Kip McGrath Education Centres is a global tutoring franchise specialising in Maths and English catch-up and keep-up programs, with 560+ centres worldwide. Their focus is on helping students reach their potential through structured, proven learning programs.
The project started with a substantive edit to a key internal strategy document and quickly grew into ongoing work across multiple areas:
Each project was underpinned by detailed research into the market, competitors and customer behaviour. This ensured messaging hit the mark, content stayed relevant and engaging, and campaigns consistently moved employees, parents and students to take action.
The focus was on giving the Kip McGrath brand a fresh, clear, and consistent identity. We defined the full messaging framework in a new brand book—who the brand is, what it stands for, and how it speaks—so every touchpoint tells the same story.
The refresh highlighted the business as a trusted, outcomes-driven learning partner, showcasing its supportive environment, global reach, and commitment to student growth.
I worked on various internal communications, including SharePoint pages, staff emails, brand presentations, and learning resources.
The goal was to introduce and sell the new brand to employees, educate them on the refreshed tone of voice, and ensure messaging was consistent across all internal channels.
Copy was designed to help staff feel confident, aligned, and inspired to represent the brand.
I crafted all emails, SMS texts, and blog content in this brand voice, using copywriting techniques designed to capture attention, build trust, and drive action. Headlines hook, body copy informs without overwhelming, and calls to action are clear and persuasive.
Each piece was tailored to the audience’s stage in the learning journey, whether introducing new students, engaging existing families, or encouraging repeat enrolment.
