Modular Kitchen & Railings Showroom
Foundation Kindergarten +
MicDrop! Advertising
A 32-Year Legacy Reintroduced as a Modern, Trusted Early Learning Brand
Project Overview
Foundation Kindergarten has been a household name in Bhilai since 1992 — with three branches, a strong reputation, and decades of trust in early childhood education.
But while they were deeply established offline, they were almost invisible online.
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Parents researching preschools today rely on Instagram, Google, and social proof before enquiring. Foundation wasn’t part of that world yet.
Their legacy wasn’t being seen.
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MicDrop stepped in to rebuild their digital identity, modernise their communication, define their positioning, and build a full-funnel strategy that brought Foundation to today’s parent audience.
Campaign Duration
Jan 2025 – Present
CHALLENGES
1. Strong legacy, weak visibility
Foundation had a 32-year reputation but no digital presence to match it.
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2. Competitive preschool landscape
Parents were comparing Foundation with brands like Kidzee, EuroKids, FirstCry Intellitots, Maple Bear, and Little Millennium.
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3. Overwhelmed parents = decision paralysis
Parents struggled with too many choices, unclear differences, safety concerns, and lack of information.
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4. No structured communication
The brand lacked a clear story, visible curriculum explanation, parent guidance content, or digital proof of trust.
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5. Limited marketing reach
The preschool depended heavily on existing parent networks and walk-ins.
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6. Needed to appeal to today’s modern parents
Urban parents seek play-based learning, safety, emotional development, and NEP-aligned teaching — none of which are being communicated.
BRANDING
MicDrop strengthened Foundation’s identity by shaping a visual and verbal system that feels warm, safe, and joyful — the way a kindergarten should feel. Every brand element, from the butterfly icon to the colour palette and typography, was designed to signal care, trust, and early growth.
Foundation’s logo centres around a stylised butterfly, a universal symbol of childhood development. The large orange wing brings energy and playfulness, while the smaller pink wing adds warmth and nurturing comfort. Soft curves and rounded edges make the symbol feel child-friendly and reassuring.
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Benefit
Communicates growth, imagination, and emotional safety — helping parents connect immediately with the brand.
The Logo System
The rounded sans-serif “Foundation” wordmark paired with a purple-blue tone creates a friendly, stable, and trustworthy presence. The yellow KINDERGARTEN capsule adds clarity and makes the purpose of the brand instantly visible.
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Benefit
Balances approachability with professionalism and makes the brand easy to understand at a glance.
The Wordmark
The tone of communication stays consistent across touchpoints — warm, nurturing, reassuring, and informative. It reflects teachers and caregivers, not administrators.
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Benefit
Makes every digital and offline interaction feel like it’s coming from someone who understands children deeply.
Brand Tone & Behaviour
Foundation’s colours create a bright, positive environment consistent with early learning:
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Yellow for happiness and confidence
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Orange for creativity and active learning
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Pink for warmth and emotional care
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Blue-Purple for imagination and trust
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Benefit
Builds a visual world that feels cheerful, loving, and development-focused.
The Colour System
Rounded, child-friendly fonts (Hey Comic + Comfortaa) were chosen to reflect softness, play, and approachability while maintaining clarity for parents.
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Benefit
Supports a warm, safe tone while remaining easy to read across all media.
Typography System
MicDrop built:
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Key message pillars: safety, holistic growth, personalised care, legacy
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A structured narrative for parents
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Clear explanations of curriculum, NEP-aligned learning, and developmental benefits
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A tone of voice that feels reassuring, warm, and expert-led
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Defined personas with communication paths for working parents, homemakers, first-time parents, and business families
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Benefit
Every touchpoint now speaks the same language — trust, care, and expertise.
Communication System
STRATEGY
We built a two-lane strategy
A
Build Awareness + Trust
(Organic Social)
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We created a social presence that helps parents understand, trust, and emotionally connect with Foundation.
Content pillars included:
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Classroom experience & culture
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Teacher introductions
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Safety & hygiene
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NEP-aligned learning themes
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Parent pain points
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Holistic development
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Events, festivals, and activities
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Testimonials & parent stories
Benefit:
Positions Foundation as a warm, credible, child-first preschool brand.
B
Full Funnel System
(Based on Parent Journey)
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Using the funnel model from your document (awareness → consideration → conversion → engagement → advocacy), we built campaign actions for every phase.
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Awareness: reels, photos, teacher stories, campus highlights
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Consideration: curriculum explainer content, events, expert talks
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Conversion: lead gen forms, open day promotions
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Engagement: UGC, parent content, event highlights
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Advocacy: testimonials, parent feedback loops
Benefit:
Makes Foundation discoverable, trustworthy, and easy to enquire with.
C
Paid Advertising Strategy
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A multi-phase paid plan across Meta:
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Awareness campaigns across Nehru Nagar, Sector 9, Risali, Smriti Nagar, Junwani
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Engagement campaigns to build trust
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Lead generation campaigns during admission season
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Retargeting parents who visited website or engaged with content
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WhatsApp-first conversion approach
Benefit:
Boosts visibility and builds consistent enquiry flow.
Let Numbers
do the talking
(Meta Ads Performance Report)
Reach
1,783,338
Impressions
3,178,057
Total Spend
32,452.09
₹
Post Engagements
234,735
CPM
(extremely efficient)
10.21
₹
What this means:
Foundation’s content reached nearly the entire parent population in Bhilai multiple times creating strong recall and engagement at very low cost.
RESULTS
1. Made the 32-year legacy visible to the modern parent
A brand that existed mostly through word-of-mouth now has city-wide digital recall.
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2. Built a trustworthy digital identity
Parents now clearly understand Foundation's values, teaching style, curriculum, and environment.
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3. Created a strong foundation for admissions
High reach + high engagement built strong awareness leading into the admission months.​
4. Gave the brand a structured communication system
The Caregiver–Sage identity now guides every post, message, and ad.
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5. Reached nearly every parent household in Bhilai
1.7M+ unique people reached with a hyperlocal targeting strategy.
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6. Strengthened trust through consistent storytelling
Teachers, classrooms, student moments, and daily school life became the face of the brand.
