Challenge
Classwell Learning Group was a groundbreaking online education company designed to meet the educational needs of administrators, teachers, students and parents. Classwell, backed by industry leaders Houghton Mifflin and Sylvan Ventures, planned to seamlessly integrate the highest-quality content resources for assessment, instruction and teacher training in one Web site.

Classwell desired to be the premier Web-based education service for school districts throughout the country. Classwell’s product would help states deal with education reform, high-stakes testing and individual student learning plans. The challenge was garnering coverage for a product that had not yet been created.

Solution
Classwell engaged O'Neill and Associates to assist in defining its message and communicating it to school administrators, teachers, government officials and the media. O’Neill and Associates launched a media relations campaign to announce the company’s partnership announcement and subsequent company news. O'Neill and Associates also provided strategic counsel during trade shows to help define Classwell in a way that resonates with purchasing decision-makers.

Results
O'Neill and Associates secured media coverage in the Wall Street Journal, Boston Globe, Industry Standard and Newsweek, as well as a multitude of education and technology-focused media such as Curriculum Administrator, Technology and Learning, ESchool News, Converge, and Electronic Education Report.

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