Case Study: Presence

Shaping the Future of Special Education Through Strategic Storytelling

Overview

Presence is one of the leading providers of remote evaluation and teletherapy services for PreK-12 schools. Their network of 2,000+ clinicians serves students at more than 10,000 schools across 47 states, ensuring they have access to the special education-related services they need to thrive.

I joined Presence as a consultant in September 2023, bringing 15+ years of experience in the education sector, aiming to strengthen their communications and marketing efforts by driving strategic communications initiatives; enhancing press and community engagement; and expanding their education industry influence via social media and thought leadership. I also provided nearly full-time maternity leave coverage for their VP of Communications for 5 months.

Through my work, I’ve added capacity to the Presence team and built sustainable systems for more effective communications and marketing campaigns, resulting in increased visibility, stronger partnerships, and a deeper connection with key audiences in the education space.

Goal: Establish Presence as a leader in the education sector by showcasing insights from industry experts.

My contribution:

  • Leveraged deep expertise in PreK-12 education to develop strategic interview questions and compelling video scripts to highlight key insights from education industry leaders.

  • Led the end-to-end production process, curating impactful content and guiding copy, design, and post-production process to reinforce the narrative.

  • Crafted targeted promotional strategies to drive series reach and engagement via social media.

  • Supported the process of repurposing video content into articles for industry media sources, extending the life of the content and increasing visibility.

  • Led a recap and revision process to collect data on what worked and identify areas for improvement, laying the groundwork for reimagining the campaign for the following year.

Results:

  • Produced 9 high-impact videos that elevated Presence’s profile in the education sector.

  • Achieved above-benchmark social media engagement. Increased website 'time on page' metrics, reflecting enhanced audience engagement.

  • Extended the reach and longevity of the campaign through articles and insights repurposed from video content.

Goal: Showcase Presence’s innovative remote special education assessment solutions to address lingering post-pandemic backlogs and staff shortages.

My contribution:

  • Designed a nationwide survey of 2,000 parents to uncover concerns around learning loss, behavioral challenges, and access to support services.

  • Produced a comprehensive suite of campaign assets, including:

    • Press materials to educate stakeholders on the survey data, including infographics and content to communicate key findings,

    • A practical toolkit for schools to share with parents looking to more effectively support and advocate for their children, and,

    • A webinar for educators and administrators highlighting actionable solutions to shared challenges.

Results:

  • Achieved nearly 200 pieces of media coverage reaching an estimated audience of 652 million, elevating Presence’s visibility in the education sector.

  • Reinforced Presence’s reputation among schools and parents as a trusted resource for navigating post-pandemic challenges.

 

Goal: Strengthen brand positioning by highlighting impactful partnerships with schools and districts.

My contribution:

  • Led the development of a campaign strategy to spotlight partner achievements across digital channels and internal departments.

  • Designed the nomination and selection process to identify and recognize outstanding partners, ensuring internal staff could effectively identify meaningful collaborations.

  • Guided development of campaign messaging, including a press release and promotional materials, to spotlight impactful partnerships.

Results:

  • Launched a recognition program for legacy partnerships to nurture long-term relationships and build stronger connections with schools.

  • Elevated Presence’s reputation as a valuable partner to schools and districts.

Goal: Celebrate the significant milestone of Presence delivering 6 million teletherapy sessions to enhance brand credibility and highlight its impact.

My contribution:

  • Executed a campaign featuring:

    • A campaign video sharing impact stories from the company’s 2,000+ clinician community, and,

    • Visual assets and storytelling content tailored for email, web, and social media.

Results:

  • Strengthened Presence’s standing as a pioneer and leader in teletherapy services among stakeholders and prospective Presence clinicians.