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The national childcare scheme - Case Study
- 1. DCEDIY: National Childcare Scheme
- 2. OUR MARKETING OFFER INCLUDED Strategic planning, brand development, Logo design and development, Brand identity, brand guidelines, Creative development, Production (cinema, VOD, digital display, press, social media, radio, outdoor print and DOOH), Brand activation through a launch event (pull-up banners, balloons, 3D prop printing, photo-call backdrops) and Childcare Provider Packs (posters, flyers, booklets, fulfilment and delivery).
- 3. THE SERVICE WE PROVIDED In our work with the DCEDIY, CREATIVE + meant all our work had a point of difference and drove behavioural change. CREATIVE + is a unique metric that we have developed here at KICK. It means producing the best of creative work with a ‘plus’ – ensuring that our work delivers tangible results in brand awareness, sales, or driving engagement
- 4. STRATEGIC PLANNING We identified the need to protect and nurture our children and youth, by providing them with access to high quality, affordable and accessible childcare We do this not just because it is the right thing to do, but because it is in all our social and economic interests for every child to achieve their full potential.
- 5. CREATIVE FORMATS A 2-minute launch video 30, 20 and 6 second films for TV & Cinema, radio, digital and social media, press and outdoor.
- 6. CAMPAIGN / BRANDING Brand name generation logo and brand guidelines design brochures, leaflets, flyers event launch collateral web design and construction.
- 7. INTEGRATED DIGITAL PLANNING The campaign included: VoD’s digital audio online programmatic search. HPTO’s promoted posts on both Facebook and Instagram. We know that the digital landscape is ever changing and our messaging needed to stand out, whether they browsed online, interacting with friends on apps, social media platforms or consuming long form digital content.
- 8. MEASURES OFSUCCESS 1.7 million website hits within the first 6 weeks. 1,500 applications completed in the first three days. 19,000 completed within 3 weeks of the campaign going live Over 97K children availing of the scheme The Facebook page grew over 8K followers within an 8 week period.With a monthly post reach of over 750K and post engagement of 40K We now surpass engagement levels on Facebook pages such as Early Childhood Ireland, which has been established for a number of years.
- 9. The creation of the NCS brand enabled us to bring value and salience to the information we were communicating. Given the proliferation of sources of information, branding allowed us to win the minds and become the trusted source of information. Furthermore, it achieved the desired benefit of the scheme being seen as a positive change for society. Our work for DCEDIY is produced by a dedicated KICK project team. It also demonstrates our ability to work with many different stakeholders, to create the brand proposition and the client’s other third part marketing consultants to create a multi-media campaign.