Client: Creiion At-Home Learning
Launching a successful at-home learning business during COVID
Results:
86% MQL rate achieved in the first week since launch
10.8% MQL to win conversion rate
6-day average sales cycle
35 education pods formed
Scope:
Branding / Website / Content / Social Media / Graphic Design / CRM Management / Lead Gen / Landing Pages / Branded Merchandise / Copywriting / Legal and Education Documents / Email Marketing / Short Form Video Production
The Challenge
School closures due to COVID, working remotely, physical distancing, and the lack of routine — it’s a lot to process for parents. Let’s add on top of that, that mothers and fathers had to become teachers to their kids from one day to another. Adriana created Creiion as an alternative to homeschooling, a program that’s safe, reliable, and convenient, that connects small groups of same-age children with qualified tutors to provide at-home learning experiences in a controlled environment. Adriana and her team had big dreams but they needed help in forming the company, getting the word out there, and beating the competition.
The Solution
Our team was able to make a significant impact by focusing on three main areas: developing the company's brand and educational resources, creating an effective lead-generation strategy, and streamlining their processes through automation. Within just four weeks, we accomplished quite a bit! The company got a stunningly branded website, a fully operational CRM system, active and engaging social media channels, a content strategy, a PR release, a top-notch video, and more.
Phase 1: LOGO DESIGN + BRANDBOOK
We have meticulously crafted a vibrant brand design that expertly captures the very essence of childhood education within the at-home learning business. By ingeniously reimagining 'Crayon' as 'Creiion' and skillfully utilizing the combination of both 'i's', we have artfully infused a playful touch into the brand’s identity.
Phase 2: BUILDING UP SOCIAL MEDIA CHANNELS
Instagram and Facebook Communities became the main sources of demand generation. In order to effectively tap into these platforms, we conducted thorough research on popular moms groups in the Miami/Ft Lauderdale area. By actively participating in conversations, we provided valuable assistance to families navigating the challenges of educating their quarantined children during these unprecedented times. Additionally, we leveraged Facebook to create a resource hub for pod formation, facilitating connections among moms seeking to form educational groups.
On Instagram, our strategy focused on collaborating with influential moms of small children. Through informative live sessions, we successfully amplified brand awareness and reached a wider audience. Our content strategies were meticulously tailored to each platform. By effectively addressing common questions and concerns, we fostered trust among our target audience while actively identifying potential customers and driving them to leave their information on the landing page.
Phase 3: BRANDED COLLATERAL MATERIAL
Our team developed an array of essential collateral materials, ranging from Daily Lesson Plans to Introductory Folders. This comprehensive collection encompasses vital components such as Child Release Forms, Incident Report Forms, Medical Forms, and Legal Contracts, all thoughtfully designed to strengthen our brand identity and convey a cohesive message.
Phase 4: NEEDS ASSESSMENT SURVEY + ZOHO CRM
To efficiently handle the influx of numerous inquiries, we took proactive measures by implementing the robust Zoho CRM System. Through the utilization of well-crafted forms, we systematically gathered essential information, enabling us to identify patterns and categorize leads based on crucial factors such as age group, location, preferred language, and desired educational style. This strategic approach proved immensely valuable as we consolidated a remarkable total of 35 pods, each consisting of five children. The Zoho CRM System played a pivotal role, allowing us to also seamlessly input and track tutors' information as well as monitor the progress of their applications and pair them with potential groups.
Phase 4: PR FOR BRAND AWARENESS
A robust PR strategy was launched to make a resounding impact. Our objective was clear: to reach a vast audience of mothers swiftly and effectively, ensuring our message resonated before alternative solutions to preschool and online learning gained traction. With competitors poised to enter the scene in the coming months, time was of the essence.
Phase 5: EXPLANATORY VIDEO
In our quest to make a meaningful connection with parents in need, we embarked on an exciting creative journey—a heartwarming illustrated video. This delightful creation beautifully showcased how Creiion could be the answer for busy and frustrated parents. To our delight, the video spread like wildfire, captivating the hearts of 1.7 million viewers and sparking joyous conversations about the world of at-home learning.