Located in the heart of Coolum on the Sunshine Coast, Dragonfly’s Early Learning Centre is a childcare centre for children aged 6 weeks to 5 years. The purpose-built centre features large, bright indoor spaces, expansive gardens and outdoor play areas filled with beautiful trees.
In late 2017, the centre underwent a change of ownership and a rebrand. The new owners reached out to Outsource2Us to assist them in increasing their occupancy, which had suffered a natural drop in enrolments due to changeover of management.
The first step in our marketing process was to create a marketing calendar based on the outcomes of a strategy meeting. The primary objectives of our marketing strategy were to increase enrolments at the centre and establish a consistent brand presence across all channels.
At Outsource2Us, we believe that effective marketing is achieved by gaining a deep understanding of our client’s business. Our marketing approach involves integrating one of our expert Marketing Managers into our client’s team to work collaboratively.
Our Marketing Manager worked on-site with the Dragonfly’s Early Learning team once a week to implement the strategic marketing calendar. We recognise that not everything can be planned in advance, which is why being on-site with Dragonfly’s Early Learning allowed us to stay closely attuned to developments and maintain a flexible marketing strategy.
Our comprehensive marketing strategy for Dragonfly’s Early Learning included:
Social media is not only a key tool for communicating with current families, it is also an excellent way to reach potential new families. Our Social Media Manager developed a comprehensive social media strategy that included creating a range of content, including weekly SEO optimised blogs, parent testimonials, ‘meet the team’ profiles and program focused advertising.
To reach potential families, we boosted a range of geotargeted, program focused posts. In addition to this, we reached out to local Facebook Mother’s groups, running competitions to drive engagement and get the word out through these local special interest groups.
Outsource2Us arranged and directed a photoshoot to capture gorgeous images of the centre for use on their website and across their collateral.
The photoshoot was a great success, providing a number of amazing images that are now in use on the Dragonfly’s Early Learning website, flyers and social media advertising.
As part of our marketing strategy for Dragonfly’s Early Learning, we planned to issue media releases to local publications to secure coverage for the centre and increase exposure in the local community.
Another crucial element of our marketing plan was to establish relationships with other businesses in the local area. We firmly believe in making personal connections with the community, so that’s precisely what we did. Once a month, our Marketing Manager would visit up to fifty local businesses to distribute flyers, expand Dragonfly’s Early Learning’s presence in the local community, and explore promotional opportunities.
Outsource2Us assisted Dragonfly’s Early Learning in pursuing sponsorship for the local “Movie Night in The Park.” Our team developed a video for Dragonfly’s Early Learning, including an animated element to be shown at the beginning of each movie screening. Through this sponsorship, Dragonfly’s Early Learning reached a large audience of potential families.
At Outsource2Us, we believe that blog content should be about more than just SEO. We aim to create engaging content that drives traffic to our clients’ websites because people genuinely want to read it!
As part of our marketing strategy for Dragonfly’s Early Learning, we developed one blog piece each week. Our blogs were optimised for key search terms like “Childcare Coolum” and “Coolum Early Learning.” We also shared these blogs through the centre’s social media, which further increased traffic to the website.
Dragonfly’s Early Learning improved their occupancy drastically over the 12 months that we worked with them, moving from 57% occupancy to 82%.
Some of our other results included: