College Nannies + Tutors
Launch Campaign Fueled Rapid Business Growth
Developed an integrated launch campaign combining audience insight, localized media strategy and emotionally driven creative to build trust with Portland-area families and accelerate early customer growth.
Role
• Audience Strategy
• Media Planning
• Creative Development
Channels
• Broadcast • Digital
• Social • Geotargeting
At a Glance
Scope
Portland-area franchise launch
Impact
Demand exceeded initial staffing capacity within six weeks
Overview
College Nannies + Tutors was launching a new Portland-area franchise and needed to quickly build awareness, earn the trust of local families and generate customers in a highly competitive childcare market. I developed and executed an integrated launch campaign combining audience-first media planning, localized broadcast strategy, hyper-local digital targeting, social content and original radio creative. Demand accelerated within the first six weeks and exceeded initial staffing capacity, prompting the campaign to shift from customer acquisition toward caregiver recruitment while continuing to build local brand awareness.
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Audience Insight
Choosing childcare is deeply personal. Parents are placing enormous trust in another person to care for their children, which means familiarity and emotional confidence matter long before someone responds to an ad. Before this campaign, I experienced that responsibility firsthand while working as a nanny. One mother told me, “You have no idea how wonderful it is to leave for work knowing my daughters are completely safe, happy and loved.” That perspective shaped the campaign. Instead of treating childcare as a transactional service, the creative focused on helping parents feel understood, reassured and confident in the people they were inviting into their children's lives.
Strategy
Trust-Driven Local Launch
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Audience-first media planning
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Parent-focused broadcast strategy
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Hyper-local geofencing and digital targeting
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Social media advertising
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Emotionally driven creative development
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Original radio copywriting and production
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Consistent messaging across broadcast and digital
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Every decision was designed to build familiarity, reduce uncertainty and reach parents during the moments and in the places most relevant to their childcare decisions.
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Execution
The campaign paired broad awareness with precise local targeting. I selected radio stations and dayparts based on parent demographics and listening habits, while geofenced digital campaigns concentrated messaging around neighborhoods surrounding the franchise location.
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To create warmth and familiarity, I wrote, produced and recorded original radio commercials featuring child voice talent, including my own young son. The creative spoke directly to parents in a conversational, relatable way while reinforcing trust, safety and the emotional realities of choosing childcare.
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As demand accelerated, the business reached a new challenge: customer interest was growing faster than its available caregiver base. I adjusted the strategy from primarily customer acquisition to recruitment marketing, helping the franchise respond to growth while maintaining consistent brand messaging.
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Results
Demand Exceeded Initial Staffing Capacity Within Six Weeks
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Accelerated customer demand during the first six weeks of the campaign
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Helped drive growth beyond the franchise's initial staffing capacity
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Shifted marketing strategy from customer acquisition toward caregiver recruitment in response to demand
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Increased local brand awareness and early customer adoption
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Supported the franchise's rapid growth and recognition within the College Nannies network
Hear the Campaign
To build trust with parents, I wrote and produced original radio creative featuring child voice talent, including my own son, creating warmth, authenticity and emotional connection.
​Key Takeaway
Trust is built before the customer ever makes contact.
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For high-consideration decisions like childcare, audience understanding matters as much as reach. The campaign worked because the media strategy and creative were built around the same question: What does this audience need to feel before they're ready to act?
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As demand grew, the campaign also reinforced the importance of staying responsive to the business itself. Strong marketing strategy isn't static. It listens, learns and evolves as customer behavior changes.