CIELO MARKETING CASE STUDIES

Tutor Time Learning Centers:
Virtual Tour Website Build

Background:
Tutor Time Learning Centers is a daycare franchise operating large pre-K centers primarily in the Midwest, with some presence in affluent neighborhoods of large cities on the East and West Coasts. They emerged from a bankruptcy two years earlier and were looking to grow their center enrollment and their franchise sales. The primary users are children under 5. The primary buyer is mom. Contracts are weekly, so attrition is a significant factor for Tutor Time.

Challenges:
The buyer is almost always mom, and the moms who need daycare typically have day jobs so finding time to tour the facility can be difficult. The client’s conversion rates show that the prospects who tour the facility agree more quickly to a contract and are less likely to complain about the facility. The client’s online referral system wasn’t used consistently among center directors so leads that came in online were not pursued in a timely manner. Also, nearly 60% of people who did book appointments cancelled or didn’t show.

Solutions:
As Account Manager for Tutor Time’s agency, Aviatech, we built a new website with an updated image for the company, and prominently featured a Virtual Tour as its centerpiece, The Virtual Tour combined videos shot in each room and play area, with text about the room and facts that pop out of the side of the video. The Virtual Tour needed to be quick to load so it uses short videos compressed and displayed in Flash. There needs to be a fair amount of information available, but too much text decreases comprehension so the text supports the video content and is divided into four tabs that match the company’s mission critical areas: “Overview,” “Education,” “Care,” and “Safety.” The visitor decides if they explore the tour module themselves or turn on a guided tour feature.

Results:
The new website and Virtual Tour was launched at the 2005 Franchisee Conference and within three months the site traffic had increased 14%, more than 3,500 visitors had seen the Virtual Tour and enrollment was up by 10%. Two years later, the Virtual Tour is still the most heavily visited section of the site.

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