De Kleine Wereld
De Kleine Wereld is a household name in Amsterdam. With more than twenty branches in the city, you can come to them for day-care or out-of-school care, for children aged 0-12. Development and fun are central, in a homely environment and with fresh, hot meals. So for children, a nice place to be. As a company, De Kleine Wereld wanted to further drive their growth, and for this they knocked on our door.
Looking to recruit children but also find staff
The first question for us was: how do we get more parents to join with their children? Which channels are most effective in this regard, and how do we go about using them? Results had to be achieved in the short term, while obviously minimising the cost per new enrolment. Later, once growth was underway, another question arose: how can we get additional staff through online marketing? Quite a challenge in a market where every shelter is looking for staff, but a challenge we gladly accepted.
Deploying Google Ads because relevant search volume and for immediate results
To understand which channels are most promising, we investigate the various possibilities. For example, what we always do is investigate search volumes in Google: are relevant people searching Google for products or services, in this case child or out-of-school care? In this case, it is important that searches are local, the closer to home a daycare is the more palatable, to maximise chances of success. This turned out to be the case, making it clear that Google Ads should at least be tested.
The same was true for job vacancies, which we perhaps did not quite expect. There is a pressing staff shortage in this field, but here, too, we proved well able to reach the right people through the Google search engine. All this produced nice results pretty quickly.
Result: €35 per new application, €88 per tour ann €103 per job application
This simple but effective strategy produced great results quite quickly:
- Against €35 in costs, we achieved new registrations for the shelter;
- At a cost of €88, people requested tours;
- For each application, we paid €103
- For every phone call started after clicking on one of our ads, we paid €49.
All in all, these results add up to a nice and positive ROI. The goal now is to build on this, and perhaps later to connect other channels as well!
