Prezi · 2025

Back to School 2025

Prezi's biggest seasonal campaign. A fully segmented, multi-email series designed to get educators and students into the AI era of presentations before the first bell rings.

Client: Prezi
Role: Brand Writer
Year: 2025

The brief

Educators are one of Prezi's most valuable customer segments, and back to school is the highest-stakes moment to reach them. The challenge: convince a skeptical, time-strapped audience that Prezi AI could genuinely improve their workflow, not just add another tool to their plate.

I came in at the brief stage, helping shape audience strategy alongside the broader team before moving into writing all campaign copy across two distinct audience tracks: educators (EDU) and students (STU).

Educator webinar invite email — Webinar invite — the campaign's top-of-funnel anchor, leading with peer credibility instead of product features.

The approach

The core strategic decision was treating educators and students as fundamentally different audiences with different motivations. Educators needed credibility and efficiency; students needed aspiration and ease. Defining what each audience cared most about drove every headline, testimonial choice, and CTA.

From there, we structured the campaign as a true funnel: open with a live educator webinar as a high-value event, build urgency with feature-led emails, convert with a time-limited discount, and extend for one final push. Eleven emails total with one coherent through-line.

Feature-led educator email creative — Feature-led email (EDU) — "Ready-to-teach in seconds" reframes an AI tool as a lesson planning shortcut.

Student track email creative — Student track (STU) — a parallel voice built around academic confidence, not classroom efficiency.

Selected outputs

What shipped:

— 11-email campaign across EDU and STU audience segments
— Companion landing page copy for educator and student tracks
— Image and carousel ads
— Webinar promotional series

Educator landing page screenshot — Educator landing page — a specialized page that carries the language from the campaign directly to sign up.

Outcome

The campaign outperformed previous back-to-school efforts across registrations and key engagement metrics and redefined how Prezi connects AI with their education audience.