Community Led Growth
Outschool
I created and led Outschool GameCon, a virtual gaming convention designed to convert community proof into business value. The event brought together learner interests, brand partnerships, earned media, and paid enrollments,
INDUSTRY
IMPACT
SCOPE
ROLE
PR, community, stakeholder engagement
VP, PR , Engagement, and PR
Strategic realignment, growth, meaningful ROI
Technology, Edtech
THE CHALLENGE
Outschool wanted to show that engagement could drive measurable business value across the buyer journey. The team needed to show that enthusiasm and strategic partnerships could translate to earned media and paid enrollments.
“
Engagement can be a growth channel.
WHAT I BUILT
Built a convention structure with free public mainstage sessions and paid gaming-themed side stage classes, creating a clear path from community participation to marketplace activity.
01
Freemium-to-Paid
Built the partnership strategy around recognizable gaming and entertainment brands that could signal credibility to families, create public interest, and strengthen Outschool’s position in learner-centered online education.
02
Partnerships as Market Signal
Set the operating model for a company-wide activation, creating a repeatable model for moving engagement into enrollment, earned media, and bookings.
03
Company-Wide Launch System
SELECTED WORK
-
![]()
Digital Platform
-
![]()
Earned Media
-
![]()
Free-to-Paid Programming
-
![]()
Multi-Channel Strategy
RESULTS
attendance, 8pts above platform average of 85% attendance
94%
5% of GameCon attendees were new customers, and 8% had only one previous booking
5%
within one month with syndicated PR hits with an audience of 65M+
5
STRATEGIC IMPACT
estimated ROI
1,300%
Every $1 spent returned $14 in bookings for every $1 spent.