Regional Consumer

The Challenge: Break the Pitch-and-Place Mold with a Creative Approach

To break the mold of standard national consumer pitch-and-place, and develop a multi-pronged campaign  – capturing consumer interest and driving enrollments for an early childhood education brand.

Fishman PR activated a National Literacy Month campaign in September, aiming to highlight the alarming statistics around kids struggling to learn to read and the extreme decline in literacy rates. The challenge was to ideate a strategy on how to position Celebree School as the leading expert to speak to these issues, while providing actionable solutions for parents to support literacy development at home.

The goal was to boost social media engagement, generate leads through the campaign landing page, and brainstorm fun, creative, and visually appealing activities that would work well on TV and be easy for franchisees to execute – all in an effort to help this emerging brand gain brand awareness nationally and in core markets across the country.

The Solution: A Multi-Pronged Strategy with Franchisee Engagement and Collaboration

Fishman PR activated an approach heavily relying on regional engagement to drive national campaign awareness. A playbook was developed for this campaign, laying out a step-by-step plan for both corporate schools and local franchisees to execute. A landing page was created to invite families to take a reading pledge. Through local TV segments, franchisees offered activities for families to participate in at home. A book reading event was planned to  incorporate a personal human interest element, as the book was created and read by a sixth grade Celebree student in Middletown, Delaware. This campaign engaged community members at every level, all the way down to students at Celebree Schools nationwide who took the reading pledge. There was a heavy social impact message behind this campaign, but through activities that were digestible for the target audience, it brought communities together across regions nationwide.

The Outcome: PR wins, consumer engagement, support of social cause

The outcome of this campaign produced extremely strong results for a client still growing its nationwide presence. By tying the campaign to a strong social purpose- cultivating and nurturing literacy in young children- the team was able to drive a spike in enrollment, social media engagement, and overall brand awareness.

Nationally, the press release was among the strongest performing releases in terms of pickups in for Celebree School, highlighting a heightened consumer interest to the topic and solutions poised by the client. The utilization of SEO friendly terms, as well as back linking to drive website traffic, directly drove consumers to the client’s landing page. Regionally, the campaign generated a staggering amount of local TV interest, with 6 local segments spread across five different markets, with extended reach thanks to pick up from national publications including MSN and Yahoo.

Overall the campaign exceeded client expectations, driving over 3.6B impressions. As the first big regional campaign for Celebree School, Fishman PR’s  efforts solidified their continued interest in activating bigger and more creative regional campaigns to drive results.