In an effort to broaden the reach among prospective families and stimulate additional enrollment growth in schools, BLITZ created an integrated campaign featuring a national broadcast spot and a perfectly synced "second screen" digital campaign. Within three seconds after the television spot runs, the same viewer will be served a Primrose ad on their desktop, laptop, tablet or mobile device. This digital ad sync will recapture viewers' attention through video and display ads, search and social media.
The 30-second TV commercial, "The Primrose Child," launched this week as Primrose seeks to increase national awareness. A child's voice narrates with a rhyming script over scenes of children in Primrose classrooms as they learn concepts through the company's proprietary approach to early education and care called Balanced Learning®.
The spot, which will run on HGTV, DIY Network, Food Network and Cooking Channel, emphasizes the intellectual and creative, social-emotional and physical development values that Primrose teachers instill in their young students, including curiosity, creativity, confidence and compassion.
"This summer, we hope to introduce more parents to Primrose Schools and highlight how our teachers inspire a love of learning in the classroom through our exclusive Balanced Learning® approach," said Paul Thaxton, VP Brand Management at Primrose Schools. "At Primrose, we believe who children become is as important as what they know. And this TV commercial will help share our message with families across the country."
BLITZ has worked with Primrose since 2013, helping increase brand awareness and communicating its leadership position on a national scale by understanding the target audience – parents of young children – and creating a website and robust digital ecosystem that brings the unique Balanced Learning approach to life and leads parents on a journey of education and consideration.
"With 90 percent of a child's brain developing by age 5, it is important they get a strong start in early education," said Amy Call, EVP, Brand Management at BLITZ. "As we enter an important enrollment period, we added broadcast to the media mix to ensure Primrose Schools garners high brand awareness."
Primrose has averaged 13.3 percent in system revenue growth over the past five years, now with more than 300 locations across the nation. In 2015, it opened 19 new schools and awarded 44 franchise agreements. The Acworth, GA-based company started in 1982, and in 1990, became a franchise business.
BLITZ is an award-winning, full-service, digital creative agency that believes being a favorite brand has more value than just being a famous one. Founded in 2001, the agency crafts beautiful and useful connected ecosystems for clients that include Disney, TaylorMade, Microsoft, Kaiser Permanente, FX, Dole and Mattel, to name a few. BLITZ has 250 employees, is headquartered in Los Angeles and has offices in New York and Boston. Follow us on LinkedIn and Twitter @BLITZagency.
About Primrose Schools®
Founded in 1982, Primrose Schools is the nation's leader in providing a premier early education and care experience in more than 300 schools in 25 states. Each Primrose school is independently owned and operated by Franchise Owners who partner with parents to help children build the right foundation for future learning and life, and offer an environment that helps children have fun while nurturing Active Minds, Healthy Bodies and Happy Hearts®. Primrose is the first early childhood education organization in the country to receive AdvancED Corporation Systems Accreditation under the new Standards for Quality Early Learning Schools. For more information, visit www.PrimroseSchools.com, follow us on Facebook, LinkedIn, Twitter and YouTube, and explore our blog.
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