Fiveable
Creating social learning communities for students.
Metrics
3.2B
Potential Impressions
394
Media Placements
$29.3M
Advertising Value Equivalency (AVE)
Opportunity
Strategy
As a new edtech startup, the folks from Fiveable were seeking widespread exposure to help reach three key audiences: student users (to grow the platform), investors (to secure VC funding) and C-level executives (to help facilitate partnership and larger business growth). With little exposure at the start of our engagement, the opportunity came with defining a communications strategy, honing in on key messages, and crafting stories that aligned with the mission-driven nature of this company.
With startups being extremely agile, our PR strategy grew and evolved often to align with the company’s needs. Our tactics were creative and versatile and included strategies such as the following:
Responding to COVID trend stories & ensuring Fiveable was included in lists of free resources for parents, students and teachers
Leveraging the CEO’s personal perspective as a former teacher in an underserved school district to elevate discussions around inequities in education
Highlighting the student-first philosophy of Fiveable by creating student awards and building complementary press campaigns in local markets
Showcasing company culture angles and individual employees to help the growing team attract new employees
Leveraging the CEO’s perspective as a woman of color to discuss challenges of BIPOC female founders raising capital
Helping the company expand competitive mindshare by building stories beyond Advanced Placement test prep (the company’s starting point) with timely trend discussions around student mental health, virtual studying and social learning, college readiness and more
Results
In less than two years, we designed a strategic and proactive PR campaign that leveraged company news announcements, breaking news and trending stories, as well as efforts led by creating our own narratives. Nearly 400 earned and organic stories helped Fiveable grow to serve more than 7 million students, successfully secure and announce its first acquisition, increase its team from being 5 people to more than 25, and secure more than $14M in venture capital funding from notable investors like Union Square Ventures, Owl Ventures, BBG Ventures, Serena Ventures (ie Serena Williams) and Metrodora Ventures (ie Chelsea Clinton).
Beyond Trending was a catalyst for helping Fiveable grow. They provided creative ideas on how to showcase our team culture, student experience and overall education thesis, all through earned media coverage. The PR approach was always thoughtful and strategic, and resulted in features in publications like Business Insider and TechCrunch, as well as recognition on the Forbes 30 Under 30 list. I would recommend them wholeheartedly, especially if you're an early-stage startup looking to get in front of investors!
Amanda DoAmaral
Founder & CEO, Fiveable
PR HIGHLIGHTS
