the Fusion of Education and Entertainment for $90M+
Overview
The educational landscape at McGraw Hill lacked diverse representation. During the pandemic, as Senior Manager of Product Marketing, I led the Go-To-Market (GTM) strategy for Connect Master: Maestro for Music Appreciation, incorporating diversity as a core component to drive engagement and innovation.
3.1M
Campaign Impressions
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McGraw Hill faced declining sales and limited diversity in educational content. The challenge was to reinvigorate product positioning while weaving DEIB (Diversity, Equity, Inclusion, and Belonging) into the company’s educational solutions.
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I spearheaded a multi-faceted strategy that involved:
HBCU Partnerships
Launched “HBCU x MHE” concerts, offering HBCUs global exposure through live-streamed events, celebrating their unique contributions to music and culture.Innovative Product Positioning
Repositioned Maestro as an AI-powered, self-updating educational tool, emphasizing mastery learning and featuring diverse HBCU voices.Thought Leadership Initiatives
Created “In the Studio,” a DEIB-focused series that highlighted the role of diversity in modern education, strengthening McGraw Hill’s leadership stance.
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3.1M Unique Campaign Impressions with an 8% click-through rate, totaling 249K views
14K Unique Page Views on the concert page with 11% CTA completion
10% Average Click-to-Open Rate for email nurturing campaigns
Industry
Edtech
$1.44M Generated
in ARR
14K
webinar attendees
Texas southern university ensemble
“Thank you so much for allowing our students in the TSU Department of Music to share their musical talents. We had so much fun doing this and I (know) that the work will be impactful in the near future!”
Katrina (Day) Williams, DMA
Associate Director of School and Educator Engagement
Texas Southern University
Results that stand out.
