Generating Buzz for under used features
The Problem:
IXL’s popular teaching and learning platform is packed with features that energize classroom instruction and engage students in learning, but usage of these state-of-the-art tools was low. To increase awareness and usage I was tasked with creating a video library to get teachers excited about all the opportunities at their fingertips.
The Strategy:
Through conversations with learning specialists and the sales team, myself and the video team developed an intial plan for 35 videos of teacher-approved tips, tricks, and techniques that maximized the full benefits of the platform. These videos ranged from short 30 second tips helping teachers streamline their experience to in-depth breakdowns that made complicated analytics actionable. While writing the scripts I worked closely with the video team to brainstorm visuals and coach the video presenters.
Along with working on the scripts and production, I managed the Go-To-Market launch plan that included writing pre-release and product messaging, identifying promotional opportunities in customer marketing plans, and creating supporting marketing materials. As well as working with the product team to plan for future video topics based on the new release roadmaps.
The Results:
IXL Minis videos quickly became one of the most popular features on the website. The videos were included in onboarding materials, often referenced by customer support teams, and best of all they were one of the most talked about features by customers. After only a few weeks on the website, requests came flooding in from customers and internal teams alike asking for more!
