About the Project

Developed and executed a comprehensive marketing strategy for Carnegie Learning’s MATHstream on TikTok, targeting key user segments to enhance brand visibility and engagement.
  • Identifying target audiences through market research.
  • Using User Persona analysis and Jobs-Pains-Gains framework to tailor content.
  • Creating a content plan that combined educational material with engaging formats.
  • Collaborating with cross-functional teams to produce high-quality content.
  • Implementing a strategic posting schedule to maximize reach and engagement.

Problem at Hand

Carnegie’s MATHstream is facing hesitation from tech-savvy teachers in adopting its education software tool. Despite the platform’s strong foundation in IT and educational expertise from Carnegie Mellon University (CMU), it only holds a 3% market share and needs to expand. Competitors like Nearpod and Duolingo are successfully engaging teachers with fun, innovative content through campaigns like "TeachTok", while traditional teaching demonstrations are proving ineffective. Teachers are eager to embrace new methods that simplify their work and often turn to TikTok for recreation, preferring engaging and entertaining content. To address this, Carnegie’s MATHstream must leverage TikTok’s platform, managing both positive promotional content and negative student feedback to appeal to this target audience and overcome the adoption barrier.

Marketing Strategy Mapped Out

Carnegie Learning focuses on teaching K-12 math and literature with an emphasis on real understanding. Its unique approach, although sometimes perceived as challenging, has proven successful in schools that have adopted it. However, there is a need to clarify its distinct application compared to other products to improve its reputation among teachers. To promote Carnegie’s brand image as easy to use and fun, the strategy involves counteracting negative content on TikTok by posting more positive and engaging material. Utilizing TikTok as the main promotion platform, the campaign will direct interested users to the company’s website, aiming to attract attention with interesting and fun content. Pricing is not a major concern for this campaign initially. It will be considered once school administrators are engaged and their feedback is obtained. Positive reflections from teachers can help shape the pricing strategy, making the tool more appealing and accessible.

Competitive Landscape

Language learning and certification platform Duolingo, a major competitor of Carnegie Learning, offers an excellent source of inspiration for a marketing campaign. Duolingo has successfully utilized TikTok by promoting fun and engaging content, enhancing its brand image and appeal. Observing Duolingo's strategies can provide valuable insights for creating a more effective and captivating campaign for Carnegie’s MATHstream.

Nearpod's marketing on TikTok through the "TeachTok" campaign, while initially successful, has faced challenges. Traditional methods of showcasing the teaching process have not resonated well with teachers, leading to a less impactful campaign. The need for more engaging and fun content became apparent as traditional demonstrations failed to capture the interest of the target audience.

STP: Looking at Segments Targeted & Brand Positioning

Our research into the needs and challenges faced by K-12 public school teachers has revealed a significant opportunity for Carnegie Learning’s MATHstream to make a meaningful impact. We discovered that teachers, particularly those in the younger generation aged between 22-40 years, are experiencing considerable job overload. This problem is further exacerbated for educators working in rural and remote districts, who often struggle with limited resources and support. By addressing this specific segment, MATHstream can provide much-needed relief and support.
The research highlighted that our target audience should be the younger generation of teachers who are not only more adept at embracing new technologies but are also actively seeking innovative teaching methods. These teachers are characterized by their openness to change and their desire to improve student performance through modern educational tools. Furthermore, our findings indicated that many of these teachers are tech-savvy individuals who use platforms like TikTok for recreation. This demographic is naturally inclined towards digital solutions, making them an ideal target for MATHstream.
Based on these insights, we have positioned Carnegie Learning as a brand that is fun and easy to apply, aiming to create a positive and engaging user experience. Our product is designed to reduce the workload of teachers, thereby making their professional lives easier and more manageable. By promoting MATHstream as an effective tool for enhancing teaching activities, we emphasize our commitment to supporting educators. Our strategic positioning underscores the value of MATHstream in providing practical assistance, ultimately enabling teachers to deliver high-quality education with less effort and greater impact.

Customer Personas to look at!

By understanding educators like Sarah, the tech-savvy teacher who craves personalization, John, the veteran who values clear curriculum, and Dr. Lee, the subject-matter expert seeking flexible content creation, Carnegie Learning personalizes learning, strengthens foundations, and empowers educators with data-driven tools, regardless of their teaching style.

The Tech Savvy Teacher

Age: 25-45 years old
Education: Bachelor's degree in education or a related field
Experience: 3-10 years of teaching experience.
Found: Urban and suburban areas like NYC, Phoenix, San Diego, Houston, Philadelphia.
- Enjoys using technology in the classroom
- Is always looking for new and innovative ways to teach
- Uses social media regularly
- Is comfortable using Carnegie Learning

The Traditional Teacher

Age: 45 - 65 years old
Education: Bachelor's degree in education or a related field
Experience: 10+ years of experience
Found: Rural and suburban areas
- Prefers traditional teaching methods, such as lectures and worksheets
- Is hesitant to use technology in the classroom
- Believes that technology can be a distraction for students

The Subject Matter Expert

Age: 35 - 55 years old
Education: Master's degree in education or a related field
Experience: 5-15 years of experience
Found: Urban areas with schools with a strong focus on STEM education.
- Is passionate about teaching the subject
- Believes that Carnegie Learning's resources can help students master their subject matter
- Is comfortable using technology in the classroom

Teacher Journeys: Jobs, Pains & Gains with Carnegie

Jobs
‍Carnegie Learning aims to support teachers by providing tools that enhance the math learning experience for their students through the MATHstream platform. The primary goal is to make math education more effective and engaging by offering a user-friendly and resource-rich platform. By utilizing MATHstream, teachers can access a variety of instructional videos, interactive activities, and assessment tools designed to improve student comprehension and performance in math. The objective is to equip teachers with innovative resources that facilitate differentiated instruction and cater to diverse learning styles, ultimately leading to improved student outcomes.
‍Pains
‍One of the significant challenges faced by teachers is the perception that MATHstream is difficult to use. This perception can be a substantial barrier to adoption, as teachers may feel overwhelmed by the new technology and its integration into their existing curriculum. Additionally, negative feedback and comments shared on social media can exacerbate these concerns, creating a stigma around the platform. Such negative sentiments can discourage teachers from giving MATHstream a fair trial, further hindering its adoption and the potential benefits it could bring to the classroom. Addressing these pain points is crucial to ensure teachers feel confident and supported in using MATHstream.
‍Gains
‍By effectively reaching out to teachers through social media and other communication channels, Carnegie Learning can build a supportive community that endorses the MATHstream platform. Positive engagement and testimonials from educators who have successfully integrated MATHstream into their teaching can help shift the narrative and alleviate concerns about its usability. Gaining the support and advocacy of teachers is essential, as it can influence school administrators' decisions to invest in Carnegie Learning services. When administrators see a strong, positive reception from teachers, they are more likely to recognize the value of MATHstream and allocate resources to implement it, ultimately leading to widespread adoption and improved educational outcomes.

MATHstream revolutionizes math education by helping tech-savvy teachers elevate classroom engagement and effectiveness. Unlike rigid platforms, it simplifies lesson planning, reduces prep time, and boosts student participation effortlessly. MATHstream integrates adaptive technology seamlessly, addressing diverse student needs and enabling personalized learning. It also overcomes the limitations of outdated resources by offering versatile teaching methods that adapt to varying learning styles, making education more dynamic and engaging for both teachers and students.

Poor Brand Image and Recognition

  • Mission Misalignment: The brand does not align well with its mission.
  • Limited Recognition: Low awareness among parents and students.
  • Insufficient Social Media Presence: Weak presence on social media.
  • Low Awareness: Less awareness compared to competitors.

Teachers Find it Hard to Use

  • Perceived Difficulty: Viewed as challenging and time-consuming.
  • Insufficient Training: Lack of effective training.
  • Widespread Consensus: Common belief in its difficulty.

UVP Positioning Incorrect

  • Misinterpretation: Seen as complicating teaching.
  • Need for Repositioning: Requires repositioning to show value.

Fierce Competition

  • Market Competitors: Many trying to replicate the value proposition.
  • Market Share Loss: Reduced market share due to competition.

Recommendations: Strategy going forward

To effectively identify the strongest concepts, we implemented a star-based ranking system. Each idea received a star rating based on predefined criteria, such as potential impact, feasibility, and alignment with our goals. This approach allowed us to quickly assess a large pool of ideas and prioritize those with the most merit for further development.

Looking at the Horizon

We recommend a strategic 3-phase TeachTok campaign to elevate Carnegie Learning's brand awareness among math educators. Phase 1 focuses on building a presence with a mascot and engaging content. Phases 2 and 3 leverage user-generated challenges and influencer partnerships to position Carnegie Learning as a leader in innovative math education.

Phase 1 (Months 1-3): Build Brand Awareness
‍Let's create a memorable mascot ($30,000) to represent Carnegie Learning. Develop engaging and educational content featuring the mascot that showcases how MATHstream simplifies math education. This initial phase aims to achieve a strong engagement rate (e.g., 30%) with math educators.
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‍Phase 2 (Months 3-9): Amplify Engagement
‍Leverage the mascot to spark user-generated content (UGC) through engaging challenges for educators and students (e.g., showcasing creative MATHstream uses or featuring the mascot). Host live Q&A sessions with the mascot and conduct school visits to generate additional content. This $50,000 investment aims to increase user-generated content by 50% and boost overall user interaction.

‍Phase 3 (Months 9-12): Scale Impact
‍Partner with educational influencers on TeachTok to promote MATHstream and showcase successful content and engagement strategies. Optimize content for maximum reach and engagement. Host exclusive events and offer incentives for top contributors to further drive user engagement. This $70,000 investment aims to expand the engaged educator community by 75% and solidify Carnegie Learning's position as a leader in innovative math education.