Supported cross-functional growth, marketing, and product teams to evolve the brand and product positioning for an innovative K-12 virtual learning platform to meet rapidly accelerating customer demand.
A pivotal positioning shift for a fast-growing learning platform
Navigating explosive growth in the alt ed market and developing an all-new membership product, Outschool needed a new purpose and positioning to rally around, along with sharpened value propositions and brand narratives tailored to the company's unique customer segments.
A
timely opportunity to
capture new market share in the fast-growing alternative education market
with an bold new positioning
that gave cross-functional teams the clarity to accelerate with confidence
and win new audience targets.
Where a big agency might have taken four weeks to develop a brand audit and a mood board, I started by meeting with boots-on-the-ground marketing team members to develop narratives that we could quickly get into market to test.
Sometimes, working “backwards” can more quickly reveal the brand gaps that are creating uncertainty and fuzzy messaging.
From these messaging “end points,” we backed into the key brand and product promises that needed articulating—and stronger product enhancements—to really win these audiences.
🔥 A clear purpose and positioning to serve as a north star
🔥 Specific audience segments to target (and win!)
🔥 Sharp, winnable value props to accelerate product development
🔥 Messaging frameworks that cross-functional teams can continue to test and iterate
Led brand strategy—from brand mission and messaging to launch marketing approach—for a new platform for working creatives to showcase their work, grow their network, and find freelance and full-time job opportunities. Led marketing efforts to launch and grow momentum around this visionary new app, including paid and owned marketing efforts.
📈 An increase in membership sign-ups
📈 A jolt of electricity for marketing teams and agency partners
📈 Executive team alignment around a shared brand and product positioning
📈 Shifted 20% of new buyer acquisition to Outschool-first vs catalog-based messaging in 3 months