Transformed old format open days across 25 nurseries to become growing week, activities in the nurseries linked to science week and culminating in events open to local families with a variety of themed activities and free giveaway seeds and booklet with ideas of what they can do at home.
We partnered with the Secret Seed Society and provided vegetable character books and seeds for each nursery to bring growing to life for the children, each nursery created displays and shared photographs of activities.
By changing from a pure marketing event to combining existing parents and potential parents it became both acquisition and retention and conversion rates for parents signing up to send their child to nursery increased by 72% compared to previous version.
This led to the highest average occupancy across all nurseries ever recorded by LEYF of 82% almost 10% higher than the previous year.
LEYF-nursery-growing-events-2014 Summary / Impact