Adobe software - communicating value

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Adobe Software - Communicating Value to Students

Reviews/surveys is one of the most effective marketing solutions to promote any product to students. And, Forbes states that traditional marketing such as ads is not an effective way to market a product to students anymore.


  • Marketing brands to students is considered to be one of the hardest marketing especially on campus.
  • According to Forbes Magazine, traditional marketing such as ads is not effective anymore when reaching student consumers. Which is why, social media channels like Facebook and Instagram are one of the popular marketing channels for students, as it blocks ads that they do not find relevant.
  • Students nowadays want to listen in a word-of-mouth marketing than seeing ads.
  • Reviews/Survey is one of the most effective marketing solutions when it comes to students. This is the primary thing a student would look into when downloading or purchasing apps. And, when they see positive reviews from other students, they are most likely to download it.
  • Making use of brand ambassadors who are students is probably one of the most personable marketing technique. A company can promote their products through trust from another student, classmate or family.
  • Incentivizing is a way where loyalty programs and coupon works. In this way, students would stay loyal to a brand every time they use the product. This is enticing for student because they are aware that they are benefiting from the brand.
  • "Through social media, you are able to get students involved in the marketing solution process which will only increase brand awareness. Examples of this include, getting students to tweet about their experience with your app, or posting a photo of the food they received through your mobile ordering feature".


  • Make use of cloud hosting services instead of in-house, because data testing and developing is more convenient from data centers to production.
  • Do a beta testing first before investing in resources for developing the software. It is a great help when it comes to software improvement to create a simple mock up of the product and get feedback from the users, firsthand.
  • Offer a free trial to first time users.
  • Allow free access to premium features. This can encourage possible consumers to try out the software.
  • Include a short video about the product experience.
  • Use emotional marketing and sympathize to the difficulties people experience without the software.
  • Show a software feature comparison table on why the product is the best choice among any other.
  • Have third party referrals or social media collaborations and communication solutions for higher education.
  • According to studies, a brand who puts "money back guarantee" in their website of marketing statements boost marketing sales to 40%.
  • Include active phone numbers and HQ address to website.
  • Provide a 24/7 customer support for customers.
  • Conduct market across channels that could accelerate the adoption of digital services.
  • Research on different forums on the internet to search for prospective customers. A brand can participate in any topic/forum in relation with their brand and conduct marketing process in that forum.
  • Adjust the brand marketing regularly and use metrics if the brand marketing done was a success or not.


  • Invest in Facebook services like sponsored post, re-targeting ads, ads with specific target customers and functional e-commerce store linked in social media platform.
  • Try humanizing the brand because young people only trust (unpopular) real people compared to influencers and celebrities who just promote products because they are ambassadors.
  • Manage the platform well to create a well branded online community by publishing unsponsored post, responding to comments and questions, create customer-related campaigns, create imagery and messaging, and provide informative post outside the products.

Your Research team applied the following Strategy:

We were unable to find relevant information about the best ways to market Adobe software to students using business to consumer channels which would include Spotify, Reddit, YouTube, Instagram, and on-campus methods. However, we were able to identify information on how to target students during brand marketing in general, how to sell software and service online, and how to target youth on social media.

Our first attempt to find the data was to search for pre-compiled information on articles and journals about the best ways to market Adobe software to students using business to consumer channels like Spotify, Reddit, YouTube, Instagram, and on-campus methods. We were aiming to find a 'best list' or a 'top list' about some popular practices of brand companies who has been successful in their social media marketing strategies, in order to apply the same practice to promote Adobe software to students. Nevertheless, there were no articles specifically about the best ways to market a software to students using business to consumer channels. Results of our searches were about brand marketing to students only. However, because of the relevancy of what we found in the course of our research, we have included the data points in this brief.

As our second attempt, we looked for qualitative information from experts in the industry about Adobe company's marketing efforts targeting youth through company interviews. We also looked for sponsored media articles that discusses Adobe's stand on how to implement effective marketing strategies for software providers using social platforms and targeting young people/students. We were hoping to locate data on how the company would attract youth to use their services for educational purpose at school and at home. Nonetheless, our searches did not return relevant information. It was only about the benefits of having Adobe software to students. However, we found data about targeting young consumers on social media. Further, we were also able to find information on how to target students during brand marketing in general and how to sell software.
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Adobe Software - Communicating Value to HED Educators and Academic Leaders

Even after extensive research, we were not able to provide information on the best ways to market Adobe software to HED educators and academic leaders using B2C channels. We found that Adobe generally markets its products and services to educators through its website, different programs, summits, conferences, etc. An outline of the research methodology has been presented below, along with the helpful findings.

Helpful Findings

1. Official Website

  • Adobe markets its products to educators through its official website. Such products include Adobe's Creative Campus, Adobe Creative Cloud for Education, Adobe Spark, and Book Creator.
  • Adobe's Creative Cloud for Education offers discounted price options for students, teachers, K-12 schools, and HED educators.
  • The higher education system faces many challenges such as student retention, alumni engagement, and more. Adobe's tools help to counter these challenges.
  • Tamy Smalskas, the Director of College and Career Readiness at McKinney ISD, stated that streamlining and standardizing every school with a CTE program using the Adobe Creative Cloud software is very important.

2. Programs, Summit, Expo, Conference

  • Adobe Education Leaders program is an exclusive community for innovative thought leaders in education who use and promote Adobe's tools.
  • Adobe's EduMAX was hosted by the Adobe Education team in October. The event brought together 179 academic and administrative leaders from more than 80 educational institutions globally.

Other Relevant Information

  • During the Adobe Summit 2019, it was stated that digital commerce is the preferred channel for every business in the industry, including the education industry.
  • Adobe is now adopting a new marketing model called B2E (business-to-everyone) marketing.

Research Strategy

your research team applied the following research strategies:

We started the research by searching for publicly available data on Adobe's marketing channels for educators across multiple social media websites, technical websites, business websites, and marketing websites. We searched through the press releases, reports, articles, and news on databases such as the official website of Adobe, Forbes, CBS News, Tech Crunch, and more to find the required information. However, we did not find any relevant information through this strategy. We were only able to find some channels that Adobe used for marketing its products to educators in general. Thereafter, we broke down the marketing channels into smaller divisions (social media, campaign, expo, summit, conference, and more). We linked these channels to Adobe's marketing channels individually to find useful information on the topic. Unfortunately, we did not find any useful information. We only found general information on Adobe's educational campaign. We have included the findings in the research, as they might be helpful.

We then researched the websites related to TV commercials. We searched for Adobe-related advertisements for educators on databases such as Adage, iSpot TV, and more. The commercials that we found on the databases were not specific to educators. Instead, they were focused on the general audience. Furthermore, we checked for survey results, interviews, technical findings, and marketing entities that might contain the information on the topic. However, we did not find the required information on the databases. Finally, we expanded the scope of our research and looked for older reports, news, articles, press releases, and marketing campaigns for educators. However, we again found the same databases and information that we had already found in our previous searches. We could not expand the regional cope of this research as the research criteria strictly asks for US-focused information. Similarly, we could not expand our research beyond B2C marketing. Therefore, we have presented some helpful findings in this research report.

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Adobe Software - Communicating Value to K-12 Educators

After an extensive search through industry-related websites, media platforms, and statistic portals, details about the best ways to market Adobe software to K-12 educators using B2B channels, such as email, collateral learning, and Facebook do not appear to be available in the public domain. However, the research team was able to gather valuable insights about ways of communicating value to K-12 educators in general through email and Facebook.


  • According to Simons National Consumer Survey, email is the most influential channel when it comes to prompting educators to make a purchase.
  • About one out of five educators gives a positive response when it comes to promotional emails. Furthermore, emails should be coordinated with landing pages.
  • Incorporating a mobile friendly design, clear messaging, and compelling subject lines is among the best ways of marketing to educators via email.
  • An MDR Education report reveals that email delivery rates have significantly increased between 2015 and 2017 among educators primarily due to smaller-sized campaigns. The report recommends that email campaigns should have a maximum of 50,000 recipients to prevent emails from being sent to the spam folder as sending bulk emails to the same domain will indicate that they are promotional.
  • In the K-12 education market, the nonprofit/associations segment has the highest delivery rate at 95.75%, an open rate of 9.10%, and a click-through rate of 0.97%. Conversely, the institutions/degree programs segment has a delivery rate of 95.39%, an open rate of 8.48%, and a click-through rate of 0.90%.
  • To increase the open and click-through rates among educators, emails should communicate how the product or service is beneficial to the customer by stating how it can solve specific problems. They should have a strong call-to-action with words such as "discount" "free" and "hurry."
  • Personalization in the “To” and “From” sections is important. Therefore, one should use the recipient’s first name, job title, or company name.
  • Approximately 39.41% of emails are opened on mobile devices by educators. Therefore, one should ensure that the emails are mobile-friendly and compatible with different screen sizes.
  • The optimal days to send e-mails to educators are Tuesday, Wednesday, and Thursday. In the K-12 market, MDR Education found that emails have the highest open rates on Thursdays. For this reason, marketers should focus on sending emails on hump days.
  • In the K-12 market, emails are mostly opened in the morning hours with the highest open rates occurring at 9:00am.
  • Educators in general access their emails via desktop during work hours and switch to mobile from 4:00pm or after hours.


  • Facebook is the most visited social networking site by educators.
  • Facebook posts should create an emotional bond with educators. They should make them smile, laugh, or feel inspired to take action.
  • Paid Facebook ads targeting educators are an effective way of ensuring higher engagement and action. Using educator pages such as WeAreTeachers is also a recommended form of advertising.
  • Video content should be used in Facebook ads because they have a higher engagement rate.
  • Posts should have photos as they are more likely to receive more shares compared to links alone.
  • Listicle articles, holiday-themed, content, and quizzes should be used to increase user engagement.
  • Facebook Messenger is used by 50% of the general population and 69% of educators, which makes it an effective marketing channel.

research strategy

We were not able to find information regarding the best ways to market to K-12 educators who sell online courses to teachers for their own ongoing education through channels, such as email, collateral learning, and Facebook. We looked through industry sites and media reports such as MDR Education, Ed Surge, and EdTech Magazine. We used these sources with the intention of finding specific information on B2B marketing approaches focused on educators who are selling courses to K-12 teachers. However, the sources focused on ways of marketing to K-12 teachers, publishers, and associations and not educators who were selling continuing education courses.

For the above reasons, we attempted to look at education conferences and events. Our aim was to find K-12 educators who presented the communication channels that they mostly used to gain insights on the best way to utilize the B2B marketing channels used by Adobe. We also hoped to find information on K-12 educator competitors who revealed their most effective marketing strategies to teachers. However, we were unable to find conferences that focused on this segment. We looked through conferences such as SXSW EDU, Empower, and the Ohio Technology Education Conference. However, these conferences focused on topics such as the future of education and digital media in education.

As a last resort, we opted to look at companies that sold continuing education courses to K12 teachers. We looked at sites such as Virtual Education Software, Learners Edge, and Advancement Courses. We searched through these websites including their blog sections for any information on the communication channels and strategies they mostly used so that we could gain insights on the best ways of marketing to educators that fall under this segment. However, the information we found specifically focused on the courses they offered. For the above reasons, we made the assumption that the information requested is not available in the public domain. We included information we found from reports that focused on educators in general in the findings section.


From Part 02
  • "When institutions foster digital literacy by creating a culture where it can thrive, their students will be ready for the evolving workplace."
  • "Adobe Creative Cloud provides a personal learning and creative experimentation space that helps our students develop their ideas and take steps toward turning those ideas into reality."
  • "From admissions marketing to student retention to alumni engagement, only Adobe handles the multiple challenges facing higher education."
  • "The Adobe Education Leaders program is an exclusive community of innovative thought leaders in education who effectively use Adobe tools to promote excellence and critical problem solving."
  • "The Adobe Education team hosted EduMAX in October, bringing together 179 academic and administrative leaders from more than 80 educational institutions around the world."