A 24 page gated framework for school leaders, written, designed and produced end to end as the entry point to a demand funnel.
K-12 EdTech
Content strategy, Copywriting, Design and production, Lead generation
Project, inside a retainer
The challenge
MaiaLearning needed a reason for school and district leadership to raise their hand. AI in the classroom was the conversation every administrator was already having, and nobody had handed them a practical position on it.
A product brochure was never going to earn that attention. It had to be something a principal would forward to a colleague.
What we did
Took a position worth arguing. The book says schools should lead on AI literacy rather than police it, instead of describing a product and hoping that reads as thought leadership.
Wrote it as a usable framework. Awareness, Integrity, Mindset, so a reader finishes the last page with something they can do on Monday.
Designed and produced all 24 pages to print quality, carrying the client's brand system throughout, with no outside design agency.
Built the funnel around it rather than after it: a gated landing page, an email nurture sequence, and a paid social route aimed at leadership titles.
Cover and interior spreads from the 24 page guide
Results
A flagship asset the sales team can lead with, instead of another brochure that gets skimmed and closed.
Twenty four pages, written, designed and produced end to end inside the existing retainer.
A reusable pattern: one authored point of view, a gated page, and a nurture track behind it, which is repeatable for the next topic.
.png){kind=logo}
