Scope of Work
–Strategy + Brand Identity + UX Design + Web Development + Marketing
MEK Review is a learning center located in North Jersey, committed to transforming young students in grades 1 – 12 into strong, independent thinkers.
MEK Review is a popular learning center in North Jersey, committed to serving students and families across the Tri-State area. With its team of dedicated counselors and teachers, MEK Review has helped students gain admission to top schools, prepare for admission tests, and achieve better outcomes in the classroom.
Our goal at Kairos? Help MEK Review increase its name recognition, drive course enrollments and inquiries, and most importantly, to transform it into the brand it’s ready to be.
Our approach needed to be thoughtful and comprehensive to help our client reach this major milestone in their journey. Our work would impact a range of customer touchpoints, shaping everything from the online experience to email messaging to marketing collateral design.
Create brand guidelines that were universal yet versatile for the brand’s many programs, courses and events. Implement messaging and branding in marketing and creative production across digital, print and in-person touchpoints.
Kairos guided MEK Review to clarify their brand and marketing strategy, helping them stand out against a crowded, competitive field of educational providers.
This led to a growth in key areas, including course enrollments, customer inquiries, and digital presence; dramatically increasing success rates across the board.
Crafting the Strategy
Kairos held a core strategy session with the team at MEK Review to develop the brand’s strategy going forward.
Over the course of the facilitated workshop, the Kairos team identified the organization’s main challenges, main customer personas, as well as the highest-priority needs and goals at hand. These findings laid the framework for MEK Review’s branding and marketing strategy.
Understanding the Customers
MEK Review is, first and foremost, a trusted, go-to place in the community for academic excellence. It’s where parents drop off their kids, reassured that they will be coached to their fullest potential. To fully step into the shoes of these customers, we designed custom user profiles featuring their demographics, psychographics, challenges and needs.
We knew this was going to be a large task, and couldn’t have been more excited to shape MEK Review’s story. Over the upcoming months, our team committed our talents on many fronts: branding, digital marketing, creative production, editorial, and more.
Shaping the Brand
Through facilitated exercises in our strategy session, we aligned on major qualities of MEK Review’s brand. This established the brand’s fundamental makeup — how it should universally look, sound, act and feel.
Getting a deep understanding of what stands at the heart of MEK Review’s brand, helped us to craft a positioning statement for the organization. This would serve as the roadmap for every marketing, messaging and creative move going forward.
Refreshing the Brand
Kairos designed a set of guidelines to ensure that the brand was consistent across the organization’s numerous programs, courses, and channels. The brand refresh included: a logo update, new color palette, new typefaces, and custom design elements and marks. This drove a comprehensive and connected experience for customers interacting with MEK Review, both in-person, as well as digitally.
Kairos completely redesigned the MEK Review website and transformed the user experience. Our mission was to make it simple for customers to navigate and learn more about courses, access educational resources, while building trust and driving inquiries throughout their digital journey.
The new website was launched in early 2019, to great reception. Traffic has increased by 122%, with a steady growth of around 25%- 30% in recent months.
From ideation to execution, Kairos consistently led marketing campaigns to increase awareness and drive course enrollments for MEK Review. Whether it’s the promotion of seasonal programs, monthly practice tests for students, valuable educational resources, and more, we’ve carefully designed a multi-touch experience for customers, across digital and print.
April 2020: Gold Award in Muse Creative Award