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.

Supporting communities

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.