PrepScholar Sales Packet

A twelve section sales packet for a test prep and admissions company, personalized per rep and split for two very different buyers.

EdTech and admissions

Sales enablement, Design and production, Copywriting

Project engagement, three months

The challenge

PrepScholar sells to two audiences that share almost nothing. Families buying test prep for one student, and high schools buying a program for a whole cohort. One generic deck was being asked to do both jobs and doing neither well.

The reps had the same problem in miniature. Every conversation ended with the same PDF, signed off by nobody in particular, which is the fastest way for a follow up to feel like a form letter.

What we did

Split the packet by buyer. A consumer packet for families and a separate schools packet for institutional buyers, because the objection you answer for a parent is not the one a principal raises.
Built it as twelve modular sections, cover, credibility, reputation, each service line, testimonials and close, so a rep can send the whole packet or pull the three pages that match the conversation.
Personalized the close per rep. Five versions of the contact page, so the document arrives from a person rather than from a company.
Wrote and designed all of it, copy first and layout second, so the argument set the page rather than the page trimming the argument.

Pages from the packet

Sales packet cover — Cover, consumer packet

Sales packet reputation page — Credibility, before the pitch

Sales packet service page — One service line, one page

Sales packet testimonials page — Proof, near the close

Schools packet cover — The schools packet, a different buyer entirely

Results

One system, two buyers. Consumer and institutional packets that share a design language without sharing a pitch.
Twelve modular sections a rep can recombine per conversation, instead of one fixed deck that fits none of them.
Five personalized variants, so follow up carries a name and a face.

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