Sklad Uma
An extracurricular education project for children
Sklad Uma is an extracurricular education project for children. When the team came to me they already had a site, but it barely answered two basic questions: what this project is, and why a parent should bring their child here.
The new site also had to work for two audiences at once — parents and potential investors.
The problem was not the educational product. The team understood children’s education very well and could explain in detail why their approach works. But that expertise was wrapped in professional language that said little to an outsider.
Context
S.T.E.A.M. is a good example.
For the team it is an important part of the approach and one of the arguments for the project. But to most parents the acronym itself means nothing.
The communication could have been built like this:
We work by S.T.E.A.M. → explain what S.T.E.A.M. is → explain why that is good.
But then a parent first has to learn the company’s terminology before they can see the value of the product.
To me that was a signal that what needed rebuilding was not a piece of copy on the site, but the whole logic of the argument.
Translate an expert education product into the language of parents
Make the value of Sklad Uma clear to someone with no background in teaching. A parent should quickly see what exactly their child gets, how this format differs from other classes, and why it might be useful for their child in particular.
At the same time the site had to stay substantial enough for a potential investor: showing not only individual classes, but the educational model itself, how systematic it is and how far it can grow.
Approach
Start with value, not with terminology
I rebuilt the communication around outcomes and around what the child’s experience is actually like.
The professional methodology did not disappear, but its role changed: instead of being the main message it became the proof of why the approach is built the way it is.
So not “we use S.T.E.A.M., and here is why that is good”, but “here is what your child gets and how the learning works — and here is the methodology it rests on”.
That way the team’s language stopped needing to be decoded before anyone could understand the product.
Turn the team’s expertise into a system of arguments
In effect I had to act as a translator between two sides.
The team explained to me why their educational model is strong in pedagogical terms. My job was to grasp what those advantages really are and put them in words that answer a parent’s questions.
This concerned not just individual pieces of copy but the whole structure of the site: which arguments come first, what needs explaining, what serves as proof, and how much information is enough to decide.
Separate parents and investors inside one product
These audiences have different reasons to be interested in Sklad Uma.
A parent cares about the child: what they will learn, whether it will interest them, how the classes differ from the alternatives. An investor cares about the model itself, whether it can be reproduced and how far it can grow.
So the site had to give both audiences the depth they need without turning into two separate projects with two different communications.
Test the new communication beyond the site
The work did not end at launch.
I ran the project’s promotion: launched ad campaigns, worked with content and analytics. The advertising ran in several cities, including Kazan and Syktyvkar.
That put the new system of arguments to work not only inside the site, but in real audience acquisition.
What I did
On this project I was responsible for the entire marketing and digital scope:
So the work began with the question of how to explain the product and carried on all the way to real audience acquisition.
Outcome
In place of a site that asked visitors to work through educational terminology first, there is now a clear account of the product itself: who it is for, how the learning works, and what makes the approach worth choosing.
The new communication became the basis not only of the site, but of the project’s promotion in several cities.
The work with Sklad Uma did not end there. Later the team came back to me with another project — “Engineers of the Wild” for SIBUR, where my job was to design the interactive digital part of an educational special project from scratch.
For me that is a good outcome in itself: after the main work on the brand the client came back — this time with a project for a large federal partner.
Other cases
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