Crafting Summer Minds
The Ask:
Drive enrollment for Crafting Minds’ summer professional development courses while expanding beyond repeat users to reach and convert new educators.
The Situation:
Crafting Minds delivers high-quality, evidence-based professional development for educators. While awareness and satisfaction are growing, enrollment remains limited in scale and heavily reliant on repeat users. The challenge is not the product. It’s getting more teachers to start and follow through.
Referral Program
Email Marketing
The Tension:
There are countless professional development options available, but very few feel worth committing to. Self-paced courses are easy to postpone, difficult to finish, and often feel like an individual task rather than a shared experience.
If no one else seems to be doing it, it’s easy to opt out.
The Insight:
Teachers don’t choose professional development in isolation. They look to other educators to decide what’s actually worth their time. What other teachers are actively using, sharing, and recommending feels more credible than anything a brand can say.
Shift Crafting Minds from a course provider to a peer-driven learning movement.
Make participation visible, credible, and shareable by leveraging real teacher behavior, social proof, and collective momentum to drive enrollment, completion, and advocacy.
The Strategy:
Crafting Summer Minds
Rather than relying on one campaign moment, the idea comes to life as a connected system designed to drive enrollment, participation, and completion.
Teachers invite colleagues using personal referral codes
Both receive 20% off, reinforcing shared commitment
Refer 5 colleagues to unlock a free course
This builds accountability through shared enrollment, turns progress into a social experience, and increases completion by learning alongside peers.
Launch — Introduce the program and referral incentive
Momentum — Reinforce early progress to build confidence
Reinforcement — Highlight real classroom outcomes
Retention — Re-engage before drop-off
Each message meets teachers where they are, turning small wins into motivation to continue.
Influencer / Social
Partner with teacher-creators who document their daily routines
Integrate Crafting Minds into “day in the life” and planning content
Show real use cases instead of promotional messaging
This makes it feel peer-driven, not brand-driven.
It mirrors how teachers already discover tools and demonstrate real classroom application.
Team
Wesley Chen, Strategy
Didi Mahathorn, Strategy
Betty Hsu Strategy
Mia Anderson, Strategy