Creative work for the brand is scheduled to be in the market later this year as Goddard looks to provide expanded support to its franchisees nationwide. Nahm did not discuss spending but said the campaign will be “one of the biggest” the school has ever invested in.
Nahm said that the campaign will focus on increasing parental trust in the company and expressing the unique experience children will receive in a Goddard School. This includes highlighting the company’s FLEX learning program, a course study developed by experts to help children explore and discover their interests in a nurturing environment.
The campaign will focus on reaching parents where they spend the most time: online research, business reviews and parent forums. Colle McVoy is looking to capitalize on that time by activating through online video, social, audio and search platforms.
“We learned during our research that this process can take over six months and is an emotional rollercoaster for parents from doubts of ‘Is this the place for my kid?’ and ‘Am I doing the right thing?’ to exhilaration when they know they found the right place for their child,” Nahm said. “That is something we have very much in mind as we move forward with the creative.”
from Digital Marketing Education https://ift.tt/l7G85mJ
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