Project Details
Despite decades of success in education software, Concord’s brand visibility hadn’t kept pace with its product strength. Competing against global players with louder voices, the company needed a sharper strategy to stand out, capture leads, and reclaim its place as a market leader.
- NBrand
- NCommunications
- NWebsite
Bringing Concord out from the shadows to take on global competitors
Concord had been serving schools for more than 35 years with Infiniti (library management) and LibPaths (digital curation). The software was modern, intuitive and built by a former teacher. But the company’s visibility hadn’t kept up.
Marketing was minimal, social channels were inactive, and their website wasn’t generating enough leads. Meanwhile, international competitors were louder, better resourced and entrenched in government contracts.
Without strong marketing or client advocates, Concord risked being overlooked despite having the superior product.
Requirements
MindMoB partnered with Concord to help the company regain visibility and momentum in a highly competitive education technology market. The key objectives were:
Reposition the brand for growth
Define a clear market position that highlights Concord’s 35-year legacy and unique value across its flagship products, Infiniti and LibPaths.
Elevate credibility and visibility
Increase awareness through stronger messaging, consistent branding, and an active digital presence to compete with international players.
Build a structured marketing engine
Implement CRM, lead nurturing, and automated workflows to convert interest into measurable opportunities.
Expand into new markets
Leverage Concord’s credibility in Australia to attract and convert international schools seeking trusted, proven library and learning solutions.
Challenges
Concord faced a set of specific hurdles that were holding back growth:
Visibility gap
Concord’s only social media was a Twitter page, leaving them invisible beside competitors with dedicated teams and expensive campaigns.
Brand misalignment
Concord’s brand was inconsistent, while product copy focused on generic words like ‘intuitive’ (without explaining how that was the case).
Weak lead capture
The website lacked clear information hierarchy and calls-to-action. No CRM integration or analytics meant prospects could slip through without structured nurturing.
Positioning imbalance
Peer-driven adoption
Time-sensitive market shift
Approach
MindMoB worked with Concord to address these issues head-on and build a foundation for sustainable growth:
1. Strategic positioning and messaging
- Reframed Concord’s message to lead with LibPaths as the distinctive entry point, while reinforcing Infiniti as the comprehensive library management system.
- Shifted product copy away from feature lists and generic terminology towards proof and outcomes for teachers, librarians and students.
- Produced collateral such as case studies, overhauled proposal templates and fact sheets to clearly show Concord’s value over competitors.
2. Digital presence
- Built a consistent social media presence by launching company pages, refreshing team profiles and establishing a steady posting cadence.
- Developed a portfolio of client testimonials and examples to share online and influence librarian peer networks.
- Embarking on a full website rebuild to update an ageing code base and enable a more dynamic and engaging user experience.
3. Client procurement and retention
- Launched monthly EDMs with industry insights, product updates, tips and events to engage current clients.
- Implemented automated workflows to ensure every lead was segmented, followed up and nurtured.
- Established an outreach program on LinkedIn to connect directly with prospects and build long-term relationships.
4. Media and thought leadership
- Created articles on topics like AI in schools, literacy and the changing role of librarians and pitched to respected education outlets.
- Secured media coverage to raise Concord’s profile and credibility beyond its existing base.
- Repurposed this content across the website, LinkedIn and EDMs to extend reach.
5. International school campaign
- Designed and delivered an email program targeting 10,000 librarian and educator contacts across 2,200 schools in Southeast Asia.
- Aligned each stage of the campaign with calls-to-action such as booking demos and exploring portal examples.
Results
Within the first year of engagement, Concord saw a tangible shift:
Improved visibility
Website messaging, assets and campaigns reshaped Concord’s credibility against competitors, moving it from “the quiet option” to a recognised alternative.
Structured marketing engine
For the first time, Concord has CRM-driven nurturing, automated follow-ups and a baseline of monthly customer communications.
Thought leadership impact
Published articles raised Concord’s profile in debates about literacy and AI in education, giving them a trusted platform to speak from.
International traction
New client wins from international schools across Southeast Asia and India are seeing Concord expand into new areas.
Momentum for growth
With a complete website rebuild underway, Concord is positioned to scale beyond its historical reliance on referrals and contracts.
Key metrics
Year-on-year to September 2025, MindMoB helped Concord achieve:
Doubled
Website traffic
102%
increase in key website events (including demo requests, contact submissions and phone calls)
Over 10x
more engagement on LinkedIn
Colin Bell
“We’d always known our products were strong, but we struggled to show that to the market. MindMoB helped us put structure around our message and finally get noticed by the right people.”
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