THE BROOK CHILDCARE CASE STUDY

Overview:

With a constantly growing population, the demand for childcare centres in Brisbane is hitting new heights, and competition in the industry is now fiercer than ever. Our client, The Brook Early Education and Care, is one of many long-day care centres in Gordon Park and surrounding inner-north suburbs.

The centre opened in November 2016, and has state of the art facilities and an amazing team of highly qualified and passionate educators and admin staff who are licensed to care for up to 219 children per day. The centre owners reached out to us in April 2017, to increase occupancy rates, which were very low at the time after five months of operation.

Task:

Our team structured our marketing strategy as a two-stage process, of three months each – agreeing to reach three quarters of capacity by July 31st and full capacity by October 31st, 2017.

Our marketing team used social media, community engagement tactics, content creation, website optimisation, digital marketing and branding as part of a fully integrated marketing communications strategy to achieve the above occupancy targets.

Whilst the ambitious targets meant we needed an ‘all hands-on deck’ approach, we were able to meet and exceed the occupancy targets and client’s expectations.

Our relationship with The Brook is ongoing, and we continue to provide support for all their marketing and communication activities.

Results:

Outsource to Us was able to achieve both our ambitious targets and within a short and challenging time frame. Whilst our target was to get The Brook to full capacity, the centre is now at 100% capacity with a 190+ long waitlist.

Our team was able to create a great community online and offline and provided The Brook with consistent branding that has allowed them to stand apart from their competition. The fact that the centre has an incredible team of qualified and passionate educators and leaders only backed up our marketing efforts. Families were impressed with the image our team created both online and in the local community, and upon contacting and visiting the centre, were delighted with what our client had to offer.

We continue to support The Brook with their marketing activities as needed and have implemented a threemonth social media training plan to train and support the centre’s key team members moving forward.