Establishing Marketing Foundations for New EdTech Products
How Stratcora established two new education technology brands within a higher education group, with the brand foundation, structure and core marketing assets needed to support growth.
The
Challenge
Launching two new technology products within an established higher education group presented an opportunity to expand into new areas of the market. However, with multiple established brands and other projects in development, the internal team had limited capacity to dedicate to building and marketing the new platforms.
Both products needed distinct brand identities, clear market positioning and a consistent marketing presence, while also communicating the complementary value they offered to students and education providers.
The challenge was to establish the foundations for both products without the overheads or long-term commitment of recruiting additional full-time marketing resources.
The
Approach
Stratcora provided flexible, embedded marketing support to develop and launch both technology brands, establishing the strategic foundations, marketing assets and ongoing activity needed to build market awareness and support future growth.
The engagement included:
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Brand & Positioning: Developed brand guidelines, positioning and key messaging frameworks, alongside core marketing materials to establish a consistent identity for both products.
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Digital & Website: Redesigned the website for the student verification platform and supported the branding of the higher education course discovery platform, creating a cohesive and professional digital presence.
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Content & Thought Leadership: Developed white papers, brochures, blog articles and supporting resources, combining marketing expertise with subject matter expert contributions to build credibility and communicate product value.
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Social Media & Communications: Established social media strategies, developed branded content templates, managed organic publishing and created PR content to announce the platforms to the market.
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Events & Stakeholder Alignment: Coordinated tradeshow presence and marketing activity, aligning internal stakeholders to ensure consistent brand representation and communication across channels.
With the core brand and marketing foundations established for both products, Stratcora facilitated a transition to an internal marketing team member, enabling the business to maintain momentum while reallocating Stratcora’s expertise and services to lead a new market entry project.
The
Results
The engagement established two new EdTech brands, creating the positioning, marketing resources and digital foundations needed to introduce both platforms to the higher education market and support their ongoing growth.
Built the marketing foundations to launch, grow and sustain two new EdTech brands.
The work provided the client with the tools, content and marketing structure to build awareness and credibility for both platforms, while enabling a smooth transition to internal ownership. As priorities evolved, Stratcora's flexible resourcing model also allowed support to be redirected towards other growth initiatives.
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Established
Distinct brand identities and messaging
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Developed
Core marketing assets and digital expereinces
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Introduced
Social media strategies and thought leadership content
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Enabled
Internal marketing ownership & flexible growth support
Client
Perspective
“Stratcora brought the experience and initiative needed to turn two new product concepts into established brands, taking ownership of the marketing foundations while working closely with our team. The ability to combine strategic thinking with hands-on delivery, and adapt as our priorities evolved, was invaluable in getting both products market-ready and setting them up for future growth.”
Head of Marketing
Higher Education Group
Stratcora
Difference
The flexible marketing model gave the client access to experienced, hands-on marketing leadership and execution without the cost, overheads or long-term commitment of a full-time hire.
At a time when internal resources were focused on established brands and other strategic projects, Stratcora provided the dedicated capacity to bring two new products to market, establish their marketing foundations and build the internal capability to sustain them.
Once the foundations were in place, the engagement could transition seamlessly, allowing Stratcora to move into a new strategic market-entry project within the same group, while the business retained ownership of its newly established marketing function.
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