TechSmith’s flagship screen capture tools, Snagit and Camtasia Studio, were well-known among the ‘prosumer’ technology market, but were not widely recognised in the UK as valuable educational tools. With no sales or marketing team on the ground in the UK, TechSmith turned to Racepoint to engage with the education community and raise awareness of the pedagogical benefits of Snagit and the Camtasia family of products.
To help TechSmith crack this important vertical sector, Racepoint set out to become the company’s eyes and ears in the UK education market. We began monitoring relevant news and developments and speaking regularly with teachers and IT managers at schools and universities, feeding back market insight to the TechSmith team. Racepoint also surveyed educators at the annual BETT show, in January 2010, to garner opinions on the future of ICT in education. Based on this market insight, Racepoint developed a series of thought leadership themes which would position the company’s executives as key opinion leaders on topics related to ICT in education.
Racepoint’s thought leadership program for TechSmith has resulted in coverage in key education media including Sec Ed, School Leadership Today, Education Business and Education Executive. These educators have turned into evangelists for TechSmith’s products and further coverage in the Times Educational Supplement. More importantly, TechSmith has begun to see a marked increase in educational sales in the UK.
