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Diego LI ·
李世恒
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构想
Ideas · 2022
Makit Takit Craft Studio
We’ll Bring the Field Trip to You
Open the full deck — read start to finish
15 pages · sequential
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Context
背景
Elementary schools and daycares across Omaha and Lincoln had quietly stopped taking field trips — not because kids stopped wanting them, but because financial and safety concerns made administrators risk-averse, even as they still believed creative, hands-on time was worth protecting.
奥马哈和林肯两地的小学和日托机构,已经悄悄不再组织校外郊游了——不是孩子们不想去,而是经费和安全顾虑让校方变得格外谨慎,尽管他们心里仍然认可动手创作的时间值得保留。
Challenge
挑战
Bringing field trips back meant solving two problems at once: give schools a version of the experience with none of the off-site liability, and give Makit Takit, a studio built on birthday parties, a second, steadier revenue line no other local business was set up to offer.
把郊游带回来,意味着要同时解决两个问题:既要给学校一个没有校外责任风险的体验版本,又要给靠生日派对起家的 Makit Takit 工作室,开辟一条当地同行都还没做起来的、更稳定的第二收入线。
Insight
洞察
Leaders weren’t rejecting field trips on principle — they just couldn’t find an option that felt worth the cost, the liability paperwork, and the half-day commitment a bus rental required.
校方从来没有原则上排斥过郊游本身——他们只是找不到一个选项,值得他们承担费用、责任文件,以及租车出行需要占用的半天时间。
Idea
想法
We’ll Bring the Field Trip to You — take Makit Takit’s mobile Splatter Bus directly onto school grounds, so the art class arrives instead of the kids having to leave, and the safety math a nervous administrator has to sign off on changes completely.
我们把郊游开到你家门口——让 Makit Takit 的移动"泼溅巴士"直接开进校园,变成美术课主动上门,而不是孩子们要外出,让原本让校方为难的安全账,彻底不成问题。
Execution
执行
A tactics stack built around how administrators actually decide: a YouTube pre-roll aimed at education and parenting channels, a redesigned splatter-bus landing page for desktop and mobile, an Instagram/Facebook push timed to discount days like “Messy Mondays,” a TikTok presence built to show off the bus itself, and a local press release pitched to Omaha and Lincoln education reporters ahead of back-to-school season.
围绕校方真实决策路径搭建的执行组合:投放在教育、育儿频道的 YouTube 贴片广告;重新设计的"泼溅巴士"落地页(适配桌面和移动端);配合"邋遢星期一"等折扣日推送的 Instagram/Facebook 内容;专门展示巴士本身的 TikTok 账号;以及在开学季前,面向奥马哈和林肯教育口记者发出的本地新闻稿。
Outcome
结果
Success was framed in terms a small studio could actually track: schools and daycares booking a first Splatter Bus visit, and how many turn it into a repeat booking — turning field trips from a cost center administrators had learned to avoid into a second revenue line for Makit Takit.
成效用一家小工作室真正能追踪的方式来衡量:有多少学校和日托机构预订了第一次"泼溅巴士"到访,又有多少转化成了复购——把郊游从校方习惯性回避的成本项,变成 Makit Takit 的第二条收入线。
Reflection
复盘
最初以为要解决的是“怎么让学校愿意花钱订郊游”，但访谈做下去才发现，校方从没真正拒绝过郊游本身，他们只是在安全责任和预算审批面前，找不到一个“愿意为此签字”的理由。这让我意识到，很多时候营销要解决的不是需求本身，而是压在需求和行动之间那道看不见的门槛——把“带孩子出门”反过来变成“把工作室开进来”，本质上不是一个多聪明的创意，而是把这道门槛直接搬掉了。