Brightside Academy Case Study

We modernized Brightside Academy's marketing stack, implementing HubSpot, adding end-to-end tracking, and launching focused campaigns, so every location can see what's working and act faster.

About

Brightside Academy Case Study

Brightside Academy is a multi-location early education and child care provider located in Pittsburgh and Philadelphia. Brightside Academy came to Units looking for a marketing agency to help increase enrollments throughout their locations. Through our discovery process, we found that Brightside Academy had a lack of analytics and attribution, no active retargeting, no advertising, an outdated website, and a lack of sales automation.

Our Approach

Goals

Early on in our engagement with Brightside Academy, we aimed to increase enrollments in their locations across Pittsburgh and Philadelphia by launching various campaigns across search and social channels. We soon realized that to accurately track results from the campaign we also needed to implement advanced tracking and CRM strategy. As enrollments increased, we also aimed to recruit talent through paid social campaigns.

🎯

Get More Customers

Make enrollment the easy choice. High-intent campaigns and clear landing pages guide families from search to scheduled tours.

📊

Improve Marketing Strategy

See what works and scale it. End-to-end tracking, dashboards, and test-and-learn sprints focus spend on channels that drive inquiries.

📚

Improve Marketing Training

Give teams the playbook. Practical HubSpot workflows, call-center scripts, and short training sessions keep everyone on the same process.

Our Approach

Approach

CRM Strategy & Planning

We initially launched search campaigns targeting childcare and daycare keywords across Google and Bing. As we continued to analyze results, it became clear that their current CRM and enrollment process made it difficult to track. To resolve this, we implemented HubSpot, added HubSpot forms for tracking, implemented a call center, trained their enrollment team on how to manage deals and send emails, automated the deal creation process, and created specific dashboards and reports to continually review enrollment progress.

HubSpot Implementation

Set up lifecycle stages, custom deal pipelines, and lead routing. Replaced legacy forms with HubSpot forms to capture UTM/source and trigger follow-ups.

Form & Call Tracking

Deployed form analytics and call tracking numbers by location and campaign. Every inquiry is attributed and routed with transcripts for coaching.

Dashboard & Reports

Built role-based dashboards (lead volume, tour set, show rate, enrollments) with location and channel filters for weekly ops reviews.

HubSpot Training & Support

Trained the enrollment team on task queues, sequences, and SLAs; set up a shared inbox and playbooks; monthly refreshers to reinforce best practices.

Paid Media

Always-on search for "daycare/childcare near me," plus geo-targeted social to drive tour requests. Creative and copy tailored to location availability.

Outcome

56% Increase of New Enrollments

Units successfully met Brightside Academy's goal to increase enrollments through the launch of various campaigns across search and social channels. From the start of our engagement in August 2021, Brightside Academy received 168 new enrollments to their Pittsburgh and Philadelphia locations.

48% Increase in Conversion Rate

By launching search campaigns, establishing a call center, and providing comprehensive training to the enrollment team on effective deal management and email communication, we successfully achieved a notable 48% increase in conversion rate.