The childcare service built a tiny, moveable school to take its services anywhere in the country, traveling to make IRL contact with parents and immerse them in its brand

Early childhood education group KinderCare is hitting the road this summer with its Tiny Schoolhouse. Moving away from digital marketing, Grow Marketing in San Fransisco created the activation for the brand to road trip to family-oriented events to talk with new and potential parents about the brand and its childcare initiatives.

The signature tiny red schoolhouse featured in the KinderCare logo makes it easy for parents to spot. At events, the small schoolhouse has a variety of activities that children can participate in while parents talk with  representatives. This mobility brings the brand to parents, rather than parents searching for it themselves.  It also employs a convenience factor as well because children can play, giving parents the opportunity to have their questions asked.

Courtesy of Grow Marketing

“Through the Tiny Schoolhouse we’re translating our brand promise—Confidence for Life—into real world experiences for young families, something no other Early Childhood Education brand is doing on this scale,” said Jeff Spiegel, SVP and chief marketing officer at KinderCare, in an email to PSFK. “We’re creating immersive live experiences that bring this value proposition to life while keeping the entire family engaged.”

Having just had its first stop, the brand has yet to notice any difference in conversion, but what they did find was a high amount of people already coming to visit the mobile childcare pop-up.

“Thus far we’ve had very high traffic and seen a lot of strong interest in our first several days of activation,” says Spiegel. “Interest has been high, with a lot of rich conversations between prospective families and center staff. We’re expecting a strong boost in awareness, inquiry and conversion across all markets that we’re activating in this summer.”

Courtesy of Grow Marketing 

KinderCare


Lead image: Grow Marketing

Early childhood education group KinderCare is hitting the road this summer with its Tiny Schoolhouse. Moving away from digital marketing, Grow Marketing in San Fransisco created the activation for the brand to road trip to family-oriented events to talk with new and potential parents about the brand and its childcare initiatives.

The signature tiny red schoolhouse featured in the KinderCare logo makes it easy for parents to spot. At events, the small schoolhouse has a variety of activities that children can participate in while parents talk with  representatives. This mobility brings the brand to parents, rather than parents searching for it themselves.  It also employs a convenience factor as well because children can play, giving parents the opportunity to have their questions asked.