Klient:
case study
Thanks to online campaigns, the kindergarten completely filled its capacity before the deadline and overcame the covid crisis
100+
leads in three months of running the campaign
70
meetings with parents who found us online
100 %
capacity filled and targets met
their story
A BILINGUAL KINDERGARTEN WHERE CHILDREN LEARN ABOUT THE WORLD AROUND THEM THROUGH PLAY
A place where children learn from an early age, through play and communication, everything they will need in the modern world and where they really look forward to every morning. This is the private Kindergarten Fantazie, located in Žabovřesky in Brno. In four classes divided according to age, children are engaged in physical and cultural activities, while preschoolers prepare for school in the Bees class.
In the large garden that surrounds the kindergarten, they all have the opportunity to learn the basics of gardening or science, and to explore the world beyond the classroom. As the nursery is purposefully bilingual and there are many foreigners among the pupils, the children also learn English naturally. They are also helped with this by a teacher working in each classroom.
Unlike many other private preschools, Fantazie includes in the monthly fee all the activities that are provided for the children to develop and prepare them for the next stage of their lives. Parents know exactly how much they are paying and what they are paying for from the start.
their goal
FILL CLASS CAPACITY, INCREASE BRAND AWARENESS
Due to higher monthly tuition fees, capacity has been slower to fill in previous years, but the Covid-19 pandemic and related crisis has exacerbated the problem in 2020. Shortly before applications closed, 16 children were short of full capacity and new applications were still not coming in.
Fantasy therefore turned to us at Four Bros to help resolve the situation. The goal of our cooperation was to fully fill all classes and also to raise awareness of the preschool in Brno and the surrounding area. Above all, we wanted to inform the audience about the qualities and strengths that Fantazie offers.
The secondary goal was to educate and enlighten the client in the area of online advertising. It was important that he understood the tools used, was able to evaluate their success and could work with us effectively and in the long term. We had to do all of this in a literally impossible timeframe of three months in a situation where we had no room for in-depth preparation.
our solution
PRECISELY TARGETED FACEBOOK CAMPAIGNS, BILINGUAL WEBSITE
With no time to waste, we got straight to work. We started with a meeting with the owners of the nursery, the director and her deputy. We were mainly interested in the overall functioning of their business, the process of recruiting children and also communication with parents. Based on this, we compiled a list of USPs (Unique Selling Points) describing the unique values and competitive advantages and began to shape the marketing strategy for the next three months from there.
At the same time, we focused our attention on the company’s Google and Facebook accounts. While these already existed, their technical setup had not been sorted out and we also discovered ownership ambiguities. Once these were resolved, we were able to dive into the measurement setup.
1
Starting online marketing
After solving all the technical issues, we could start with the online marketing itself. We used Facebook and Instagram as well as GoogleAds and Sklik. We used both search and display campaigns to meet our goals. Measurement using Pixel and Google Analytics went hand in hand with the launch of the campaigns. Pixel Fantasy did have, but unfortunately no longer had access to it. A web developer from the nursery therefore helped us deploy a new one. We then added the measurement goals ourselves using Google Tag Manager.
We registered a growing number of potential applicants already during the first weeks.
We helped to redesign the contact form on the nursery website. Thanks to this, more users contacted the nursery operator.
2
English translation of the website
Since the nursery also targets foreign clients, we decided to do some of the campaigns in English. We therefore used our in-house translator who prepared texts that were flawless in terms of content and language. She also completely translated the nursery’s entire website, which was previously only in Czech. Its reach has thus greatly expanded, for example, among foreign employees of companies, of which there are many in Brno and its surroundings.
In addition to this, we have added an electronic form to the website, which allows parents to quickly and easily enrol their children in the kindergarten.
3
Training for nursery staff and management
After the principal expressed interest in understanding Facebook and the basics of Business Manager, we held a training session at the nursery so that staff and management could learn at least the basics to help them in the future.
4
Ongoing client support
The great advantage of this cooperation is that the client himself is not afraid to create content that we can use after minor modifications. Everything is accompanied by constant telephone contact, during which we solve not only marketing issues, but also various technical issues and advice. This continues to confirm that working closely with an educated client is absolutely essential for any promotion, even more so when time is short and preparation is lacking.
common success
In the end, the joint effort paid off in full. The nursery filled 100% of all available places before the closing date. The school performed similarly well in 2021, overcoming the covid crisis. Our collaboration continues and we also continue to focus on social media campaigns. However, we already have time to plan and prepare them in advance, so their launch tends to be quieter.
