How we grew a regional brand into a national favorite that continues to expand into new markets.
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.
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.
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.
Primrose’s unique Balanced Learning approach to education is a key differentiator, but it had never been successfully communicated to prospective parents.
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.
Drives awareness and brand familiarity among target audience segments and positions Primrose as a leader in the space.
Keeps Primrose on the radar of in-market parents.
Supports the Primrose Schools experience by keeping current parents in the know.
Positions Primrose Schools as a leader in the category.
Directs visitors to local school tours with personalized school experiences.
As Primrose Schools expand its reach west into California and across the nation, the brand's awareness has experienced major growth as its continually evolving and adapting ecosystem delivers positive results.
Double-digit growth in YOY Student Enrollment
Significant increase in Search Conversion Rate
Major decrease in Cost-Per-Lead
320+ Schools Planned
480 New schools opening by 2020
15% System revenue growth in 5 years
#1 in franchise satisfaction (source: Childrens Services Franchise Sector Report from Franchise Grade)