Google For Education
Business Goal(s): Awareness, Retention
When tech innovator Google was launching its best-of-suite education platform, they needed a partner to help attract, engage, and nurture a niche new community. My role throughout this long-term engagement included
I designed a comprehensive research plan to glean insights that would inform the product suite positioning
and go-to-market plan, including a 360 competitive analysis, audience definition and segmentation, and stakeholder interviews.
Positioning, Comms + GTM Planning
I collaborated with our Google for Education clients to develop a well-calibrated product suite positioning that helps the brand break through via an ownable white space, a robust comms plan that aligned key audience mindsets (identified within segments) with brand messages, and a go-to-market plan to identify key tactics across channels to ensure a successful launch.
CRM lifecycle marketing
As this was a long-term engagement, I continued to lead the strategic development and optimization of marketing strategies, helping Google engage and nurture its audiences at every stage of the customer lifecycle, including digital and email marketing tactics.
Today, Google Classroom (Google for Education product) is the leading global K-12 LMS.
80% of the top 100 US Higher Ed. Institutions utilize Google Workspace for Education.
Over 150 million students and teachers worldwide use Google Workspace for Education.