EdTech Platform – Multichannel Funnel Optimization

Client: A leading education technology company providing remote learning tools for higher education institutions. 

The Challenge: The company needed a unified strategy to support lead generation, brand messaging, and web experience ahead of a major relaunch. Internal teams were stretched thin managing competing priorities including product development, content production, and multiple redesign initiatives. 

Our Strategy: 

• Spearheaded the planning and management of a full website redesign, including writing the RFP, approving the SOW, and coordinating internal stakeholders with vendors and IT 

• Developed and optimized paid campaigns across Google Search, Facebook, Instagram, and mobile apps targeting students, professors, and campus administrators 

• Designed landing pages and conducted multivariate A/B tests to improve conversion rates across traffic sources 

• Implemented Google Analytics, Salesforce, and Webtrends tracking frameworks to consolidate attribution and reporting 

• Created product demo videos by storyboarding and directing on-set teams, then integrating video assets across campaigns 

• Refined brand messaging across web copy, brochures, and paid media with a tone that balanced authority and accessibility 

The Results: 

• 2x increase in demo video engagement across paid channels 

• 43% improvement in landing page conversion rates through iterative testing 

• Streamlined analytics across platforms, reducing reporting time by 60% 

• Paid channels generated a 47% lower CPL compared to previous benchmarks 

"BrandSweet helped us pull it all together—strategy, media, UX, messaging. It was the first time our campaigns felt coordinated and measurable." 

-Professor Jay Quintana