Case Study - Kiddie Academy
Amazing Starts Here.
While Creative Director at the Kiddie Academy, Brent launched the “Amazing Starts Here™” campaign to inspire children by introducing them to historical role models renowned for their extraordinary qualities. Figures such as Louis Armstrong, Thomas Edison, and Amelia Earhart were chosen to symbolize the values of creativity, perseverance, and courage. This initiative was designed to celebrate children’s potential and encourage them to dream big.
From Local Roots to Big Dreams: How Kiddie Academy Inspires Communities to Invest in the Future
In an increasingly competitive market, Kiddie Academy needed to stand out by offering more than traditional child care. The challenge was to highlight the Academy’s unique focus on character development and life skills, alongside academic and social growth, through a campaign that resonated with both parents and children.
Using photographer Steve Belkowitz an “amazing” photoshoot executed demonstrating a unique blend of child playfulness combined with the historical characters.
Heroes of Yesterday, Inspiration for Tomorrow.
The “Amazing Starts Here™” campaign achieved impressive results by combining local and large-scale marketing efforts:
Increased Awareness: A 30% rise in local brand recognition through billboards, radio ads, and community events.
Enrollment Growth: Locations reported a 15% increase in enrollment inquiries, with many families citing the campaign as a key motivator.
Positive Feedback: Surveys showed that 90% of parents appreciated the emphasis on character development and inspiration through historical role models.
Bringing Timeless Values to Life for Today’s Young Learners
Execution and Marketing Tactics:
Implementation of a comprehensive marketing strategy using multiple channels to ensure the campaign reaches both local and broader audiences: This underscores the importance of leveraging both traditional and digital marketing tactics to create a cohesive campaign that resonates with local and national audiences alike, driving awareness, engagement, and growth.
1. Hyper-Local Focus:
Engaged local communities by hosting open house events themed around historical role models.
2. Direct Mail:
Sent personalized postcards to families within a 10-mile radius of Kiddie Academy locations, featuring campaign imagery and calls to action like “Schedule a Tour Today.”
Included incentives such as free trial days or discounts for new enrollments.
3. Digital Advertising:
targeted ads on Facebook and Instagram showcasing children emulating role models like Louis Armstrong with a trumpet or Amelia Earhart in an aviator outfit.
Utilized Google Ads and display advertising to promote the campaign across parenting blogs and educational websites.
Created landing pages on the Kiddie Academy website highlighting campaign activities and enrollment opportunities.
4. Billboards:
Designed striking visuals featuring campaign themes, like a young girl dressed as Amelia Earhart with the tagline: “Aim High. Amazing Starts Here.”
5. Radio and TV:
Produced a 30-second radio spot featuring uplifting messaging about children’s potential, aired on iHeart Radio
Developed TV spot showcasing children role-playing as famous figures, emphasizing Kiddie Academy’s role in fostering imagination and independence
6. In-House Advertising:
Transformed Kiddie Academy centers into immersive campaign spaces with themed decorations, posters, and activity stations.
Provided parents with branded brochures and handouts during drop-offs and pickups to communicate the campaign’s values.
Multi-channel Approach
Radio Spot
Where Amazing Begins: Nurturing the Leaders, Dreamers, and Innovators of Tomorrow
Kiddie Academy’s “Amazing Starts Here™” campaign successfully differentiated the brand in a crowded marketplace by combining inspirational themes with a hyper-localized, multi-channel marketing approach. By integrating role models like Lincoln, Armstrong, Edison, and Earhart into its messaging, Kiddie Academy positioned itself as not just a childcare provider but a partner in shaping the next generation of leaders and innovators.