Increasing Daycare Enrollments and Driving Growth through Branding and Advertising

Objective

Learn how we partnered with a local daycare to revamp its brand, enhance its reputation, and fill classrooms across five locations, achieving record revenues and establishing a pathway for future expansion.

Background

A local daycare with five schools in Pennsylvania faced several significant challenges, presenting a critical situation for the new owners:

Poor Community Reputation: A history of mediocre management by the previous owners left the schools with a damaged reputation that the new leadership had to overcome.

Empty Classrooms: Low enrollment numbers and an absence of a waiting list signal limited visibility and demand.

Intense Competition: National daycare brands dominated the space, creating tough competition for enrollment.

Solution

To address these pressing challenges, we implemented a comprehensive, multi-pronged branding, marketing, and advertising program designed to rebuild trust, attract visibility, and drive enrollments. Here’s how we did it:

1. Rebranding and Identity Refresh

We redefined the daycare’s brand identity to reflect the new ownership’s commitment to providing high-quality care and education. This included a new logo, visual guidelines, and a messaging framework that resonated with families in the local community.

4. Reputation Management Campaign

An essential part of our strategy was rebuilding the daycare’s online reputation. By encouraging satisfied parents to leave positive reviews and addressing past feedback professionally, we drastically improved the schools’ ratings on major platforms like Google and Facebook.

6. Community Events and Outreach

To create meaningful connections with local families, we organized and promoted community-focused events:

Seasonal fairs
Open door days for tours and information sessions
Expert talks designed for expecting families and new parents

2. Clear and Targeted Communication Plan

We created and executed a well-rounded communication strategy that addressed three distinct audiences:

Previous Clients: To rebuild trust and showcase improvements under the new ownership.
Old Prospects: Reviving interest by emphasizing the daycare’s transformation and highlighting the benefits of the new approach and team.
New Prospects: Generating awareness of the daycare’s services and fostering new relationships with local families.

The plan leveraged diverse channels, including email campaigns, newsletters, and strategic PR in both local print and online media outlets.

7. Social Media Management

We consistently managed the daycare’s social media presence, sharing engaging posts, interacting with followers, and showcasing the daycare’s day-to-day activities, creating a sense of trust and familiarity.

3. New Branded Content and Website Development

We created fresh, branded marketing materials and developed a new, user-friendly website that resolved legacy technical issues. The website showcased programs, facilities, and testimonials while offering an easy-to-use enrollment and inquiry process.

5. Diversified Online Advertising

We implemented a robust advertising strategy that included the following:

Google Ads targeting high-intent keywords.
Social Media Remarketing and PPC campaigns to re-engage parents who had previously interacted with the brand.
Addressable Geofencing to directly target families within specific neighborhoods.

Results

Within one year, our efforts delivered extraordinary outcomes for the daycare

Full Enrollment: All classrooms across five locations were filled, exceeding expectations and driving record revenues.

Healthy Waiting List: Growing demand resulted in a waiting list of families eager to enroll in the future.

Business Expansion: The daycare capitalized on its newfound success by signing franchise agreements and expanding into new markets, including South Carolina.

Key Takeaways

This case demonstrates how strategic branding and marketing can rebuild a tarnished reputation, turn around enrollment numbers, and create sustainable business growth in a highly competitive market. Marketing professionals looking for actionable strategies to drive results in similar situations can take inspiration from this success story.

Are you ready to transform your brand and drive growth? Contact us today to start building a tailored strategy that delivers results.

Increasing Daycare Enrollments and Driving Growth through Branding and Advertising

Objective

Background