FEATURED CLIENTS
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COMPLETE BRAND IDENTITY & MARKETING CAMPAIGN
Inspired Preschool
Project Background
This innovative Reggio-based preschool needed stunning visuals and targeted marketing campaigns to showcase how students would thrive in this beautiful learning environment. I took time to understand what made Inspired Preschool so unique. The client came alive as she explained how nurturing guidance from expert teachers allow children's imaginations to take the lead in this project-centered learning philosophy. The classroom space itself is considered another teacher, and her classroom was designed with natural materials to encourage art-based explorations that allow for deep reflection. With nature and creativity as our main themes, we developed branding that included a growing tree, earth tones, and visuals that told the story of students in the process of exploring, learning, and connecting to their environment.
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Creative Process
I guided the client to explore her vision for the business by gathering images and websites that reflected her style, defining her dream client, and writing herself the ultimate customer review. From there, I extracted major themes into a Brand Board that served as a guide to defining key elements of her identity. I created writing samples to develop a tone and communication style that reflected the story of the preschool, and used the resulting style guide to craft compelling copy for the website and marketing materials.
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Strategic Marketing Campaign
A well-run media campaign needs more than pretty graphics paired with clever copy. I focused on the results the client hoped to achieve and developed a campaign strategy that guided her target audience to take action towards the desired outcome. The 3-phase campaign centered on awareness, enrollment, and ongoing interest.
By interviewing current parents to learn what motivated them to join Inspired, I discovered that the school's Reggio philosophy can be difficult to explain, but seeing it in action was powerful and compelling. I based the first phase of the campaign on showcasing the incredible achievements of students in this program. A series of social media posts each highlighted a single stunning example, with a call to action to join a first-come interest list. The next phase was to announce the enrollment period and encourage parents to sign up for limited spots to tour the facility. Once the school reached full enrollment, the final stage of the campaign continued highlighting the amazing work of teachers and students, while encouraging prospective parents to join the waiting list.
By interviewing current parents to learn what motivated them to join Inspired, I discovered that the school's Reggio philosophy can be difficult to explain, but seeing it in action was powerful and compelling. I based the first phase of the campaign on showcasing the incredible achievements of students in this program. A series of social media posts each highlighted a single stunning example, with a call to action to join a first-come interest list. The next phase was to announce the enrollment period and encourage parents to sign up for limited spots to tour the facility. Once the school reached full enrollment, the final stage of the campaign continued highlighting the amazing work of teachers and students, while encouraging prospective parents to join the waiting list.
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Monitoring for Success
"Set it and forget it" might work for kitchen appliances, but successful marketing campaigns need to be continuously monitored and adjusted. I kept a close watch on key performance indicators, using this data to improve the audience targeting, refine text, and update images for future posts. The result was increased views, user engagement, sharing, and response rates across each phase of the campaign.
Insights from the initial campaign informed the enrollment phase, resulting in tours being filled almost immediately and requiring additional tour dates to be added. The client was thrilled when the school was fully enrolled 3 weeks before the targeted end date, and the campaign shifted into the maintenance phase with a healthy waiting list. The proven campaign was ready to be repeated for the next enrollment period, with updates to ensure the content remained fresh and relevant.
I developed additional custom marketing materials for recruitment events, including storyboarding, scripting, and creating a 5-minute video presentation for a virtual fair. Observing that video content performed well for the client, I leveraged smaller segments of the video in social media posts. This approach allowed the client to present a cohesive message across all marketing channels while keeping creative development costs low so that budget could be used for targeted outreach.
Insights from the initial campaign informed the enrollment phase, resulting in tours being filled almost immediately and requiring additional tour dates to be added. The client was thrilled when the school was fully enrolled 3 weeks before the targeted end date, and the campaign shifted into the maintenance phase with a healthy waiting list. The proven campaign was ready to be repeated for the next enrollment period, with updates to ensure the content remained fresh and relevant.
I developed additional custom marketing materials for recruitment events, including storyboarding, scripting, and creating a 5-minute video presentation for a virtual fair. Observing that video content performed well for the client, I leveraged smaller segments of the video in social media posts. This approach allowed the client to present a cohesive message across all marketing channels while keeping creative development costs low so that budget could be used for targeted outreach.
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