BUILT ON EMOTIONAL TRUTH.

Brand Supervisor · Ogilvy

Brand Campaign · Consumer · Emotional Positioning · Franchise

OVERVIEW

Primrose Schools is a leader in early childhood education — and research confirmed what the brand already believed: ages 1–5 are critical for brain development. Consumer research also surfaced a deeper barrier standing between parents and enrollment: guilt.

Working millennial parents felt the pressure to be everything at once. Choosing childcare felt like an admission of failure rather than an act of love. The campaign needed to shift that narrative — and give parents a new way to think about their choice.

WHAT I OWNED

Brand Strategy & Campaign Platform:Led development of the campaign platform — From Perfection to Balance — shifting the brand's narrative from developmental proof points to emotional reassurance, and positioning Primrose as a partner in raising the whole child.

Creative Development: Oversaw hero creative development following children thriving through curiosity, empathy, and confidence — qualities born from the partnership between parents and Primrose.

Audience Targeting & Media:Developed targeting approach for millennial working parents across franchise markets, informing media investment and channel mix to drive both brand favorability and franchise inquiry volume.

THE CHALLENGE

Parents already knew early education mattered. More information wasn't the answer. The brief was to move from information to inspiration — giving parents permission to feel proud of their choices and giving Primrose a platform with emotional resonance that could fuel long-term brand growth.