Company: Primrose Schools, Atlanta, GA
Company Description: Primrose Schools is the leader in providing premier early education and care to children and families in the United States.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Education & Training
 Nomination Title: The Beginning of Something Big℠ at Primrose Schools®
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
April 1, 2024
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 242 words used.
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Founded in 1982, Primrose Schools® is the leader in providing premier early education and care to children and families in the U.S., with over 500 schools nationwide. Primrose partners with parents, children, staff and the communities it serves to foster a love of learning with its exclusive, Balanced Learning® approach and to make a difference in the lives of children. For more than 40 years, Primrose has remained dedicated to forging a path that leads to a brighter future for all children.
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In their first five years, a child’s brain will develop more rapidly than any other time in their life. The Beginning of Something Big℠ campaign was designed to showcase how Primrose is the ultimate partner for parents to maximize this critical period. To elevate the concept even further, the campaign subsequently shows educators that they can build a lasting, meaningful career at Primrose.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
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Primrose executed a full funnel approach, including a series of social media content, ads, blogs, brand emails, school resources and developed a PR strategy.
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To equip and empower families, the team developed a series of blogs and videos about developmental milestones and how the Balanced Learning curriculum provides an unparalleled early learning experience.
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The team conducted a national survey of parents with children between the ages of 0-5 about how equipped they feel to maximize their child’s development during the first five years. A national, multi-channel news release (MNR) was distributed on April 2 to highlight the results, which proved that 59% of parents are concerned about their child’s academic and character development, and to position Primrose as the leader and expert that can make the most out of this critical opportunity. Additionally, the team distributed a national, consumer-facing editorial in August to generate additional awareness around kindergarten readiness, a top-performing content theme, timed with back-to-school.
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Primrose leveraged the new creative suite and videos in organic social and paid media content both at both the brand and local levels, equipping schools with graphics, flyers and templates for enhanced local marketing.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 250 words used.
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A grid takeover launched the campaign on Instagram, yielding 908% more traffic than usual including 1,700 visits to the page and 430 link clicks, yielding a 55% increase in the engagement rate MoM.
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The MNR generated more than 525 placements, 2,198 release views and 4,143 release click-throughs.
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The kindergarten readiness editorial reached a potential audience of 557.9 million across 1,303 media placements.
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The paid influencer campaign with top parenting influencer @DayswithGrey, which included three in-feed posts and five story frames, generated 135,000 impressions, nearly 700 engagements and a unique reach of 92,000.
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Three of five Primrose parents in the unpaid gifting campaign created content about the value of Primrose – reaching a combined total audience of 117,000. The content advocated for Primrose as a premier preschool choice with wonderful teachers, a quality curriculum and balanced menu options.
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The creative suite provided to schools produced 2003 clicks, a 21% increase YoY.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 157 words used.
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