Neuromath Learning Centre, started in 2002, is an established maths tuition provider, with 2 centres in Singapore.
Over the last 15 years, the business grew solely through word of mouth referral by virtue of the quality of its teaching.
As more and more competition spring into the picture, Neuromath Founder, Norman saw a need to create new channels for recruiting students, one that is more sustainable and consistent. He started with hiring a marketer to the team, but the lack of career development opportunities saw him leaving soon after.
If you are targeting more than one person, you are targeting no one
Tuition businesses have this peculiarity- they have 2 sets of customers, who are parents and students. When planning any campaign, we can only tailor the message to a unique target audience.
Many tuition businesses fall prey to this marketing mistake – they tailor their message to the wrong target audience. Right from the start, we made it clear who we were communicating to – the parents, not students. This set the stage for all our copywriting efforts.

Client provided us with a laundry list of benefits and features of Neuromath. We brainstormed among our team before narrowing down the benefits to a solid few that would really appeal to parents.
For example, having interesting and fun lessons may garner the attention of children more than parents. We decided to ditch it. Instead, we talked about involving parents in the entire tuition process- .i.e. having notes attached to homework for students so that parents are kept of what’s going on.
The main challenge faced by the team at Neuromath was not being able to translate their advantage into marketing messages online that can resonate with the target audience. Afterall, they have a team that is excellent at teaching, not so much in marketing.
Want to find out how we resonated with the parents ?
and see how you can apply the same idea to your business ?