Upkid
Childcare marketplace that needed to talk to two audiences at once
The situation
Upkid connects childcare providers with qualified educators. Two-sided marketplace, two completely different audiences. They needed positioning, content, and campaigns that could run with a lean marketing team.
The work
Six state-specific licensing guides turned compliance requirements into downloadable lead magnets. Each one customized with state colors, regulations, and training matrices.
Brand identity with 60+ approved lifestyle images. Warm, authentic childcare photography. No stock art.
One launch. Two audiences.
Two email tracks for a single feature launch. Each audience hears the version that actually moves them.
Two email tracks for one feature launch. Customers get short and action-focused. Prospects get longer and sells the problem first.
Two personas. Two journeys.
Providers and educators hit the platform from opposite directions. Separate pain points, separate language, separate conversion paths.
Provider and educator personas mapped separately. Different pain points, different language, different conversion paths.
One marketer. Four workstreams.
A step-by-step playbook covering blog, email, CRM, and assets. Built so one person can run the whole system on a weekly cadence.
A step-by-step marketing ops playbook covering blog, email, CRM, and asset management. Designed so one person could run the whole system without losing the thread.
