
Zambezi | FIN | Creative Brief | Strategy & Production
TL;DR
The Ask:
Create a brand video that increases awareness and consideration of iD Tech summer camps.
Audience:
Parents of kids ages 7-18 in our major markets. Our target audience has super HHI, tend to be highly educated, are often tech interested, sometimes working in the tech sector.
Strategic Approach:
iD Tech guarantees parents give their child a head start to success.
Situation:
iD Tech has grown revenue the last 2 years on reduced marketing spend. In 2023, they were on track to hit targets, but had a data breach that disrupted the sales cycle. In 2024, they were on track to hit these targets, but college campus turmoil hurt the business.
Over that same time, they've seen declining brand awareness as measured by search volume. This is in part due to reduced marketing spend and related strategies focusing on high efficiency, direct response executions.
My Role:
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Researched trends, audience. and competitive landscape surrounding tech camps
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Helped put together creative thought starters and creative brief
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Helped to craft the strategic approach and opportunity for the campaign
The Opportunity:
Position iD Tech as the best STEM enrichment provider that helps equip children with the skills needed to excel in life.
The Insight:
Parents perceive their child’s success as a reflection of their own efforts, driving a competitive mindset in pushing for excellence.
The Challenge:
Although iD Tech is the original and most trusted STEM enrichment program, we must bridge the category awareness gap to show how iD Tech is the best program that equips students with tools for success beyond academics.
Background:
iD Tech is the original and most trusted tech camp for kids and teens! No other STEM enrichment program can compete with our world-class instructors, exclusive partnerships, and prestigious campus locations that capture kids' interests and transform them into real-world STEM skills.
Goal:
The goal was to grow revenue at a new level of scale by increasing brand awareness.
Who we're talking to

They're all about family, leadership, community, and success

What we mean by "success"
Tech course that guarantee a thriving future for your kids for the short-term and long-term…

Creative Output
Strategy Team:
Account Team:
Creative and Production Team:
Matt Babazadeh: Head of Strategy
Angelina Nguyen: Account Executive
Alex Cohn: Head of Content
Jasmine Green: Associate Director, Social Strategy
Cat Marsh: Strategist
Angela Wells: Social Content Producer
Ryan Montanti: Freelance Writer / Creative Director