education sector case

We created a decentralized marketing solution for Kumon that covers more than 1,500 units in Brazil

Kumon is one of the largest franchises in Brazil, with more than 1500 units across the country. Founded in Japan, the network is present in more than 50 countries, taking its own teaching methodology. In Brazil, the network offers free courses in mathematics, Portuguese, English and Japanese for preschool students.

how to manage local marketing campaigns, ensuring brand standardization

With more than 1,500 units spread across Brazil, Kumon bets on a local strategy to improve the digital presence of schools on social networks such as Facebook and Instagram.

But how to monitor campaigns and ensure brand standardization while giving autonomy to local units?

Consumer behavior depends on where it is located, that is, within the sphere of digital marketing, we understand that a campaign in the capital of São Paulo has a different performance than a campaign on the coast, for example. In this way, the investment and analysis of results must be analyzed individually.

See the platform in action →

Fale com a Reach

“After contracting Reach's decentralized marketing platform, our more than 1,500 franchisees now have the opportunity to make their own local investments in digital marketing, while Kumon, responsible for brand positioning, maintained its communication standard, expanding its penetration in target markets."

Ana Paula Ogihara - Kumon Media Manager

technology, transparency and standardization

decentralized marketing

By adopting the decentralized marketing strategy, the headquarters of Kumon started to give autonomy to its franchisees, who now define and lead the actions of local dissemination and monitor the movement and investment for each strategy adopted.

Reach Platform

With our platform, the matrix provides sets of parts updated monthly. Each unit has a login and password and when accessing the platform he can choose the pieces he wants along with the media where it will be broadcast. In addition, the matrix provides credit for campaigns and promotions that can be applied to ads.

Both the Kumon head office and the local units have an online report updated simultaneously with the results and performance of the campaign. With these insights it is possible to understand the metrics and kpis achieved per unit. Too much right?