Vivvi

A New York City early childhood education and childcare provider serving working parents.

Engagement Scope

Vivvi asked me to assess its existing B2C marketing strategy and recommend how to evolve its marketing mix, outreach, measurement, and team tools.

Evolve the Marketing Mix

Identify changes and new ideas to strengthen Vivvi's B2C funnel from awareness through enrollment.

Expand Outreach

Reach more diverse families across New York City and define how success is measured.

Simple Funnel, Complex Customer

The existing mix followed a three-step sales funnel, while Vivvi's parents vary widely by child age, needs, and life stage.

Growing Team

A growing marketing team needed the right tools and processes to execute and measure a more personalized strategy.

Customer Lifecycle & Journey

Mapped segmented lifecycles and journeys by child age, beginning as early as expecting parents, to personalize touchpoints at every stage.

Brand Positioning: Content & Community

Recommended a resource-first content strategy, NYC parent influencers, a Vivvi Learning YouTube channel built from the curriculum, and a Vivvi Community with events, perks, and brand partnerships.

Reach & Diversity

Proposed outreach through parent groups across the five boroughs, Census-informed location planning, access through NYC 3-K and Pre-K programs, and bilingual content and curriculum.

Measurement & Tools

Defined lifecycle KPIs and a tool stack for project management, CRM, social automation, analytics, and cross-channel marketing.

Strategic Roadmap

Delivered a full-funnel B2C strategy covering customer lifecycle, brand positioning, reach, measurement, and team tools.

Key Takeaway

For a family-focused brand, community and personalized content can be as powerful as paid media in building trust and driving enrollment.

As Brand Consultant, I assessed Vivvi's existing B2C marketing mix and presented a full-funnel strategy, from customer lifecycle mapping and brand positioning to diversity-focused outreach, KPIs, and a recommended tool stack for a growing marketing team.