Awareness campaigns (top funnel)

At the top of the funnel, the goal is to create brand awareness and attract potential customers who may need to become more familiar with our brand or the au pair program in general. We use ads that speak to our target audience's pain points and interests.

What is brand awareness? Brand awareness represents how familiar our target audience is with our brand and how well they recognize it. Strong brand awareness is a result of multiple simultaneous efforts that extend beyond trying to get new customers.​ Once users are aware of a brand, they start to recognize it without assistance, they search for it and begin to prefer it over competition.​

Tactics:

• Paid media: Targeting broad audience (parents in serviced zips, with high household income) on channels like social media, display networks, online video, CTV (Connected TV) and Reddit Free-form ads

• Paid search: Targeting broader keywords related to childcare (Nanny, babysitter, childcare, daycare)

Consideration campaigns (mid funnel)

In the middle of the funnel, our goal is to engage potential customers and encourage them to consider our program. We use content that provides value to our target audience, such as our perks campaigns and testimonial videos.

What are consideration campaigns? Consideration campaigns are using creatives such as our "au pair vs nanny comparison videos" , talking head testimonial videos, animated host family testimonials, perks ads with our programs USPs

• Paid media: Retargeting of previous (top of funnel) ad engagers, Campaign objectives optimizing for traffic and conversions

• Paid search: au pair related terms (au pair vs nanny, au pair cost, au pair agency, au pair program, etc...)

Conversion campaigns (bottom funnel)

At the bottom of the funnel, our goal is to convert potential customers into paying customers. We use landing pages with clear calls to action and special offers to motivate potential customers to take the next step and complete their conversion.

What are conversion campaigns? For our conversion campaigns, we use creatives that emphasize the unique benefits of choosing our brand. We aim to provide a glimpse of the experience of hosting a family, highlighting the trusted, family-like childcare that our au pairs offer. Additionally, we feature diverse Cultural Care au pairs to inspire potential host families to begin their search for the perfect match. We also run tailored promotions, based on our pipeline status, to encourage leads to complete their family profiles and take the next step.

• Paid media: Retargeting website visitors, Remarketing leads in the pipeline

• Paid search: branded search terms, sitelinks, promotion extensions