Illuminate Education, an education company that sells software solutions to K-12 public schools, was in desperate need of new positioning, messaging, and a new website in advance of the company’s peak-selling season in early 2016. They were interested in developing a fresh set of product differentiators that clearly explained the unique benefits of their offerings, and a corresponding website that was modern, flexible, and clearly highlighted the thriving culture that drives the company’s success.

They specifically wanted a website redesign that would:

  • Be more of a lead generation engine/revenue generating sales tool
  • Make sure Illuminate’s unique story, mission and values came across sitewide
  • Have a modern, contemporary look
  • Be responsive
  • Be optimized for SEO/inbound marketing
  • Be built on an easy-to-use CMS platform to empower internal users to make content changes easy

In addition, they wanted to capture the new positioning and messaging in an overview video that would serve as a primary piece of the new homepage.

Illuminate Education logo

Competitive Analysis
User Testing


Discovery Learning Document
Creative Brief
SEO Recommendations
Website Design & Development
Video Script Writing & Production
Marketing & Sales Collateral

Our Approach

We began this multi-faceted project with a deep discovery dive. This included multiple interviews with both internal stakeholders and clients; a competitive analysis of both branding and website; website user testing; SEO keyword analysis; and a site architecture review.

Our initial research culminated in a Discovery Learning Document, which formed the basis for the rest of our work. It was through this work that we settled upon positioning Illuminate Education as The Education Intelligence Platform. This led into strategy work, where we developed a creative brief, SEO recommendations, marketing funnels and KPIs, and website wireframes. Our design ultimately showcased the seriousness of Illuminate’s products, while also highlighting the company’s fun and irreverent nature.

Illuminate Education Intelligence Platform
Our Approach

We then moved into website design and video production. For the website, we developed multiple design concepts, used multiple rounds of revision to refine the chosen winner, and ultimately built a responsive website on WordPress that implemented our SEO recommendations and integrated marketing automation tools.

To create and produce the video, we created a script and worked with an LA-based studio that turned it into a whimsical, animated video using a hybrid whiteboard style.

Once our work was completed, we provided WordPress training, tracked key website metrics, and validated our design with additional user testing.

“EM can play any role and help out in almost any marketing specialty. Instead of hiring a bunch of people, I use EM as a retainer.”

Jim Yang, VP Marketing, Illuminate Education

Illuminate Educaiton About

Client satisfaction is what EM Marketing is all about. Illuminate was so pleased with EM’s work that the company hired us for an ongoing monthly retainer, as well as to produce additional product videos. Illuminate remains an active client today.