ThinkCERCA is a school-wide online educational resource designed to prepare students for college and career by helping them build analytical reading and writing skills across subject matter.

Challenge

Over the past several years, the education landscape has changed significantly, leveling the playing field for new entrants in a market that has historically been monopolized by the same industry players. This, coupled with the convergence of new technology in the classroom presents great opportunity, but it also makes for a crowded and noisy marketplace. Different from so many other edtech products, ThinkCERCA was started by a career educator and adopted a tried and tested research-based approach. The product was designed specifically to empower teachers with the tools they needed to differentiate literacy instruction and spur creative thinking among students – a critical component of college and career readiness. The company needed a media relations strategy that would put them above the fold when it came to conversations surrounding edtech, literacy, standardized testing, differentiated instruction and other important narratives shaping education today.

Approach

While putting the product front and center was an objective of our media approach, we also needed to differentiate ThinkCERCA from other products in the market, and ultimately build awareness about their solution among administrators and teachers in the classroom.

Prosper Strategies created a media relations strategy that would leverage the educational and entrepreneurial backgrounds of ThinkCERCA’s two co-founders to demonstrate the product’s credibility and efficacy. We worked with the team to tell their story through schools in all 50 states and 112 countries that are already improving their students’ literacy and critical-thinking skills using ThinkCERCA.

Results

ThinkCERCA’s co-founders have been interviewed by or written for top news outlets including The Huffington Post, Education World, Edudemic, eSchool News, Time, Fortune, Mashable and more, with article titles such as “The Modern Classroom: Students, Teacher and Data-Driven Education;” “5 Things You Can Do to Prepare for the Common Core Assessments;” and “ThinkCERCA Named One of the Next EdTech Products for 2014.”  ThinkCERCA is now used by 250 schools and 50,000 students in 25 states through the company’s subscription version, and their free version reaches 19,000 classrooms serving 130,000 students across all 50 states and 112 countries.

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