POCKETLAB
Trailblazing a new business model and rebuilding a brand along the way.
Building A Foundation
PocketLab creates sensors and software for curious STEM students. As Creative Director, I led marketing strategy and design systems during explosive growth, while producing “Science is Cool” conferences that attracts 250,000+ educators worldwide.
Growing Pains
The conference’s huge success with an outdated company website created a critical problem: thousands of passionate fans who didn’t understand what PocketLab was. We needed an urgent brand overhaul while maintaining the lead generation momentum.
Website starting point.
Rapid Transformation
Like building a ship in the middle of an ocean, we completed a redesign of PocketLab’s digital presence in under eight weeks. We integrated HubSpot for its CRM, managing 70,000+ new leads, and designed sales funnels aligned with education’s unique 300-day buying cycle.
First of Its Kind
Combining multiple sensors into one small tool was a groundbreaking innovation within the EdTech industry, which posed a marketing challenge. By giving each sensor a distinct personality that highlighted its unique qualities, they communicated fun classroom gear rather than overwhelming tech.
Powerful Partnerships
Strategic alliances with science education superstars established through Science is Cool events elevated PocketLab's Notebook software to a classroom staple.
Lead with Support
We developed lean support pages for busy educators. The highest converting pages were for funding assistance, teacher training programs, and the Science Superstar Series, webinars featuring teachers who go above and beyond in their classrooms and share their innovative processes.
Kickstarting Success
A few months after the website redesign, we launched a new product, PocketLab G-Force, a toy-sized sensor car that measures speed and g-force. Our team spread thin, we tested the market by launching it on Kickstarter. The launch exceeded its campaign goal by 156%.
PocketLab G-Force Video
G-Force is basically a Hot Wheels™ car with a speedometer, so we played up the 80s-inspiration for our audience who grew up with those iconic tracks.
The video delivered strong engagement with a 25% conversion rate from page views to video plays, and compelling content that kept 32.55% of viewers watching through to the end.
Scalable Strategy
Mass attention and lead generation from Science is Cool events created a unique business model for PocketLab. Positioned for ongoing accelerated growth, I designed a subscription model, “PocketLab Go,” featuring 70% subscription and 30% ecommerce, which transforms one-time purchases into recurring revenue with built-in upgrade paths.
Bottom Line
What began as fixing a confused website became about transforming fans into customers and educators into partners.
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