Overview
The client, traditionally an in-person education enrichment model designed to engage children in fun ways to supplement their education, wanted to expand their footprint and quickly adapt their business model to go virtual at the onset of the COVID-19 pandemic.
The pandemic created a situation where parents were suddenly in-market for these services who previously were not, including parents of:
- Children who were falling behind or struggling
- Children who felt socially isolated
- High-performing children who needed innovative
learning, hands-on projects, and reading
IntentKey® identified the important signals of these new-to-market audiences. Social accountability, in particular, indexed high with this audience.
The campaign resulted in increased brand awareness and a new customer base far beyond the client’s previous in-person and single-need market.
