SMART UP EDU – Robotics & Coding for Children
Project Context
SMART UP EDU is an innovative educational center that introduces children to the world of technology through robotics, programming, and creative thinking.
The project’s primary objective was to establish the brand within the technology education sector, attract the right audience, and achieve sustainable growth in student registrations across Georgia.
Strategy
A unified communication strategy was developed for SMART UP EDU, combining traditional marketing initiatives with modern digital marketing approaches.
Traditional Marketing
- Organizing open days and demonstration lessons in schools;
- Building partnerships with local educational institutions;
- Publishing PR articles and securing media coverage highlighting the importance of STEM education.
Digital Marketing
- Integrated social media campaigns across Facebook, Instagram, TikTok, and YouTube;
- Educational video series featuring real classroom experiences, including “Your First Robot”;
- Targeted advertising campaigns aimed at parents through Facebook Lead Ads and Google Search & Display campaigns;
- Remarketing campaigns targeting previous website visitors;
- A colourful, innovative, and child-friendly visual identity.
Challenges
Positioning a new brand within a competitive educational market;
Increasing parents' awareness of the value of technology education;
Finding a communication style that appeals to both children and parents;
Managing seasonal fluctuations in demand.
Increasing parents' awareness of the value of technology education;
Finding a communication style that appeals to both children and parents;
Managing seasonal fluctuations in demand.
Goals
Increase brand awareness by at least 60% within the first six months;
Increase registrations by at least 2.5 times during the year;
Improve lead quality and increase the lead-to-registration conversion rate from 12% to 28%;
Generate regional demand and support expansion into at least three additional locations.
Increase registrations by at least 2.5 times during the year;
Improve lead quality and increase the lead-to-registration conversion rate from 12% to 28%;
Generate regional demand and support expansion into at least three additional locations.
Key Performance Indicators
| Metric | Initial | Achieved | Growth |
|---|---|---|---|
| Brand Awareness (Reach / Awareness) | Baseline | +175% | +75% increase |
| Social Media Engagement Rate | 2.3% | 5.6% | +144% increase |
| Registrations | Baseline | 260% | 2.6× increase |
| Lead-to-Registration Conversion | 12% | 28% | +16 percentage points |
| Regional Demand | 1 city | 4 cities | +3 new locations |
| Cost per Lead (CPL) | ₾18 | ₾10 | 44% reduction |
| Website CTR | 1.8% | 4.2% | +133% increase |
SmartUp Education
Results
- SMART UP EDU achieved 2.6× growth in both registrations and overall demand within one year;
- Brand awareness across social media increased by 75%;
- Cost per Lead (CPL) decreased by 44%, demonstrating significantly improved campaign efficiency;
- Regional demand expanded successfully, enabling growth into four cities across Georgia;
SMART UP EDU established itself as an innovative, results-driven educational brand that combines technology, creativity, and learning through play.