Aimed to inspire the next generation of engineers, Engineering For Kids is a programme that emphasises the development of critical thinking skills through a highly immersive experiential learning approach for kids aged between four to 14 years old.
THE BRIEF
With the world evolving rapidly over the years, it is predicted that 85% of jobs that will exist in 2030 haven’t even been invented yet (according to a report published by Dell Technologies and authored by the Institute For The Future).
Engineering For Kids believes that learning goes beyond getting good grades. The aim is to future proof kids for the 21st century workforce by nurturing a future of thinkers and innovators beyond what is offered in a traditional classroom setting.
INSIGHTS
Due to Covid19, Engineering For Kids (like many other businesses) struggled with the financial ramifications of the pandemic. With at-school programmes unable to take place, the team launched live online classes from mid-April 2020 onwards. Despite receiving an encouraging number of registrations of interest in the early days, the company had no paid sign ups. In July 2020, the company introduced retargeted class packages aimed towards the Malay and English-speaking market but with little success. In addition, school online classes happen at the same time as Engineering For Kids online classes, which makes scaling Engineering For Kids offering difficult due to limited resources and parents prioritising formative school classes over extracurricular classes that are perceived to be less “serious” learning.
Ultimately, the perceived value of Engineering For Kids was not compelling enough for parents to enrol their kids for the programme. How can we encourage parents to consider it as an important component of their child’s learning?
OUR OBJECTIVE
To reposition the Engineering For Kids brand in the minds of today’s young parents and reframe the perception of what learning is.
OUR STRATEGY
With an invigoration of the brand that was much needed, we set out on a rebranding exercise to help Engineering For Kids better understand who the brand is and what it stands for. This encompassed repositioning the brand offerings, identifying the target audience and providing creative direction ideas based on the rebranding.
THE OUTCOME
1. Brand Canvas Model
We first embarked on the Brand Canvas Model exercise which encompasses an overarching brand strategy that can serve as a blueprint to help communicate the brand. This included identifying the core of the brand, the articulation of the brand messaging (from the brand personality, voice, tone and language) and the brand’s visual identity and expression.
Before
After
2. Product Target Segmentation
Once the brand blueprint was established, we worked on the Product Target Segmentation toolkit which aims to break down the target audience, identify where each specific audience exists and proposed marketing outreach strategies. From this exercise, we were able to provide guidance on curating the brand messaging and offerings that made it relevant to different audience personas.
3. Creative Direction
In the home stretch, we provided various topline creative direction ideas that the brand could embark on based on the new brand direction. To help bring the idea to life, we dug into our network of creative minds and connected Engineering For Kids with local creative agency Your Maker to assist with campaign rollout and execution.
