Weaving a Cohesive Brand Image and Boosting Client Acquisition for a Leading Childcare Placement Agency
The client specializes in providing personalized nanny placement services to families, corporate childcare programs, and events.
Situation:
The client's business, which provides personalized nanny placement services to families, corporate childcare programs, and events, faced numerous challenges in the wake of the COVID-19 pandemic. With parents understandably hesitant to have strangers in their homes, demand for nanny placements dwindled.
As restrictions eased, the client struggled to establish themselves in a crowded market, with well-established agencies already dominating the field. Paid marketing campaigns failed to yield results, leaving the client unsure of how to acquire new business. Additionally, an SEO report on their website proved overwhelming for the client, who lacked the time and resources to apply its findings effectively.
Overall, the client faced significant hurdles in growing their business during an uncertain and challenging time.
Challenge:
The client faced several challenges in achieving their goals. The ongoing pandemic created a sense of uncertainty and anxiety among parents, leading to a decrease in demand for nanny placement services. The client also struggled to compete with established agencies, as they were still a relatively new business. Additionally, their previous marketing efforts did not yield the desired results, leaving them unsure of how to effectively reach and engage their target audience. Time constraints further added to the challenge, as the client was solely responsible for running the business and found it difficult to juggle daily operations with marketing and other business development activities. Overall, these challenges threatened to hinder the client's growth and success, but our team was determined to provide the support and expertise needed to overcome them.
Approach:
The team followed a three pronged approach to address the following areas outlined above: marketing and client acquisition, streamlining business operations, and website and social media optimization.
Marketing and client acquisition: our team conducted research into local professional firms with a young, female working population who might be interested in nanny services as well as local baby related stores that our client could potentially partner with. Our team then presented this curated list of professional firms and businesses to our client along with a detailed outreach and partnership strategy for each.
Streamlining business operations: our team focused primarily on taking the burden of marketing and social media management off the shoulders of our client, which tied into the third prong of our approach. We accomplished this by creating a series of cohesive social media graphics that were uploaded into an automated posting app, which allowed our client to improve their social media presence while adhering to a consistent posting schedule. We also provided the client with blog content for their website which helped to increase organic traffic to the site.
Website and social media optimization: our team worked on an overhaul of their existing social media accounts and website graphics. We curated a new and more elevated brand through new content and creative direction. Our team then utilized the information in the extensive SEO report the client had previously commissioned in order to improve website ranking and user experience.
Impact:
The Rem and Company team delivered a comprehensive set of solutions to address the client's needs of improving marketing and client acquisition, streamlining social media operations, and enhancing brand image. To boost brand awareness, the team provided the client with a customized list of baby product stores and professional service firms, outlining criteria for partnerships and offering effective outreach strategies. The team also revamped the client's webpage by streamlining unnecessary elements, maintaining consistent branding, and optimizing user-friendliness. Improvements were made to the client's SEO by strategically incorporating keywords on the website and in blog posts, enhancing visibility on search engines. Finally, the team curated a new logo, a mock Instagram page, and more than a dozen original graphics that resonated with the target market segments as identified in the SEO report.
Team Breakdown:
Team Lead: Sienna Bryne
Strategist: Lina Singh
Strategist: Emma Chang
Junior Strategist: Jiayu Qiu
Junior Strategist: Annika Browne
Relevant Background Information:
Business Type: For-Profit
Industry: Childcare
Location: Washington, DC
At Rem and Company, we're on a mission to keep doors open and dreams alive. Rem and Company started as a social impact initiative offering free consulting services to small businesses impacted by COVID-19. Rem and Company has become an information hub and digital community platform for small businesses in need. At Rem and Company, small businesses stay up to date on trends in their industries, learn new approaches from peers, build a network, and develop the capacity to adapt as the world around them changes. Our consulting teams provide small businesses with the opportunity to identify and prioritize issues facing their business, propose innovative strategies and facilitate execution. If you are a small business owner and want to learn more about how we can help, request a free consultation.