In this digital age, it’s rare to find a marketing campaign that avoids the usual digital trappings where marketers are obsessed with SEO, organic or ads.
GTM with a twist.
My agency was tasked with launching a brand-new school, where we took an unconventional path, and the results? Well, they were nothing short of groundbreaking.
The Initial Brief: More Than Just a School
A decade ago, my agency was approached by a real estate developer with an intriguing assignment: craft an identity for their new school.
As discussions progressed, it became clear that this was more than just a branding exercise. This school was to be a beacon, elevating the entire neighbourhood’s appeal to families and thereby boosting local property values.
Armed with this understanding, I recognized the mission’s depth—it was about creating a community centrepiece.
Reimagining Competition: It’s About Parents’ Time
In a brainstorming session with the client leadership, I hit upon a realization that shifted our entire GTM strategy: our real competitor wasn’t other schools but rather the precious time of busy parents. To make an impression, we had to offer something invaluable.
Choosing to sidestep typical advertising routes, I recommended an out-of-the-box approach: host a drawing and painting competition, complete with appealing prizes, delicious food, and a mesmerizing magic show. This event wasn’t merely promotional; it was crafted to immerse parents and children in the school’s ethos.
We cleverly designed the experience and communication to make it easy for parents to choose the painting competition over other weekend activities.
We didn’t mention or talk about the school, building, staff, or curriculum in any communication. Get my drift?
We ran billboards and print ads in the local papers to promote the painting competition.
The Result: Organic, Genuine Success
The day of the event was a testament to our strategy’s efficacy. Parents flocked in large numbers, experiencing the school’s environment firsthand, meeting with teachers, and genuinely visualizing their children thriving within those walls.
And by the close of the day, our enrollment for the inaugural batch was set.
The Lesson I Learned: Deep Dive into Your Audience’s Desires
This journey underscored a fundamental principle in marketing: the profound importance of truly understanding your audience. By focusing on what parents genuinely sought—a nurturing and enriching space for their kids—we were able to present the school in an authentic and impactful manner.
For marketers everywhere, my story serves as a reminder: be in harmony with your target audience’s needs and desires. When you craft strategies that resonate deeply, success often follows.
