$13M Portfolio Growth
Breaking out of a 7-state bubble
New York, NY | McGraw Hill Education | 2023-Present
Challenge
Revenue heavily concentrated in only 7 states
Cannibalization of products in portfolio
Low internal product awareness, knowledge, and excitement
Limited previous marketing support or strategic positioning
Strategy
Drive new sales across the portfolio
Create a clear brand narrative and audience fit for math intervention
Enable the sales teams to expand into under penetrated markets
Build a scalable campaign framework to expand to other products in portfolio
Key Results
Achieved $13M+ in Math Intervention portfolio revenue, up 25% YoY
Social campaign achieved 2x CTR benchmark on Facebook and LinkedIn
Ranked #2 in sales performance across the full I&S portfolio
Repositioned Number Worlds with defining tagline: "To Math Proficiency and Beyond”
The Rollout
Portfolio Positioning: Defined portfolio and product wide positioning to stop product cannibalization
State-Specific Marketing Frameworks: Created scaleable, state-specific campaigns adaptable for both high- and low-performing regions with marketing materials (success stories, flyers, ads) for key states
Digital-First Push: Launched a new microsite supported by email, content, and targeted sales outreach to drive traffic
Asset Refresh: Developed new creative kits and messaging to modernize the brand with the help of the Creative team
Gamifying Sales Enablement: Drove sales team participation with “I&S Bingo” to gamify training and sparking conversations with customers; Introduced internal campaign #WinWithNumberWorlds
“@MatthewCannida, Great success story for Number Worlds! What a powerful story around the growth of these students. They recognize the value of the whole program - what a difference this makes!”
— Mary, VP of Product at McGraw Hill
“The K-12 Sales Enablement Community is a great way to access customer facing collateral and so much more! Thank you to Matt Cannida for the excellent post showcasing the attached NW/Reveal Alignment Guide.”
— Katie, Solutions Consultant at McGraw Hill