Pimpama Early Learning was a brand new childcare centre that required a pre-opening marketing strategy to drive enrolment interest before the centre opened. Part of our marketing recommendations was a direct mail campaign that targeted homes within the catchment area of the childcare centre.
We identified that one of the main strengths of this centre was its brand-new allure, up market facilities and a playscape area amongst a natural rural setting that was unrivalled by the immediate competition. Although not quite finished, we knew that if we could attract a family to the centre initially to book a no obligation tour of these amazing childcare facilities, we were a very strong chance of converting that family into a long-term enrolment.
Our content strategy was to create a very strong visual flyer leveraging the professional brand that we had created for the centre. We incentivized the content with an early-bird offer of ‘3 days free childcare’ to act as a catalyst to get these families to act on our call-to-action, which was a no-obligation tour.
$1,441,260 of potential enrolment value generated
in just two mailbox drops for a total cost of $4477
Note: A comprehensive Digital Marketing campaign commenced just after the Direct Mail campaign and included SEO, Adwords and Facebook advertising. The centre continued to grow as a result of our marketing strategy and enjoys its status today as the area’s leading childcare provider.
*Potential enrolment value based on average child enrolment value calculation - $85 per day x 3 days per week x 36 weeks (108 days in care) = $9180 per child.
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