Developing a sustainable media approach for Explore Learning
With a limited budget and within a highly competitive sector, Explore learning wanted to add more meaningful media touchpoints into the lives of their core audience of parents of 4-14 year old children. Using an effective mix of media that indexed well for our audience and had the ability to deliver an impactful message, we were able to drive brand consideration, alongside increasing tactical support to their national network of centres.
Explore Learning tasked us with reaching and inspiring parents of 4-14 year old children to build their brand through the use of new and creative media channels, whilst continuing to increase footfall and sign-ups in each individual local centre more directly.
Facing competition from similar brands, we also need to make sure we were differentiating ourselves to make sure our audience was choosing Explore Learning over alternatives, all within a limited budget.
Explore Learning had a great brand-led video creative asset but this was not being used to its full potential.
Through our understanding of the media market and the target audience we used a mix of media which had synergy in our audience and has the ability to deliver an impactful message. This included linear TV, as well as OOH to build the brand in key cities throughout the UK and a cinema test to target more affluent families in key cities.
We helped Explore Learning develop a more robust measurement framework to quantify the impact of media in the immediate and medium term. With the immediate activity, the overall number of free trials booked during the period of time has grown significantly year-on-year, both in centre and online, with cinema outperforming our expectations.