Giving every child the best possible start
Leading early learning organisation Integricare has a long history of providing holistic, innovative and integrated services for children and families, supporting the communities, guided by Christian values.
Since 1882, having originally established themselves in the community services sector they evolved into helping families via early learning, family day care, playgroups and family support services.
In early 2018, with the appointment of CEO Domenic Valastro, the brand needed to be reinvigorated to boost enrolments in centres faced by local area competition. Taurus was engaged, having built a strong reputation from our previous success with the Bible Society’s ‘All About Jesus’ campaign in 2009.
Taurus was approached to create a marketing plan and creative campaign with a special focus on growing enrolments for three Integricare Long Day Care centres.The business objective was to generate 20 new enrolments in the Integricare Long Day Care centres over a five-month period, June to October 2019 within three areas: Northmead, Rockdale/Turrella and Strathfield plus offer support to neighbouring centres. In parallel, Taurus would build the overall not-for-profit brand of Integricare and help create community change.The campaign themes revolved around intrinsic values including a sense of belonging, genuine soul and warmth for families and children. Integricare wanted to increase brand awareness and build credibility through the support of local communities with active participation and integration in each region.
Creating a better future for children and families together
Integricare identified several of their Centres were situated in highly transient, multicultural community areas. Taurus underwent a brand immersion process visiting each centre and interviewing centre managers to compile recommendations for each site.
From our hands on field research, a phased strategy was implemented encompassing word of mouth, public relations, social media, search engine optimisation and local partnerships.We created a Word-of-Mouth campaign to improve customer relations, retake ownership of the brand and run it through each centre to embed brand personality.
The second phase launched a PR campaign to generate media coverage to increase awareness of the Integricare services. To leverage PR, Taurus mentored and directed a 4-month digital content plan across social channels. Taurus engaged with Rockdale Plaza shopping centre to create a fun and interactive school holiday activation to build local partnerships.
“Sharon and the team were complete professionals in their approach to our challenges. They stuck to my brief, delivered on the benchmarks and were diligent in working with people who were not used to working with comms experts. Well done Taurus, love your collaborative approach.”
Domenic Valastro, CEO, Integricare
Integricare welcomes engagement, community and growth
The world-of-mouth campaign successfully increased traffic to the website off the back of PR coverage landing online and syndicating across national publications. Internally, Integricare employees were on board with the campaign and empowered to implement changes to improve operations and experiences. An improved customer relations and data capture process was initiated and generated results through increased customer engagement and monthly enrolment growth.
Taurus was tasked with generating 10 pieces of media coverage but overdelivered to achieve a total of 38 pieces of coverage across online and local publications.
Taurus revived Integricare’s digital platforms and saw consistent growth on Facebook, Twitter and Instagram attracting a 284% increase over 20 weeks. Blog content generated click-through and were repurposed for newsletters and EDM’s.
The Rockdale Plaza activation aimed to engage current customers, attract prospective customers and establish external ambassadors. The two-week event captured 80 contacts for Integricare to convert in their sales process. The event also paved way for any future collaborations between Integricare and Rockdale Plaza.
“Integricare wanted to communicate that our educators have cultural awareness and sensitivity as well as flexibility, openness and respect.”
Domenic Valastro, CEO, Integricare