Objective

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Design a strategic, content-first plan that would increase Steve Spangler Science’s science kit sales by 35% and grow Science Club subscriptions by 20,000 members within a year—without relying heavily on paid advertising.

We needed to turn fleeting interest into lasting engagement—transforming curiosity into habit, and content into conversion.

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The Challenge

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The STEM toy market is booming—projected to double by 2032—but it’s crowded with trends and seasonal gimmicks. The challenge wasn’t awareness, it was consistency.

How do you:

1. Educate and delight without overwhelming?
2. Win the trust of time-starved teachers and screen-fatigued parents?
3. Show up all year without fading into the feed?

We knew the answer: make science a joyful habit, not a one-time experiment.

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Strategy & Solution

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Strategic Hook: Inspire curiosity. Turn it into action. Reward it with community.

We developed a 12-month content journey, designed around behavior psychology, funnel mapping, and influencer co-creation. Each quarter introduced a new “chapter” to spark, deepen, and sustain user engagement.

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Chapter One: The Science Sidekick Challenge

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Influencers like Mark Rober or Emily Calandrelli guide their audience through experiments, encouraging participation and creativity.

1. Custom landing pages with exclusive promo codes
2. Monthly “Science Sidekick Hall of Fame” from UGC submissions
3. Social proof embedded into every video

Result: A self-sustaining cycle of discovery, content, and credibility

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Chapter Two: The Ongoing Adventure

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Designed to reinforce habit and retention.

1. Quiz Saturday: Weekly curiosity-boosting quizzes that link to deeper blog content
2. Everyday STEM Shorts: Social-native videos matched to SEO blog content
3. Teacher Tuesday Live: Livestreams with educators + Steve Spangler that built trust and captured voice-of-customer insights

Result: High-engagement, evergreen content that compounds reach over time

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Chapter Three: SpongeBob Slime Lab

We proposed a Nickelodeon co-branded kit featuring SpongeBob—activating brand recognition and emotional nostalgia.

1. Limited-edition slime kits tied to club subscription
2. Promoted via Nickelodeon creators, YouTube Kids, and parenting influencers
3. Integrated into existing kit ecosystem

📦 Fact: Products tied to known IPs account for 60%+ of licensed category sales

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Chapter Four: The Journalist Dropbox

To support SEO and earned media, we built a ready-to-pitch content bank for reporters and bloggers.

Included:

1. HD b-roll, interviews, educator quotes
2. Press kits with 10 pre-written story angles
3. Backlink-friendly story licensing

Result: Improved media placement odds and SEO performance with minimal lift

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The Outcome

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This wasn’t just a presentation—it was a conversion system.

The campaign was designed to:

1. Reach 3.5M+ organic impressions via UGC + SEO
2. Drive 20,000 new Science Club subscribers
3. Generate $2.4M in new revenue within 12 months
4. Build an enduring community of educators, parents, and curious kids

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❤️ What This Project Taught Me

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1. A great content strategy is a system—not just a story
2. Performance and creativity don’t need to compete
3. When content is fueled by empathy, strategy, and clarity—it scales

This project helped me grow as a strategist by:

1. Translating business goals into brand voice + conversion logic
2. Building SEO-ready content systems that keep working long after launch
3. Leading a multi-talented team under a unified message

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