Case Study: Coop Childcare Persona Creation
Childcare brand Your Coop Little Pioneers turned to our Persona Creation service. We helped them understand what a Little Pioneer family looks like.
Our STREETWISE process is all about being guided by insight. With any of our client’s challenges, we ensure they’re wise to challenges ahead and give them the tools they need to tackle them.
To help our clients get to grips with who their target audience is – what they like, do and care about – we create personas. Because being able to picture who you’re talking to makes all the difference when it comes to connecting with them.
When the Your Coop Little Pioneers team came to us, they had top line segmentation of their existing customers. This helped them broadly understand who their childcare settings currently appealed to. They have big growth ambitions and a limited view of what this data actually meant for their business. They needed a more detailed and actionable view of both existing and conquest audiences.
This insight would provide clarity in a landscape where too often ‘families’, ‘parents’ and ‘caregivers’ are clustered together in one homogenous group. This perspective of families didn’t serve Your Coop Little Pioneers very well. As a model, it wouldn’t work well for their inclusive approach to communication.
So, we set to work.
Taking existing CACI Acorn segments, we set to work building bespoke conquest audiences for Little Pioneers. Important factors for us to consider were both the ethical values of Your Coop, as well as narrowing down our potential audience to those who were most likely to have just had a child, or due to have a child in the next twelve months.
Using a data centric approach, we built six different types of family and then pushed these through our persona creation process. After analysing the data we were able to produce six highly visual, detailed overviews of their target audiences.
Going through this process gave the Your Coop Little Pioneers team enough insight to shape their future messaging, consider motivations when shaping the services they offer, and use in hyper targeted media campaigns. This data will also play a pivotal role in the growth strategy of the business, helping identify key areas for new premises.
Gemma Allardyce, Head of Commercial and Marketing at Your Coop Little Pioneers said:
“The persona work that Brazil Street have completed for us has been really insightful. Their strategic approach to helping us truly understand who we’re speaking to and what elements of our proposition really appeal to new audiences is an integral part of our brand strategy. This in-depth understanding of families will undoubtedly support our ambitious growth plans.”
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