My First Ready Bed

Creating awareness of the My First Ready Bed

Aim

To raise awareness of My First Bed – Ready Beds amongst parents of pre-school children and to create safe, positive and fun associations with the brand.

What did we do?

We recommended that the best route to reach the target audience would be through nursery and pre-schools – utilising the trust and kudos parents’ associate with their chosen childcare providers.

We created a branded resource pack that provided useful educational materials for nurseries and conformed to the ‘early learning stages’ of the National Curriculum.

The resource comprised:

• A colourful A1 poster illustrating a bedtime routine
• Fun games, puzzles, rhymes and a hanging mobile template on the poster reverse
• Play Leader guidance
• 50 parental leaflets giving guidance and tips around bedtime routines, to encourage happy and restful nights.

In addition, we implemented a survey sheet with a prize draw incentive. This enabled us to gather market research information about the families approached, for future promotions.

Results

Of the 5,000 pre-schools targeted to receive the materials, 6% (312) sent in completed survey forms containing a minimum of six parent’s details. Of the families and pre-schools engaging with the materials, 13% (654) registered entries on the website for the competition and requested on-going materials. Subsequent to our marketing campaign, sales had increased by approximately 4% throughout the UK.