Marketing Campaign Case Study

Outcome: I helped turn an underdeveloped aimswebPlus lead pipeline into a coordinated education-assessment demand-generation program. The campaigns generated thousands of leads per month and, with Sales collaboration and lead scoring, hundreds of marketing-qualified leads monthly.

The challenge. aimswebPlus needed a sustainable way to reach educators and district decision-makers, explain the value of benchmark assessments, and generate qualified interest. A generic product message could not address the very different priorities of teachers, school administrators, and district leaders.

My role. I developed audience personas and buyer journeys, mapped existing content, identified gaps, and helped shape the campaign strategy and content. I collaborated with Sales and Product Management on audience insights and lead qualification.

The creative approach. Our team built a year-long narrative around Mrs. Fletcher and her student Olivia, showing how assessments could support baseline understanding, parent-teacher conversations, and instructional adjustments during the year. We supplemented this story with role-specific content for different buying stages.

Execution and iteration. We used blogs, social media, paid advertising, retargeting, email, and SEO to reach buyers across awareness, consideration, and decision. I used search behavior, campaign analytics, and A/B testing to adjust message and channel choices as the program developed.

What mattered. This was not simply about producing more content. We made assessment messaging relevant to specific decision-makers, connected content to their questions at each buying stage, and aligned marketing activity with sales qualification.

Keyword research: Making sure we are using the same terminology that our users use to find content

Web behavior data: Search reports gave us ideas for content marketing

Sales and Product Management insights: Provided better understanding of the key content that was working in past engagements with the customer

Market Research: EdWeek, EdSurge, ASCD/ISTE, Learning Policy Institute, eSchool News

Teachers:

• • Time-Consuming
  • Lack of Real-Time Insights
  • Differentiation Challenges

School administrators:

• • Data Overload
  • Ease of Use for teachers (require less professional development)
  • Compliance and Accountability

District Leaders:

• • Equity and Access
  • Optimizing Instructional Alignment with Assessment
  • Stakeholder Communication / Reporting

Teachers: Struggling with grading efficiency, differentiated instruction, or aligning assessments with curriculum

School Administrators: Looking for ways to better track student progress, improve teacher efficiency, and meet state requirements

District Leaders: Concerned with district-wide consistency, equitable assessment, and ensuring compliance with accountability
standards

Teachers: Looking for ease of use and adaptability to student needs.

School Administrators: Investigating features like data integration, reports, ease of use / professional development offerings, and compliance with state testing

District Leaders: Evaluating the scalability of solutions, cost-effectiveness, and long-term impact on student outcomes