Company: Primrose Schools, Atlanta, GA
Company Description: Primrose Schools is the leader in providing premier early education and care to children and families in the United States.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Education & Training
 Nomination Title: Caring and Giving Food Drive Marketing Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The marketing campaign was officially launched on November 8, 2023 with the distribution of a national press release.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 239 words used.
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Primrose is driven by its mission to forge a path that leads to a brighter future for all children. That is why it has embedded character development at the core of its research-informed, exclusive Balanced Learning® curriculum, which incorporates important positive character development traits all year long like responsibility, honesty and caring for others.
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Primrose previously commissioned a national survey that found that parents want their children aged five and younger to learn character development and to engage in community service. This enabled the marketing team to position Primrose as the solution, using its annual Caring and Giving Food Drive as a tangible example and expression of how positive character development comes to life inside and outside of its classrooms.
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During the Caring and Giving Food Drive, children at more than 500 Primrose schools nationwide work together to engage in simple chores, activities and hands-on projects in their classrooms and at home to raise money and donate food to underserved children and families. Donations are made to local food banks and charities to combat food insecurity in underserved communities.
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The marketing team aimed to drive awareness of how Primrose Schools is a leader in raising good citizens of the world through its exclusive character development program. As a secondary goal, the team sought out to educate Primrose and prospective Primrose families on how they can practice and teach lessons of generosity at home through starting their own giving traditions.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 209 words used.
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Primrose executed a series of organic social media content, blogs, brand emails and developed a comprehensive earned media relations strategy including national, market/regional and local media to position Primrose and its curriculum as the solution for all current and prospective parents looking for character development learning opportunities for their children.
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In early November, the team distributed a national Multichannel News Release to build awareness for the month-long food drive.
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To encourage and empower families to practice generosity at home during the giving season, Primrose developed an interactive blog with step-by-step instructions on how to start a family giving tradition and nurture lessons of caring and generosity at home.
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Primrose also partnered with two mom influencers to drive their respective audiences to the blog by sharing posts about how their family participated in charitable giving during the holiday season in mid-late November.
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To encourage schools to build local awareness by leveraging their respective social media channels, the team provided school leadership teams with graphics and messaging to help them showcase the Caring andGiving unit of learning, which focuses on teaching children generosity, and the progress of their respective food drives.
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Increasing the appeal to families with young children and highlighting the exclusive Balanced Learning approach, Primrose leveraged Benjamin® the b&
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 250 words used.
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The marketing campaign reached and engaged target media at the national, market and local level and parents of children aged 0-5 across the country, driving awareness about how Primrose nurtures generosity in young children by embedding positive character development traits in the Balanced Learning curriculum through initiatives like Caring and Giving. Highlights include:
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The campaign generated more than 550 million media impressions and 455 placements including a special feature in NBC Nightly News with Lester Holt: Kids Edition - far exceeding the original campaign goal of 150 million media impressions and 200 placements.
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In 2023, Primrose schools donated 406,996 food items to underserved children and families in communities throughout the country,[REDACTED FOR PUBLICATION]
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 183 words used.
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In a national television broadcast on NBS Nightly News:Kids Edition, Anchor Lester Holt shares how the Caring and Food Drive works, including how preschool and kindergarten students are encouraged to do chores at home to earn money to buy food to donate. The segment featuring Primrose runs from mark 12:16-12:46.
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The Multichannel News Release distributed via PR Newswire in early November 2023 outlines how the brand kicked off the campaign, building awareness for the campaign and how Primrose nurtures generosity year-round through initiatives like the Caring and Giving Food Drive.
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The interactive blog, which includes a quiz to help families determine the best giving tradition for them, positions Primrose as a leader in early education and a reputable partner to parents who value teaching their children positive character traits.
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Read the Primrose Friends blog to learn more about how Primrose uses exclusive puppets to teach children positive character traits in a fun and engaging way.
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