Approach:

For this target audience - parents -  making the right choice for their children was paramount. Their main concerns were their happiness and safety.

We stayed away from language that was formal or rigid and focussed on the main principles: playing, learning and nurturing. I wrote laid-back but professional bios for the directors, which aimed to make parents feel relaxed and confident that their children were in safe hands.

Outcome:

• A 33% increase in new customer enquiries via the “Contact” form.