Improving parents' experience with a new brand, and an all-new website.
NTUC My First Skool has a long history of leadership in child care and preschool education, and as part of an updated brand positioning exercise, they tasked Bonsey Jaden with bringing their new brand propositions to life; and place a stronger emphasis on a more functional content architecture with a streamlined lead generation funnel.
REFRESHED BRAND POSITIONING
We showcased My First Skool's new brand positioning through colourful storytelling. MFS needed to tell a story that would educate, reassure and engage, to reassure parents and guardians that by choosing My First Skool, they are making the best choice for their children.
AUTO-FILLED FORM COMPLETION PROCESS
The registration process was simplified by utilising SingPass automation. By logging in to SingPass, users have their form pre-filled with their relevant details. Doing so will help users complete their registration faster and increase the conversion rate.
CENTRE VACANCIES AT A GLANCE
Searching for available My First Skool centres was made easier on the 'Our Centres' page. Users can view which centres have vacancies that will allow instant registration. To add a deeper level of detail, an indoor Google map was incorporated into each centre page, so that parents or guardians can have a virtual tour of the centre they want their child to attend.
PARENTAL PEACE OF MIND
Detailed information covering curriculum details and available programmes can often be overwhelming to parents. To address this, we designed the MFS website to be as easy to read as possible, and positioned the details so that everything would be easy to find and quick to grasp.
By doing so, parents and guardians can find and go through the information that will reassure them that My First Skool would give their children the best start in their educational lives.
