Delivering ‘hero’ campaign to unite and support early years educators
Connect Childcare is the UK’s most trusted nursery management software provider and works with over 3,700 UK nurseries and 70% of the top 25 UK nursery chains.
As a well-known thought-leader within the early years sector, Connect Childcare wanted to launch a campaign to support the industry. A long-standing retained client, the Connect team came to Scriba PR to help brainstorm ideas, and this quickly took shape as a sector-led guide —‘The ABC of Early Years Education’.
The aim of the asset was to bring 26 of the sector’s expert voices to share their insight, top tips, advice, activities, and resources far and wide with like-minded childhood education professionals — from nursery managers and practitioners to childminders and after-school club providers.
To get this project off the ground, the Scriba team ideated, planned, and interviewed the 26 spokespeople — drafting the ‘hero’ questions to help extract the gems of information — to pen the final guide copy.
We also managed the end-to-end contributor approval process and liaised with key early trade press — securing two magazine editor contributions to the guide, as a result.
Alongside the guide content itself, we also produced a communications strategy and demand-generation ideas for how to best promote the resource once live. This included a range of wraparound communications, including blogs, social media posts, briefs for social graphics, and a launch press release — all of which the Scriba team ‘packaged up’ and sent to the Connect team to deploy across its website and social media profiles
This ‘hero asset’ is now an evergreen campaign that Connect is rolling out across the year, and it offers plenty of opportunities to reuse and repurpose the content for relevant national days, industry event collateral, and webinars.
Demand-generation ideas collation
Guide content creation
Contributor interview management
Targeted media relations
Blog content creation
Social media content creation
“With this campaign, we wanted to capture the supportive and collaborative nature of the early years sector — providing a resource that really resonated with our audience. “From end-to-end, Scriba’s support on the project was brilliant. Not only did they map out the creative ideas to get the campaign off the ground, but they worked seamlessly with our in-house marketing team to make it all happen. They secured coverage in our key trade media too, and the feedback on the guide so far has been extremely positive.”
Caitlin Holmes, Marketing Lead, Connect Childcare.