Introduction
Moringa School, a premier tech education institution in Kenya, experienced significant growth in student numbers between August 2018 and February 2022, thanks in part to the development of effective go-to-market product marketing playbooks by yours truly. I joined the institution in August 2018 and left in February 2022. Under my leadership, the marketing and admissions department were able to grow the student numbers by 485% during this 3-year period, a testament to the effectiveness of the playbooks I developed.
Product Marketing Playbooks: The Key to Growth
Together with my team, we developed a set of go-to-market product marketing playbooks that were designed to effectively communicate the value and benefits of Moringa School’s programs in Data Science and Software Development to potential students. These playbooks included information on the target audience, messaging, positioning, and marketing tactics that were tailored to each program.
The playbooks were instrumental in helping Moringa School to reach and attract its target audience, by providing a clear and consistent message about the value and benefits of the institution’s programs. The playbooks also helped to streamline the marketing process and ensure that all efforts were focused on the most effective tactics for reaching and engaging potential students.
Effective Execution by Moringa School’s Marketing and Admissions teams ensured that all efforts were aligned with the playbooks’ strategies. This included developing marketing campaigns and materials, such as brochures, social media content, and website updates, that effectively communicated the value and benefits of Moringa School’s programs to the target audience.
Project Summary:
Having been brought in to scale Moringa School’s marketing operations, the development of effective go-to-market product marketing playbooks was a key factor in the success of Moringa School’s growth in student numbers between August 2018 and February 2022. Under my leadership, student numbers grew by 485%, which is a testament to the effectiveness of the playbooks we developed in effectively communicating the value and benefits of Moringa School’s programs to potential students. The playbooks played a crucial role in helping the institution to reach and attract its target audience, by providing a clear and consistent message about the value and benefits of the institution’s programs.