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.
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.