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Name of the Campaign: 5 gone or money back
Initial situation: The competitive situation has sharpened due to the fact that more private tutoring schools are active in the market, and also public schools are increasingly offering whole day education.
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Campaign objectives: To convince mothers to send their kids to the No 1 of private tutoring rather than anybody else.
Creative strategy: To combine image aspects like self confidence and reliability with a clear product offer.
Total marketing expenditure: 1.5 Mio € during 3 month peak season.
Campaign results: Bookings for Schülerhilfe were +12% v.s. year ago same time. |
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