SITUATION

WestEd, a pre-eminent educational consulting firm, developed an Algebra tutoring program with Carnegie-Mellon.  Based on concepts vs. formulas, the program is designed to produce long-term results in student performance.
 

CHALLENGE

Algebra tutoring was already a  crowded market. Learning Zone had to be positioned as a trusted resource to parents and teachers, and as a fun and compelling program to students. They needed an integrated branding system across offline and online media.

SOLUTION

The Hayden Group helped WestEd position the service, created the logo and tagline, designed and wrote the collateral, web site and advertising, and engineered the PR launch—creating media buzz around the product.

RESULTS

No less than 10 press reps were in attendance for the Learning Zone's opening event at Menlo-Atherton High School: The story made the cover story of the San Mateo Times  the next day and obtained pick-up in the San Jose Mercury News, Redwood City Tribune, Palo Alto Daily, Palo Alto Weekly, The Almanac, Inside Bay Area and Bay Area Parent.