$14.8B
Industry Value
4
Strategic Pillars
60%
Parents Value Warmth
The Challenge
NIDO Early School, a premium early education provider, needed to establish a distinct market position in Australia’s $14.8 billion childcare industry. With increasing competition and discerning parents, NIDO required a strategic PR approach that communicated its premium, design-led educational philosophy.
Our Approach
Piccolo PR conducted extensive parent preference research to identify the key factors driving childcare decisions: warmth (60%), location (56%), and cost (48%). We built NIDO’s PR strategy around four strategic pillars:
- Premium Positioning: Design-led early education experience
- Curriculum Excellence: Reggio Emilia-inspired approach
- Community Connection: Local parent trust and engagement
- Sustainability Focus: Environmental responsibility
Parent Preference Research
60%
Warmth & Care
56%
Location
48%
Cost
Research data used to inform strategic PR messaging and media angles