What the numbers tell us

Over the past few years, Kidsfirst’s marketing has become increasingly data-driven.

We can now see online applications arriving in real time, giving us a good idea how things are going against previous months and years, even before more formal and in-depth monthly reporting. We track social media statistics to keep an eye on which content works best, tweak our online ads continuously to ensure they are reaching the right people with the right message, and each month, review detailed reports that show us how we're doing for applications across the network.

One of the areas we track is how people hear about Kidsfirst. We ask the question, directly, through the online application form, and even though research tells us people will often name the last ad or piece of marketing material they saw, and not factor in all the other things that influenced them along the way, it is still helpful information to add to the mix.

While our digital marketing has grown as a trigger point for people to get in touch, friends and family are still the most important influencers when it comes to a kindergarten enrolment. Forty-four percent of our September respondents named those nearest and dearest to them as the way they found out about Kidsfirst. The next biggest group was those who told us they came to Kidsfirst by way of social media marketing (28%).

Schools were named by 10% of respondents, while 9% said Kindergarten signage was the way they found out about us. 3% had seen Kidsfirst at a community event – not a bad number, considering this is not a widespread marketing activity throughout the network, and encouraging if you’re thinking about giving it a go.

The balance of referrals came from places like medical centres, Plunket, libraries, and local businesses.

So what does this tell us?

Like all businesses, our existing customers are gold – so providing a welcoming environment and making sure whānau understand how kindergarten is different and special are a must. It can sometimes feel a little uncomfortable to ask for referrals, but whānau are usually very enthusiastic and supportive of their local kindergarten, and keen to help. It’s great to see so many BetterBecause messages coming through in reviews, showing that whānau also see the benefits we do.

There is definitely potential to grow community events as a source of referrals. They are time consuming and often mean taking time on a weekend, but they’re a great way to get out there, get some profile, and make those all-important face-to-face connections.

As online reviews become an important source for referrals, the mana of trusted sources also grows. The greatest influencers – whether it’s at the kindergarten gate, at a barbecue, in a Facebook message or Google review – are those we know and trust, and others just like us.

Encouraging whānau to leave reviews amplifies the friends and family effect.

And once you’ve got prospective whānau through the door, make sure you’re ready to sell your kindergarten and all the things that are special about it. Check out this story for more.

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