PrimeroEdge Reimagined: A Successful Rebrand Launch (2025)

Overview

PrimeroEdge, a leading school nutrition software, launched its first major UI rebrand in over 20 years. It was a visual and strategic refresh aimed at modernizing the platform, re-engaging users, and showcasing the company’s commitment to innovation.

I led a multi-phase marketing campaign to build anticipation, deliver a clear reveal, and provide resources that ensured users felt supported and excited while minimizing confusion post-launch.

My Role

Key Responsibilities

Led all campaign phases from teaser to post-launch support
Wrote all messaging for email, web, and webinar promotion
Partnered across product, sales, and training to align communications
Tracked KPIs to measure engagement and improve future rollouts

Tools Used

Canva GoToWebinar Pardot Wix

Challenges

Rolling out a rebrand is rarely simple. In this case, the timeline was tight, the software was still evolving (thus the visuals also could not be finalized), and much of the customer base wasn't subscribed to marketing emails.

Limited Visuals

I had to generate buzz without showing too much with limited creative assets, as the interface was still being finalized.

High-Stakes Reveal

The reveal needed to land smoothly for thousands of users, many seeing the new interface live for the first time.

Shifting Timelines

Agility was key as timelines and messaging were adapting, all without overwhelming users or internal teams.

Strategy

Phase 1: Tease

Created a series of vague but visual emails, using blurred screenshots and curated imagery to build anticipation without revealing unfinished UI/UX. This sparked curiosity while buying time for the final visuals.

Phase 2: Reveal

Planned, promoted, and moderated the PrimeroEdge Reimagined webinar. The concise, high-impact session—led by product experts—featured real-time Q&A and emphasized continuity: a fresh look with familiar functionality.

Phase 3: Equip

After the event, I created and distributed clear resources to help districts prepare. This included FAQs, email follow-ups, and an updated resource hub—all designed to keep support tickets low and confidence high.

*This three-phase approach was tailored for customers; prospects received a separate, sales-aligned communication strategy with customized messaging.

Results

The webinar drew nearly 70% of our customer list, the highest turnout in company history. Engagement and satisfaction scores told the full story.

75%

Interest Rating

Attendees stayed engaged throughout, closely watching or participating in chat.

96%

Satisfaction Rate

Post-event feedback reflected confidence in the changes and company direction.

1,048

Webinar Registrants

70% of customer base

585

Live Attendees

Record-breaking turnout

55+

Hours of Watch Time

Post-event recording

Praise

The rebrand launch received positive feedback from stakeholders at all levels:

"Tesla definitely has a future in podcasting! She clearly enjoyed talking to customers."

Marketing Manager

Malaika Jenkins

"Great webinar! There was lots of great information shared and I wish there were more webinars like this."

Customer

School District

"With over 1,000 registrants, the turnout and engagement exceeded expectations, thanks to Tesla's incredible leadership in organizing, promoting, and moderating the experience. Her creative execution and behind-the-scenes coordination had positive significant impact on how our customers received the change."

Teammate

Product Team