Education
Growth
Communications
Brand

From Word of Mouth to Intentional Growth

Institute for Learning
overview

Building a System that Sells Expertise

For decades, the Institute for Learning (IFL) at the University of Pittsburgh has helped school districts change what students do in class, with fellows who work alongside teachers inside real lessons. But growth came mostly through word of mouth, and revenue swung from year to year. Friday partnered with IFL to build a growth model as rigorous as its services.

challenge
insight
solution
IFL's fellows did nearly everything: designing engagements, delivering them, and fielding sales questions along the way. Each partnership was scoped from scratch, so even longtime districts couldn't see the full menu. The team had wrestled for years with how to package and price its work.
IFL didn't need to standardize its work. Its value comes from adapting to each district. It needed a consistent structure around that work. Defined Learning Series, each with a clear arc and connected materials, give a broader bench of facilitators something reliable to deliver. That frees IFL's most experienced fellows to do what only they can: build and grow district partnerships.
Friday started with strategy: a clear path from classroom products and single workshops to six Learning Series and three tiers of multi-year partnership, plus a roadmap designed to build and sustain sales capacity. Messaging gave every Series its own case. Then operations made it run: a role-by-role sales plan, CRM setup, two launch campaigns, and ready-to-use marketing templates.
overview

Building a System that Sells Expertise

For decades, the Institute for Learning (IFL) at the University of Pittsburgh has helped school districts change what students do in class, with fellows who work alongside teachers inside real lessons. But growth came mostly through word of mouth, and revenue swung from year to year. Friday partnered with IFL to build a growth model as rigorous as its services.

challenge
IFL's fellows did nearly everything: designing engagements, delivering them, and fielding sales questions along the way. Each partnership was scoped from scratch, so even longtime districts couldn't see the full menu. The team had wrestled for years with how to package and price its work.
insight
IFL didn't need to standardize its work. Its value comes from adapting to each district. It needed a consistent structure around that work. Defined Learning Series, each with a clear arc and connected materials, give a broader bench of facilitators something reliable to deliver. That frees IFL's most experienced fellows to do what only they can: build and grow district partnerships.
solution
Friday started with strategy: a clear path from classroom products and single workshops to six Learning Series and three tiers of multi-year partnership, plus a roadmap designed to build and sustain sales capacity. Messaging gave every Series its own case. Then operations made it run: a role-by-role sales plan, CRM setup, two launch campaigns, and ready-to-use marketing templates.
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"From early on, we felt like this is what we had been missing and what we needed. We knew it was out there; we'd tried to make it happen for ourselves. Friday helped us reach our vision. It's action-based, with lots of ready-to-implement pieces. We can pick it up and run with it."

Angela Allie
Executive Director, Institute for Learning
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