Customer profiling, segmentation, creative design & marketing execution

Brief

The Co-operative childcare(CC), is part of The Midcounties Cooperative and has 45 nurseries across the United Kingdom. CC’s mission is to provide communities with high quality early years childcare and education in line with its key values.

Growing rapidly from 6 nurseries in 2004 to 45 in 2016, CC has a successful business model but the company wanted a more detailed understanding of its customers/parents across all nursery locations to better understand how to best serve their customers in the varied communities they service.

CC was looking for an agency who could work with them to provide a thorough understanding of their customer base in the short term with the potential to work as an additional resource moving forwards, providing insight, strategy and creative where required.

After an initial customer profiling and segmentation project across 17 selected nurseries, S2 was asked to work with CC on a multi-channel campaign to promote and drive footfall for 4 key nurseries holding open days.

Action

CC had a gut feeling of who their parents were, but did not have a detailed understanding of the precise make up of its customer base or how to find more people like them. S2 began by analysing and profiling parent data for 17 nurseries across the CC portfolio. Data for each nursery was profiled against Experian’s MOSAIC consumer classification to provide a profile of parents or carers for each specific location.

S2 developed bespoke ‘Pen Personas’ that grouped similar types of parents across the total estate, but then for each individual nursery. This segmentation and Persona development brought to life the types of parent CC has across the estate and also highlighted their communication preferences. Analysis and mapping of parents around each location derived bespoke catchments for each nursery and identified potential target areas of new prospects who share similar Persona characteristics.

Once a clear picture of CC parents was established, this insight was then used to drive marketing activity for Open Day events for 4 specific nurseries by advising CC on the most appropriate media channels and messages for each nursery’s specific target market.

Our in house creative team was subsequently tasked to provide the creative for a multi-channel campaign promoting each Open Day. Using a data driven approach, our design steer for all collateral was based on the insight derived from the profiling work. For each nursery, S2 provided a direct mail piece, social media assets, HTML e-shot design and broadcast, London Underground adverts and the provision of prospect parent data, both email and postal.

Result

CC now have a good understanding of their parent base both at group level and at each individual nursery – what they look like, their interests, affluence, behaviours and channel preferences.

With the development of CC Personas, future sales and marketing campaigns can be aligned to specific audiences to increase parent acquisition and retention.

S2 continue to work with CC on other nursery locations.