color picture of children at computers. Buttons in green with blue lettering.
Email 1 Subject: AYP: The proof is in the points.

Dear [name], Mathematics as a form of muscle memory: Hand to pencil pencil to paper paper to hand hand to brain Once that hand hits the test, will it remember what to do? Children are consuming information differently now. This is affecting their brain development and their learning patterns. This has led some people to question some of the old methods of learning mathematics. By doing this it has had a positive effect on AYP points. See how other schools are adapting to how students are learning: [case study button] Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013 [sign up button] Sincerely, Dreambox Learning [logo] Email 2 Subject: AYP: The proof is in the points.

Dear [name], Progress monitoring is key to gauging your AYP. In a recent research study by Sandra Kretzer of Virginia Polytechnic Institute and State University entitled Data focused decision making: one schools journey, she found: The use and analysis of data has become a keystone in national policy for educational improvement and a foundational condition in the award of federal grant monies. See how other schools are using the latest strides in data analysis: [case study button] Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013 [sign up button] Sincerely, Dreambox Learning [logo] Email 3 Subject: AYP: The proof is in the points.

Dear [name], We all know that a students home environment can have a major impact on your AYP. This is particularly true for mathematics. Factors such as: A de-emphasis on math by parents who fear looking ignorant in front of their child. Lack of resources. Lack of parental time. Abusive or distracted environment.

This makes it that much harder on teachers who must overcome these obstacles daily just so that the child can focus and learn. This doesnt necessarily need to be the case. What is working for other schools?: [case study button]

Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013 [sign up button] Sincerely, Dreambox Learning [logo]

Email 4

Subject: AYP: The proof is in the points.

Dear [name], The reality of the classroom is that some students require more time, resources, and attention. However, this can also drain from other students and could have a major impact on your AYP. However, some schools have found a way to overcome this with real success that is reflected directly and positively in their AYP. See how theyre doing it: [case study button] Order now (use year-end funds) and activate by September 1, 2012. Use this years funds to get your school off to a great start for 2013 [sign up button] Sincerely, Dreambox Learning [logo]