• Media Pitching
  • Expert Commentary

Good School Learning Hub – Drive awareness by addressing youth gaming and social media addiction

The Mission

In Singapore’s competitive enrichment and private education landscape, tuition brands face immense pressure to differentiate themselves beyond academic results. Good School Learning Hub partnered with Grow PR for a six-month campaign running from November 22, 2022, to April 23, 2023.

The core mission was to establish the brand and its co-founder and director, Zhang Zheying, as an authoritative and caring voice in education by providing timely commentary on pressing youth issues. By steering the narrative away from raw grade-promotion toward digital wellness, AI literacy, and practical financial education, the campaign secured 53 total pieces of earned media coverage. This high-authority campaign positioned the brand across mainstream broadcast, print, and lifestyle media, building deep parental trust and regional visibility.
The Challenge

Singapore's tuition sector is crowded, with families continuously bombarded by raw academic marketing. For Good School Learning Hub, standard promotional efforts were no longer sufficient to build sustainable brand equity.

The brand faced a complex dual challenge: first, to cut through commercial noise in a high-stress tuition market, and second, to position director Zhang Zheying as a trusted thought leader with unique perspectives on non-academic challenges. As parents grew increasingly anxious about digital distractions, the campaign needed to humanize the brand. To earn long-term parent trust, Good School Learning Hub had to align its expertise with broader societal and developmental challenges of national importance to Singaporean families.

53

Pieces of Earned Media Coverage Across Mainstream TV, Radio, Print and Online
Delivered over a six-month campaign, transforming the brand into a trusted public commentator on digital safety and youth wellness
What we did
To position Good School Learning Hub as a definitive voice of empathy and expertise, Grow PR designed a multi-pronged topical media relations campaign. The strategy successfully leveraged three high-impact educational and wellness angles:

Digital Wellness & Tech Addiction Commentary: Grow PR launched a timely campaign titled "For Our Children: Time To Hit Pause And Change The Rules For Gaming and Social Media". This pitch led to highly visible features, including a dedicated segment on MoneyFM 89.3 on spotting early warning signs of digital addiction. This was quickly followed by radio coverage on CNA938's Money Mind segment with Stanley Leong and Andrea Heng. To capture lifestyle and parenting audiences, Grow PR placed an expert parenting guide in The Singapore Women's Weekly on digital balance, which was widely amplified on their official Facebook page.

AI in Classrooms and Digital Ethics: As ChatGPT surged in popularity, Grow PR positioned the brand's academic team as objective experts addressing AI's role in learning. This strategy yielded top-tier national commentary on CNA Digital, detailing how educational institutions can construct policies to manage AI-assisted learning.

Teaching Kids Realities of Adulting: To establish a complete "whole child" perspective, Grow PR pitched an angle on early financial literacy. This secured a comprehensive feature in Singapore Motherhood guiding parents on how to make tax education engaging for kids.

The Results
The six-month public relations engagement successfully redefined Good School Learning Hub's brand presence. Key campaign outcomes included:
• Exceeded Target Deliverables: Secured 53 total pieces of earned media coverage across mainstream TV, radio, print, and online channels. • Tier-1 Mainstream Reach: Achieved continuous visibility across Singapore's most respected platforms, including broadcast features on CNA, Channel 5, Channel 8, Channel U, Vasantham, and SPH radio. • Differentiated Brand Authority: Transformed the brand from a standard academic hub into a trusted public commentator on digital safety and youth wellness, insulating the brand from price-centric tuition competition.

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