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Case Study: Childcare Enrollment Campaign

Remington YMCA Calgary Childcare Enrollment Campaign

Using gShift’s kontextURLs to track multi-channel campaign engagement & results.

Project Info

The YMCA Calgary opened two new childcare centres: Quarry Park Child Development Centre and the brand new Remington YMCA Child Development Centre. To help provide opportunities for all members of the community to access these facilities, they turned to us, Digital Giants, to build awareness to help fill open spaces. This was a short, one month campaign.

Campaign Goals

  • Raise awareness of the new centres
  • Drive more traffic to the website and encourage visitors to sign up for a tour
  • Increase enrollment
  • Educate about the YMCA “Play to Learn” Curriculum™

Results 

In just 30 days:

  • Website traffic increase: 10%
  • Pageview increase: 31%
  • Potential ROI of 26% based on completed registrations
  • 3,085 clicks to website from influencer blogs

This image, taken from the dashboard of our campaign in gShift shows the one channels path to conversion.

What we did

Via a multi-channel online marketing strategy, leveraging online social media influencers, advertising, and informative content distributed and tracked through multiple channels to drive leads to the website. This was a short, one-month campaign.

How we did it

Content:

Developed content assets to help inform and educate the audience about the new centres and the YMCAs “Play to Learn” Curriculum, including videos and a blog. Leveraged existing photos to help illustrate key benefits to the audience.

Website and Landing Pages:

Updated the website landing page and created a series of campaign specific landing pages to improve conversion. Landing pages were updated throughout the campaign using data-driven insights from analytics and monitoring each channel.

SEO and keywords:

Conducted research on keywords to use for the content and online advertising. Leveraged backlinking opportunities through the influencer blog posts.  

Influencer campaign:

Worked with local influencers to write blog posts. Each influencer was given unique URLs (kontextURLs by gShift) to use within their blog posts as well as of the blog posts themselves to distribute to their social media channels. These URLs enabled us to track the effectiveness of each influencer and each of their channels in driving traffic and conversion on the website and landing pages. Without the use of kontextURLs, this data would not have been available to us.

NamekontextURLClicksUnique Clicks
Playing to Learn Curriculum imagedgtl.bz/hn70d31862315474
CGY – CC – FB Paid – Landing Pagemy-ym.ca/ljqcvm16961371
CGY – CC – Google Grants  – Landing Pagemy-ym.ca/0u2lnv973907
CGY – CC – FB Paid  – Landing Page Bmy-ym.ca/a93rjy257226
CGY – CC – TW – Blog – Bnbmy-ym.ca/6vrf2bp215215
CGY – CC – TW – Blog – kids love CC centremy-ym.ca/n2copz1154148
CGY – CC – Confirmation Email – Logomy-ym.ca/lmc1t311295
CGY – CC – FB – Blog – Dad-campmy-ym.ca/25d15vx111101
CGY – CC – FB  Blog – The Importance of Outdoor Play – with #YMCAChildCare – calgaryplaygroundreview.commy-ym.ca/mjv8j47674
CGY – CC – TW – Blog – Dad-campmy-ym.ca/vlzogvw6766
CGY – CC – YMCA Blog – Children Near …my-ym.ca/hmqbnk04949
CGY – CC – YMCA Blog – child care centres in Calgarymy-ym.ca/vbkyzc4545
CGY – CC – PlayGround – Blog – Anchor Textmy-ym.ca/n11hi1d4441
CGY – CC – Webpage – Thank Youmy-ym.ca/e3v2ri3330
CGY – CC – PlayGround – Blog – Anchor Textmy-ym.ca/35tmt6u3029
CGY – CC –  TW Blog – The Importance of Outdoor Play – with #YMCAChildCare – calgaryplaygroundreview.commy-ym.ca/npj9by23028
CGY – CC – FB – Blog – kids love CC centremy-ym.ca/f04wa52925
CGY – CC – Buzz Bishop – Dad Camp Blog – Quarry Park Childcare Centremy-ym.ca/ww3ltqw2626
CGY – CC – Buzz Bishop – Dad Camp -Blog Anchor Textmy-ym.ca/sdyrnz32323
CGY – CC – Bits n Bites – Blog – Anchor Textmy-ym.ca/2f2j1t2119
CGY – CC – Email – Downloadmy-ym.ca/lh2zmus198
CGY – CC – FB – Blog – Bnbmy-ym.ca/xiwfkej1414
CGY – CC – Landing Page Bmy-ym.ca/t4jwg188
CGY – CC – Email – Landing Page B – Video Playmy-ym.ca/6tmz5mp31
CGY – CC – Google Paid – Landing Pagemy-ym.ca/meu25d31
CGY – CC – Email 3 – Linkmy-ym.ca/wfaak2t32
CGY – CC – Insta – Blog – Bitsnbitesmy-ym.ca/bnbplay22
CGY – CC – Email – Landing Page B – Blogmy-ym.ca/m49ycc21
Total2266819029

This table showcases how many clicks each kURL we created received.

  • Paid Social campaigns:

    Created advertising campaigns for Facebook, Google Grants and Google Adwords. Unique URLs (kontextURLs by gShift) were used in all of the advertising in order to track the effectiveness of each of the ads in driving traffic and conversion.

  • Social Media:

    Created an editorial campaign to drive traffic to the website. Used unique URLs (kontextURLs by gShift) to track each piece of content and each channel to better understand which pieces of content were driving traffic and conversion to the website from which social media channels.

This image is taken from the gShift interface showing how our kontextURLs performed on each channel.

  • Campaign measurement:

    Using unique URLs (kontextURLs by gShift) enabled the Agency to track on-site, and more importantly, off-site content engagement metrics with infinite levels of tagging for detailed, segmented reporting.

    • A/B Testing
    • Data review
    • Conversion monitoring and optimization

Two days after launch, the team poured through the results and were able to optimize conversion components with real-time engagement data.

Taken from the gShift interface, this image shows us a timeline of clicks and unique clicks for our campaign.

The launch of the enrolment strategy has enabled the Calgary YMCA to see an increase in brand awareness and qualified leads in just one month.

Longer term the blog posts continue to drive traffic and connections.