There is high competition among swimming schools in the education category. There are at least 15 operating schools in Minsk (Belarus), among which the largest and most famous are: PenguinSwim, H2O Swimming Schools, Swimming.By, The Swim, Calypso Sports Club, Dolphin Aqua School, AquaKids, ISWIM, AQUA PEOPLE, etc. Starting a business in a highly competitive category is a difficult task. There will be no second chance to make a first impression.
Problem
Launch of a new brand - Children's Swimming School
Solution
Implementation: Stage 1 research/interview: The project team conducted a study of the swimming school category. We identified a promising direction. And during the interview with the founder and coach of the school, we captured the unique nature of the approach to training. The main principle: learn not to be afraid of water! This is a basic rule for a child. Learn to swim, learn to be friends with water. Stage 2 strategic: Developed positioning: a children's swimming school will teach you not to be afraid of water. That's why we chose the "basic" naming option, while it is the most watery of all possible. Next, the Naming found its visual form: a logo and characters - water droplets. Emotions appear in the identity along with a series of characters - water drops, drops of various shapes, but they are all kind and cute. Droplets feel free in the water, because droplets are WATER! Communication message: Look how great it is to swim, don't be afraid, come swim with us! Stage 3 Communication: Developed communication templates on the social network (Instagram page) and merch for the swimming school.
Result
The VODA Swimming School brand and its Instagram page allowed us to increase the number of students by 3 times and invite 3 more coaches to the team. And besides that, a special pride: the opportunity to continue classes with special children. VODA Swimming School conducts individual classes with children with psychophysical developmental disabilities (these include: various difficulties associated with hearing, vision, speech, the musculoskeletal system, mental retardation, emotional, intellectual problems, etc.) The set KPIs were achieved in a short period of time under a limited budget, successful branding and the founder's skill made such results possible.
