LeapFrog Toys is
a leading designer, manufacturer and distributor
of educational toys.
As part of our ongoing work for the brand,
we were tasked with creating a PR campaign
to promote the ‘Learning Path’,
on online tool that allows parents to track
their child’s learning progress, and
to position LeapFrog as experts in educational
development.
We identified Parents’ Evenings as a
relevant platform for the campaign, and an
issue that every parent, and the parenting
media, would have a strong interest in. We
commissioned research on behalf of LeapFrog
to look into parents’ attitudes to these
evenings. The results showed that many were
struggling to make the most of their child’s
parents’ evening, often due to a lack
of preparation and knowledge of the right
questions to ask.
On the back of the research, we enlisted child
development expert Dr. Janine Spencer to compile
a LeapFrog guide to parents’ evenings,
full of useful advice for parents on making
the most of the opportunity to get feedback
on their child’s progress at school.
The guide was free to download from the LeapFrog
website.
To launch the campaign, we organised held
a radio day with Dr. Janine, on the same day
as the research results were sold in to print
media. The story was fantastically well received,
with highlights including BBC Education Online,
Daily Mail, Times Online and the Scotsman.
In total, the media coverage had a potential
audience reach of over 50m and contributed
to a 25% increase in visits to the LeapFrog
website during the campaign.
