Mindspot Helps Sylvan Learning Make a Successful National Commercial Campaign Choice

Sylvan Learning offers tutoring in reading, math, writing, homework help, study skills, as well as after-school and camp STEM programs and SAT/ACT test prep. Sylvan serves grades K-12 through franchised and corporate locations. In order to finalize rebranding efforts, Sylvan was looking to test various brand positioning/purpose statements among potential consumers.  Sylvan sought to explore brand purpose short ‘handles’ and detailed brand purpose statements among ‘Digital Moms’ (busy mothers actively involved in their children's lives, who rely on technology to stay connected, seek help, and makes educated parenting decisions), along with Teachers.  Sylvan had developed 3 versions of their campaign and wanted to test this National Commercial among both Moms and Teachers prior to airing the commercial nationally. 

Using a monadic research methodology, Mindspot had respondents independently view and evaluate television commercials and quantitative results were statistically compared across cells (television commercials).

Statistical research findings provided Sylvan learning with a clear gauge on the most accurate positioning/purpose statements that would resonate with target audiences. Encouragingly, all three commercials tested well; however, there was a clear leader among the three commercial versions and Sylvan went forward with that commercial, which resonated with both Moms and Teachers in Market.