Between 2018 and 2021, the state of Texas plans to spend $2 billion to purchase of literacy programs for public schools. Lexia had both a significantly smaller marketing budget and sales team than their competitors and the unique challenge of needing to physically manifest a digital product. UviaUs worked closely with the Lexia team to create a set of Texas-sized sales kits designed to show off Lexia‘s solution in a way that would convert leads into enthusiastic customers.
Each pack was designed as a pop-up display, shaped like an oversized laptop, and included a magnetic video player (in the shape of Texas) and custom-designed evaluation guides that provided a deep-dive into their literacy programs.
The Texas School District review boards Lexia needed to convince are typically inundated with sales materials for review. As a result, they often spend just a matter of minutes reviewing products, before determining the finalists they would bring in for sales presentations. These kits were designed to be both fun and informative, so that committee members would not only want to retain, but also share with colleagues, helping to cement the Lexia name in Texas Public Schools.
According to the Lexia team, this campaign has been the linchpin in establishing Lexia as a formidable company that could obtain considerable market share in a statewide purchasing initiative funded at $2 billion. Six months into the yearlong campaign, Lexia Texas had already met both their lead conversion goal and their yearly sales goal, with 187% pipeline growth, with over $32 million in new business projected over the 8-year cycle, based on closed commitments. Moreover, this campaign has influenced the way Lexia as a whole thinks about marketing its products worldwide.
The Texas Adoption Campaign also beat out thousands of entries to be selected as one of five finalists for the B2B Marketing Awards – Best Customer Experience Initiative.
Credits
Date
Feb 3, 2021
Agency
UviaUs
Client
Lexia Learning
