Billboard in an urban area with skyscrapers in the background. The billboard displays a question about the Burj Khalifa and features a colorful design.

How do we reach the real audience?

The Online School:

An AI-powered learning platform with tutors and tailored modules for kids with different learning styles. Traditional schools use a one-size-fits-all curriculum. That doesn't work for everyone.

Brief:

Instagram engagement was low. The audience there isn't students – it's parents. The ones with purchasing power. How do we reach them?

Starting point:

I looked at the brand positioning first: Learning that doesn't feel like learning. How do we translate that into a comms direction?

The Online School had been reposting its TikTok content – tutors unpacking bite-sized science facts to showcase the product's modern, tailored approach. Engaging for kids, but it wasn't starting conversations with parents.

The insight:

Parents have a lot of questions. They want to know “what is this?”, and “why is it right for my child?”. Similarly kids have a lot of questions too.

The direction: Questions

I developed a comms direction called Questions that turned every brand touchpoint into an opportunity to ask something interesting – hooking both parents and kids. It boosted engagement not just on social, but across the board.

Results:

Boosted business from 0 to 6-figure ARR in year 1, and increased new connections with audience 10X.

QUESTIONS.

Parents have a lot of questions, and so do kids. It’s the most natural way to start a conversation, a dialogue, a thought starter, a conversation starter - with potential clients and students. No matter the platform, a good question goes a long way to gain trust and convey value as a brand in education of the future… We took it from content to stationary, conference speech ideas and product copy too.

Here’s the deck I shared (over email). They loved it!

QUESTIONS approach used across all content and brand touch points, including founder interviews and podcasts.

Three digital screens showing a woman with short curly hair, wearing a black top, promoting a podcast titled 'Meet the Founders' with the question 'So why did you start The Online School?' in white and pink text.

Information board titled 'Student Life at The Online School' with sections about Learning Made SIMPLE, World-Class Tuition, Mentorship, Learn2Earn, and Extracurriculars, featuring green abstract shapes.

A vertical flowchart with the title "We do things differently" on the left side. The chart contains several colored boxes connected by lines, representing steps in a process, including "Enroll in the Personalised programme," "Spark Bitesize Content," "Ignite Pre-recorded Lessons," "Master On-Demand Tuition & Test Prep," "Participate Community & P2P Learning," "Qualification Pearson | Edexcel," and "Launch Higher Education Support, Careers Advice & Challenge Based Learning." Other labels include "Consultation," "Engage," "Understand," "Collaborate," "Assessment," and the various program elements.

Promotional flyer for The Online School with a background gradient of purple and red, featuring text that asks "What if school adapted to how you learn?" and includes contact details and QR code.

A digital graphic with a speech bubble that says 'Ask me anything!' in cream-colored text on a pink background, with a gradient blue and purple shape around the speech bubble on a dark background.

Promotional graphic for The Online School featuring the title 'Letter from the Head' and a colorful abstract shape, with text about bridging the gap between traditional classroom learning and real-world skills, founded by Carl Morris.

Tri-fold brochure with a dark blue and purple design, featuring questions about adapting school to how you learn, and contact information for The Online School on a red shape in the middle. The brochure is laying on an orange surface.

Two small flags with the message 'Ask me anything!' attached to toothpick sticks, crossed against a plain white background.

Close-up of a woman with blonde hair, makeup, and earrings, with overlaid text asking, 'What are the tutors at TOS like?' attributed to parent, Rachel.

A small booklet with a blue and pink abstract cover that says 'Ask me about' with a blank line underneath. The second image shows the booklet edited to say 'Ask me about Horses' with a simple black drawing of a horse and a wing added.

A man with dark hair and mustache wearing sunglasses, in a suit, holding a cell phone to his ear.

Close-up of a smiling child with dark skin and black curly hair, wearing a suit and tie, with overlay text asking 'Why is it called The Online School?' and a attribution to a parent named Rachel.

A cartoon illustration of a group of children sitting in front of a house with two windows and a porch. The children have yellow skin, red hair, and are engaged in conversation.

A man wearing headphones and a black T-shirt with a graphic design, looking directly at the camera.

Testimonial:

This creative + strategic direction helped us connect with 10x more users and potential hires. This helped us make a real impact and go from 0 to 6-figure ARR in Y1.

Saif Sarwar
Co-Founder of Educave.ai (an EdTech incubator) and member of the founding team at The Online School.

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need brand clarity to grow audience engagement?

I usually kick things off with a 2-Week Brand Sprint (this speed works well for early-stage or solo-founders, longer sprints are better for more established brands).

Two weeks to define, or refine, the brand strategy and comms direction for a strong foundation that boosts your business growth.

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