Case Study: Childcare Chat

Client Profile

ABC Learning Centres was suffering from a large amount of excessive negative publicity after the financial collapse of the company and traditional advertising was having little effect to change community perception. Even if they were happy with the care, parents who did send their children to ABC Centres felt ashamed to recommend ABC and would often justify their choice to other parents by making the excuse that there were no other options and ABC was a last resort.

Research commissioned by the client identified that the main influencing factor when it came to choosing a childcare centre was word of mouth. Parents relied almost exclusively on the recommendations of other parents when deciding where to send their children for day care.

What e-CBD did for Childcare Chat

Overview

e-CBD’s partner social media marketing agency, DP Dialogue, asked us to develop a forum which allowed ABC Parents to share their positive experiences and hundreds of glowing reviews flowed in. Parents stopped feeling like they were ‘bad people’ for sending their children to ABC and were able to justify their choice to other parents by sending them to the forum.

The forum has become the most popular childcare chat forum in Australia and ABC now uses it to get feedback on new ideas, listen to complaints and the results have been a massive increase in positive word of mouth for the company.

Specific Solutions

Web Design

• Designed the Childcare Chat website
  

Social Media Marketing

• Advised on social media marketing strategy
  

Search Engine Optimisation

• Ensured the organisation had a highly visible presence across major search engines