The Ultimate 100-Point Childcare Digital Marketing Checklist 🙋
“Your team have pulled off launching two websites, two CRMs and maintained our digital media strategy - a massive THANK YOU!”
“We have seen exceptional growth in lead generation and traffic to our site has never been better!”
When you’re co-ordinating marketing across 5, 10 or even 20+ locations, all with different occupancy levels and lead generation needs, things quickly get complicated.
Then you throw in 6-8 digital channels where local customers are active on (from Facebook to Adwords, your Online Reputation to CRM & Marketing Automation, to Content Marketing and your Website), and it’s easy to see how today’s marketing managers are getting overwhelmed.
Finally, want to know how you’re doing? Measuring the performance of marketing campaigns and sales effectiveness across Centres becomes a hair pulling, monumental task IF you don’t have proven systems in place.
Our childcare digital marketing strategy, the Parent Value Journey, is a unique strategic approach that both simplifies the process and uses a proven approach to growing enrolments. This digital marketing framework has been responsible outstanding growth:
- Over $16M in enrolment revenue over 12 months (with an ROI on marketing spend over 11,000%).
- 808% YoY increase in Monthly Enquiries (with a 72.8% reduction in Cost per Enquiry)
- Over 250 hours saved in manual processing and labour via smart marketing and sales automation
We're so confident in our approach to growing enquiries and enrolments that we're willing to offer an exclusive guarantee. If you go through our Parent Value Journey Roadmap planning session, and follow through with our team's suggestions on your digital strategy, and we don't hit the agreed enquiry and enrolment growth goals mapped out within the first 90 days - you don't pay us a cent of ongoing marketing fees until these goals are hit!
Apply now to register for a free proposal and get the conversation started!
Strategic planning to market in the right channels
Growth objectives mapped to performance KPIs
Phone tracking and Google Analytics setup to correctly measure marketing campaign effectiveness
Phone tracking and Google Analytics setup to correctly measure marketing campaign effectiveness
Full funnel reporting (know your Cost per Tour Booked, Cost per Enrolment, Conversion Rate from Tours Attended to Enrolments - all BY CENTRE)
Executive At-a-Glance Realtime Dashboard Performance reporting across digital channel AND Centre
Local SEO campaigns that get Centres ranked at the top of Google’s SERPs and Google Maps searches
Facebook Ad campaigns that create awareness for local parents AND drive enrolments
Google Adwords Ad campaigns that drive Calls, Tours Booked and Enrolments from local parents searching Google
Social Media management that grows your audience and engages with local parents (providing sales support and customer care)
Conversion optimised websites that crush conversions (integrated right into your CRM)
Reputation management solutions that create undisputable positive word of mouth about your Centres on Google and Facebook
Lead Magnets to build trust and position your Centres as a high quality, unique choice for parents
On-site chat to capture parents ‘just checking you out’ and convert them into sales opportunities
Content Marketing to engage with new parents and existing customers to build trust and retention
CRM solution that integrates to your website and Call Tracking to capture all leads and measure your Sales Pipeline across ALL Centres
Automated Enrolment Process with templated emails and sales processes that save Centre Managers hours weekly
Track the source of leads into Enrolments to measure the effectiveness of marketing campaigns
Net Promoter Score (NPS), customer review and referral campaigns automated
Our client needed to reposition their childcare organisation all while driving business growth through enquiries and enrolments.
See how we executed a 12-month growth fueling strategy:
89% decrease in cost per enquiry via Google Adwords
217% increase in monthly website sessions
85% increase in overall monthly leads
106% increase in monthly enrolments
“I would just like to say a massive THANK YOU for all your hard work to date! The last 6 months have been very hectic and your team have pulled off launching two websites, two CRMs and maintained our digital media strategy!”
We took over Adwords management in 2016 and immediately began optimising performance.
808% increase in Monthly Enquiries
72.8% reduction in Cost per Enquiry
5,245 Ad Groups
9,607 Negative Keywords
749 Ad Extensions
Our client is a provider of boutique early learning with 16 centres around the country.
Using our custom developed Active Campaign CRM, we have automated their enrolment process:
Enquiries tracked back from source of marketing (Adwords, Facebook, SEO, etc.)
Book a Tour email process
Tour missed follow up email
Registration form email process
Enrolment form email process
This allowed us to map their enrolment funnel to give the business executives a clear view of their sales funnel and incoming enrolments.
Having automations and templates in place has conservatively saved each Centre 4 hours per week (4 x 16 centres x 4 weeks = 256 hours per month) in SAVED labour costs and increased productivity.
Automations drive the entire enrolment process
Email templates save centre managers hours of time each week
Lastly we built a proprietary data warehouse using Google Big Query to link online marketing campaigns with offline enrolments tracked through the CRM.
This gives a clear link from marketing to sales, and provides a Cost per Enquiry and Cost per Enrolment in real-time, with data filterable by Centre.
With market analysis, competitive benchmarking, and our Digital Health Check we quickly prioritise the low hanging fruit and the right channels for you to execute on. Click to read more about our 10-step Digital Strategy Planning process.
We set growth goals based on our strategic planning that are tied to KPIs at an Enquiry and Enrolment level.
We also bring ALL your marketing channels into a proprietary data warehouse and report back to a dashboard that shows real-time activity of performance against KPIs across data ranges, Marketing Channels AND individual Centres.
If you are using our CRM and Marketing Automation solution, we can pull in your Enquiries, Tours Booked, Tours Attended and Enrolments into the Dashboard, showing Cost per Enquiry, Cost per Tour Booked, Cost per Enrolment, AND Conversion Rates BY Centre (i.e. Which Centre is converting most enquiries into Enrolments this month?)
Our Advertising campaign specialists will leverage Google Adwords and Facebook to reach into local markets and attract parents to your Centres. We have an exceptional track record of increasing performance of the campaigns we manage. The results? More enquiries and enrolments for your marketing dollars. Here’s more information about our Google Adwords Ad campaign management and our Facebook Ad campaign management.
We’ve cracked the code to get our clients ranking at the top of Google for competitive search terms of each location. We use a combination of Google My Business optimisation and high value citation building to get top positions on Google’s organic listing and Google Maps. Read more about our Local SEO strategies.
Nothing discourages parents more than negative reviews online. Our Reputation Management Service buries any negative reviews with a steady stream of positive reviews on Google and Facebook every month. Great online word of mouth increases trust, converts more visitors into leads, and gets your business ranking higher. Learn more about our Reputation Management process.
We build highly effective, blazing fast and SEO optimised websites that look beautiful on all devices. We map out everything parents want to know about your Centre and approach to Early Learning, and drive conversions through integrated Book a Tour and Enrol Now Calls to Actions that are linked right into the CRM setup to send leads into the right Centre. Learn more about everything that goes into planning and building an effective lead generating website.
Want to know how to launch a new Centre and build a fast social following? Want a team to manage the content and community in your social channels? Would you like quality content shared daily, and a friendly team member to answer parents questions? Delegate this time consuming task to the experts. Here’s more about out social media management process.
Our team of writers love to write engaging and share-worthy content that will connect with parents and caregivers, build trust and engage with existing Parent families. We also love showcasing what’s going on at your Centres with interviews with staff and showcases of interesting events. Make the most of all the cool stuff happening at your Centres by publishing a quality blog (also ask us how we can use this content to develop a monthly newsletter for your parents). Read more about our Content Marketing process here.
Get your Lead Nurturing, Sales Tracking & Performance under control with our Childcare CRM & Marketing Automation platform. We’ve heavily optimised Active Campaign (the market’s leading low cost - high feature CRM) and developed custom features specific to our childcare clients:
Integrated to your Conversion Website, Call Tracking and Ad Campaigns to track the source of all leads
Enrolment process templated and automated for each of your Centres
Enrolment Pipeline visualisations so that you know how many opportunities are in the pipeline
Lead Nurturing email campaigns for all new prospective parents
NPS and customer feedback / review campaigns automated
Plus much more
Learn more about how we roll out an effective CRM process here.
For Less Than The Cost Of Hiring 1 Junior Marketing Graduate
Other Digital Agencies
We’ve successfully managed digital marketing campaigns for over 25 childcare centres with proven results. We know what works in this market!
We’ve developed a custom childcare CRM solution that automates the enrolment process (saving hours of labour time at each Centre per week).
We have built a Childcare Sales Funnel reporting dashboard, with custom data warehouse that pulls ALL marketing data (Facebook, Adwords, SEO, etc.) & CRM enrolment data to give an end-to-end performance of advertising campaigns.
We understand your business growth drivers using our Growth Model and set and measure the KPIs that really matter. We are aiming to drive more revenue for your business, while reducing churn.
Experience running successful campaigns in over 30 industries with hundreds of thousands of dollars in Ad Spend. Over 20 years professional digital marketing experience at a director level.
We are a best practice agency. We are a Google Partner agency, a Digital Marketer Partner agency and we are Google Analytics certified. We draw on industry and enterprise best practices and implement them into your business.
We have a cross discipline team of digital strategists, copywriters, conversion specialists, CRM experts, designers and analytics nerds who will all be working on your account.
We have experience managing campaigns across the whole Customer Journey, from lead nurture, to sales support, to product launches, to customer onboarding, to upsells and cross sells, to email newsletters, to review and referral campaigns.
We implement a tracking and analytics system to understand the performance of your campaigns. We set meaningful KPIs which are tracked and reported to monthly.
We value transparency. Our experts regularly report to you on the actions being taken on your account. You will never be left guessing what’s being done on your account.
Q. We’re building a new childcare next year, when should we start marketing?
A. We generally advise clients to start as soon as they can. For example, you can begin documenting the journey of opening your new centre on Facebook and Instagram up to 12 months before you open doors. Generally we will aim to build the website 6-months out from opening, and start building the waiting list with paid promotional campaigns around 4-5 months out from launch.
Q. How do you put together a digital marketing strategy specific to our childcare?
A. We start by running though our Digital Marketing Health Check which is a 176 point assessment of your digital capabilities against best practices. We then look at your performance against your competitors. From this point, we can determine the optimal strategy for your business and centres.
Q. We already have a marketing agency, can you perform an objective audit on their performance?
A. Yes, we can deliver our Digital Marketing Health Check (a 176 point assessment of your digital capabilities against best practices). This will tell you where you’re at, the quality of work being done for you, and the best opportunities for fast improvement.
Q. Can you help us forecast our marketing budget by centre?
A. Yes! We can develop a 12-month budget that is tied to your digital strategy growth objectives and KPIs. This budget will show you investment in our services and projected investment in advertising.
Q. What’s a growth tactic most childcare businesses are not utilising?
A. We are rolling out Net Promoter Score (NPS) across all of our clients. This is a feedback system which gauges the happiness of your customers and rolls up responses into a number from 1-10. This number has been proven by research to predict business growth. Ask us for a demo of this strategy.
Q. Can you deliver a proposal to our management team in person?
A. Yes, our team can be available to present a digital strategy to your leadership team.
Q. Does your reporting provide a breakdown by centre by channel and show actual cost per enrolment?
A. Yes! When you use our child care CRM, we can pull through data on the enrolment process, BY centre, into our data warehouse reporting dashboard. This lets us visualise enquiries, tours booked, tours attended and enrolments, all by centre.
Q. How quickly can you design and start delivering a marketing strategy for us?
A. We can typically deliver a 12-month digital strategy within 10 working days.
Q. How long have you been around?
A. We were incorporated in January 2007.
Q. We have multiple childcare locations, can you deliver tailored solution for each centre?
A. Yes! We offer campaign management that is specifically tailored to the individual centres’ needs (from SEO requirements, to occupancy levels, to social media). We also give you access to a reporting suite that lets you measure the effectiveness of all strategies at a centre level.
Q. I’m time poor, what are the most important marketing metrics I need to be across to track our ROI?
A. The top metric would be your Cost per Enrolment (at a Centre by Centre level), this is a function of your marketing spend / the number of enrolments it creates. Other important metrics are SEO rankings (impacting organic traffic levels), sales conversion rates (how well your centres are converting enquiries to enrolments) and lead conversion rates (how well we are converting website visitors into enquiries).
Q. How do you manage the communication with our team or centre managers?
A. We run everything we do with our team across our online project portal. This is a transparent way of working that lets our team inform you of what’s being actioned on your account each week. Updates get sent via email and any of your team can be added to the project. We also set up regular meetings to review performance. Or you can go old school, and pick up the phone and give us a call - we’ll answer!
Q. What kind of return on investment (ROI) can i expect?
A. For our other childcare clients we have been deliver ROI in excess of 1,000%!
Q. How are you different from other marketing agencies?
A. For the last 2 years we’ve been specialising in the childcare marketing space, building systems and solutions specific to the industry. For example, we have developed a childcare CRM that helps to streamline the enrolment process.
Q. Do you provide training on how we can use a CRM to improve our marketing and operations?
A. Yes! Our team regularly hold training sessions to assist Centre Managers and management staff on how to use the CRM.
Q. Do you build websites specifically optimised for the childcare industry?
A. Yes, we have built a number of high performing childcare websites. These websites are build for speed and converting visitors into Tours Booked or Enrolment requests. We link all enquiries into the CRM and start triggering tasks for Centre Managers to respond to new leads.
Q. We’re keen to know more what are the next steps?
A. Give us a call to have an obligation free strategy session. If we think we can help, we’ll give you a cost free proposal which will outline how we will do it.