G8 Education 12-Month Social Media & Content Strategy (Case Study)
Published: August 2026
Overview
G8 Education is one of Australia's largest providers of early childhood education and care. Following an in-depth audit of its digital presence, I developed a comprehensive 12-month social media and content strategy to strengthen brand awareness, improve platform performance, and increase consideration among parents seeking childcare services.
The strategy focused on modernising existing social channels while expanding into new opportunities to increase reach, engagement and customer acquisition
The Challenge
Although G8 Education maintained a strong presence through SEO and paid Meta advertising, several social media channels were underperforming or underutilised.
Key opportunities identified included:
Low engagement and inconsistent branding on Instagram.
An underdeveloped YouTube content strategy.
No presence on TikTok despite significant audience potential.
Untapped opportunities to strengthen employer branding and recruitment through LinkedIn.
The need for a more structured content framework aligned with the customer journey.
Strategic Solution
A 12-month multi-platform content strategy was created to improve digital performance across the entire social media ecosystem.
Platform Strategy:
Refresh branding for greater consistency.
Increase Reels and short-form video content.
Introduce Story Highlights and influencer collaborations to improve visibility.
TikTok
Launch a completely new channel.
Use engaging short-form educational and behind-the-scenes content.
Trial paid advertising to reach new parent audiences.
YouTube
Improve publishing consistency.
Repurpose long-form educational content.
Support awareness through evergreen video assets.
Continue successful organic content.
Upgrade to LinkedIn Recruiter Premium.
Strengthen employer branding and attract qualified educators.
Content Framework
The strategy aligned all content with the customer journey:
Awareness: Educational content, childcare tips, centre life and community stories.
Consideration: Staff spotlights, educator philosophy, testimonials and behind-the-scenes content.
Decision: Enrolment information, virtual tours and clear calls-to-action encouraging enquiries.
Content production combined original storytelling with strategic content repurposing to maximise efficiency across multiple platforms.
Target Audience
The strategy focused primarily on two high-value parent personas:
Balancers – Families seeking flexible, affordable childcare with a strong focus on education and wellbeing.
Partners – Parents requiring full-time childcare who prioritize structured learning, educator qualifications and academic development.
Content themes were tailored to address the priorities and decision-making behaviors of each audience.
Key Objectives
The strategy aimed to:
Increase brand awareness across emerging social platforms.
Improve engagement through video-first content.
Expand audience reach via TikTok and Instagram.
Strengthen employer branding through LinkedIn.
Support a 15% increase in customer conversions from content-driven marketing initiatives.
Budget & Implementation
A detailed 12-month implementation roadmap and budget were developed, covering:
Professional video production
TikTok advertising
Instagram influencer collaborations
LinkedIn Recruiter Premium
Creative team resourcing
Risk management and contingency planning
The proposed implementation budget totalled approximately $160,000, providing capacity for future optimisation and campaign scaling.
Project Outcome
This strategy delivered a practical roadmap for transforming G8 Education's social media presence into a more modern, video-first marketing ecosystem.
By aligning platform-specific content with customer personas and every stage of the buyer journey, the strategy created a scalable framework designed to improve brand awareness, increase engagement, support recruitment efforts and drive long-term enrolment growth.