Toad Hall Nursery Group Case Study


Toad Hall Nursery Group owns 13 nurseries in the south east of England. They have many competitors local to each of their nurseries, so Toad Hall needed to increase the occupancy in each nursery, by creating greater brand awareness, to encourage parents to visit their nurseries and place their children there for day care.

They wanted to be known for the quality of their early years care; specifically their early language development initiatives and healthy, nutritious food prepared freshly on site, combined with a healthy dose of outdoor fun. Toad Hall was already getting some website traffic, but wanted to stimulate more enquiries for each nursery and they wanted to rank higher for key organic search terms online.

The Solution

Initially we worked purely on their SEO, and subsequently took on their marketing activities back in May 2015.

We began by conducting detailed keyword research to identify the best keywords for Toad Hall’s market and offering, and optimised their existing web content so that Toad Hall would start ranking for the relevant key search terms.  We created quality content, ensuring that Toad Hall’s website was frequently updated with fresh content.

Wagada also manage Toad Hall’s social media campaigns ensuring engagement with Toad Hall’s audiences.

Our outreach work ensures we build authoritative backlinks to the Toad Hall website, which demonstrates to the search engines that the Toad Hall website is authoritative and uses this signal as a key ranking factor. Our articles have featured in such press as QA Nursery Education Magazine about the ‘Benefits of Men in Early Years Childcare’ and Teach Early Years with  ‘Men in childcare’. We have also had success with prominent dad bloggers such as on the ‘importance of male role models in childcare’ and secured editorial on a variety of nutrition web sites with topics such as ‘Getting children off to a good start with nutrition in early years education’.

Blogging is another strategic marketing tool that Toad Hall use, to support their SEO and to share stories, opinions and events. Topics such as “Maths in early years” and “Choosing a career in childcare” have recently been covered. Having identified key industry terms, phrases and keywords, as well as current news and industry trends, Wagada built up a strong body of blog content optimised to support SEO and to increase footfall to the site.

Advertising is another area in which Wagada has supported Toad Hall, with the aim of increasing enquiries from prospective parents. Wagada created editorial and local press adverts to promote individual nurseries, as well as flyers and posters.

Collateral creation is something Wagada undertakes for Toad Hall on a regular basis, with the main focus being on creating a monthly parent newsletter for all 13 nurseries. The newsletters are a great way of communicating new developments and crucially, keeping the parents engaged with Toad Hall.

The Results

We agreed key metrics with Toad Hall and identified a list of measures to track:

  • Keyword ranking and improvement
  • Organic search visits
  • Click-through rates
  • Web site conversions
  • Social media engagement & followers across Twitter, Facebook and LinkedIn

A great example of our digital marketing success has been seen in the keyword ranking and organic search visits.

Back in 2015, Toad Hall were ranking for only 16 keywords. If we look at their position almost two years on, they are now ranking for 57 carefully selected keywords, an increase of 256%.

“Having spent some considerable time developing our website and improving the design, we were very conscious that we needed to engage an agency to help with our SEO. Wagada were introduced to us and we loved their very personal touch – spending time getting to know the business and engaging with what we do. Magically, our rankings have improved dramatically and all our nurseries now appear on page one of Google. Through a combination of blogging, social media and constant link building, our website has become very vibrant and Wagada are always making suggestions to improve it. I would highly recommend them for their personal approach and their ability to listen to clients and review what they are doing to achieve their excellent results.” Ruth Pimentel, CEO, Toad Hall      


Since Wagada started working for Toad Hall back in May 2015, we have worked closely with Ruth to understand priorities and budgets, agree objectives and review results. Wagada are delighted with the results and growth that we are supporting at Toad Hall.