MATCPD
The challenge
MATCPD began as a powerful insight from its founder: professional development for school leaders was too often generic, expensive, or disconnected from the real challenges facing Multi-Academy Trusts. There was a clear opportunity to do things differently — to build a CPD offer for MAT leaders, by MAT leaders.
The founder had the name, the vision, and the deep domain expertise. But there was no brand, no clear proposition, and no roadmap to bring it to life. That's where Brandtale came in — as a strategic partner to shape the brand from the ground up.
What we did
Our partnership began at inception. Over the course of 12 weeks, we worked closely with the founder to turn the idea into a market-ready brand — with a sharp proposition, focused messaging, and a trusted online presence.
1. Brand Strategy & Positioning
We led a series of strategic workshops to define MATCPD’s role in the market, the problems it solves, and the unique value it offers. Together, we landed on a proposition that would cut through with MAT decision-makers: “CPD built for MAT leaders, by MAT leaders.” This wasn’t just a tagline — it became the guiding idea behind every brand and product decision that followed.
2. Messaging & Narrative
We developed a full messaging architecture — including audience pain points, product benefits, proof points, and a structured brand story. This became the foundation for how MATCPD communicates its offer, from the website to email outreach and sales calls.
3. Website Strategy & Delivery
With the strategy in place, we turned our attention to execution. We scoped and managed the full website project, overseeing:
Site architecture
Wireframes and page-level content strategy
Full website copywriting
Creative direction (working alongside a trusted design/dev partner)
Technical QA and pre-launch review
The goal: to create a site that built instant trust with busy MAT leaders — simple, credible, and conversion-focused.
4. Go-to-Market Support
We also provided advisory support on how to take the brand to market. This included refining the early sales narrative, mapping potential customer segments, and shaping the founder’s commercial priorities for launch.
The result
In less than three months, MATCPD went from early-stage idea to a fully-formed brand — complete with a clear proposition, professional website, and the tools to confidently approach MAT leaders.
The brand is now live, attracting attention and building credibility with senior decision-makers across the sector. It’s a story of speed, clarity, and strategic focus — and we’re proud to have helped bring it to life.