Goal
Increase tours booked per week from 1 to 2-3 (stablise at ~90 children)
Centre Overview Video
What is it: ~2 Minute Video that showcases the Hamilton centre. Centre manager or administrator speaking into the camera using a teleprompter. Includes footage of the rooms, children playing etc.
Purpose: This will be the main video at the top of the Hamilton centre webpage. Give prospects a quick overview of the centre and its benefits. Because it's only 2 minutes long, it will only touch on many of the benefits, so it will create curiosity and make prospects want to book a tour to learn more.
Concerns addressed: This video showcases how the centre differs from others and addresses some other potential concerns as well, such as safety, food, ease of parking etc.
Testimonial Video
What is it: 2-3 Minute video of interviewing some parents and children, as they talk about their experiences with the centre.
Purpose: Testimonial videos are one of the best ways of increasing trust. Watching other parents talk about how great the centre is will make prospects more likely to book a tour.
Concerns addressed: People are critical of self-promotion, so having parents and children give their personal endorsements will make the claims from the website/other videos more credible.
- This video can serve a dual purpose. Its primary distribution will be on the website. This can also be re-edited and used as a social media video ad to be shown to a target demographic, such as parents in Hamilton with children aged between x and x.
Meet the Team Video
What is it: Quick interviews of each of the Hamilton centre team. Talking about why they do what they do, why they love working with children and what qualifications/experiences they have.
Purpose: Show prospects the faces behind the centre, allows them to make a personal connection with the team that will be interacting with their children.
Concerns addressed: Other than the location itself, the most important thing for parents is knowing that their children are in safe hands.
Safety and Food Video
What is it: Video that highlights the covid/general safety procedures, as well as meal preparation processes. This video will not mention the specific centre so can be used for other centres as well. Can also be split into two separate videos.
Purpose & Concerns addressed: One of the biggest concerns for parents is covid safety and dietary restrictions, this video showcases the steps BBELC takes to make sure everything is done safely and correctly.