Polka Dot Farm opened in November last year and the website was developed as a crucial part of the new nursery’s marketing strategy, recognising the need to build a strong online presence even before the physical location was ready.
The website aimed to establish trust and interest among prospective parents through informative and engaging content. By also collecting interested parents’ email addresses, a direct line of communication with potential clients was established, enabling the leadership team to nurture leads and convert them into enrolments.
The website features a clean, user-friendly interface that highlights the nursery’s key aspects, such as the curriculum, facilities and staff qualifications. A prominent call-to-action button directs visitors to sign up for the nursery newsletter. Additionally, the website includes virtual tours, testimonials from parents and a blog that offers valuable parenting tips and updates about the nursery.
Data from the website is used to channel parents to the nursery’s social media accounts – primarily on Instagram and TikTok, but also Facebook – with a social marketing campaign developed to amplify reach and engagement.
Posts several times a day on Instagram and Facebook with daily reels on TikTok have been made since last July.
Polka Dot Farm’s social media strategy was aimed to create a transparent, engaging and authentic connection with its audience. By consistently sharing daily activities, fun moments and the personalities of their staff, the setting aimed to build trust and rapport with parents even before they set foot in the nursery. This included a ‘warts and all’ documentation of the new build, carried out since last summer in the run-up to the nursery opening.
The nursery says the aims of its social media strategy are to engage followers locally rather than attract millions of followers. It says it wants to be well known to them, rather than having a viral video reaching millions.
Personalised communications with interested parents have included weekly emails targeted according to whether they had simply enquired about the nursery, booked show-arounds, had show-arounds but not signed up, or were on the waiting list. The setting also used BombBomb video text messaging to enable it to reply with a personalised video to build relationships with parents.
The strategy paid off, with the nursery being full (103 children per day) in just five months and with a waiting list of 160 children.
It is felt that, along with the increased enrolment, the online strategy has benefited the nursery by enhancing its brand recognition.
Local parents are more familiar with the nursery’s name and associate it with a positive, nurturing environment. The high level of communication with parents also helped to build relationships before the nursery opened and ensured they felt valued and informed.
Staff recruitment has also been aided by the authentic and engaging social media presence showcasing the setting’s unique approach to early years education. The nursery is fully staffed and receives enquiries from interested potential staff members each week.
FINALISTS
Male Childcare & Teaching Jobs – Nationwide
Nurtured at Skelmanthorpe – Huddersfield
CRITERION
Open to early years providers (nurseries, schools, pre-schools and childminders) and services whose website and use of social media are informative, accessible and innovative.
