Case Studies

Case Studies :: iParadigms

iParadigms (Turnitin.com)

Problem: iParadigms, developer and marketer of the Turnitin.com plagiarism prevention service, faced a “problem” many companies might desire: explosive growth and soaring sales. The service met a critical need in the high school and college market, but it also was getting negative press and market backlash from educators. Some viewed the service to be more like a heavy-handed undercover policeman, or worse. But most view Turnitin like a helpful teaching assistant for writing instructors. The company needed an image makeover.

Solution: Focus Marketing helped to develop and launch an online professional development institute for writing instructors –WriteCycle Academy. Webinars offered by the Academy help instructors take their writing-intensive classes beyond plagiarism prevention and toward a writing pedagogy based on best practices. The results have been stunning: Participation in the WriteCycle Academy has been strong. Sales of WriteCycle, iParadigms' total writing process solution, have surged. The company has strengthened both its market leadership position and its relationships with academic opinion leaders. Importantly, the WriteCycle Academy may independently become a new source of revenue.

View The WriteCycle Academy

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