Lyryx Learning is an ed-tech SaaS company & textbook publisher providing low-cost customizable online learning and assessment solutions and free textbooks for higher education. When the COVID-19 pandemic disrupted in-person conferences, Lyryx’s primary marketing channel, the company faced an urgent need to pivot to a cohesive digital strategy to maintain visibility and drive engagement. This shift required reimagining their brand presence and communication channels to connect with their audience in a rapidly changing environment.

  1. The COVID-19 pandemic eliminated Lyryx's primary marketing channel: in-person conferences, cutting off their ability to directly reach educators and decision-makers.

  2. The company faced considerable constraints in both budget and human resources, with a small marketing team tasked to drive significant change.

  3. To adapt, Lyryx needed a cohesive digital presence and strategy to maintain visibility, engage their audience, and drive adoption in a highly competitive, economically challenging environment.

THE CHALLENGE
THE APPROACH

The solution was a comprehensive rebrand and digital pivot:

  • Created a Brand Book: Established a unified visual and messaging identity to ensure consistency across all channels.

  • Revamped the Website: Introduced a modernized design with fundamental SEO principles to increase search visibility and user engagement.

  • Redesigned the Textbooks: Redesigned Lyryx's textbooks to give them a modern appearance, enhancing their visual appeal and suitability for online engagement.

  • Launched Email Marketing and Social Media Campaigns: Built new channels to connect with the audience, share updates, and drive traffic.

  • Promoted Self-Hosted Webinars: Pivoted to hosting webinars as a key tactic to reach and convert educators, offering valuable insights and product demonstrations.

THE RESULTS

Though this approach didn’t reinvent the wheel, I’m proud of the outcome as the sole marketer on the team collaborating mainly with leadership to drive results.

  • 32% increase in web traffic as a result of the website facelift and SEO improvements.

  • Doubling of social media followers, expanding Lyryx’s digital reach and engagement.

  • 10% year-over-year increase in adoptions, with a total 30% growth in adoptions over three years.

MY CONTRIBUTION

As the sole marketer at Lyryx, I executed the entire initiative from start to finish.

With support and guidance from the Managing Director, I successfully led every aspect of the project, from strategy development to execution across all channels.

KEY TAKEAWAY

This project underscores the power of small but consistent steps toward a larger goal. As the sole marketer at Lyryx, I took on the challenge of transforming the brand, demonstrating my ability to work with authority, build cohesive strategies, and execute them effectively and efficiently.

By staying focused and persistent, we were able to drive meaningful growth and lasting impact.