02 / 04 · Education
Letterato
Growing an after-school thinking program 4.4× as its only marketer.
- Role
- Marketing Manager (part-time)
- Period
- 2019 – now
- Type
- Part-time, in-house
Result
4.4×
enrollment growth since 2019
The challenge
Parents choose an after-school program slowly, and mostly on trust. The brand had to show what changes in a child, not just list the classes.
What I did
Built the brand. I've been the only marketer since 2019. I created the brand identity and write the copy.
Retargeting and testing. Video and engagement campaigns build warm audiences, and conversion campaigns then target them. I test several copy hooks against the same visual to find the message that works.
Real students on screen. "Meet the student" posts, and "The Table Talks," a video series where four students discuss big questions.
Results
- 4.4× enrollment growth since 2019
Campaign
The Charming Place campaign
Content line
Meet our students
One student per post: name, age, a favorite book and a hobby.
Video series
The Table Talks
Four students discuss big questions. The series shows what the program develops: confidence, communication and independent thinking. Click an episode to play it.
Testimonials
Video testimonials
Three testimonial videos about Letterato. Click one to play.
Questions about this project? Email me.