Case Study Day Care

CASE STUDY
ONLINE MARKETING PLAN MODULE
Presented by:
MONICA GISELLA MURILLO SANCHEZ
36 Years old
University Professor
10 Years of Experience
MASTER IN ONLINE DIGITAL MARKETING
EUDE-Business School
2018
CASE STUDY
BRITISH BUBBLES BILINGUAL NURSERY
Questions:
> Define the target audience of British Bubbles and its socio-technographic profile.
After setting as the main target those children between 0 and 3 years of age who receive early
childhood education, their parents, new parents or future parents, are established as the main client
(target).
The socio-technographic profile of this audience is that of viewers, which corresponds to the highest
percentage of Internet users in any country and is the one that should be attracted through relevant
and interesting information from different online sources.
> It proposes a digital communication strategy for the audience and the objectives set out.
Subsequent to the design and creation of an image for the company, I would recommend a
communication plan developed through various media:
> Creation of a web page: It is important that the educational center has a web service, where
anyone can access, whether they are customers or not, obtaining all the information about the
center, the educational program that is followed or the material and facilities of the same.
> Use of social networks: without a doubt, the best way to promote the early childhood education
center is through social networks, since the speed of expansion is remarkable compared to other
media. The low cost and the great impact of investing in marketing through the different social
networks make them an essential tool when promoting a business via the Internet. Through these
social networks, information and opinions can be exchanged to strengthen the relationship with
customers.
> Blog creation: It is important to create a space where all necessary and relevant information for
parents can be posted.
> Email - Marketing: Its purpose is to maintain direct contact and facilitate communication
between customers and the company.
- Design a content plan oriented to the defined audience.

The content plan for the bilingual nursery, will be fully supported by new technologies, as one of the
bases of British Bubbles, is quality education, I consider that the strongest weapon to work with will
be its blog in which a great variety of content will be uploaded, for example, useful information
about pregnancy, early childhood education, apps for children, as well as a lot of material, activities
and games.I consider that the strongest weapon to work with will be its blog in which a great variety
of content will be uploaded, for example, useful information about pregnancy, early childhood
education, apps for children, as well as a great amount of material, activities and games.
Also use different formats to diversify the audience, such as: Posts, images, infographics, videos,
webinars, screencasts, ebooks, podcasts, presentations, etc. Both on social networks and on the
company's website. All this taking into account the opinion of users and feedback to know what
customers need and are looking for, in order to generate valuable content that reinforces the brand
and trust in the company.
- Which digital platforms do you think are the most suitable for developing the strategy?
First of all Google, because this is the main search engine on the Internet, in which a very important
amount of potential customers can know you thanks to Google.
Secondly, social networks, since they are the portals with the highest traffic of people.
And finally, platforms for sending emails and newsletters. Given that nowadays email marketing is
fundamental for any business, as it is a channel that has proven its power and effectiveness.
- Adapt and define the global strategy for each chosen platform.
The way to take advantage of Google in the digital marketing of a business is by taking care of both
on page SEO and off page SEO.
For on page SEO, I would use as keywords: daycare, bilingual education, bilingual daycare, quality
education, children's English, to appear in the search results.
For the off page SEO, I would use the collaboration established with the Whitefriars Creche daycare,
so that they link to the British Bubbles website and I would also place links in the social networks
created, in order to place the website in the first positions of the search results.
In relation to social networks, I would use Facebook as the first option, since it is the social network
with the largest number of users at present. There, I would create the web page and start to place the
different contents elaborated, then I would use Twitter, since in this network are present both
individuals and companies, associations, organizations, etc. To increase the number of followers on
the Twitter page, you will have to make a wise use of hashtags in each and every one of the tweets
that are published.
Last but not least, I would employ Youtube since this platform is excellent for getting people to
know the products and/or services a business offers by uploading videos of general interest to dads,
videos that dads will watch and share with their friends.
To continue with the marketing plan, I would use the Mailchimp platform to send emails and
newsletters to all the followers on social networks who have accessed the nursery's website, since
this tool is the most used by SMEs and stands out for its ease of use and complete integration with
Google Analytics.
- What are the best metrics to evaluate the degree of achievement of objectives?
The KPIs of the Marketing Plan serve as clear metrics for the objectives to be achieved, the best
ones for a good measurement are:
• Page views: to measure and analyze the evolution of website traffic.
• Dwell time: to clearly see the interest generated by the content, the simplicity of its
navigability and the accessibility when going through the different modules.
• Bounce rate: to measure user (in)satisfaction.
• Channels that bring traffic: to know in depth how the orchestral work is working in all
channels and at the same time, it is key to optimize the action plan to follow.
• Emails opened: to know how many have been reached and what volume of subscribers are
interested.
• Click-through rate: to evaluate the performance of the campaign in any of the channels.
• Completed forms: by obtaining a user's contact information, you can qualify them as a lead
and possibly transform them into a customer.
• Followers: followers, likes or fans are the perfect indicator to know the reach of the profile.
• Cost per lead: To determine the price paid for each qualified contact acquired.
• Comments: to measure the value of the content and see if the articles are important enough
to generate debate and comments among readers.
• Funnel conversion ratio: to calculate the conversions that come from leads.
• Volume of the database and members per list: To have a large and continuously updated
database of subscribers in order to reach a very large number of people in a direct and
personalized way.
• Number of downloads of resources, applications, plugins or manuals : to know the level of
acceptance and interest in the digital community.
• Return on investment and profit: to evaluate the profitability of the project, if the return is
positive it means that the business is profitable.

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CASE STUDY

ONLINE MARKETING PLAN MODULE

MONICA GISELLA MURILLO SANCHEZ

MASTER IN ONLINE DIGITAL MARKETING

- Design a content plan oriented to the defined audience.

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