Community Led Growth
Outschool
I created and led Outschool GameCon, a virtual gaming convention designed to convert social 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, Comms , 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 engagement strategic partnerships could translate to earned media and paid enrollments.
Engagement can be a growth channel.
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WHAT I BUILT
Built a convention structure with free public mainstage sessions and paid gaming-themed side stages, 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, create public interest, and strengthen positioning
02
Partnerships as Market Signal
Set the operating protocol 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
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Digital Platform
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Earned Media
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Free-to-Paid Programming
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Multi-Channel Strategy
RESULTS
attendance, 8pts above platform average of 85% attendance
94%
of GameCon attendees were new customers, and 8% had only one previous booking
5%
high value PR placements within one month with a syndicated audience of 65M+
5
STRATEGIC IMPACT
1,300%
estimated ROI
Every $1 spent returned $14 in bookings.