Wonder Math is a math program for second to fifth-graders that uses active learning, character-driven storytelling, rewards, and incentives to make math fun, relevant, and easy to understand. Research shows that by sixth grade, the cracks in a student's math foundation are irreparable, leading to lower ambitions and exclusion from math-related careers. Wonder Math protects the child's well-being by building their confidence in math topics, leading to better academic performance and a brighter future.
In 2023, Wonder Math engaged our team to help expand their customer base by emphasizing the essentials of math proficiency. My role was to lead the brand strategy and creative execution.
I kicked off the engagement with a brand audit, resulting in a company name change from Wonderland Math to Wonder Math. I also developed the go-to-market strategy, a new visual identity, and a unified guiding framework for brand messaging.
Wonder Math's website became the cornerstone of the marketing strategy to communicate the brand's positioning, increase reach, and improve conversion. To meet the above outcomes, I determined that the site must:
—Clearly state the unique product benefits. The marketing communication on the site must be distinct. The target audience, parents and caretakers, must quickly recall the brand, how the product helps their children, and why the purchase decision is time sensitive.
—Create visual cohesion. The previous website felt disconnected from the viscerally joyful product itself. Utilizing the program's storytelling visuals brought the same excitement to the website.
—Promote a sense of scarcity. Parents are more likely to act if they fear missing out on immediate value. The website created this sense of urgency by surfacing limited-time discounts, promoting limited seat availability, and highlighting early sign-up benefits.
—Demonstrate proven results. The website must highlight the achievements of past participants. Once parents learned of the value brought to other families, they would likely sign up their children.
Wonder Math was a fun and rewarding project. I'm excited to see more parents invest in a thriving and liberating future for their kids.