Learning Is Where We Play
Led the transformation of a 30-year old B2B educational product manufacturer into a digital-focused, B2C marketing powerhouse, growing the brand from the #53 to the #33 largest toy manufacturer in the U.S. in only 3.5 years. The brand was defined via consumer insight, industry & competitive audits, and brand personality workshops – all with collaboration from senior leaders and the marketing team. In 2017, the first-ever brand campaign was launched to drive home the differentiating strategy of ‘instill a love of learning’ positioning, across a variety of digital media.
Building Something Amazing
In 2020, the campaign was refreshed, aligning to insight of parents’ role in ‘building someone amazing’, and drove traffic to the website for a more immersive experience:
https://www.learningresources.com/building-someone-amazing
New Products
As new marquee products were launched, created individual product launch campaigns to drive awareness and sales. Botley the Coding Robot and Coding Critters each became multi-million dollar products in their first year due to integrated efforts showcasing product features, while still aligning to the brand promise:
Learn@Home
During Covid, The Learn@Home microsite was created within one month to help struggling parents homeschool. Over 3,000 pieces of free content were created resulting in 350k downloads in 9 months.
https://www.learningresources.com/free-at-home-learning-essentials#preschool