Building market share through proprietary reputation-tech

ChangeMakers’ client was a beloved education platform among the community of parents, teachers and students who only knew about it through word-of-mouth marketing. But outside of those audiences, our client was not a well-known name within the competitive U.S. business and tech communities.

We used ChangeMakers’ proprietary Reputation Scorecard to measure its standing and track that of its core competitors. The Scorecard process gave the client a deeper understanding of the competitive landscape, and continuously identified areas where the client could differentiate themselves from their competitors. The result was a “white space” analysis that showed where our client could dominate in a crowded space.

Following the results of our Reputation Scorecard insights, ChangeMakers implemented a strategy that led to major exclusives with key national outlets such as The Today Show and NBC, and local outlets like Chicago Parent and New York Family, pointing towards our client as one of the top educational resources for kids. It also helped the client position itself accordingly in its Strategic Plan, as a truly differentiated company and platform.

Our client is now entrenched in classrooms across the U.S. and used in more than a third of all classrooms in California, Texas, Florida and New York.