Primer

Primer is an education startup scaling micro-schools to families who are looking for small-size, student-centered learning environments at an affordable cost.

“Menaka and Caitlin immediately became an extension of my team, totally had my back through important decisions, and made the process fun and exciting.”

Carly Valancy, Head of Brand & Marketing at Primer

The Ask

Help Primer relaunch their website to speak more directly to families and educators and encourage them to apply.

Primer’s original website positioned itself in the edtech industry and spoke well to the mission and vision of the company, but this didn’t help new families and educators understand what truly set Primer apart from other schools, private and public, in their area.

Strategy

We set out to develop a website strategy that would hold its weight against the best private schools in the area, while conveying how accessible Primer is to a wide range of income levels, education levels, and learning styles. It’s this duality that sets Primer apart from what Ryan, Primer’s CEO, refers to as the “public-private duopoly.” Our strategy included a heavier emphasis on Primer’s education model, more storytelling from students, families, and educators, and more transparency about Primer’s tuition.

Action

Brand and Content Strategy

I partnered with Caitlin Chase, a fellow brand strategist and content guru to:

— Clarify Primer’s audience needs

— Create value propositions & key differentiators for each audience

— Develop content strategy, including sitemap and page outlines

— Write copy for priority pages of the website