10 booked appointments every month.

The challenge

Squid Academy came to us as a startup with a big mission: bring a mainstream esports curriculum to schools, colleges and universities, without adding work for their curriculum design team. They needed conversations with education decision makers, a hard audience to reach cold.

Who we targeted

Two audiences run in parallel: education resellers and distributors with existing school relationships, and decision makers inside schools, colleges and universities.

What we built

We mapped two routes to market and ran them side by side: resellers who already sell into education, and direct outreach to schools, colleges and universities. Each audience gets its own targeting and its own message.

1. Two routes, two messagesResellers hear about margin and an easy product to add to their catalogue. Institutions hear about student engagement and a ready-made curriculum.
2. Zero extra work for their teamWe handle the lists, copy, sending and replies. The Squid Academy team only steps in when a meeting is booked.
3. Small daily volume, high relevanceAround 400 emails a day to tightly matched contacts, which is why the reply rate held above 5%.
4. Every opportunity trackedPositive replies are logged with a value so the pipeline is visible from week one.

The result

In the first three weeks, 6,100 emails produced a 5.3% reply rate and 8 sales opportunities. Since then Squid Academy consistently gets around 10 booked appointments every month, both with resellers and directly with schools, colleges and universities.