IB World

Essential reading in the global classroom

Background

Client: International Baccalaureate (IB), international education foundation

Working together since: 2007

The requirement: Deliver cutting-edge content that helps position the IB as a world leader in international education, promoting the value of IB curriculums to a diverse audience of teachers, students, IB coordinators, examiners and stakeholders.

Insight

Anyone with a connection to the IB is part of a global community; its curriculums are practised in almost 5,000 schools in more than 150 countries every day. And when we talked to IB teachers and coordinators we understood their desire to learn from each other – sharing knowledge and best practice across continents. To engender that sense of belonging required a different voice – less formal than that of the official website – and so we developed the editorial brand IB World.

Owned media

In the time-poor world of educators, reading a magazine is regarded as a luxury or treat. So an annual printed publication remains at the heart of our strategy and continues to be highly valued by its recipients. IB World magazine features ideas from IB students, teachers and other inspiring minds in the wider field of international education and has covered subjects as diverse as classroom technology, gender-neutral schooling and teaching climate change.

We also produce four IB World Conference Special magazines a year, which are distributed at each of the IB Global Conferences. 

In addition, readers’ appetite for content is satisfied with a year-round programme of posts for the IB blog. We research and write 10 articles a month, ranging from in-depth analysis of hot topics in education to community stories celebrating student and school achievements from around the globe.

Results

Since we have contributed content to the IB blog, page views have increased from an average of 9,800 per week to 25,000 per week in 2018. IB Communications research analysis has shown that IB World magazine is viewed as an important communication from the IB. It gives a different context and is great for case studies.