The Cinderella Moment

Marketers need to let campaigns have a lot longer time span or develop a campaign which can be iterated but not just changed completely because you're changing it up too much. So what we say is, we've got our theme, our brand theme, but we need to give that message out. We might give it out in different creative ways, but that message has to hit home time and time and time again over the years. And then that is when the parents at the school will remember what it's about.