Primrose Schools: 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.