Premier Education – Wraparound Care
The brief
View siteWith the growing demand for wraparound childcare – care during those tricky hours before and after-school – Premier Education launched its wraparound care product in 2019. As the UK’s number one provider of sport and physical activity to primary schools, Premier Education is in the unique position to offer a wraparound care provision that is not only easier for schools, but can help them earn up to £10,000 a year in hall-hire fees. With the Spring 2023 budget shining a spotlight on wraparound care, Premier Education tasked OneAgency with raising awareness of this product offering among primary schools, thereby increasing the number of schools taking this service.
“The expertise on offer within the digital, content and PR teams is invaluable to our business, and has seen our readership and traffic move consistently in a positive direction. In addition to this, the knowledge and skills shared with our internal team has been a critical support for us.”
Our approach
To dominate market share in the wraparound childcare sector, we implemented a fully integrated approach, drawing on expertise throughout the agency. The campaign centred on how Premier Education could support over-stretched schools in establishing new wraparound care provisions, rather than overtly selling the product.
The heart of this campaign was a thought-leadership guide, The Ultimate Guide to Wraparound Care. We developed a comprehensive guide for schools to use when establishing wraparound care, collating guidance from a range of childcare experts.
This guide also launched the new visual identity for Premier Education’s Wraparound Care offering. While still a part of the Premier Education brand, this new visual identity ensured that it is easily recognisable and distinguishable from competitors. We created a logo lock-up that introduced a wraparound care ident which we used across assets.
An integrated campaign, all wrapped up
Supporting the guide, we took an SEO-first approach to producing blogs that covered a number of topics related to wraparound care. By maintaining the real estate in search results for wraparound care-related searches, the Premier Education brand is the first to mind when schools have questions or need support.
Beyond being present when schools are looking for support, we wanted to elevate the awareness of Premier Education’s offering for schools that aren’t actively looking. To do this, we utilised a range of tactics from media partnerships to social advertising and PPC.
A partnership with education title Teach Primary meant we had the ideal vehicle to launch the Ultimate Guide to Wraparound Childcare. We made sure our guide made a great first impression with an eye-catching bellyband: Wraparound care all wrapped up leading into a DPS promoting the Ultimate Guide to Wraparound Childcare and the benefits Premier Education offers. A simple QR code meant time-strapped teachers could easily access a landing page and download the guide.
The results
The use of eye-catching creative, video and digital marketing, as well as strategic activity with a media partner to promote the guide to schools, saw a steady and consistent number of guides downloaded each week.
During the campaign, website traffic increased by 248.7% in comparison to the previous year. Traffic from organic search was the largest driver of conversions on the website. This isn’t a surprise with Premier Education ranking first in search results for the keyword ‘wraparound care’, even ranking above the gov.co.uk website for wraparound care information.
Ultimately, the success of the overall brand awareness campaign has led to wraparound care becoming Premier Education’s most successful product in terms of revenue. Additionally, the campaign has seen a 45% growth in the number of schools taking the wraparound care product.
