Going up against the largest corporation in publishing to convert leads & capture a share of $2,000,000,000 in public funds.

Lexia Learning Systems is a Rosetta Stone Company dedicated to developing cutting edge, adaptive software that accelerates literacy outcomes for learners ages 4-18.

Between 2018 and 2021, the state of Texas plans to spend $2 billion on the purchase of literacy programs for public schools. Theoretically those funds are open to any company who applies, but when it came to actually converting leads, Lexia faced massive opponents, including the largest publishing company in the world: Pearson.

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 so that customers could evaluate their software head-to-head with their competitor’s physical products. The campaign had a very specific target audience, and needed to be created around a narrative that would appeal not just to educators, but Texan educators.

As an added challenge, this particular audience had a 30+ year history of traditionally only purchasing from the largest three competitors in the industry. If these leads were even going to consider Lexia, much less convert to customers, the campaign would need to demonstrate that Lexia was not only as good as the legacy competition, but better.



To overcome this, UviaUs’ experts worked closely together with the Lexia team to create a set of high-impact, Texas-sized sales kits linked to a playful narrative designed to show off Lexia‘s solution in a way that was approachable and 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). The player was loaded with a video demonstrating Lexia’s offerings, as well as printed evaluation guides that provided a user-narrative and deep-dive into their Texas-specific 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. In its first phase, they reached 1,031 schools with 12,500 physical samples.

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. In purely numerical terms, Lexia has already seen a 5700% return on their marketing campaign investment, 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. As a result, UviaUs is currently deploying a second campaign for Lexia Texas and is in the process of building new lead conversion campings for two other Lexia regions.

The Texas Adoption Campaign has also garnered UviaUs international attention from the design and marketing community, beating out thousands of entries to be selected as one of five finalists for the B2B Marketing Awards – Best Customer Experience Initiative making it the only non-FORTUNE 500 company shortlisted in that category.

How one remarkable experience connected 175 strangers and created over 400,000 brand impressions.
The Challenge

Lexia Learning Systems is a Rosetta Stone Company dedicated to developing cutting edge, adaptive software that accelerates literacy outcomes for learners ages 4-18.

Between 2018 and 2021, the state of Texas plans to spend $2 billion on the purchase of literacy programs for public schools. Theoretically those funds are open to any company who applies, but when it came to actually converting leads, Lexia faced massive opponents, including the largest publishing company in the world: Pearson.

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 so that customers could evaluate their software head-to-head with their competitor’s physical products. The campaign had a very specific target audience, and needed to be created around a narrative that would appeal not just to educators, but Texan educators.

As an added challenge, this particular audience had a 30+ year history of traditionally only purchasing from the largest three competitors in the industry. If these leads were even going to consider Lexia, much less convert to customers, the campaign would need to demonstrate that Lexia was not only as good as the legacy competition, but better.

100
%

Lead conversion goal met

5700
%

Return on marketing investment

Our Solution

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.

To overcome this, UviaUs’ experts worked closely together with the Lexia team to create a set of high-impact, Texas-sized sales kits linked to a playful narrative designed to show off Lexia‘s solution in a way that was approachable and 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). The player was loaded with a video demonstrating Lexia’s offerings, as well as printed evaluation guides that provided a user-narrative and deep-dive into their Texas-specific literacy programs.

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.

187
%

Pipeline Growth

32,000,000
$

In new business closed

The Results

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. In its first phase, they reached 1,031 schools with 12,500 physical samples.

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. In purely numerical terms, Lexia has already seen a 5700% return on their marketing campaign investment, 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. As a result, UviaUs is currently deploying a second campaign for Lexia Texas and is in the process of building new lead conversion campings for two other Lexia regions.

The Texas Adoption Campaign has also garnered UviaUs international attention from the design and marketing community, beating out thousands of entries to be selected as one of five finalists for the B2B Marketing Awards – Best Customer Experience Initiative making it the only non-FORTUNE 500 company shortlisted in that category.

100
%

Lead conversion goal met

187
%

Pipeline Growth

5700
%

Return on marketing investment

32,000,000
$

In new business closed

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