Edubase is an organisation specialising in the care of pre-school children as home based child care.
The brief was to elevate their brand presence with both brands, Kids at Home and Home Grown Kids. They wanted to target parents who could be interested in home based childcare and also target the educators as they were needing more qualified teachers to grow the businesses.
Pumpt had six weeks to produce a Christmas Promotion, and we really wanted to include the kids themselves and make them the hero component of the campaign. As it was peak advertising xmas silly season, we needed our plan to have a bit of difference and stand out. Our strategy included a print and letterbox campaign targeted across New Zealand and radio advertising.
I designed a Colouring In Competition so it would attract parents and kids. We needed to do this for both brands. The flyer was specifically designed to consist of some very important messaging about the services but included an outline of the logo’s for each of the businesses as Christmas decorations and these shapes were to be cut out, coloured in and hung on your Christmas tree with creative flair. Parents would then take a photo of the decoration and enter via Facebook and the winners would be chosen and supermarket voucher prizes would be handed out. An incentive for kids and parents to get involved and in the Christmas spirit.
Next, a national Radio Campaign spanning two weeks, telling parents all about the advantages of home care for their kids as well as encouraging parents who might want to be educators themselves to come make an enquiry.
This was a fun project, as it was great to see what the kids had created. Over the Christmas holidays many competition entries were turned into valuable leads. This strategy provided Edubase with the much needed exposure they were looking for.
