Case Study: GoNoodle

Strategic Media Coverage Leveraging Cultural Trends Leads to $5M in Funding

GoNoodle came to Tenor to help ”break through the noise” and generate a critical mass of press coverage to increase VC awareness during the peak of EdTech hype.

The result? A critical mass of media coverage, $5M in Series C funding, and improved positioning for generating enterprise sales.

Challenge

EdTech was at the peak of the hype cycle, and GoNoodle needed to generate a critical mass of press coverage to increase VC awareness for another funding round. To help establish their educational “bona fides”, they needed to promote a study that demonstrated positive educational outcomes (higher test scores) for their product. Additionally, GoNoodle was faced with the challenge of an economic buyer – needing to strategically position themselves for enterprise sales.

Support & Solutions

Tenor designed a media outreach strategy focusing on:

  • Introducing and educating reporters and editors to GoNoodle, and its unique “brain breaks” play-centered learning approach;
  • Providing story ideas to reporters regarding the study that showed their product raised test scores;
  • Positioning the CEO as a seasoned EdTech thought leader; and
  • Leveraging the Zumba craze and back-to-school timeframe. Tenor took clinical research and turned it into a powerful business story for the Wall Street Journal and other media outlets. Fun, creative customer success stories were told in local press and in industry trades to round out coverage.

Results

A critical mass of media coverage was generated in trade publications (EdSurge, etc.) and national publications (Wall Street Journal, etc.) to establish GoNoodle as a differentiated thought leader with proven results. Shortly after the first wave of media coverage was generated, $5M in Series C funding was raised.

Press
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