FreshGrade - Go-to-market Strategy

When FreshGrade launched their progressive EdTech learning platform, Fraser was tasked with generating demand and adoption across North America.

The full funnel approach drove extraordinary growth, surpassing 80% adoption in Canadian school districts, and gained strong traction in targeted regions across America.

FreshGrade is a digital solution for the classroom. It enables teachers, students and parents to share an online space that highlights the student work. The teachers create lessons and add resources, curriculum standards, and assessments—then watch them all populate to student portfolios, a gradebook, and the class feed.

FreshGrade is well adopted (80%) in Canadian school districts, one of Fraser's primary objectives was to drive US-based school adoption.

Fraser crafted a strategy that prioritized the tools, processes, and people within the business and department. It involved a thorough analysis of competitors, an exploration of the digital landscape, identification of the target audience (by region and persona), and the use of content funnels to guide and nurture leads.

The strategy also encompassed a detailed budget breakdown, with KPIs and target ROIs tied to each initiative. Starting with top-of-funnel prospecting to drive leads, the plan mapped out the entire customer journey, including nurturing, conversion, and retention, with specific tactics for each stage across the digital ecosystem.

"Fraser served as Freshgrade’s Director of Marketing and did an amazing job with our digital footprint (2-3x performance at 10% of the cost)." Lee Wilson - President

The goal of this video was to present product functionality in a clear, approachable way, ensuring it was easy for viewers to understand. Featured on the homepage (hero banner), the video was also repurposed across various digital marketing channels, with shortened versions tailored for platforms like social media and email.

Educational eBooks proved to be an effective way to share valuable resources, generate content, and attract warm leads. Fraser used these eBooks as lead magnets to feed the funnel and drive lead acquisition.

A key element that catapulted growth was our 'Champions Program'. By building a network of engaged 'product champions,' these ambassador teachers helped us gain word-of-mouth traction, led webinars, and established a strong presence in our target schools.

eBooks and educator testimonials were an effective way to build credibility and trust during the nurturing process of the digital marketing funnels.

The Back-to-School SaaS product marketing campaign drove more than 15,000 teacher signups (not including students or parents). It drove significant user growth (240% YOY) at a fraction of the acquisition cost.