Case Study – IMSE
How Strategic Positioning Unlocked IMSE’s Growth
Partnering with CSG as our marketing agency has been an outstanding experience for us. Their ability to merge creativity with industry insight sets them apart and has been instrumental in helping IMSE grow and shine in a competitive landscape.”
— Allison Pajor, Director of Communications
Communications Strategy Group (CSG®) is a K-12 marketing and PR agency with experience in strengthening brands, elevating thought leadership and delivering integrated marketing and PR strategies.
See What We Did for IMSE
11+
ROAS
43,500+
training registrations
10,000+
resource downloads
11,000+
contact form submissions
Opportunity
Making IMSE an All-Around Literacy Ally
IMSE is a literacy education organization with more than 30 years of experience translating the science of reading into practical, multi-sensory Structured Literacy instruction. IMSE faced a positioning problem that was limiting the company’s growth. They were widely recognized in the Orton-Gillingham space (synonymous with dyslexia intervention) and beloved by classroom teachers. But district-level decision makers, the key to scaling impact, weren’t aware of IMSE as a comprehensive literacy solution.
The challenge was three-fold: (1) break free from the “dyslexia-only” perception; (2) establish credibility with district leadership as the literacy landscape exploded with competition and urgency around the science of reading; and (3) generate demand from districts and drive purchases of IMSE solutions.
This partnership involved a messaging problem but also a market-timing challenge in a high-stakes, crowded environment. With only a few thousand districts to target around the country, and competitors ramping up their activity, we had to act quickly to position IMSE as a leader.
solution
CSG Finds the Right Approach
CSG’s multi-channel, multi-tactic approach proved remarkably effective in elevating IMSE’s standing in its niche, converting on conference registrations and product purchases and remaking the company’s image.
Brand Evolution:
We refreshed IMSE’s brand identity and messaging architecture to reflect their full scope. The goal was to expand the company’s public image so that IMSE would be seen as a comprehensive literacy partner rather than a dyslexia intervention. This repositioning drove measurably stronger performance across paid digital campaigns for trainings and products.
Content Optimization at Scale:
We implemented a content multiplication strategy, building once and deploying everywhere. Webinars designed to generate district leads became blog posts, social content, PR storylines and case study fodder, thereby maximizing ROI on every piece of content created.
Hyper-Localized Activation:
As new literacy legislation was enacted state by state, we created tailored landing pages (e.g., the California Literacy Hub) packaging relevant case studies, webinars, blog posts and media coverage. This gave IMSE’s sales team tailored tools to reach district leaders with messaging aligned to their specific funding and policy environment.
Earned Media as Amplification:
We activated PR as an extension of existing efforts, translating client success stories into thought leadership placements in the publications district leaders actually read, like EdWeek and The 74 Million.
Precision Email Marketing:
We streamlined IMSE’s email program, reducing frequency while increasing relevance through improved segmentation and stakeholder-specific workflows that distributed content strategically.
Executive Visibility:
We published on LinkedIn on behalf of IMSE’s CEO, building personal brand equity that reinforced organizational thought leadership.
Every tactic was designed to generate awareness, move district decision makers through a buying journey or both, at a moment when funding and policy aligned.
impact
The Numbers Speak
for Themselves
Revenue Generation
Paid Digital Performance (2024-2025):
Awareness Through Thought Leadership
Why This Work Matters
IMSE needed guidance and targeted support to stand out at a critical time in their history.
That’s what they got.
Becoming known as a comprehensive literacy ally for districts following the science of reading
Reaching district level decision makers, addressing the literacy crisis and helping every student become a confident reader
Our work with IMSE demonstrates CSG’s commitment to helping education clients overcome even the most complex challenges, so that they can keep serving students well.
Ready to break through the noise in your market?
Let’s talk about how strategic positioning and integrated execution can drive measurable growth for your organization.
Case Studies
Our work speaks for itself — and for the brands we champion.
We’ve helped leaders, innovators and educators turn complexity into clarity and connection into conversion.
