Primrose Schools is an accredited, early childhood education provider with several hundred franchises. While it had been highly successful in the Southeastern United States, in order to evolve and become a player on the national stage, Primrose needed a partner to help take the business to the next level.
Here’s how our highly optimized marketing ecosystem spurred enrollment growth and turned Primrose schools into an ever-expanding national presence.
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.
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.
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
New schools opening by 2020
System revenue growth in 5 years
in franchise satisfaction (source: Childrens Services Franchise Sector Report from Franchise Grade)