English (USA)
SMART Technologies is taking a fresh approach to how it shows up in the EdTech space, moving away from the "sea of sameness" that makes much of the industry feel interchangeable.
Known worldwide for creating interactive displays and learning tools, SMART is launching a new campaign designed to stand out with clear, simple messaging that highlights what truly sets the brand apart: powerful software, engaging classroom experiences, and long-term value.
Instead of relying on broad, one-size-fits-all campaigns, SMART is now focusing on strengthening connections with the people who matter most; our sales teams and channel partners. From small AV firms to large IT distributors like TD Synnex, these partners are essential in helping schools and organizations bring SMART solutions to life.
"To stand out, we’ve focused on amplifying our most trusted and influential voices," says Vanessa McNabb, VP of Marketing at SMART. She notes that the campaign shifts the brand's overall media strategy, with the majority of the efforts aimed at mobilizing that new target audience, while maintaining digital initiatives to keep all end customers aware.
"Previously, campaigns were fragmented, with branding and execution varying by region, making partner adoption more challenging," she adds. "Now, we're moving towards using each tactic with more intention, focusing on tailoring the message to unique audiences, rather than broadcasting everything everywhere."
This commercial features the SMART Board GX as part of SMART’s refreshed marketing campaign, showing how we’re moving away from industry jargon to share clear, straightforward messages about SMART solutions.
The shift also comes at a time when the interactive display market is crowded with similar-looking marketing that often focuses only on screen size or picture quality. By informing sales reps and channel partners about SMART's capabilities, McNabb says the brand can shift customers’ perception that displays focus solely on basic aspects such as image quality, ignoring the software, workflows, security and remote computing functions that "drive long-term value." The SMART Board GX stands as a great example, appealing to the affordability of the display while connecting with high quality, as well as the SMART Board Mini.
The campaign is structured as an ongoing series of focused sprints, each aligned with key buying cycles and supported by teams across product, marketing, sales, and support. This ensures that SMART is not just keeping up with the industry, but setting the standard for how EdTech connects with educators and partners.
Read more about our refreshed media approach on this featured article by Media in Canada: