Primrose Schools Launches First National Broadcast Campaign

Primrose Schools is launching its first national broadcast campaign to raise awareness for the preschool franchise with more than 300 locations. 

Developed with ad agency Blitz, the campaign includes a digital display sync component that enables Primrose content to be served to the audience viewing the TV spot.   

This “second screen” campaign leverages an IP syncing technology that enables broadcast networks to share viewer information, including set-top-box data, Simmons lifestyle and purchase data, with media companies when a spot is aired. This information will trigger a Primrose ad to be served to the viewer within seconds after the television spot runs on the viewer's desktop, laptop, tablet or mobile device.  

Blitz uses a "sophisticated attribution model for Primrose to measure the contribution and impact of all channels from awareness, interest, inquiry and enrollment," says Amy Call, EVP, brand management, Blitz.  

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"The data derived from digital marketing is precise, easily optimized and projectable while broadcast is much less specific. We look forward to what the broadcast adds to the overall campaign results," Call says.  

The project's creative is more traditional and is designed to promote Primrose’s Balanced Learning platform, its proprietary approach to early education and care. 

The 30-second "The Primrose Child" spot features a child’s voice narrating with a rhyming script over scenes of children in Primrose classrooms.  

Across the channels HGTV, DIY Network, Food Network and Cooking Channel, the campaign will appear during the morning/daytime targeting non-working mothers; fringe/prime access to working and non-working moms; and prime time for working and non-working moms. 

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