The Web Marketing Association is proud to present this 2015 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Education Integrated Ad Campaign
Primrose Schools, the leader in early education and care with almost 300 schools, lacked the brand awareness and differentiation to scale from local market growth to a national footprint.
Developing a digitally-lead marketing ecosystem that would generate awareness, consideration and intent among prospective parents was critical to communicate the brand’s uniqueness, educational philosophy and ultimately increase enrollment. Primrose Schools planned to capitalize on the opportunity to clearly differentiate and define the Primrose brand and distinguish the brand from the competitors by demonstrating their premium value and benefit to parents and their children.
A key insight was that the prospective parent audience consisted of two distinct segments: parents of infants and toddlers and parents of 3+ year-olds. Each audience segment had its own unique needs and concerns. The communications and digital ecosystem strategies were aligned to meet the needs of these two segments.
The Facts and Ways creative platform was an overarching strategy that would be compelling to both audience segments and could be crafted specifically for each channel in the ecosystem.
The media strategy was designed to engage the audience at key points in their journeys and the paid search plan was optimized for terms the audience was searching for. The social channels were designed to activate Primrose’s current brand loyalists to evangelize the brand.
The Facts and Ways campaign has been a tremendous success. The marketing ecosystem was truly integrated and the results have been extraordinary.
Contributors:
| Paul Thaxton: | Vice President of Brand Management - Primrose Schools |
| Kim Miller: | Executive Director, Integrated Marketing Strategy & Communications - Primrose Schools |
| Aimee Harris: | Director of Digital Marketing - Primrose Schools |
| Amy Call: | EVP, Group Account Director - BLITZ Agency |
| Sydney D'Oro: | Management Supervisor - BLITZ Agency |
| Helen Cho: | ECD - BLITZ Agency |
| Elke Dobrowolski: | ECD, Art Director - BLITZ Agency |
| John Liu: | Director of Search and Analytics - BLITZ Agency |
| Kevin Wright: | Director of Social Media - BLITZ Agency |
| Kaitlin Gasenica: | Strategist, Insights Manager - BLITZ Agency |
BLITZ AGENCY
Location: United States