Building Trust Through Educational ExcellenceBuilding Trust ThroughEducational Excellence
Enhancing Parent Confidence in Preschool Selection
Parent Insights
“Montessori is basically learning life skills” - Parent Feedback
Active discussions in parent groups seeking authentic feedback
Strategic Focus Areas
Campaign Performance Analysis
Channel Performance
Facebook Ads
24% of total leads
WhatsApp Marketing
22% of total leads
Email Marketing
10% of total leads
Community
3% of total leads
CDP Website
2% of total leads
Partnerships & Referrals
12% of total leads
Funnel Analysis
Lead Generation
512 leads- WhatsApp channels lead with 22% of leads
- Facebook ads second at 24%
- Partnerships contribute 12% of leads
Lead Qualification
116 leads- 22.7% overall contact rate
- Community leads highest quality (52.9%)
- Facebook showing 6.6% contact rate
Client Acceptance
50 leads- 43.1% acceptance from contactable
- Email leads highest acceptance (63.2%)
- WhatsApp leads highest volume (18)
School Tours
9 leads- 18.0% tour conversion rate
- WhatsApp leads: 5 tours
- Email: 2, Facebook: 0, Community: 0
School Performance
MMI
SGD 1,600 per month
MindChamps
SGD 2,400 per month
Parent Voice Analysis
Curriculum Quality
3 mentions
Curriculum is not bad as well, I feel the teachers are also more patient
Montessori is basically learning the skills
How about their curriculum in their other outdoor activities?
Teacher Quality
3 mentions
Teachers are more patient compared to some schools
Looking for feedback about teachers
Want to know about teacher-student ratio
Learning Environment
3 mentions
Kids will learn better in MMI schools
Looking for more feedback about daily activities
Interested in the facilities and environment
Strategic Recommendations
Database Activation & Segmentation
Leverage 80,000 parent database effectively
Action Items:
- Segment parents by child age (18mo-5yr)
- Create location-based targeting for 8 schools
- Develop price-point specific messaging (1.6k vs 2.4k)
Lead Quality & Channel Optimization
Improve quality across channels (23% contact rate)
Action Items:
- Enhance WhatsApp qualification (48% of leads)
- Optimize Facebook forms (7% contact rate)
- Scale email marketing (63% acceptance rate)
School-Specific Conversion
Balance school distribution and improve tour rates
Action Items:
- MMI: Improve 44% conversion across 6 locations
- MindChamps: Scale 62.5% success rate to more leads
- Develop location-specific parent testimonials
Parent Engagement Strategy
Address key parent concerns in marketing
Action Items:
- Highlight teacher quality
- Create curriculum comparison guides
- Develop virtual tour content for facilities
Channel Performance Insights
Key Findings
- Community engagement shows highest conversion (53%)
- Email marketing maintains strong performance (38%)
- App partnerships underperforming (12% conversion)
90-Day Strategic Roadmap
Zero-Party Data Activation
April 2025Database Enrichment
Activate & enrich 80,000 parent profiles
- Segment by child age (18mo-5yr)
- Collect school preferences data
- Map budget sensitivity (1.6k-2.4k)
- Gather education priorities
Community Engagement
Leverage Supermom platform strengths
- Activate parenting community discussions
- Launch school review program
- Create education content series
- Deploy survey campaigns
School-Specific Strategy
Differentiated approach per brand
- MMI: Affordable excellence positioning
- MindChamps: Premium experience focus
- Map location-based parent clusters
- Create school comparison tools
Lead Quality & Conversion
May 2025Channel Performance
Optimize existing channels
- Improve Facebook contact (6.6% → 30%)
- Enhance WhatsApp funnel (35.7% → 45%)
- Scale email success (63.2% acceptance)
- Revamp CDP website (2% → 15%)
New User Acquisition
Launch new acquisition channels
- Implement referral rewards program
- Launch parent influencer campaign
- Create location-based targeting
- Deploy educational webinars
Conversion Optimization
Improve tour conversion (18% → 35%)
- Create virtual tour experience
- Develop school visit program
- Launch teacher meet sessions
- Implement trial class system
Enrollment Acceleration
June 2025Data-Driven Targeting
Leverage zero-party data insights
- Deploy predictive modeling
- Create persona-based journeys
- Implement smart segmentation
- Launch targeted campaigns
Conversion Acceleration
Target 50+ monthly enrollments
- Optimize high-intent segments
- Scale successful channels
- Launch last-mile conversion program
- Implement price-point strategies
Community Amplification
Scale through word-of-mouth
- Activate parent ambassadors
- Scale review program
- Launch success stories
- Create referral networks
Budget & KPIs
Budget Allocation
- Facebook & Digital Ads: 20%
- Website & UX Enhancement: 10%
- Referral Program: 10%
- Brand-specific Content: 15%
- Virtual Tours & Interactive Tools: 10%
- Parent Education Program: 10%
- AI & Predictive Analytics: 10%
- Marketing Automation: 10%
- Performance Tracking: 5%
Key Performance Indicators
Data Activation
Channel Performance
Conversion Metrics
Enrollment Impact
ROI Focus
Budget allocation prioritizes channels with proven conversion rates while maintaining experimental budget for emerging opportunities. KPIs are set to track both immediate results and long-term value creation.
Market Viability Analysis
Growing Market Demand
Increasing demand for quality preschool education in Singapore, driven by rising dual-income families.
Digital Experience Preference
Parents increasingly prefer personalized digital experiences in their school selection process.
Community Engagement
Strong alignment with Supermom's core strength in community building and engagement.
Competitive Advantages
- Established parent community network
- Rich zero-party data insights
- Multi-channel marketing expertise
- Strong brand recognition in parenting space
Market Opportunity
We're seeing strong potential in the preschool market with growing demand.