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.
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.