RYOZAN PARK
Strategy / Messaging / Art direction / Video & creative production / Performance marketing / Landing page UX & UI design / Social media
The prestigious RYOZAN PARK (RZP) Montessori Kindergarten in Tokyo enlisted An-yal to lead a campaign to raise awareness and enrollment at this one-of-a-kind establishment that offers 100% English language Montessori learning, integrated coworking spaces for parents, and a welcoming community.
OBJECTIVES & strategy
Reach ideal audiences:
To understand the target audience for the campaign, we researched and identified key demographics, interests, and needs to define three distinct audience personas, which guided a tailored messaging and communication approach.
Create demand and awareness:
By leveraging digital platforms, we sought to cultivate a burgeoning demand for the school’s unique offerings while increasing brand visibility.
Enhance engagement:
Our strategy encompassed fostering active engagement and mentions across various online media channels.
Consistent visual stories establish trust & intrigue
Our content strategy was multifaceted and comprehensive. An-yal directed and produced multiple videos and content in various formats, targeting audiences from top-of-funnel to bottom-of-funnel decision-making. Content addressed potential questions and interests across all available touchpoints, covering every aspect of the school and related offerings.
This included showcasing its refurbished facilities and spaces, teaching materials, interviews with classroom guides, and anecdotes shared by the children. In addition, Montessori methodology, history, and insight into RZP's philosophy were all intended to pique interest while establishing trust and credibility.
A Welcoming Entry point
An-yal designed a landing page that smoothly incorporated into the main website, conveying warmth and inclusivity while being user-friendly, to serve as an entry point to the school.
We began by gathering key information from the RZP team and auditing all website content. Next, we created a site map to determine how all the information connected and how users would navigate the page. To ensure accurate positioning of content, we accounted for all touchpoints and adapted them into a wireframe.
Performance
Meta and TikTok
Using advanced tracking capabilities, we evaluated performance metrics and continuously optimized results to boost the return on ad spend (ROAS) for Meta and TikTok ads.
We refined our approach by fine-tuning targeting parameters, ad creatives, and messaging to increase audience engagement and conversion rates. This iterative process enabled us to achieve a higher ROAS and further maximize RZP's return on investment
Achievements & Results
The campaign yielded excellent outcomes, exceeding 1.2 million impressions, reaching over 600,000 individuals, and capturing thousands of landing page views. As a result, Ryozan Park Montessori experienced heightened visibility, engagement, and resonance, ultimately leading to increased interest and generating numerous leads and inquiries.
