Kindergarden

As one of the largest childcare networks in the world, Bright Horizons sets a high bar for clarity and care. Kindergarden wanted to match that standard in the Netherlands with communications that are personal, consistent and easy to manage at scale. Messages needed to arrive on time, reflect each family’s context and support decisions about tours, waiting lists and after‑school care. Measurement also mattered. The team needed a clear view of what worked so they could improve week by week rather than in big, disruptive leaps.

We recommended Salesforce Marketing Cloud (SFMC) as the foundation. SFMC allows teams to design, automate and measure customer journeys from one place, using the same data to shape email and short message service (SMS) updates. We set up the platform, aligned consent and data structures, and created a library of templates written in plain Dutch and English so content would be quick to produce and easy to understand. The aim throughout was the same: take the admin out of the way so staff can focus on families.

Guided tours of Kindergarden locations
For prospective parents, the journey begins with a tour. We designed a simple flow that starts with a targeted email inviting parents to visit a nearby location. Booking is handled in a few taps, and a confirmation follows immediately. Twenty‑four hours before the visit, a reminder email arrives with practical details. On the day, an SMS provides the address, a map and a direct phone number in case plans change. Staff on site receive the same information, including any notes the family shared when booking, so the welcome feels prepared and personal.

Waiting lists
Families on a waiting list need reassurance and clear next steps. The waiting list journey opens with an automated message confirming the child’s place and explaining how the process works. A short pre‑enrolment questionnaire gathers essential information at a calm moment, not in a rush. Updates then arrive at a sensible rhythm, sharing status, expected timelines and any documents still required. When a place is confirmed, parents receive a complete pack for day one so they can focus on their child, not their paperwork.

After‑school daycare enrolment
For after‑school care, the flow mirrors the best parts of the tour journey. Parents receive a targeted invitation to explore options at a local club, with the ability to book a visit and, in future releases, arrange time with the programme lead. Reminders go out the day before by email, and an SMS on the day carries the essentials: directions, timing and a number to call. Staff are briefed with the family’s preferences and questions so conversations are efficient and warm.

Across all journeys the platform keeps families informed without over‑messaging. SFMC’s tracking shows which steps drive action, which formats people prefer and where drop‑off occurs. Small changes a clearer subject line, a shorter form, a better send time are tested and rolled out quickly. Because data, consent and templates live in one place, improvements are straightforward to build and safe to deploy. Over time this creates a steady lift in relevance and reduces the effort parents spend chasing information.

The impact is felt in everyday moments. Parents book tours with less back‑and‑forth, arrive better prepared and leave with answers. Families on waiting lists receive regular, practical updates rather than generic reminders, which lowers anxiety and cuts inbound queries. After‑school visits run more smoothly because both sides know what to expect. For the Kindergarden team, journeys now run reliably in the background, freeing time for meaningful conversations.

Enrolment increased, parent satisfaction rose and the brand’s reputation strengthened as communication became clearer and more considerate. Most importantly, the system supports continuous improvement. Each month’s learning informs the next iteration, bringing Kindergarden closer to its North Star: trusted, timely communication that helps families make good choices for their children.