Masterful Marketing
How Record-Breaking Growth Was Achieved With Strategic Insights
The Challenge
Kumon is the world’s largest education franchise with over 26,000 learning centers in more than 60 countries and regions serving four million students. Their North American team wanted a fresh perspective and new strategy to continue to grow, and they hired Curious Jane to help them take their brand to the next level. Their goals: to raise brand awareness, differentiate Kumon from the competition and motivate prospects to sign up for an orientation.
The Results
Approach & Insight
Curious Jane began by focusing on Kumon’s target persona — a busy mom needing a reliable partner to help her improve her children’s abilities and get them on the road to academic success. This mom is concerned, discerning and committed to doing right by her kids.
After building the ideal persona, we conducted extensive research to refine her advertising journey through awareness, consideration and decision. We met her where she lived and wherever she sought parenting and education solutions.
Strategy & Execution
Curious Jane completely revamped Kumon’s media strategy. We targeted the ideal Kumon customer across multiple platforms in all stages of her buying journey. We crafted a holistic strategy to make the most of Kumon’s advertising budget and drive the best response. We used radio, TV and display advertising to build awareness and social media and search advertising to encourage moms to book a free assessment. Through retargeting ads, we transformed the brand familiarity and interest we’d built into actual conversions.
Meet Leads Where They Are
