Childcare centres are a vital service for many families and finding the right fit can be difficult. Your ELC is a group of five boutique early learning centres that offer child-care services across Southeast Brisbane.
In late 2020, Your ELC approached Outsource2Us, looking for assistance in building a strategic marketing plan and creating the assets and collateral to support it. With the overall KPI of reaching 95% occupancy at each centre, it was decided that Your ELC would need a website to support the integrated marketing approach.
As with all new clients, our process began with a strategic meeting to determine the range of their current marketing activities and identify the areas that could be improved. After considering the current advertising tactics and the overall goal, our Marketing team created a 6-month tactical marketing plan. This plan would develop and implement key marketing activities that would increase occupancy rates. We broke this process down into six key elements, which will be explained below. These elements are:
Outsource2Us focused on two key aspects for Your ELC’s branding. Initially, we updated the logo, creating a 3D version to match the external centre signage. Then, we designed various printed materials, including business cards, presentation folders, DL flyers, and center-specific event calendars, ensuring brand consistency for both online and offline presence.
We designed and developed a 30-page WordPress website with centre specific homepages and contact forms. The design incorporated clear marketing funnels that allowed the information pages to flow onto the contact/enrolment forms, directing and encouraging visitors to start a dialogue with their local centre.
To ensure that Your ELC maintains an authentic digital presence, Outsource2Us provide ongoing marketing support. We provide support for organic social media, as well as content writing – we create four monthly blogs for the website, informed by the monthly Search Engine Optimisation (SEO).
As we do with all our clients, Outsource2Us provide monthly reports on the success of the previous month’s marketing activities.
To build trust and relationships with potential families, we conducted a digital advertising campaign using Google and Facebook advertising to increase brand awareness. We used Geo-targeting to capture users actively searching for childcare services, while Facebook ads reached those who had previously shown interest in childcare. This helped to secure monthly enquiries from a diverse market of potential Your ELC families.
For new websites, SEO is crucial for developing an online presence, and an organic search strategy is the most cost-effective long-term approach. By incorporating location-specific pages with relevant keywords and consistently using childcare and early learning-related keywords throughout the content, Your ELC achieved excellent initial results, ranking on page 1 of Google for various location-specific variations.
Over the last 12 months, Outsource2Us have conducted half-day photoshoots at each of the early learning centres. We then used this imagery as a basis for promotional content on the website and printed materials. We also captured short videos of children playing, creating bespoke video banners for the website. We’ve also created virtual 360 tours for each centre, allowing parents to explore the facilities and services at their own pace from home.
Each centre has a strong community focus, so it was important to include open days as part of our marketing plan. For each open day, we managed the event organisation and marketing entirely, to ensure that the event not only ran smoothly but also that it was was well-advertised and promoted in the weeks leading up.
Throughout 2021, we drove a significant number of enquiries to each of the centres, with Cannon Hill receiving the most (215). In fact, over the 12 months, we had 732 enquiries, averaging 61 per month. Some of our other results included:
We increased social media followers across the 12 months for all centres:
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