Putting Childminding back on the career map

The Scottish Childminding Association (SCMA) faced a critical decline in childminders joining the sector, with numbers dropping nearly 50% in a decade. We launched a digital recruitment drive across paid media. Central to this effort was revitalising the SCMA brand, which felt dated and unfit for the digital space.

A strong, audience-focused design framework was essential to launch an engaging Meta campaign and a cohesive campaign landing page. 

We conducted extensive research, including market analysis, stakeholder engagement, and interviews with childminders, to fully understand SCMA’s challenges and the vital role they play s the industry association.

A comprehensive review of SCMA’s brand collateral and its application across offline and online channels identified key opportunities for improvement. Building on these insights, we developed a refreshed, digital-ready brand that aligned with SCMA’s mission, ensuring it resonated with target audiences and supported their recruitment campaign effectively. 

We delivered a refreshed brand that was rolled out across SCMA’s organisational footprint, providing a cohesive and modernised identity. Stunning new campaign creative, including rich static and video assets aligned with brand guidelines, drove the recruitment campaign.

A versatile creative suite and toolkit empowered internal teams for future use. Additionally, we developed a clear, user-friendly framework for the campaign landing page, significantly increasing engagement rates and driving their recruitment efforts.