Kumon Learning Centers
From Awareness to Enrollment:
The Impact of a 360° Campaign for Kumon
The Challenge
Kumon sought us out to help them breathe new life into their brand at a critical time in the growth of the company. Competition with other education offerings was high, and they didn’t feel like their existing “Where smart kids get smarter” advertising resonated with parents. They wanted a more powerful, effective branding campaign.
The Results
Approach & Insight
Our research revealed the main issue was lack of brand awareness. Kumon ads were difficult to distinguish from competitors’ ads, and even though the Kumon program was unique, the value proposition wasn’t clear. While competitors focus on short-term tutoring, Kumon is the opposite of a quick fix. Kumon builds mastery of skills through daily practice, and these skills translate into long-term life success. We arrived at a big insight: Moms and Kumon together can expand the possibilities for children.
Strategy
We looked closely at Kumon’s target audience (moms seeking a proven partner to help their children succeed) and identified two distinct customer personas we wanted to reach. We highlighted Kumon’s differentiator — their emphasis on practice — with a new, proprietary theme line: practice makes possibilities. We knew parents would understand this concept, kids would be inspired by it and franchisees would embrace it.
Execution
We looked closely at Kumon’s target audience (moms seeking a proven partner to help their children succeed) and identified two distinct customer personas we wanted to reach. We highlighted Kumon’s differentiator — their emphasis on practice — with a new, proprietary theme line: practice makes possibilities. We knew parents would understand this concept, kids would be inspired by it and franchisees would embrace it.
A Hunger for More Leads
