Primer

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

growth stage: SEED

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Services

  • Audience PERSONAS

  • Value PropositionS

  • Content Strategy

  • Copywriting

the ask

Relaunch the Primer website, translating industry-speak into parent-focused messaging that inspires the feeling, "This is exactly what my kid needs.”

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.

Smartphone displaying the Primer app home screen with the headline "A club for every curiosity" on a blue cloudy background.

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

Sarah Jones Simmer, CEO of Found

Project Team

brand strategist: Menaka Iyer
Content strategist: Caitlin Chase website designer: Leah Dungo
client: Carly Valancy, Head of Marketing