Building Upon a Legacy
Challenge
IBA’s Early Education Program was founded in the 70’s as Massachusetts’ first bilingual preschool, serving mostly a Puerto Rican community in the South End. As the neighborhood evolved, the program was ready to expand its reach, attracting more diverse families.
To connect with new audiences and penetrate these new markets, IBA leveraged the program’s solid reputation and quality bilingual education through a strategic rebrand.
Strategy
Moira Studio developed an extensive strategy to expand IBA’s Early Education Program’s outreach. Emphasizing bilingual schooling’s benefits, we targeted families that valued multicultural education by:
- Auditing and overhauling the marketing funnel with new materials and touchpoints, including a video highlighting the preschool’s benefits.
- Creating cohesive and impactful brand messaging in English and Spanish, addressing diverse audiences.
- Redesigning the outside of the school to engage foot traffic and promote in-person inquiries
- Collaborating with a Harvard expert to build data-based content highlighting the advantages of bilingual early education.
- Incorporating a continuous flow of parent testimonials to enhance credibility and trust with prospective parents.
- Launching a geotargeted paid campaign.
Results
Results were immediate and transformative for IBA’s Early Education Program. Within six months, the program had a waitlist for enrollment. Families of all income levels became interested in the school, as word-of-mouth increased and the administration saw fewer drop-offs in the funnel.
Moira Studio takes pride in the positive impact achieved through this collaboration, ensuring the continuation of the program’s legacy, securing the opportunity of bilingual education for children, and supporting multicultural early education.