Launching Pearson’s Digital Hub with Speed and Impact
How we drove product sales by crafting strategy, creating wonder, and moving fast.
The challenge
Pearson Australia needed help to launch their new Pearson Digital Hub, an innovative digital solution for Years 7–10 Maths and Science classrooms. As teams were stretched thin, and the critical decision-making period for schools was fast approaching Wonder Works came in to extend capability of their marketing effort.
The brief was clear: to develop a creative approach and go-to-market strategy quickly to ensure teachers across Australia understood, engaged with, and adopted the Pearson Digital Hub as a trusted teaching tool.
The solution
Giving the market visibility and evidence to choose
We stepped in to craft a fast, focused approach to reach the market effectively and ensure success. Our solution included three core components:
1. Building the Strategy and Go-to-Market Plan
We started with a quick strategic review to identify the immediate gaps and opportunities. This led to a clear go-to-market plan for the remainder of the calendar year, outlining the key activities needed to promote and launch the product effectively.
Key Deliverables:
A roadmap aligning teams around a unified message and direction.
Prioritised initiatives to focus resources on the most impactful activities during the selling season.
2. Delivering a Strong Creative Foundation
The schools education market is very competitive and fragmented with so many print and digital products that any school can choose. To overcome this we developed key messaging and visual assets that brought the Pearson Digital Hub to life - focusing on how to differentiate from competitors, and deliver eye-catching visuals in the digital space.
Our Approach:
Created the key brand messaging by uniting teams across the business and creating copy from headline down to detailed evidence-based statements to be used across marketing channels.
Developed creative concepts to utilise to drive awareness and interest throughout the year, with a focus on grabbing attention and uniting visuals so the audience could start to notice the Digital Hub over time.
An introduction video to drive engaged leads focused on linking research to the ‘why’ of product features.
3. Engaging the Market Through Events and Campaigns
Recognising the importance of in-person and online engagement, we planned and executed a series of events to showcase the Pearson Digital Hub.
Highlights:
National roadshow events, workshops, and webinars targeted at decision-makers in schools.
Created digital advertising campaigns for Google and Meta to drive webinar attendance and product leads.
Developed sales enablement materials, including pitch presentations, brochures, an introductory video, and updated landing pages.
We developed a series of social videos - focused on the education research that makes the product great, but in an accessible and engaging way to view.
A united creative direction across Sales presentations, key messaging documentation, email, advertising, social media and video animations.
The result
We drove the greatest uptake of the Hub with seamless working across content, sales and marketing teams:
Building awareness: Google and Meta ads drove the highest web traffic to the product pages, making them the top-performing pages on Pearson’s website.
Exceeding sales targets: The Pearson Digital Hub saw significant adoption, surpassing its revenue goals for the year.
Driving engagement: Webinars consistently surpassed registration and attendance targets, providing the sales team with hot leads.
