About Kids Planet
Kids Planet is one of the largest groups of daycare nurseries in the United Kingdom, dedicated to providing exceptional childcare and early education services for over 25,000 young children across their 190+ nurseries across the UK.
Since 2008, Kids Planet has offered a safe, nurturing environment where children can thrive and reach their full potential. Their passionate team of educators and innovative curriculum ensure that children receive a well-rounded foundation for lifelong learning and success.
The organization experienced rapid growth over the past few years, displaying a strong need for process optimization and further digital marketing efficiency to continue its trajectory while future-proofing its growth.
Our Approach
OMMAX supported Kids Planet by building a holistic digital strategy and equity roadmap by implementing digital marketing & operations initiatives:
- Comprehensive digital strategy evaluation to assess current challenges, tech/operational infrastructure, and digital marketing processes, while outlining a detailed implementation roadmap for scalability and value creation
Development of a concrete Target Operating Model (TOM) and strategic hires at Kids Planet to foster a digital culture and support the implementation of digital strategies
Cross-functional collaboration among digital marketing, user experience, and advanced data analytics teams to effectively execute the defined value creation roadmap
Implementation of digital marketing initiatives with a customer-centric approach, complemented by the development of a custom occupancy management tool for day-to-day nursery operations
The opportunity
1. Digital strategy and academy
Develop a full-encompassing digital strategy and roadmap covering target operating model (TOM), digital customer journey, conversion rate optimization (CRO), and marketing automation initiatives
Ensure digital readiness with in-depth training and workshops
2. Digital marketing steering
Enable digital customer acquisition through strong visibility in search engines and social channels
Effective brand expansion through enhanced brand awareness in relevant geographical areas in the UK
Homepage and branding revamp to drive significant improvements in the customer journey and overall user engagement
3. CRM & Marketing Automation
- Improve and centralize the online inquiry, booking, open-day, and application processes
- Ensure seamless booking of appointments via CRM and marketing automation setup
- Enable shift from physical to digital nursery application forms
4. Operational excellence
Implement staff allocation tool enabling full operational transparency into nursery occupancy levels and utilization of nursery staff insights, with data comparability across nursery sites
Enable required technical resilience and data connectivity within the system landscape to allow scalability
Digital Readiness Initiatives
1) Digital Strategy & Academy
- Development of a full-encompassing digital strategy to optimize digital marketing and operations aligning with strategic priorities to increase occupancy, growth, and efficiency
- Extensive training workshops to provide insights into digital marketing, CRO, customer journeys, and personas
- Delivering extensive as-is analysis and to-be strategy including a detailed playbook for improvement levers in digital marketing and a holistic TOM
2) Digital marketing
- Steering and implementation of holistic and full-funnel digital marketing strategy aimed to drive traffic and leads, leveraging all digital capabilities enabled through a suitable TOM
- Extensive analysis of organic performance and adaptation of Google keywords, internal linking, URL structure, and content, leading to increased website visibility
- Development of new homepage designs, target group personas, top navigation wireframes, and ongoing conversion rate optimization
3) Digital booking & marketing automation
Utilization of marketing automation to enhance scalability and cost-efficiency within customer acquisition/ retention
Enablement of smooth customer journey by setting up automated appointment booking and internal processes
Building of full-funnel inquiry to application dashboards to manage the day-to-day operations and ROI
Building a centralized lead management model with all data points, leads, and conversion information stored centrally in the CRM
4) Custom occupancy management tool
Redefinition of manual child and staff allocation process within each nursery to have a lean, automated, and standardized process with guaranteed compliance and user-friendly UI
Creation of an algorithmically created optimal staffing plan matching the supply and demand of nursery staff/children, leading to a 70% reduction of time spent on resource planning
Expected roll-out across 190 nurseries, process development, and training to ensure long-term success
Together, We Achieved:
+37% YoY increase in overall nursery applications
+42% YoY online nursery visit bookings via website calendar booking feature
+174% YoY increase in web organic visibility
> £3.3m additional expected revenue uplift from operational enhancements
>190 nurseries expected to implement digital occupancy management tool allowing for operational transparency in nursery occupancy data across all Kids Planet sites
![]()
We're extremely pleased with the strategic development and support by OMMAX throughout our collaboration. Their digital expertise and seamless execution of all initiatives have significantly enhanced our operations and digital presence.
Contact an Expert
I would like to speak to an expert in: