BALTIMORE: Supplemental education company Sylvan Learning is working with Zeno Group as it launches a campaign and works to evolve its brand.
"Our main task is expanding Sylvan from being the number one brand in tutoring to being the premiere brand in education, so it’s really about changing the way people look at Sylvan," explained Julia Fitzgerald, CMO of the company.
She added that Zeno, which began working on the account earlier this year, is helping to launch Sylvan Edge, a brand that offers "cool classes to give your child an edge" in areas such as robotics, coding, accelerated math, and junior engineering.
Sylvan needed a strategic and creative firm to promote the new offering, said Fitzgerald, who worked with Zeno previously when she was at Sears Holdings. She said she was impressed with Zeno and the quality of its talent and work in the past, and has been just as pleased so far with its efforts on Sylvan.
Prior to Zeno, Sylvan worked with Hunter Public Relations for a year. Representatives from Hunter were not immediately available for comment.
Sylvan Edge debuted on April 1, and Zeno has designed an event scheduled for April 21 in New York with Bill Nye the Science Guy to build buzz for the classes.
In addition to engaging business, parenting, and education-focused media, Zeno is handling social media for Sylvan, said Fitzgerald. The firm has created an "Edge-ucation squad," comprised of mom and education bloggers, who will be invited to test the classes and spread the word about them.
Fitzgerald said Zeno will help Sylvan expand its perception so that over the course of time, "Sylvan becomes synonymous with education and Sylvan Edge becomes synonymous with STEM (science, technology, engineering, math) classes."
Contract length was not disclosed, but Fitzgerald said she is hoping it’s a long-term relationship. She declined to reveal budget information on the account, but said "we look at PR as a core element of our overall marketing mix."