As a result, AdSmart from Sky will be targeting families in geographical clusters around Mathnasium centres, with the campaign aiming to achieve 1.16 million impressions and drive enquiries across the network.
The TV campaign brings together national and local activity, digital marketing and enhanced attribution to better understand what is driving enquiries and enrolments.
Meanwhile, the 30 second creative features testimonials from students across Mathnasium’s network, recruited following a casting call. Clair Brewster-Kerby, Marketing Manager, Mathnasium explains: “We felt it was essential that we captured the authenticity and emotion of our own real-life students. The ‘See Maths Differently’ campaign is about showing families that maths does not have to be something a child simply memorises or struggles through. We wanted the campaign to capture those moments when understanding clicks and confidence starts to grow.”
The TV campaign comes hot on the heels of a successful Digital Growth Trial, which tested a more integrated approach to PPC, SEO, PR, social media, email marketing, online display, retargeting and marketing attribution. The trial delivered strong results across participating centres and has subsequently led to a rollout of Mathnasium UK’s digital marketing transformation programme across the entire franchise network.
“This is much bigger than simply putting an advert on television,” continues Brewster-Kerby, adding: “We have deliberately connected the TV campaign with the wider digital transformation work taking place across the network, while creating assets that our centres can continue to use locally across social media and other channels. It represents a significant investment in the future growth of our franchise network.”
A member of the BFA Mathnasium currently has 47 franchised centres throughout the UK, aiming to grow to 60 by the end of this year and is on track for 100 by the end of 2027.
Key takeaways
- Mathnasium UK has launched its biggest integrated TV campaign to date, using AdSmart from Sky to target families in geographical clusters around its franchise centres.
- The campaign combines national and local TV activity with digital marketing and enhanced attribution to give franchisees clearer insight into what is driving new enquiries.
- Mathnasium UK has also introduced a new CRM system and upgraded its website as part of a wider investment in marketing support for its growing franchise network.
- The campaign was developed with the ambition of going beyond a single TV advert, creating a full marketing ecosystem that supports individual franchisees.
- Mathnasium’s centres provide bespoke maths tuition for children of all abilities using the Mathnasium Method, a programme built around how children naturally learn maths.
