Marketing in this particular industry has some very unique attributes. First of all timing and seasonality is much more important than in other verticals. Generally speaking parents will plan their childcare most often based on the calendar year. To a less extent they will enroll their children after winter or after the autumn or spring school holiday breaks. Intakes generally revolve around around these times. therefore in the marketing it’s important to increase focus in the Mos leading up to this. The only exception to this is if a centre has capacity for more students they may want to be showing year round to ensure they have every possible chance of acquiring more children.
The other obvious but unique element in this industry is the audience. all of the people that were searching will be parents or carers. This means that targeting and campaigns should be adjusted to effectively reach that audience and exclude people outside of that to prevent hostage
The final element which is unique to this industry is the location. Parents and carers will not want to travel long distance to drop their children at the centre. Therefore location targeting should be quite tight around the centre.
