The ABCs of ROI

With a base of nearly 300 schools, Primrose had set the table for major expansion goals. However, as it geared up for the push into new areas of the country, the brand was virtually unknown outside its region and awareness was too low to fuel the nationwide growth Primrose was seeking.

Prior to Amp’s involvement, Primrose had targeted one broadly-defined audience. However, our primary research revealed that Primrose actually has a multi-segmented audience, comprising of several sub-groups, each with its own discrete needs.

One Size Doesn’t Fit All
Parents choosing a pre-school or child care provider are often leaving their child for the first time since birth. This highly emotional decision may be driven by unique needs that can vary among individual segmentation groups.

A Sea of Sameness
Other early education providers tend to describe themselves in nearly identical terms. This leads to a cacophony of undifferentiated messaging within the category that all blends together.

A Best Kept Secret
Primrose’s unique Balanced Learning approach to education is a key differentiator, but it had never been successfully communicated to prospective parents.

We created a brand-defining creative platform , Facts and Ways, that facilitates the personal journeys for both prospective and enrolled parents.

Beyond infusing the brand with a more endearing, accessible voice, this platform laid the foundation for a comprehensive local-to-national marketing system that has made inroads to every region and continues to penetrate new markets with the recent addition of national broadcast.

The PrimroseSchools.com website serves five unique audiences, including both prospective and enrolled parents, while encompassing more than 300 individual school sites.

Online videos bring the campaign to life, offering a closer look inside the Primrose experience and differentiating the brand’s Balanced Learning approach from its competitors.

To generate awareness of the Primrose brand with the broadest audience possible, national TV was brought into the media mix.

Display ads drive awareness of Primrose Schools amongst target audience segments, while paid social advertising drives brand familiarity and positions Primrose as a leader.

Hyper-targeted search is tailored to the prospective parent’s search query. Paid search directs parents researching preschools to a custom landing page that provides an experience unique to their location and the age of their child.

National social channels provide current and prospective parents with valuable educational resources that position Primrose Schools as a leader in the space. Alternatively, local social channels provide current parents with updates from the classroom – improving their experience and encouraging advocacy.

Amp developed an analytics and reporting system that provided over 300 monthly dashboards, customized to the needs of each stakeholder or franchisee.

To implement this platform, we prioritized journey touch points, established channel roles and focused resources where Primrose could achieve its greatest impact.

Broadcast, Display + Paid Social
Drives awareness and brand familiarity among target audience segments and positions Primrose as a leader in the space.

Search + Re-targeting
Keeps Primrose on the radar of in-market parents.

Local Social Media
Supports the Primrose Schools experience by keeping current parents in the know.

National Social Media
Positions Primrose Schools as a leader in the category.

Website + Local Pages
Directs visitors to local school tours with personalized school experiences.