Case Study: Driving Growth and Engagement for Strengths-Based EdTech
Thrively
120k+
Student-users signed up in 2 years
Thrively’s Results
$5 CPA
Reduced cost-per-acquired user to $5 through major partnerships and $20k/month paid media budget
Created 150K+
Listing activity directory mapped to children’s strengths test
“Adrienne is an incredible self-starter. She single-handedly developed the process and international team to build (and encode) the largest activity database in the world, and has been resourceful, prudent and efficient in leading our marketing execution.”
- Jon Kraft, Co-CEO of LiftOff LLC and Cofounding CEO of Pandora Radio
Thrively employed Adrienne as Director of Marketing and Content from August 2013 to April 2016.
Thrively is an educational platform focused on strength-based learning. It developed the first strength assessment to help students identify their unique strengths and build confidence – beyond test scores. The platform supports K-12 schools in creating environments that foster academic success, well-being, and resilience in students.
Jon Kraft hired me on the spot to be the first marketer for his and his partner’s tech accelerator, LiftOff.
I sat with Product and was mentored by people who are now CTOs at places like Aha! and Rocket. We stayed up late hustling, was there for the invention of whiteboard paint on walls, hired Disney stars as influencers, and pivoted to an edtech product. We scaled from 7k to 150k users in one year. We had a dedicated room for bean bags and yoga. This early experience taught me how to creatively problem solve, hustle, and develop a strong network.
Accomplishments
Increased user engagement from 7K individuals to over 5K schools and 100K students within a year by leading a strategic marketing pivot.
Established a comprehensive database of over 150K children’s activities, each with 40 metadata points, by assembling and managing a distributed data team.
Improved core messaging and landing page optimization, reducing bounce rates by 20% and achieving a conversion rate of 20% on average.
Optimized paid media campaigns by refining AdWords, improving messaging, boosting CRO, and targeting audiences more narrowly.
Onboarded, trained, and implemented the platform in over 500 schools within one year, achieving a 95% account retention rate.
Designed and approved website copy, blog posts, social media content, email campaigns, and ads, sending over 5M emails with an open rate exceeding 55% and a click-through rate of 12%.
How I Did It
As Director of Marketing and Content at Thrively, I reported directly to the CEO and CTO, leading efforts to position the platform as a leader in strength-based education. My approach included:
Strategic Campaigns and Content Development
Data-Driven Marketing Improvements
Customer Experience Focus
Collaboration with Key Stakeholders
I planned and executed results-driven marketing campaigns while creating brand personas and developing storytelling assets to resonate with diverse audiences. Collaborating with a distributed team, I curated data for the activity directory and used insights to refine paid media strategies and optimize conversion rates.
Additionally, I designed engaging customer journeys, developed messaging frameworks, and ensured seamless user experiences across digital platforms. Throughout my role, I worked closely with the CEO and CTO to align marketing efforts with UX, UI, and business goals and adapt strategies when needed.