Bedrock Learning case study
Repositioning Bedrock’s Reading Test to unlock adoption and growth
Bedrock Learning is a UK education technology company focused on improving literacy outcomes in schools. Its platform combines vocabulary instruction, reading assessment, and curriculum support to help secondary schools strengthen reading comprehension, close literacy gaps, and support long-term academic progress.
The challenge
When Bedrock’s Reading Test launched, it struggled to gain traction. The product had been positioned primarily around price, framed as a low-cost assessment tool. But this misunderstood the reality of school decision-making.
While schools are very cost-conscious, they don’t switch assessment systems only because they are cheaper.
They switch when a solution clearly supports teaching, intervention, and whole-school literacy improvement. As a result, the product lacked strategic relevance and failed to gain momentum.
The insight
The core issue wasn’t the product. It was the positioning.
Assessment is not a standalone purchase. It is part of a wider literacy strategy, shaped by frameworks such as the Education Endowment Foundation's (EEF) guidance on improving literacy.
The shift was clear:
→ from a cheap reading test
→ to an integrated literacy improvement system
Captured in the new core message:
“Transform reading assessment into a powerful tool for literacy improvement.”
This reframed the product around outcomes, not cost, aligning it with how Heads of English, literacy leads and SLT evaluate solutions.
The approach
Working with the Bedrock team, the project focused on repositioning the product and embedding that shift across every touchpoint.
1. Repositioning the product
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Moved from price-led to outcomes-led positioning
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Anchored the product within the whole-school literacy strategy
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Aligned messaging with EEF-informed best practice
2. Rebuilding the messaging
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Defined the role of assessment in driving intervention and progress
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Elevated credibility through academic partnerships
(including the University of Cambridge Psychometrics Centre) -
Brought forward practical value:
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adaptive, standardised testing
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granular, actionable data
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clear links to teaching and improvement
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As reflected in the final assets:
“Granular data insights identify strengths and weaknesses, enabling targeted interventions.”
Full go-to-market relaunch
The new positioning was translated into a complete go-to-market system:
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Website and landing pages
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Product brochures and case studies
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Updated pricing structure
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Campaign emails and webinars
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Extensive supporting content
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Sales enablement materials
Crucially, this shifted conversations from price comparison to impact on literacy outcomes.
The output
A fully aligned product narrative, rolled out across:
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Core product messaging and positioning
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Marketing and campaign assets
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Sales materials and pricing strategy
New brochure:
The result
The campaign ran from April 2024 to November 2024 and saw a 12× increase in revenue and a 4× increase in customers. The Reading Test moved from a low-interest product to a core part of a school's literacy strategy, with significantly stronger commercial performance.
Key takeaway
This project demonstrates a common issue in education markets. Schools don’t buy tools. They invest in outcomes. By repositioning the Reading Test within the context of literacy improvement, not assessment alone, Bedrock was able to unlock both adoption and growth.
"I thoroughly enjoyed working with Suzanna. She combines a focused mindset with creativity and has delivered some of our biggest marketing projects from inception to lead generation. She would be an asset for any team to work with.”
Ben Triggs, Marketing Director, Bedrock Learning
