B. E. Publishing: A Textbook Powerhouse Goes Digital
B. E. Publishing is one of the largest textbook publishers in the United States. With a focus on Career Technical Education (CTE), their materials are used by thousands of schools across the country. B. E. Publishing has been creating excellent content for young learners for over two decades. But they’ve got a perpetual challenge. When you hear the word “textbook,” your first thought is probably all the dusty old books that put you to sleep back in school. B. E. Publishing breaks that mold. With fun characters, engaging real-life examples, and fun concepts like learning about entrepreneurship by creating a mock food truck, they are creating a new standard that makes learning not just fun, but effective.
The Challenge // Getting Customers to go Digital
It isn’t just the concept of textbooks being boring that B. E. Publishing is changing; it’s the actual format as well. Their challenge is the same as the challenge of any new technology — getting people to change how they’ve been doing things their entire life is about as easy as trying to keep a puppy from eating your shoes. It can be done, but it takes a lot of work. Educators have been using paper textbooks for hundreds of years. Books may be big, heavy, and dull, but that’s just “how it is”. So how do you convince people to switch from what they’ve always done to a new digital platform?
The Solution // Answer their Questions, Remove their Fears
We partnered with B. E. Publishing to create an explainer video to launch eCTE.com, their new digital textbook portal. With colorful scenes and a simple flow from shot to shot, we take the viewer on a journey of all the
Students want to highlight or make notes
By walking the target audience of educators through the features and benefits of eCTE.com, we target all their pain points and remove them one by one. And if that’s still not enough, we end this animated explainer video with a dynamite offer to test drive the entire system for free. Any time a business can create a strong call to action like that, combining it with a well-done explainer video becomes a highly effective combo.
Animation production: Yans Media
Style: 2d motion graphics
Vertical(s) Explainer Video
Creative Direction: Hakob Gepenyan
Story Board&Illustration: Anet Hovhannisyan, Gayane Hakobian
Motion Graphics: Gevorg Vardanyan, Anet Hovhannisyan