With the growing popularity of online learning, the educational technology industry is also expanding. One of its key players is Novakid – a platform for learning English for children. For almost 3 years, Good One PR agency has been conducting effective, comprehensive public relations activities for them in both B2C and B2B communication. The tools we used, such as communication of proprietary research, editorial tests, expert positioning, organization and promotion of contests, contributed to strengthening Novakid’s position in the EdTech market in Poland.
The outbreak of the coronavirus pandemic in 2020 caused a huge surge in the EdTech industry, which includes projects related to educational technology. Along with the growing demand for online education, the number of competitors in the market also increased. The need to communicate the brand’s unique features and build its awareness was quickly recognized by the Novakid platform. The brand started operations in Poland in 2018, and its communication goals at the start of PR activities in 2020 were to build a consistent image through the prism of its mission and values, increase recognition and brand strength, as well as create the image of Novakid as a credible representative of the EdTech market. The B2C communication by the agency was mainly directed at parents open to new technologies, social media, and aware of modern trends in education. Additionally, we conducted B2B communication portraying Novakid as a rapidly growing and internationally appreciated startup operating in the full-potential EdTech industry.
Good One PR agency cooperated with the Novakid brand from June 2020 to January 2023 and again from September to December 2023. During this time, PR activities resulted in 950 media publications, nearly 5 million reach, and over 3 million PLN in advertising value equivalency (AVE).
During the cooperation, we carried out a proprietary PR strategy based on the client’s communication goals, which was periodically updated and expanded with new concepts. We used a variety of public relations tools in our activities, including those beyond media relations, such as co-organizing contests for Novakid’s customers or cross-promotional cooperation with other brands in the children’s services industry.
COMMUNICATION OF PROPRIETARY RESEARCH
Data and reports are content that the media appreciate and willingly publish press materials based on them. Drawing on this knowledge and experience, the agency recommended the client to conduct research among Novakid’s parent-customers. One of these concerned the assessment of the level of language teaching in schools and kindergartens by Polish parents. We initiated its implementation and were responsible for its concept, execution, graphic design of the results, as well as for the communication plan including the distribution of press materials on this topic to the media and arranging interviews in this context. Thanks to the communication activities carried out by the agency, press materials on this subject were published in key business and parenting media, such as Strefabiznesu.pl or Dobra-mama.pl. The survey results also became the subject of statements by the then brand expert, educator, and influencer (@nebule) – Anna Trawka, within interviews arranged by the agency, including on Polish Radio.
EXPERT POSITIONING
One of the communication goals of our activities was to present the Novakid brand as an innovative startup and an expert in the field of modern teaching methods. Therefore, we ensured regular positioning of the brand’s experts in key nationwide, business, parenting, and women’s media.
In business communication, we relied on the specialized and market knowledge of the CEO and co-founder of the brand – Max Azarov. His statements and expert comments were regularly published in the largest business and startup media in Poland, such as MyCompanyPolska, Rzeczpospolita, Angora, Puls Biznesu, mamstartup.pl, and mambiznes.pl.
On the other hand, we also aimed at building Novakid’s brand awareness as an expert in modern methods of teaching children, as well as educating parents on the wise use of new technologies and the importance of learning English from an early age. For this purpose, we initiated cooperation with, among others, Karolina Tuchalska-SiermiĹ„ska – psychologist and influencer (Odnova.net). Her statements were frequently included in press releases directed to parenting and lifestyle media, enhancing their substantive value. These materials were published by the largest parenting portals in Poland, such as rodzice.pl, familie.pl, supermamy.pl, and Magazyn Dzieci.
Additionally, the agency arranged interviews with the expert, including in the Onet Rano program and on the kobieta.dziennik.pl portal.
EDITORIAL TESTS
We believe that the best way to get to know a brand is through direct contact with it and testing its offer. Therefore, we proposed conducting editorial tests to the media so that journalists could personally see the effects of using the Novakid platform. These activities were mainly carried out to support the “Back2School” sales campaign during the key period for the brand, i.e., from the end of August to the beginning of October.
In this formula, the agency collaborated, among others, with the parenting portal ladnebebe.pl. As part of the cooperation, a representative of this editorial team took a trial lesson on the Novakid platform together with her child. The lesson review was published on the portal in the form of an article and a rich, professional photo report. Social media posts for the portal were also created as part of the collaboration.
COORDINATION OF COMPETITION ORGANIZATION
Competitions are a very engaging tool, especially when dealing with a target group consisting of children and parents. Therefore, during cooperation with the Novakid brand, we implemented comprehensive promotional activities for regularly organized contests, such as the Halloween game “Trick or Treat with Novakid” or “I Have a Dream”. One of the largest competitions we co-organized was the “Novakid’s MusicKid” project featuring Piotr Rubik. The agency’s scope of activities for this included supporting the development of the vocal contest concept, acquiring partners and media patrons, preparing materials for the contest’s website, creating a series of posts for social media needs, and distributing materials about the contest in music schools, art schools, Youth Cultural Centers, and other educational institutions.
Thanks to the agency’s activities, publications about the competition appeared in the largest regional titles throughout Poland, such as wyborcza.pl, kobieta.onet.pl, Dziennik Zachodni, Express Ilustrowany.
COOPERATION WITH PARTNER BRANDS
To increase Novakid brand awareness and expand reach to the target group, Good One PR agency recommended the client establish cooperation with other brands offering services for children aged 4-12.
On the occasion of the 2022 World Cup held in Qatar, the agency recommended Novakid engage in a barter cooperation with the largest network of football academies in Poland – Football Academy. The communication goal of this activity was to emphasize the brand’s mission of developing children’s passions through knowledge of English, while the business goal was reaching new potential customers. The cooperation included joint communication on the social media of both brands, mutual banner promotion on partners’ websites, content development on both sides (a dedicated Novakid English lesson for FA players and video materials with statements from FA team members about how English can help develop a footballer’s career), mutual online voucher exchange, and communication in newsletters.
Thanks to our agency’s work, the cooperation enabled the client to reach 12,000 football academy students, who represented the brand’s target group.
Another brand that the Novakid platform collaborated with thanks to the recommendation of Good One PR agency was the Smart Kids Planet playroom in Warsaw. The agency developed a cooperation concept that involved conducting an interactive English lesson held online by a dedicated Novakid teacher, in which the participants of Smart Winter Day Camps were to take part.
Additionally, the cooperation included offering discount codes to be used on the platform, which were to be given to all customers of this venue during the winter holidays, as well as joint communication in social media.
In summary, a well-thought-out PR strategy, covering a variety of communication tools and periodically adapted to the changing market situation and the client’s needs, including those stemming from the seasonality of their services, can result in a long-term, mutually satisfying collaboration. Below we include references we received from the Novakid brand.
