Tabtor Math (now called Thinkster Math) combines personalized teaching with an engaging tablet-based experience. The K-8 remote-tutoring program is tailored to every child by a dedicated live tutor using digital-paper technology that allows sharing and review of handwritten work, automatic grading, video tutorials, mind-mapping abilities, and adaptive analytics. Parent company Prazas Learning contracted with Sterling Communications for a limited engagement to increase visibility in North America for the Tabtor Math brand prior to raising a Series A funding round.
The tentpole activity on Sterling’s public relations plan was the launch of the new parental insights app at the beginning of the Back-to-School timeframe. Under Sterling’s counsel, the announcement of expansion in Canada was timed to coincide with the app press release, so mention of Canadian availability might be included in app coverage such as Class Tech Tips, The Edvocate, T.H.E. Journal, and even “An Edtech Minute” podcast with BAM Radio Network. The Tabtor CTO also had an opportunity to present his views on mobile edtech in a SiliconIndia byline resulting from an interview Sterling arranged.
Letting others do the talking
At Sterling’s recommendation, Tabtor then underwent the qualification process with The National Parenting Center to earn its coveted Seal of Approval after stringent, weeks-long testing conducted by third-party parents and teachers. Sterling’s nomination also resulted in Tabtor’s selection as a finalist in the parent/student solutions category of Edtech Digest’s annual “Cool Tools” awards program. The app even landed among Cult of Mac’s “Awesome Apps of the Week.”
Sterling also recognized that jaded edtech media care less about vendor interviews and more about real-world testimonials. Coordinating with the Tabtor customer support team, Sterling secured feature articles in outlets such as T.H.E. Journal and Cult of Mac that quoted happy Tabtor promoters among parents, teachers, and even Forbes edtech influencers.
From local papers to North America’s most promising startup
To follow on the successful app launch, Sterling organized a nationwide media campaign, blanketing daily and weekly local press through a sponsored article with the NewsUSA syndication service. Leveraging existing photos and collateral related to “reducing math anxiety,” Sterling crafted an evergreen trend article package quoting the Tabtor CEO as a subject matter expert. The syndication program resulted in 1,174 placements in the first six months (1,135 online and 39 print), including outlets as small as The Ahwatukee Foothill News in Tempe, Ariz., as geographically spread as sister stations KXLY of Spokane, Wash., and WKBT of La Crosse, Wisc., and as remote as The Times of Oman.
Image: Tabtor Math’s parent insights app tracked everything from worksheet accuracy to tutor notes, giving parents a front-row seat to their child’s progress.
Sterling then instigated and managed Tabtor’s participation in the Global Edtech Startup Awards (GESA). To the delight of all, Tabtor was honored as North America’s Most Promising Edtech Startup, beating out 170 companies to compete at a global level. This regional win meant the CEO was invited to introduce the company at the National Education Week conference in New York City organized by the EDGE edtech accelerator, leading to valuable partnership and investor introductions.
The engagement wrapped up with an end-of-year contributed article on trends and predictions published in Edtech Digest, where Sterling had earlier established the CEO’s presence as a thought leader with a byline on classroom tech tools. Within a few months, Tabtor had secured its Series A funding round of $3.7 million.