Case Study: TiViTz
Situational Analysis
Developed as a game to teach math in a fun and engaging manner, TiViTz was fairly well established in the educational community, but wanted to become more mainstream in order to reach more children and increase market share.
Objectives
- Expand awareness of TiViTz in the general consumer market
- Establish TiViTz as a critical educational tool and industry leader
Target Audience Analysis
Children eight years of age and older are the target for TiViTz. Those children, their parents, teachers, school administrators and industry leaders whose fields rely on math skills were targeted.
Strategy
Taking advantage of TiViTz's established reputation in the educational field, Crosby-Volmer, which had worked with TiViTz since its inception, launched a public relations and marketing effort to take TiViTz to the general consumer market. Traditional media campaigns were utilized, as well as establishing live tournaments that were positioned as the math equivalent of the Spelling Bee.
Execution
Crosby~Volmer overhauled the TiViTz website to make it more appealing to the general consumer. The website featured updated graphics, online tournaments and social networking capabilities. Capitalizing on the New York Toy Fair, TiViTz made its consumer launch to a large media contingent and TiViTz secured Cal Ripken, Jr. as an endorser and spokesperson. School, state and regional TiViTz tournaments were regularly held and a math teachers' TiViTz tournament at the national math teachers convention drew national media coverage.
Results
The consumer launch of TiViTz garnered extensive media coverage in national outlets resulting in hundreds of product reviews and several certifications from parent organizations. TiViTz was also able to secure distribution channels, including FAO Schwartz ,and TiViTz math tournaments continue to grow in popularity.
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