Client

Fruition Tuition
(Australian-based franchise)

Project

Review and revamp brand and provide ongoing consultation for overall business solutions/outcomes.

Goal

Increase tuition sales, increase franchise sales/centres, increase appeal to their main target audience (school children aged 6–17 years).

Client brief

• Review franchise process and promotional material and develop a process that better targets possible franchisees
• Revamp the existing brand to maximise its potential
• Using the new brand, review and develop costeffective material for community, the IC team and general business.

Franchise Catalogue containing all promotional and print material available including stationery, displays, flyers, etc.

It is impossible to find an organisation that provides:

Sherrin Gugenberger,
Director of Fruition

Solution

• Mitara reviewed the old brand and felt it was flat, ‘lifeless’ and dated.
• A revamped brand was developed which brought Fruition’s mascot ‘Tute’ to life. Tute was given a new design and animated to make it more active. Animation was viewed as vital to the brand as it instantly related Tute to the youth target market who are games/ Nickelodeon focused. It also gives the impression that Fruition is cutting edge, modern and in touch. Mitara incorporated Tute animations into a new website design, as well as a series of e-newsletter greeting cards for franchisees to send to their students (saving costs in postage).
• Mitara considered the existing Tute brand to be more suitable for the younger market (aged 7–12). Therefore, Mitara developed a teenage theme to better relate to the high school market. Keeping with the brand, this theme was introduced as part of the overall Fruition brand identity.
• All existing print material was redesigned, with a catalogue of items provided to franchisees for ongoing ordering of supplies.
• In consultation with the franchisor and franchisees, an annual marketing plan was developed based on key events of the year (test, school terms, holidays, reporting, assessments, etc).
• Mitara coordinates all promotional activity on an ongoing basis, including developing ‘calls-to-action’, advertising and editorial, coordinating franchisees for group printing, distribution of promotional material, etc.
• As Mitara felt is was important to have regular communication with the parents, it designed an e-newsletter as an educational and informative way to provide parents with ‘added value’ on a monthly basis. The results from the mailouts included adding value to existing clients and generating new leads for franchisees each month. This also assisted Fruition to update their old database. Mitara developed a presentation to franchisees on the importance of building their e-database to assist in the retention of existing clients and increasing clientele.
• In an effort to further expand the brand, Mitara suggested Fruition introduce a product range. The first step in this process is the introduction of a parenting book written by the founder of Fruition, Sherrin Gugenberger. This has been promoted as a value-added product for parents that not only demonstrates Fruition’s commitment to improving Australian children’s education, but also providing further assistance to parents. Mitara not only completed the concept, design and printing of the book, but also worked closely with Radio 4BC on the promotion of the book. Further books plus Tute merchandise (including a school supplies range) is planned for the future.