When the owner of Little Nightingales Children’s Day Nursery, based near St Albans, came to me for advice about marketing in late November 2014, she outlined a very simple goal of filling the newly created baby unit and the spare capacity in the over 2s classes. She told me that the nursery was probably the ‘best kept secret in London Colney’ and what she wanted was a cost-effective way to raise the local parents’ awareness of the pre-school.

The existing marketing activities included some local advertising and a website. As you might imagine many places were filled by recommendations from existing clients. With so many great testimonials there was no doubt that once parents knew about the nursery and the high level of care provided, parents were immediately convinced and registered their young children. The trouble was raising the visibility to a wider audience in the locality.

The Solution

In order to meet their objectives I selected Facebook as the platform for reaching a highly targeted audience. So what did we do?

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Facebook page creation

The first task was to set up a Facebook business page and to populate it with interesting posts, backdating some of them to give the page some history and scheduling others in order to maximise the impact and minimise the time allocated. We invited existing parents and members of staff to like the page and share it with their friends. littlenightingalesq

Facebook advertising

The next tactic was to raise the number of likes of the Facebook page by using a Facebook advert with the objective of promoting the page to local parents. The targeting functions on Facebook advertising allow for only showing the advert to a very specific audience. This ensures that the advertising costs are optimised and over time, minimised.

Baby unit advert 8th Feb 2015

We also promoted the nursery’s Open Day using a similar technique. Rather than paying per click, we chose to pay per 1,000 impressions ensuring as many people saw the advert as possible.

The third campaign used the pay per click option as we wanted to drive traffic to the website to encourage visitors interested in the new baby unit to contact the nursery to arrange a visit.

 

The owner fed back: ‘We have never had so many enquiries in such a short time. On average one a day in January and February.’

Facebook Organic Management

To complement the paid Facebook advertising, we provided a 3-hour training session showing one the nursery’s team how to maximise the effectiveness of Facebook activity. We refer to this as organic as it is essentially free apart from the time needed. The page is now populated with art-work done by the children, photos and other news.

I demonstrated how to find information to share and when to like, comment on and share other pages’ posts. We also covered how to benefit from using Facebook groups for raising the nursery’s profile in the area.

The Facebook campaign achieved its objective and for now the nursery is filling places at a pace which can be managed to provide the best possible child care to each and every little one.

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Categories: Facebook