ACER: Delivering a new brand and go-to-market roadmap for a new teacher resource platform
Powering the launch of a new era in teaching resources
The challenge
The Australian Council for Educational Research (ACER) had invested heavily in a transformative project: a full-scale rebrand, technical rebuild and functionality uplift of an established teaching resources platform. The goal was to turn an underperforming asset into a premium, fit-for-purpose hub for educators.
While the technical and UX effort resulted in a sophisticated platform, the challenge shifted from development to adoption. The new version (v2.0) needed to gain traction in a competitive market. To deliver a return on this investment, we needed to shift perceptions and persuade teachers and leaders that this was not just an ‘update’, but an essential evolution in their teaching toolkit, worth both exploring and purchasing.
The solution
Strategic go-to-market execution to drive teacher engagement and sales
To ensure the launch landed with impact, we developed a comprehensive go-to-market strategy that bridged the gap between a superior technical product and the educators who needed it most.
Our approach focused on high-conversion touchpoints.
Positioning and messaging. We crafted a clear value proposition that communicated the unique benefits of the PAT Teaching Resources Centre, framing it as the answer to the challenges discovered during the rebuild.
SEO-led visibility. We executed an SEO strategy based on deep audience research to ensure we reached teachers and school leaders at the exact moment they were searching for solutions.
Structured launch execution. We developed a phased go-to-market plan designed to build momentum, maximise market awareness and accelerate initial adoption.
Conversion-focused campaigns. We built and managed targeted digital advertising and precision-segmented email marketing campaigns aimed at driving immediate conversion.
Sales enablement. We created a suite of high-impact assets, including animated explainer videos, sales collateral, webinars and tailored customer presentations, to support the team in demonstrating the platform’s value.
The result
The launch successfully moved the platform from an underperforming asset to a market leader, proving the efficacy of combining a UX-led rebuild with a strategic go-to-market plan.
Outcomes included:
exponential revenue growth, achieving a 300% increase in sales following the launch.
ecosystem impact that successfully drove increased engagement and cross-sell opportunities with ACER’s wider suite of related products and services.
