Outschool GameCon
Brand Experience & Growth
I created and led Outschool GameCon, turning learners’ interest in gaming into a shared brand experience. I connected partnerships, programming, and earned media with a company-wide launch that delivered measurable business value.
Brand and business results
$14
Bookings per $1 spent
Estimated marketplace bookings for every dollar spent on GameCon.
5
Media placements
Earned within one month, extending the event’s visibility beyond the Outschool community.
94%
Attendance
Nine percentage points above Outschool’s 85% platform benchmark.
Media placements had a reported potential syndicated audience of more than 65 million. GameCon engaged established customers alongside newer participants: 5% were first-time customers and another 8% had made only one previous booking.
The challenge
Connect the brand experience to business growth
Outschool needed to demonstrate how community engagement and partnerships could contribute to business results. I saw an opportunity to bring learner interests, recognizable brands, and public storytelling together in an experience people could participate in.
I created GameCon to connect that experience with paid programming and marketplace bookings. Delivering it required a shared strategy across programming, communications, partnerships, and the marketplace.
Strategy & leadership
Build one experience across audiences and teams
Start with what learners care about
I built GameCon around gaming, giving learners a relevant reason to participate and a tangible way to experience Outschool’s approach to learning through their interests. The convention connected that audience interest with programming, partnerships, and public storytelling.
Use partnerships to strengthen positioning
I built the partnership strategy around recognizable gaming and entertainment brands, including FOX’s LEGO Masters. Their relevance helped connect the experience with learner interests while giving the launch a stronger public story. I led narrative and pitch development to support media interest.
Design the path from participation to booking
I designed free public mainstage sessions alongside paid gaming-themed side stages. That structure gave people an accessible way to participate and a clear path into paid programming, connecting the brand experience with activity on Outschool’s marketplace.
Lead a coordinated company-wide launch
I established the operating protocol for the activation, aligning programming, communications, and marketplace activity around one launch. This gave the company a shared approach to delivering the experience and connecting community participation, partner visibility, earned media, and bookings.
Selected work
One strategy, expressed across channels
These samples show how the partnership strategy, programming, and launch communications came together in the public experience.
Partner activation
The event platform brought Outschool’s partnership with FOX and LEGO Masters into the participant experience, connecting a recognizable entertainment property with the GameCon brand.
View the platform screenshot
Programming & participation
The participant program connected gaming, art, design, and featured sessions. Free mainstage programming and paid side stages linked the community experience with marketplace bookings.
Explore the event program
Launch creative
The GameCon promotional video brought the event’s identity and energy into a shareable format, supporting the coordinated launch across channels.
Watch the GameCon videoStrategic impact
A growth model built around the brand
I brought communications into the design of the experience, the partnership strategy, and the operating model for launch. GameCon demonstrated how those decisions could work together to generate earned attention, participation, and marketplace bookings, establishing a model for connecting brand experience with commercial value.