Kids with Capes

FY22 Early Learning Centers Marketing Campaign

Overview:

Using results from FY21 as a baseline, the FY22 Early Learning Center Marketing plan is a multi-channel marketing effort designed to convert potential families into leads and enrollment.

Campaign Components:

 

  • Direct Mail

  • Referral Campaign

  • Digital

    • Google Ads

    • Facebook Ads

    • Facebook Lead Acquisition

    • App Outreach

    • Personalized Email Outreach

ELCD Mailer 2021 (1).png

Copy as it appears on the backside of an OHU mailer used in this campaign. Click on the image to view in full size.

Campaign Story

What's the story?

 

  • One Hope United provides each student and family an early learning experience that is:

    • Quality

    • Individualized

    • Safe

    • Affordable

 

Why this story?

  • Survey Data

  • Market Research

  • Storytelling Opportunity

Campaign Purpose

Quantifiable Results:

 

  • The ultimate purpose of this marketing campaign is to see return on investment and show quantifiable results in the form of two conversions:

    • Lead form submissions​​

    • Enrollment in centers

Screen Shot 2021-07-26 at 9.24.02 PM.png

Campaign goals as seen on the first tab of the campaign tracker.

Click on the image to view in full size.

 
 

Planning Process

1. Stakeholder

planning

meeting

2. Review of data and key audiences

3. Marketing plan creation and presentation to stakeholders

4.Creation of collateral and review with stakeholders

5. Campaign implementation and continuous improvement

 

1. Stakeholder planning meeting

(Above) Selected slides from the planning meeting for the FY22 Early Learning Center Marketing Plan. Click the arrows to navigate the slides.

 

Planning Philosophy:

  • Ensure collaboration from the onset

  • ​Use the content expertise of your teammates

  • Be curious and strategic

Planning Strategy:

  • Grounded in data

    • Parent survey data

    • Google Analytics

    • Market research

    • FY21 results

2. Review of data and key audiences

 

Key Audiences:

 

  • New Families/Parents

    • Parents of children 6 weeks to 12 years

    • Live 3-4 miles from each center

    • Income level of $20,000-$70,000

 

  • Previously Enrolled Families/Parents

    • Left the center in the past year

    • Still have children 6 weeks to 12 years

 

  • Currently Enrolled Families/Parents

    • Enrolled and receive OHU communications

Channels identified to reach key audiences:

 

  • New Families/Parents

    • Direct Mail (23,000 new addresses)

    • Google Ads (targeted search and display ads)

    • Facebook Ads (targeted search and display ads)

    • FB Lead Acquisition Campaign

  • Previously Enrolled Families/Parents

    • Direct Mail

    • Personalized email messaging

    • Phone calls

  • Currently Enrolled Families/Parents

    • Referral Campaign

    • Parent Contact App

3. Marketing plan creation and presentation to stakeholders

 
Screen Shot 2021-07-25 at 10.08.58 PM (1).png
Monthly Marketing Calendar

(Above) A screenshot of the marketing calendar planned within the project tracker document. Hover over the image to reveal the label.

Marketing Plan:

 

  • Using the data and insights from the stakeholders planning meeting, a full marketing plan is developed and a project tracker document is created

  • The final marketing plan is shared back with key stakeholders for a final round of edits

Window not loading correctly?

Click the icon below to download the redacted version of the project tracker in the window to the left.

(Above) The FY22 Early Learning Center Marketing project tracker. Navigate the window as you would an excel window.

Confidential information has been redacted and some tabs have been deleted to protect privacy and data.

4. Creation of collateral and review with stakeholders

Collateral Created:

 

  • Direct Mail Designs

  • Referral Campaign Flyers

  • Google Ads (display and search)

  • Facebook Ads

  • Facebook Lead Acquisition

  • Landing page redesign

  • Early Learning Center pages redesign

Screen Shot 2021-07-25 at 10.09.32 PM (2).png

Planning schedule for collateral creation within the project tracker.

Click on the image to view in full size.

Print Collateral Designs:

(Above) Print collateral designs including multi-language parent referral flyers and one of the three mailers designed for this campaign.

Click the arrows to scroll through the images.

Redesigned Landing Page:

 

The newly redesigned campaign landing page (onehopeunited.org/earlylearningcenters). Navigate the window as you would on a website.

Key Features:

  • Data driven messaging

  • Concise design

  • Focus on driving users toward the contact form 

Emphasis on Accessibility:

  • Pop-up to navigate to our audience's most spoken languages

  • Stand alone, searchable landing pages in three languages

  • Installation of a translation plug-in that makes the entire website translatable

5. Campaign implementation and continuous improvement

Continuous Improvement:

 

  • Emphasis on digital advertisements allows for real time strategy adjustments

  • Reviews of Google Ad performance and Google Analytics are performed weekly

  • Leads are monitored as they come in and are automatically routed to the appropriate contact

(Above) Google Ad metrics from this week's review of ad performance.

Click the arrows to scroll through the images.

Tracking outcomes

What does success look like?

 

  • Centers submit enrollment trackers each week

  • The total number of website contact form submissions are documented each month

  • Contact forms track referral sources and conversion tracking across the website help determine ROI

  • Metrics are reported to internal stakeholders monthly and strategy is re-assessed

  • Reporting back on three goals outlines in project

Contact Form.PNG

(Above) The contact form on the campaign landing page.

Click on the image to view in full size.

Applications to LCW

Connections to LCW:

 

  • Emphasizing lead acquisition as a key conversion

  • Continuity of storytelling across channels

  • Hyper-targeting with digital

  • Data-driven approach to planning

  • Real-time results fostering continuous improvement

Room to grow:

 

  • Meeting audiences in new spaces and through different channels with a B2B focus

  • Potential for creative social acquisition campaigns on LinkedIn rather than Facebook

  • New audiences mean a new focus on accessibility

 
 
 
 

Up next:
Hope Talks

Hope Talks Email Play Graphic (5).png