TeachBoost: Strategic Positioning & Marketing Leadership
For its first 9 years, TeachBoost focused exclusively on one product—an enterprise observation and evaluation platform for school districts. In 2018, TeachBoost built a second product that provides the tools to support instructional coaching. They needed to evolve from a one-product company to a multi-product brand by elevating and accelerating their marketing efforts to reach district leaders and other strategic buyers. They engaged Latshaw Marketing to apply our Empathetic Positioning Process to help position their brand and products and design a marketing strategy for their next phase of growth.
Marketing to Drive Sales
Since 2021, we’ve served as the team’s strategic marketing leaders, working in an integrated way with TeachBoost leadership to deliver high-impact deliverables that help drive sales.
Our goals include:
Reposition and rename TeachBoost’s two products
Create stories, content, and collateral to move district leaders and strategic buyers through the sales funnel: from awareness to consideration to decision
Define and prioritize key geographies and personas
Align all sales and marketing efforts with district buying cycles
Provide ongoing support and resources for the sales team
“We’ve been working with Latshaw Marketing for over a year, and they have become an integral part of our team. They lead efforts to position our products and develop/execute marketing strategies that help drive sales. They started with TeachBoost Coach in support of standing up a marketing strategy for it as a new product, and have now taken on Pro to make sure our messaging matches the market.
I’m impressed by their decisive and collaborative leadership, sales-oriented strategic thinking, understanding of the K-12 space, diligent project management, and solid creative execution. They can scale up and down the marketing ‘stack’ based on need: they work faster than I can support them, both in formulating strategy and creating assets to support our marketing and sales efforts. I can’t say enough about their work.”
“Working with Latshaw Marketing was a game-changer for TeachBoost. From the very beginning, Marissa and Margo took the time to understand our unique needs, goals, and vision, and built a comprehensive marketing strategy from the ground up that has enabled us to build a compelling brand story, reach the right audience, and show measurable results.
From spearheading a highly successful industry report to re-imagining and executing on an effective educator resource hub for our website (and everything in between), Latshaw Marketing has been an invaluable partner in helping us to achieve our marketing objectives.
I would highly recommend Latshaw Marketing to any startup looking for a partner to help them maneuver through the intricacies of the marketing landscape. Their empathic perspective, combined with their one-stop-shop approach, make them the perfect choice for any service-oriented business looking to take their brand to the next level and exponentially expand their pool of qualified prospects. Thank you, Marissa and Margo, for everything you’ve done for TeachBoost and the SchoolStatus Group.”
Work Highlights
Here’s what we’ve done and continue to do for TeachBoost:
Named and developed positioning platforms for two products
Build and manage strategic marketing plans with clear deliverables, timelines, and metrics
Lead execution of the marketing plans to ensure strategic alignment with business goals and metrics
Develop a content strategy that finds and engages visionary district leaders in target districts and moves them from awareness to consideration to purchase.
Oversee strategic design of the Hubspot platform to optimize lead capture and engagement
Lead the vision, structure, design, and development of the TeachBoost Learning Hub, a content-rich resource for education leaders.
Coordinate internal and external resources to ensure that quality deliverables are on-time and on-budget, including: designers, videographers, writers, researchers, paid advertising managers, and others
Marketing Infrastructure
Website architecture to optimize engagement
Hubspot configuration to support lead capture
Multi-channel campaign set-up that include email blasts, drip emails, social media, and search and display ads
Positioning and Strategy Development for TeachBoost Coach and Pro
Internal and external interviews
Positioning Platforms
Messaging Pillars
Marketing Plans based on district buying cycles
Collateral Development: Messaging & Design
TeachBoost Pro Case Studies
ESSER: Get Ahead of the Funding Cliff
Is Your District’s Coaching Program Working?
TeachBoost Coach Video