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LET ME TELL YOU ABOUT US:
Mathnasium is a nationwide franchise of math-only learning centers (www.mathnasium.com). We teach math in a way that makes sense to kids. Kids go to Mathnasium year-round, usually twice per week. We use a combination of one-on one instruction, worksheets and games in a supportive environment to provide a tailor made plan for each child. Our learning centers are bright and modern.
Our goal is to end the confusion, frustration and embarrassment many kids feel about math and ultimately open up a world of opportunity through an understanding of mathematics.
HERE IS WHAT WE NEED:
Summer is coming and we need to attract new customers to our learning centers.
We have a current advertising campaign, which uses the tagline WARNING: Your Child Could Become Crazy About Math.
We need to retrofit existing print ad creative with copy that can be used for summer. Copy needs to incorporate the "crazy about math" messaging (see attached creative samples)
Problems/issues with existing copy:
Not summer focused (i.e. use of the word homework)
Too focused on kids that need help with math. Copy should also appeal to kids who want to keep up or get ahead in math. Headline that says Does the word "math homework" strike fear in your child...or you? will need to be replaced.
Should communicate why going to Mathnasium during summer is important (i.e. keep math skills sharp)
We've attached a document with the existing copy and our attempt at the new copy.
OUR TARGET AUDIENCE IS:
Parents of kids between 9 and 16.
WE ABSOLUTELY MUST HAVE THIS IN OUR PIECE:
Existing creative, Warning tagline and format of ads will not change, so copy will need to fit.
Copy must cleverly & succinctly convey what Mathnasium is, why a parent should send their child this summer, what we do and how it will help their child.
Also, that it's easy, convenient and affordable - the benefits.
Clever headline that replaces: Does the word "math homework" strike fear in your child...or you? Ideally headline will be more universal and appeal to parents whose kids need help, as well as want their kids to keep up & stay ahead.
Call to action that gets parents to call their local Mathnasium.
Tone should be conversational, as if talking to a parent.
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