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Vilni is a young brand with ambitious growth plans
a fast-growing childcare brand, faced a pivotal moment in their development. Within just one year, they expanded from a single kindergarten to a multi-location network of childcare centers, all amid a time of war. We partnered with them to navigate this journey.
Vilni’s vision goes beyond academic excellence; it’s about nurturing children’s development in every way — physically, socially-emotionally, and intellectually. In their world, every child is empowered with the skills, knowledge, and resilience to quickly adapt in a dynamic society — a vision they actively pursue. They believe that every child possesses unique talents, and their diverse program includes a wide range of circles and classes designed to strengthen and develop these talents, ensuring each child's potential is fully realized.
While Vilni’s primary focus was on operational scalability and strategic growth, they recognized the crucial need for a robust lead acquisition system to attract families to their educational institutions at early development stage.
Therefore their initial pains were:
For Vilni, we embarked on a journey to build their complex marketing from scratch
As a
full-cycleit’s vital for us to grasp the changing needs and worries of our clients’ target audience. It’s the bedrock of every marketing endeavor. Through our thorough research, we discovered that safety emerged as a significant concern among the audience.
Delving into the motivators of our target audience, safety surfaced as a critical factor among others. Given the backdrop of the ongoing war, socio-cultural aspects were profoundly impacted, necessitating a shift in the tone of voice. We had to be mindful of these shifts and tailor our communication accordingly.
Moreover, the socio-cultural dynamics brought about by the war underscored the importance of sensitivity and empathy in our messaging. We recognized the need to convey compassion and understanding while maintaining a sense of reassurance and hope for the brighter future.
By integrating these insights into our marketing approach, we were able to establish a deeper connection with Vilni’s target audience. We foster trust and confidence in the brand’s ability to address their concerns and provide a secure educational environment for their children. This strategic alignment not only resonated with prospective families but also reinforced Vilni's positioning as a trusted and reliable choice in the childcare industry, paving the way for continued growth and success.
Another priority was the development of essential marketing assets while mindful of the client’s tight budget. We opted to create cost-efficient marketing funnels, starting with the creation of an initial landing page for their flagship location, coupled with targeted paid ads on Social Media and Google.
To construct an effective funnel, we structured our ads campaign into several stages:
Through this meticulously planned and executed approach we not only met but exceeded Vilni’s expectations, solidifying our partnership and paving the way for their continued success in the market.
In addition to our existing strategies, we implemented a geolocation-targeted SMS distribution campaign in collaboration with a major local mobile operator. This innovative approach allowed us to directly reach potential customers close to Vilni’s locations, enhancing the effectiveness of our marketing efforts.
The partnership with the mobile operator enabled us to access a large and diverse audience base, further amplifying the reach of our campaign.
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"Through strategic messaging and enticing offers, we successfully attracted new customers to Vilni, resulting in a significant return on marketing investment (ROMI)."
Myko Hunchak
Сampaign Strategist
Our PR specialist also proposed an innovative strategy to enhance Vilni’s market reach by targeting nearby companies. The idea was to establish partnerships with these companies and offer exclusive discounts to their employees as part of a collaborative initiative.
This approach not only presented an opportunity to expand Vilni’s customer base but also fostered positive relationships within the local community. By tapping into the networks of neighboring businesses, Vilni could effectively leverage word-of-mouth referrals and generate new leads from a trusted source.
We exceeded Vilni’s expectations, strengthening our partnership and ensuring their success.
Within a mere year, Vilni’s single location burgeoned into a network of six kindergartens. Recognizing the pivotal role of marketing in sustaining this growth trajectory, Vilni made additional investments in expanding its digital presence and enhancing brand awareness in Dnipro. Moreover, a concerted effort was initiated towards customer retention, marking the inception of the “Engage” phase in our strategic funnel.
As Vilni’s trusted marketing partner, we delved deeper into the realm of customer experience (CX), service quality, and retention metrics. Aligned with Vilni’s core ambition to deliver exceptional childcare, our focus shifted towards ensuring the satisfaction of both children and their parents with the services provided by the schools and kindergartens.
To gauge customer sentiment and identify areas for improvement, we initiated a comprehensive CX and service measurement survey. This survey served as a robust tool for gathering valuable feedback directly from Vilni’s clientele, enabling us to gain insights into their experiences and preferences.
"Vilni not only captured a significant market share in the child care and education industry within a short span of one and a half years but also forged a strong and enduring partnership with us"
Myko Hunchak
Сampaign Strategist
Upon analysis of the survey results, we discovered actionable insights that informed strategic decisions aimed at enhancing Vilni’s service offerings and bolstering customer satisfaction. Armed with this invaluable feedback, Vilni was empowered to implement targeted initiatives to address customer concerns and elevate the overall childcare experience.
The tangible outcomes of our collaborative efforts were profound. Vilni not only captured a significant market share in the child care and education industry within a short span of one and a half years. Vilni also forged a strong and enduring partnership with us, poised for continued success in the years to come.
As a team that thrives on complex projects, we were excited to witness the direct impact of our strategies and initiatives. Vilni’s decision to choose us as their marketing partners is deeply appreciated.
Here to restore your trust in Marketing
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