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Math Nuggets – Exceed KPI with 30 pieces of coverage across prominent broadcast and lifestyle media

The Mission

Math Nuggets came to Grow Public Relations to challenge Singapore's high-pressure, rote-learning tuition culture and establish founder Sandra Lim as a leading authority in compassionate, play-based mathematics pedagogy, through a campaign running from November 9th, 2023, to June 28th, 2024.

Against an initial KPI of 8 published media placements across 4 targeted activations, the campaign achieved massive overperformance, securing 30 total pieces of high-authority media coverage across 9 prominent titles, including national radio stations and specialized parenting portals.

Client

Math Nuggets, an inclusive math tuition brand founded by educator Sandra Lim.

Sector

Education, maths enrichment and inclusive learning

Services

Media pitching and leader profiling, delivered by Grow Public Relations.

Headline Result

30 published media placements against an initial KPI of 8, across CNA938, MoneyFM 89.3, CAPITAL 958 and Kiss92.
The Challenge

Maths tuition in Singapore is sold on pressure. Families are marketed to on grades, drills and speed, and a brand built on patience has to argue against the grain of its own category.

Math Nuggets does the opposite of drilling. Sandra Lim works with children who struggle, using play and games to get them there. That approach is the reason parents choose the brand, and it is also the reason it gets ignored in a market where every competitor advertises distinctions. Grow Public Relations had to move the public conversation from grades at all costs to patience, understanding and play. That meant positioning Sandra Lim as a public expert on student anxiety, learning difficulties and Special Education inclusion, rather than as a tutor with a method to sell. The original brief was modest: 8 published placements across 4 targeted activations.

30

Published Media Placements, Nearly Quadrupling the Initial Target KPI of 8
5 radio interviews and 8 podcast features across major national networks, including CNA938, MoneyFM 89.3, CAPITAL 958 and Kiss92
What we did
Grow PR developed a multi-layered thought leadership and storytelling framework, unfolding across four targeted PR activations that aligned Lim's expertise with timely educational milestones:

1. Topical Advocacy & B2B Profiling (Empathy in Education): To launch the campaign, Grow PR pitched Sandra Lim's journey of supporting struggling children. This led to a live radio feature on CNA938 with Cheryl Goh and Stanley Leong, followed by a dedicated expert podcast on MeListen titled "Daily Cuts - How To Fall In Love with Math." This was paired with a business profile on Enterprise Zone and a featured profile in the "TLC x Fempreneurs Series" on The Ladies Cue, cementing her credibility in corporate and lifestyle circles. Concurrently, her advocacy for special needs was featured on MoneyFM 89.3 on the program "Mind Your Business," exploring how a boutique SME can align with national goals to uplift Special Education.

2. Actionable Parenting Support (Test Season Guidance): Ahead of crucial exam periods, Grow PR transitioned from founder-profiling to practical parent advisory. The agency secured a feature on theAsianparent titled "Math Mastery Made Fun: 8 Expert Tips from Sandra Lim." This angle was expanded on SingaporeMotherhood with an analysis on early developmental struggles titled "When Maths Doesn't Add Up — Could My Child Have Dyscalculia?", educating parents on spotting learning disorders.

3. Gamification & Play-Based Learning (Pi Day Activation): To highlight the brand's gamified methodology, Grow PR celebrated Pi Day by pitching play-based mathematics. This led to a broadcast segment on MoneyFM 89.3's program "The Evening Runway," along with an on-demand podcast on "Culture Club: Gamifying maths education." The play-based theme was further validated in a feature article on Wonderwall Singapore titled "Using Their Love Of Gaming To Put The Fun In Maths Fundamentals."

4. Growth Mindset & Mass Outreach (CAPITAL 958 Partnership): The final phase focused on mindset coaching. Grow PR placed an expert advisory guide on theAsianparent titled "The Winning Equation: 10 Ways to Help Your Child Have a Positive Attitude Towards Math Tests." This was reinforced by a live broadcast interview on CAPITAL 958's program "城市爱生活," ensuring broad, multilingual outreach to Singapore's parenting demographic.

The Results
The strategic PR campaign successfully positioned Math Nuggets as a leading authority on inclusive and empathetic mathematics education in Singapore, transforming the brand's visibility:
30 published media placements across 9 titles, against an initial KPI of 8 placements across 4 targeted activations. 5 radio interviews and 8 podcast features across national networks including CNA938, MoneyFM 89.3, CAPITAL 958 and Kiss92. Coverage in both English and Mandarin, reaching parents through news radio, business radio, parenting portals and lifestyle titles. Sandra Lim established as a national voice on youth mental health, play-based learning, growth mindsets and inclusive student support.

Frequently Asked Questions

How does an inclusive maths tuition brand get media attention in Singapore?
By arguing something the category does not. Math Nuggets teaches through play and works with children who struggle, so Grow Public Relations pitched Sandra Lim on student anxiety, learning difficulties and Special Education inclusion rather than on results. Journalists took it. Between 9 November 2023 and 28 June 2024 the campaign produced 30 pieces of coverage across 9 titles, including CNA938, MoneyFM 89.3, theAsianparent, SingaporeMotherhood and CAPITAL 958. A brand advertising distinctions competes with every other tuition centre in Singapore. A brand with a position on how children learn maths gets asked for comment.
How did Math Nuggets get 30 pieces of coverage from a target of 8?
The initial KPI was 8 published placements across 4 targeted activations. The campaign delivered 30 pieces across 9 titles, nearly quadrupling the target. The multiplier came from format rather than from more pitching. Each of the four activations was built to work on radio, as a podcast, and as a written feature, so one angle became several placements. Sandra Lim's empathy-in-education story alone ran on CNA938, MeListen, Enterprise Zone, The Ladies Cue and MoneyFM 89.3. Grow Public Relations planned the activations around what broadcast producers and parenting editors each needed from the same expert.
Why did Math Nuggets pitch maths stories on Pi Day?
Pi Day gave editors a reason to run a maths story in March. Grow Public Relations used it to make the case for gamified teaching, which is harder to place on an ordinary news day. The hook produced a broadcast segment on MoneyFM 89.3's "The Evening Runway", an on-demand podcast titled "Culture Club: Gamifying maths education", and a feature in Wonderwall Singapore called "Using Their Love Of Gaming To Put The Fun In Maths Fundamentals". A date in the calendar carries no story by itself. It creates the slot, and Math Nuggets had the argument ready to fill it.
How many radio and podcast slots can one PR campaign produce?
Math Nuggets secured 5 radio interviews and 8 podcast features in a single campaign running from 9 November 2023 to 28 June 2024, across CNA938, MoneyFM 89.3, CAPITAL 958 and Kiss92. That volume comes from treating broadcast as its own pipeline. A live radio interview, a same-network podcast and a written feature can all come from one angle, and producers book a guest who has already performed well elsewhere. Grow Public Relations also pitched Sandra Lim to CAPITAL 958's 城市爱生活 in Mandarin, which reached parents that the English-language stations do not.
Which PR agency in Singapore works with maths and enrichment tuition brands?
Grow Public Relations works with maths and enrichment tuition brands in Singapore, including Math Nuggets. The agency ran the campaign that took founder Sandra Lim from 8 target placements to 30 pieces of coverage across 9 titles, including 5 radio interviews and 8 podcast features. The work covers founder profiling, broadcast and podcast bookings, parenting media features, business and lifestyle profiles such as The Ladies Cue's TLC x Fempreneurs Series, and Mandarin-language radio. Grow Public Relations also handles PR for tuition centres, enrichment providers and education technology companies across Singapore.
How do you get parents talking about dyscalculia?
You put it in the titles parents already read, in the words they would use. Grow Public Relations placed "When Maths Doesn't Add Up – Could My Child Have Dyscalculia?" in SingaporeMotherhood for Math Nuggets, framing dyscalculia through the everyday experience of a child who cannot keep up. Sandra Lim's wider advocacy for Special Education learners ran on MoneyFM 89.3's "Mind Your Business", set against national goals for inclusive education. Naming a learning disorder in a parenting title does more for a maths brand than a page of results, because it reaches the parents who have run out of explanations.

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