As part of a thought leadership initiative, we launched a series of microsites we called "SmartCenters". These were dedicated to demystifying some hot topics for our audience. This, "Getting from here to Core", the first in the series, seeks to explain Common Core State Standards to educators and parents and how, and why they're different.
Created for lead generation and lead nurturing, this campaign features a free, 50 page, 4 color eGuide.
The eGuide, also called "Getting from here to Core", which I created and produced with a small team of experts, offers various insights into the building blocks behind the new assessments. It also includes links and other resources.
Working with a great writer named Karla Jacobs, we conducted interviews and research and developed the value-added content for both eGuide and website, which we also re-purposed for other pieces of the marketing communication program. Emarketing automated software called Eloqua® was used to deploy the campaign.

Home page splash image- one of three rotating images with unique messaging on each.

This is the SmartCenter website dedicated to our Common Core State Standards content marketing campaign. The site was intended to be an online hub, which is constantly updated, and incorporates a comprehensive look at the topic along with sample ite… — This is the SmartCenter website dedicated to our Common Core State Standards content marketing campaign. The site was intended to be an online hub, which is constantly updated, and incorporates a comprehensive look at the topic along with sample items, resources and links. Unfortunately, due to a merger and shifting priorities, this site has been taken down.

Cover of the 40+ page eGuide, "Getting from Here to Core", dedicated to revealing more about the Common Core State Standards to educators, administrators, and thought leaders.My role was project management, creative direction, design and produc… — Cover of the 40+ page eGuide, "**Getting from Here to Core**", dedicated to revealing more about the Common Core State Standards to educators, administrators, and thought leaders.
My role was project management, creative direction, design and production through to publish and beyond..

Sample interior pages of the eGuide which included links and other resources.

Email header and landing page for Phase one, the eGuide.

Email header for Common Core Campaign for Phase 2 video.To see the video, please double click on the image. — Email header for Common Core Campaign for Phase 2 video.
To see the video, please double click on the image.

Common Core video for download. To see the video, please double click on the image. — Common Core video for download.
To see the video, please double click on the image.

Landing page for Common Core Campaign, Phase 3 Infographic.To see the entire infographic, please double-click on the image. — Landing page for Common Core Campaign, Phase 3 Infographic.
To see the entire infographic, please double-click on the image.

This infographic for the Common Core State Standards shows what both students and teachers should know, and was created as part of this content marketing campaign.To see the entire infographic, please double-click on the image. — This infographic for the Common Core State Standards shows what both students and teachers should know, and was created as part of this content marketing campaign.
To see the entire infographic, please double-click on the image.

This timeline, posted on the SmartCenter website, lets you gauge where you are in the process of upgrading your students to the Common Core.

Full page trade ad for CTB/McGraw-Hill and the Common Core State Standards

Landing page for Math Sample items microsite

Landing page for ELA sample items microsite

This, "Why Data Matters", the second in the series, examines the role of data and assessment on student achievement.
Created for lead generation and lead nurturing, this campaign features a free, 50 page, 4 color eGuide.
The eGuide, also called "Why Data Matters", which I created and produced with a small team of experts, offers various insights into how, and why data matters for student achievement now more than ever. It also includes links and other resources

eGuide cover for 50 page, 4 color guide on "Why Data Matters" — eGuide cover for 50 page, 4 color guide on "**Why Data Matters"**