Best Family Website

Target Audience: - Working Parents/Families - Expecting a Child or have children between ages of 3 months - 5 years old - Need childcare Campaign Goal: - This microsite was developed to target working families and present Bright Horizon's Early Childhood Education offerings while ultimately encouraging them to schedule a visit with a local Bright Horizons Center. The microsite is aimed at quickly connecting with the needs of the user by presenting video content around "Five Reasons to Visit Bright Horizons", so as to immediate engage and connect with the pragmatic and emotional needs of the user, while actively encouraging them to schedule a visit. We have also utilized IP based target to present select centers to users in key geo graphic areas...this is done with both the Featured Center as well as the additional centers listed below it. Therefore, we are immediately looking to showcase the geo proximity of our centers based on the user’s current location, which is critical, as our research has shown the center location is one of the key factors parents look for during the selection process. Additionally, should a user not immediately find what they are looking for based on what is presented via IP Based targeting, we offer an option of a zip code search, which further enables the user find a location that is definitively near their desired location. Beyond this we actively encourage the user to complete a form to "schedule a visit" thereby clearly guiding them to our primary action, but also provide unique phone numbers for each center should the user have a more immediate need and want to speak with someone. Since launching this microsite Bright Horizons has seen its overall lead volume and conversion rate increase, while the cost per lead has decreased, and as result it has proven to have a very positive ROI and definitive business impact.

Contributors:

Director, Client Services:	Ty Velde
Senior Interactive Designer :	Alex Bixby
Director, Interactive Services:	Andrew Abrahams
Senior Web Application Developer :	Patrict St. Onge

OVERDRIVE INTERACTIVE

Location: USA