Blitz Agency Creates First National Broadcast Campaign for Primrose Schools®


By thelaegotist / / Blitz, a full-service creative digital agency and agency of record for Primrose Schools, has created the first national broadcast campaign for the preschool franchise brand, the agency announced. In an effort to broaden the reach among prospective families and stimulate additional enrollment growth in schools, Blitz created an integrated campaign featuring a national broadcast spot and a perfectly synced “second screen” digital campaign. Within three seconds after the television spot runs, the same viewer will be served a Primrose ad on their desktop, laptop, tablet or mobile device. This digital ad sync will recapture viewers’ attention through video and display ads, search and social media. The spot, which will run on HGTV, DIY Network, Food Network and Cooking Channel, emphasizes the intellectual and creative, social-emotional and physical development values that Primrose teachers instill in their young students, including curiosity, creativity, confidence and compassion. “This summer, we hope to introduce more parents to Primrose Schools and highlight how our teachers inspire a love of learning in the classroom through our exclusive Balanced Learning® approach,” said Paul Thaxton, VP Brand Management at Primrose Schools. “At Primrose, we believe who children become is as important as what they know. And this TV commercial will help share our message with families across the country.” Primrose has averaged 13.3 percent in system revenue growth over the past five years, now with more than 300 locations across the nation. In 2015, it opened 19 new schools and awarded 44 franchise agreements. The Acworth, GA-based company started in 1982, and in 1990, became a franchise business. Creative Credits Production: Production Company: Seamless Productions and Producit Director: Charles Gullung and Melanie Acevedo Executive Production: Emily Roth and Frannie Legg Production Manager: Emily Roth Casting Agent: Armstrong Casting/McBride Casting Editorial Company: Cutters Editor: Rob Hoffman Assistant Editor: David Andreini Music Company: Federico Gonzalez Business Affairs: Kara Estow at Waving Cat Productions Telecine: Apache Record/Mix: 48 Windows Online: Flavor at Cutters Audio Layback: David at Cutters BLITZ: Helen Cho, Executive Creative Director Chip Kettering, Creative Director Ethan Young, Designer Daphne Ho, Copywriter Elizabeth Giersbrook, Producer Amy Call, EVP, Brand Management Sandy Song, Group Account Director Veronica Li, Account Executive Peter Apple, VP of Strategy Kaitlin Gasenica, Senior Strategist Primrose Schools: Jo Kirchner, CEO Paul Thaxton, VP, Brand Management Kim Miller, Executive Director, Integrated Marketing Strategy & Communications Wendi Raeuchle, Director, Marketing Support and Creative Services MBuy/MediaOcean: Kirsty King, Senior Director, Business Development Kristen Held, Senior Media Director Gerry Ramirez, Media Supervisor