Generation Genius ELA

Problem

The Newsela brand faced several challenges in supporting grade K-5 teachers and students:

• Limited Content for This Grade Band: The platform's sweet-spot is grades 3-8.
  
• Text-Heavy Platform: Historically, the company hasn't provided a good entry point for young learners.
  
• Untapped Opportunity to Displace Competitors: Customers haven't found competitive offerings engaging
  

These issues prevented Newsela from helping K-5 classrooms introduce a concept, spark curiosity, and build schema.

My Process

1. Create a Positioning & Messaging Brief

• Met regularly with product manager & director of multimedia to understand the purpose of the K-5 collection.
• Drafted positioning: Problem statements, pain points, feature descriptions, & competition.
  
• Drafted messaging: Customer-facing comms at varying lengths, links to supporting materials, & FAQ.
• Shared brief with the customer team after reviewing product / content marketing edits.
  

2. Create Customer-Facing Assets (Feature Flyer, Sizzler, Blogs, Support Article)

• Mocked up copy and visuals in Canva—communicated desired visuals with creative.
  

• Collaborated with content marketing to deliver 2 blog posts

3. Enable Customer Team

• Hosted 1-hour enablement session introducing the collection, its value, and available assets
• Communicated desired visuals with web team who published the page.
  

4. Create Battle Cards

• Researched, developed, and distributed battle cards for top 3 competitors.

My Deliverables

Key Solutions Delivered:

• [Internal] Positioning & messaging brief for customer team to access ready-to-go messaging and assets
  
• Feature flyer providing an overview of the collection
• Sizzler hyping the collection ahead of the release
  

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Additional asset creation/ existing updates:

• Updated the Newsela ELA Product Page
• Mentioned the collection in the Newsela What's New BTS 26-27 Feature Flyer
• Contributed content for/ reviewed two blog posts for positioning and messaging:
  
  • Meet the Characters
  • What Is Multimodal Learning? Why It Matters in Today's Classrooms
• Provided copy for an in-product notification

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Results pending...‍