In the process of developing the communication strategy, it was decided to use conservative rhetoric when communicating with clients. When a character enters into a dialogue, there is a transition to an amusing and playful manner of communication. For this, we have developed illustrations, which became the basis of the brand identity, and organized the production of the merch: clothing, tableware, accessories, stationery.
When choosing the brand's tone of voice, we have decided to opt for informative and seriousness, as it sets up a trusting relationship. From time to time, a squirrel should be involved in the communication, allowing a little relaxation and getting rid of officiousness. In this case, we recommended to change the tone to cheerful and light, and to present information in a joking fashion. As a result, we got the overall impression – a reliable kindergarten, which is friendly to others.
We have managed to combine individually selected communication tools to cover all points of contact of the brand with the audience and build a trusting relationship with it:
- Content on social networks (Instagram, Facebook, Telegram);
- Influencer marketing;
- Collaborations with brands;
- Regular mailings;
- Correspondence with partners, contractors and potential employees;
- Organization of internal and external events;
- PR in media and special projects;
- User-generated content.
To enhance the effect of Mary Poppins brand communication, we have made a number of suggestions for additional and care services for customers. The list includes point-to-point support services: a temporary babysitter, a driver for the child, a cafe store setup and personalized gifts. Even more - setting up a photo room, organizing children's parties, a theme camp, and forming a community for parents with off-premise events.
These events will make it possible to convey on behalf of the brand that the project Mary Poppins is a whole space for the harmonious growth of the child's personality, to convey the values of quality education and etiquette, building a harmonious relationship with people and the world.