Launching the UK’s number one SEND podcast from zero.

The challenge

BSquared is a well-established EdTech company providing SEND assessment solutions to over 3,000 UK schools. Its sub-brands, including SENDcast and Virtual SEND Conference, needed to be launched and grown in a specialist sector where trust and community matter more than reach.

Our approach

Rate developed a warm, authoritative tone of voice across all sub-brands, ensuring consistent messaging across a growing portfolio. SENDcast was launched from zero and grown to the UK’s number one Special Educational Needs podcast within its first year, with social accounts built to engagement rates consistently above the industry average.

Community building went beyond comment management to genuine relationships with the SEND audience, attracting coverage from the BBC’s Disability Presenter and establishing authority in a specialist sector. Integrated paid and organic campaigns drove awareness for BSquared, and Rate supported the launch of the new EYFS framework, with over 90 schools adopting it within months of it becoming statutory.