Kiddi Caru
Web Design & Development
Background
National day nursery chain Kiddi Caru has 19 nurseries across the Midlands, South, South East and South West of England. Digital Consortium has been the company’s online marketing agency for five years and also provides support with offline marketing materials when needed.
The project
Kiddi Caru briefed Digital Consortium to design and build a new content managed website that embraced its lively, vibrant branding whilst providing all of the information parents, staff and investors need in a user friendly format.
The Content Management System (CMS) website, which features a new look version of Kiddi Caru’s loveable ‘Roo’ character (also designed by Digital Consortium), includes secure log in areas for parents, staff and investors each of which contain different content that has been tailored to the needs of each user type.
Parents can log in to find information relating to their child and to view tailored incentives. The staff area contains HR documents, job profiles and personnel records and the secure area for investors includes all manner of documents relating to share dealing.
There are photo galleries showcasing all 19 of Kiddi Caru’s nurseries and each nursery has its own overview page detailing opening hours, contact details, location maps and directions. Links from this page take the visitor to areas featuring news and images of the nursery as well as pages highlighting activities offered and giving information about its day-to-day routine. The nursery specific pages therefore take the form of mini ‘sites within a site’.
In addition, the Welcome Pack that Digital Consortium created has also been brought online so that parents can access information about their chosen nursery quickly and easily.
At every stage of the design and build of the website Digital Consortium kept ease of use front of mind and was conscious of the need to project Kiddi Caru’s distinctive brand personality on each and every page. The finished site effectively combines highly creative elements with interactive features to achieve visual impact and enhance the user experience whilst allowing the admin team at Kiddi Caru to update content really easily.
The results
The new Kiddi Caru website went live in November 2011. In November and December 167 leads came through to the site compared to 96 during the same two months in 2010. At the same time Kiddi Caru’s Adwords spend decreased by 202%.
During February 2012 the website generated 150 enquiries, and for the first time surpassed both recommendations and nursery signage as a source of enquiries from prospective parents. It achieved this even though spend on Google Adwords remained below £100 for the month.
Caron Moseley, Marketing Manager at Kiddi Caru, said: “We are delighted with the new look site and also the results it has already achieved for us. Our brand is portrayed in a professional manner and the design and creative elements also ensure that its personality shines through. We believe that this, combined with the functionality of the site, is what has been so instrumental in driving such an impressive level of enquiries from parents.”
Visit the site at www.kiddicaru.com