PRIMROSE SCHOOLS FAMILY DABCE-OFF

Client:

Assignment:

The Primrose PR team aimed to develop a local media relations campaign around the topic of physical activity, to showcase Primrose’s commitment to healthy bodies. Our over-arching annual goals include integrating PR and marketing tactics and elevating the company’s social media engagement. The resulting Primrose Family Dance-off campaign evolved to exceed all of these goals.

Strategy/Implementation:

Primrose hosted its first national Family Dance-off competition in 2010, asking parents nationwide to submit home videos of their family’s best dance moves to an online contest Web site*. The winning family received the grand prize of $5,000 and a $30,000 donation to their local Children’s Miracle Network hospital. Jackson Spalding developed the dance-off concept, designed the logo, drafted a majority of the content and worked with the internal Primrose PR department to manage a cross-functional team of agencies to execute the campaign. Tactics include: Local, regional and national media relations; a radio tour; Facebook and Twitter campaigns; Facebook advertising; a mommy blogger campaign; Dr. Z blog, Parent Pointers e-newsletter; a branded email sent to Primrose’s national database; email templates for local schools; toolkits for local schools to execute Valentine’s Day dance-off events; hospital outreach; flyers for schools, hospitals and grassroots community outreach.

Results:

The campaign resulted in more than 55,000 votes, 17,500 registered site users and 48,000 unique site visitors. We had a total of 128 million impressions through traditional and online media.

Word of mouth is the number one driver for preschool enrollment. The viral nature of the Dance-off campaign was key to its success. Current Primrose families and trusted children’s hospitals promoted the contest, spreading the Primrose brand to their own personal networks, to gain votes for their video contest entries.