Blackboard
Repositioning a technology platform as an education company
Situation Summary
Situation Summary
As Blackboard Inc. expanded its footprint across higher education, K–12, and professional learning, the company sought to reposition itself from a pure technology provider to a mission-driven education company.
At the same time, Blackboard was pursuing major growth initiatives, including the acquisition of its largest competitor, ANGEL Learning, and the launch of several new product platforms. The company required disciplined media and analyst engagement to support its evolving identity and manage scrutiny surrounding consolidation in the education technology market.
Qorvis Solution
Qorvis Solution
Qorvis led Blackboard’s media and analyst relations strategy, strengthening relationships with influential education, technology, and business outlets. We executed integrated communications plans across business units, securing high-profile coverage, in-depth feature stories, and executive bylines that reinforced Blackboard’s role in improving learning, training, and teaching outcomes.
During the acquisition of ANGEL Learning, Qorvis supported messaging to minimize controversy and emphasize the transaction’s strategic and educational benefits.
We also supported the launch of key platforms, including Blackboard Learn, Blackboard Mobile, Blackboard Transact, and Blackboard Collaborate, aligning product messaging with the company’s broader education-first positioning.
Through sustained media and analyst engagement, Blackboard successfully reframed its identity as an education-focused company and strengthened its credibility among institutional decision-makers and procurement leaders.