Transforming Communication for The Princeton Review
Client Background
The Princeton Review, established in 1981, is a leading education services company offering tutoring, test preparation, and admission resources for students. With a global presence spanning the United States, Canada, and 21 international offices, The Princeton Review has assisted over 400 million students through a network of 4,000+ tutors and teachers.
Project Brief
The Princeton Review engaged Advel to develop communication pieces for both traditional and digital marketing endeavors. Additionally, the Advel team was tasked with creating marketing collaterals for on-ground activities, including brochures, leaflets, and posters.
Our Execution
Understanding Educational Benchmarks
Given Princeton Review’s reputation and commitment to educational excellence, our strategy focused on aligning communication with their established benchmarks. Targeting students of various age groups while maintaining core values was paramount.
Content & Creative Development
1. Traditional & Digital Media:
Extensive content and creatives were crafted for both traditional and digital media, ensuring that the brand’s confidence and educational expertise were effectively conveyed.
2. OOH and Print Ads:
Advel developed multiple Out-of-Home (OOH) and print ad pieces to support traditional marketing initiatives, enhancing brand visibility.
3. Digital Campaign Support:
Assisting the Princeton Review’s digital team, Advel provided audience-focused creatives for website banners, social media handles, and Google Display campaigns.
4. Marketing Collateral:
A consolidated marketing collateral was created to serve as comprehensive communication material, catering to the entire group and various program-focused initiatives. This material was instrumental in driving registrations through on-ground teams.
Results
1. Establishing Brand Image:
The communication aimed to solidify the brand’s image as a premier exam training organization, resulting in a significant and positive response from both traditional and digital media.
2. Traditional Marketing Impact:
OOH and print ad pieces contributed to the success of traditional marketing efforts, enhancing the brand’s visibility in the target market.
3. Digital Campaign Enhancement:
Audience-focused creatives supported digital campaigns, ensuring that online communication aligned with the brand’s identity and goals.
4. Unified Marketing Collateral:
The consolidated marketing collateral proved effective in conveying group-wide and program-specific information, driving increased registrations through on-ground teams.
