Fueling Brand Expansion, M&A in Edtech SaaS
Situation
An educational software company had recently acquired a competitor and wanted to implement a marketing plan to drive revenue increases faster and more predictably. Science and Magic were brought on to help establish a business strategy, and scale the organization, as well as to help with new product launches, rebranding and more.
Solution
We helped develop the sales side of the organization, including process, training, and implementation of CRM and marketing automation tech, while supporting the marketing function as well, including website and microsite redesigns, trade show marketing, and ongoing focus on organic and paid search, as well as retargeting, email, and automation.
CUSTOMER JOURNEY – AREAS OF FOCUS
Figure 1A – Experience Engineering
GROWTH OUTCOMES
Month Turnaround
%
increase in revenue
%
Website Traffic
Process yields predictability
SMco helped the grow revenue, enabling SFS to invest in the marketing and sales systems needed to make the organization attractive to buyers. While our channel marketing efforts increased visibility and lead acquisition, our sales systems provided the validation a buyer needed to pull the trigger.
More than 300 search-optimized blog posts…
“The Science and Magic team has been willing and able to adapt to our changes within the company. We have evolved from 1 primary product to a brand of educational SaaS solutions. They have been able to build upon our “branding” and transform our digital presence to reflect our new direction.”
WORK SAMPLES: EXPERIENCE ENGINEERING
Experience Engineering is all about delivering the right experience to the right person at the right time. One of the ways we help with this is through video messaging. For Standard For Success, we helped deliver video ranging from short promo videos for products to introductory UI videos, even a mini-documentary feature on The Information Matrix with Laurence Fishburne.
Modular Trade Show Booth Design
Science and Magic created a group of modular components for trade show marketing, with QR-driven mobile experiences.
Content Strategy and Planning
Science and Magic developed an omnichannel content strategy and managed all planning and execution.
Social Media Monitoring and Management
Science and Magic implemented a robust social media strategy focused on thought leadership.
Audience Alchemy Dashboards – Channel Metrics
Science and Magic created custome dashboards to track key channel metrics for the marketing team.
Brand Identity – Business and Mobile Experience
SFS Business card design incorporated virtual business card experiences for each team member, triggered via QR.
Revised Brand Architecture and Identity
Expanded SFS brand architecture to accommodate multiple product portfolio
Social Content
High-engagement graphics, video and animation for social media.
Infographics Design & Promotion
Engaging, traffic-driving, lead-converting infographic content
State Report Cards
In-depth state of the industry content delivered in “report cards”
Automated Live Chat
Science and Magic programmed response flows for a live chatbot to route traffic to the appropriate team members at SFS.
Automated Real Time Lead Scoring
Science and Magic automated lead scoring for every contact and website visitor.
Personae Development
Created and targeted multiple target personae based on customer focused selling process.
“Smart Sheets”
Created 20+ digital and trackable one-sheeters that incorporate a mobile experience, printable for trade shows.
Email templates for sales team
Created transactional email templates for each phase of the buying process to support sales team.
Thought Leadership
Leveraged book written by company owner to position as thought leader through speaking engagements and blog content.
GraduationPathways.org
Created microsite to help guide students, parents and administrators through requirements.
Email Template Design
Designed a series of email templates to align with look and feel of the SFS site.
TeacherEvaluation.org
Created Q&A style community resource site for administrators to share ideas about Teacher Evaluation.
Behavioral Tracking and Targeting
Captured all digital interactions over time across entire database.
ENGINEERING EXPERIENCES
Sales Team Development
Successful implementation of a CRM and marketing automations
Design and Marketing
Facilitation of website and microsite redesign and trade show marketing
Search, communication, and Automations
Ongoing focus on organic and paid search, retargeting, email, social, and automations.
In 2021, our client was one of the fastest-growing private companies in the Inc 5000, ranked #3525 overall, and #55 among all education companies.
