This document proposes a marketing strategy to help parents discover and understand the potential of their gifted children (called "MiNDs"). The strategy involves: 1. A digital campaign using visuals on Instagram to reveal the "hidden superhero" side of MiNDs and encourage parents to share their child's superpowers. 2. An informational booklet called the "Superhero Guide" to educate parents and teachers about how MiND minds work and how to develop their potential. 3. Partnering with an endowment fund for gifted children to connect young MiNDs with role models and provide support programs. 4. Working with media to provide expert advice to help recognize and support MiND super

1. Superheroes can be at
your home...
Can you feel their superpowers?
PR team 2

2. WHAT CHALLENGES
DO WE FACE?
OWN NEEDS
MiNDs superheroes require
special educational and
behavioral approach.
Unfortunately, the current
educational system is lacking
know-how and does not
allow them to grow.
LOW KNOWLEDGE
Thousands of those
superheroes are not
identified at all. On the
contrary, they are often
labeled as nagging,
troublesome and disruptive.
MISUNDERSTANDING
MiNDs are hidden
superheroes, but in the real
life they often face
institutional, schoolmates
and parental
misunderstandings.

3. INSIGHT
13,9 % of the Czech children in age between 5 and 18
are endowed with IQ higher than 115
Most of the children are hidden. Only 1 in 10 MiND
child is discovered
Those, who can find the superpowers of these
children first are their parents
AUDIENCE
MAIN TARGET GROUP
Parents between the age of 25 to 45 years
46 % of Czech Instagram users are aged 25 – 45 years
The average age of first-time mothers is
30, 7
They share the pictures of their children on social networks
They grow up with the first superhero TV shows
The wider target group includes also grandparents as the
second closest people

4. Idea
Discover and understand the
superhero side of your child
Behind the incomprehensible behaving may be the
superhero potential and we want to help parents to
discover and understand this superpower and
develope it. We want to connect parents with the
amazing MiND minds and show them, how these
superheroes look at the world.

5. Strategy
DIGITAL:
REVELATION OF
SUPERHEROES
The digital
communication works
with the main idea of
hidden superpowers. It‘s
image campaign reveals 2
faces of MiNDs.
1
INFORMATIONAL
BOOKLET:
SUPERHERO GUIDE
Connection of online and
offline world.
Educational potential for
parents and teachers.
Explanation, how the
MiND's mind works.
2
PARTNERSHIP:
HEROES SUPPORT
HEROES
The way how to support
MiNDs and show them,
that they are not alone
and the future waits for
their great ideas.
3
MEDIA RELATIONS:
HOW TO FIND A
SUPERHERO
Communication based on
expert advices - how to
recognize a MiND
superhero, where to find
help, how to develope
their skills.
4

6. DIGITAL:
REVELATION OF SUPERHEROES
• Main idea: Every MiND has 2 faces. Find the hidden one.
• Focus on visual: Comparation of different children in
daily situations and revealing their superpowers in "their
world" on Instagram.
• Unique hashtag: #MiNDsuperhero
• Community building: The parents of MiNDs are in this
together.
• Call to action: Let's share the superpowers of your
MiND with us.
• KPI's: To reach the target audience we recommend paid
campaign focused on traffic and reach.
• Google Ads: Using the visuals with similar message on
this platform. Raising of awareness in wider target
group.

7. BOOKLET:
SUPERHERO GUIDE
• Main idea: Every MiND has 2 faces. Find the superhero one.
• Purpose: First contact with unusual MiND's mind.
Informational and educational character for parents, closed
ones and teachers.
• Attract attention: The design (picture 1) attracts to opening
the booklet and learn more. When opened, the superhero
appears (picture 2) and you can discover, what could be in
his mind.
• Content: Guide to your superhero - signs of possible above-
average intelligence, how to develope the potential, where
to find help, Qiido activities and contacts.
• KPI's: It reaches both target audience (primary, wide).
• Benefits: Overlap into the offline environment.
• Distribution: Kindergartens and schools, psychological and
pedagogical counseling.

8. PARTNERSHIP:
HEROES SUPPORT HEROES
• Cooperation is always good idea: More support for
MiND children.
• Goal: To show the MiND superheroes that they are not
alone and the future waits for their great ideas.
• Choosen cooperation: NF Neuron, endowement fund of
Karel Janeček, one of the MiND kids.
• Why: To show the children people with the same
abilities. Connecting the adult heroes with small
superheroes to show that the world is open for them.
• Form of cooperation: Basic trainee program, the
possibility to raise and teach the next generation of
MiNDs for the future scientifical projects. Possible
financial support.

9. Why we believe in it
.
Qiido as the first choice
Via the different ways we support expert position of Qiido.
We also increase awareness of MiND children and we
break down negative stereotypes.
With one strong theme of superhero side we connect
relevant communication channels like online media,
traditional media and offline tools. We also establish new
cooperation for supporting MiNDs and MiND‘s community.
We can do it
We are authentic – we speak about real life situation in
funny but also educational way and we bring help and
solutions. The campaign builds on positive qualities of
MiNDs and it is easily implemented in practice.
Combination of tools
Discover and understand
We want to help parents to discover and understand
potential of their little superheroes and we want to be
their partner in developing this superpowers. Through
Qiido know-how and experiences we would like to show
them how these children look at the world.

10. Thank you for the
attention!