Marketing – UCMAS

Project Context

UCMAS is an internationally recognized educational program that develops children’s memory, concentration, and analytical thinking through the unique method of mental arithmetic.

The project’s objective was to increase brand awareness, strengthen market positioning, and drive sustainable student registrations across Georgia, both in Tbilisi and regional cities.

Challenges

• Low brand awareness and misconceptions about the benefits of the program;
• Parents’ skepticism and limited understanding of the mental arithmetic methodology;
• Fragmented communication between offline and online marketing channels;
• Seasonal declines in registrations during school holidays.

Goals

• Increase brand awareness by at least 50% within the first six months;
• Improve the conversion rate from lead to registration from 10% to 25%;
• Double social media engagement;
• Expand into at least three additional regional cities;
• Strengthen brand trust through positive parent feedback.

Strategy

A combined marketing strategy was developed, integrating traditional marketing, digital campaigns, and educational storytelling.

Traditional Marketing

• Open lessons and educational sessions in schools;
• Printed promotional materials and local outdoor campaigns;
• Educational articles across media platforms;
• Creation of a parents’ community with regular events and meetings.

Digital Marketing

• Social media campaigns across Facebook, Instagram, and TikTok;
• Educational video series explaining how mental arithmetic works;
• Targeted Facebook Ads and Google Ads campaigns;
• Remarketing and Lookalike audience strategies to improve lead quality;
• Email and Messenger automation to simplify the registration process.

Communication Tone

Informative, trustworthy, and emotionally engaging, with a strong focus on children’s cognitive development rather than mathematics alone.