Leor came to The Animals with a brief that mattered: help one of Australia’s most progressive early childhood education providers attract the right educators — and reach the families who didn’t yet know they could afford them.
Early childhood education is one of the most important — and most misunderstood — sectors in the country. It is shaped by policy, subsidies, workforce shortages and shifting community expectations, and it asks a lot of the people who work in it. For a provider trying to grow, the marketing challenge is genuinely difficult: you need to speak to two very different audiences at once, without losing the warmth and integrity that makes the brand worth choosing in the first place.
Leor is no ordinary provider. Founded in 2018 as a deliberate disruptor to the sector, Leor is an approved NDIS Provider and the only childcare provider in Australia to have earned B Corporation status — a remarkable position in early childhood education marketing.
The brief
The ask had two parts, and they pulled in different directions.
First: attract outstanding, talented, passionate people to come and work at Leor — in a sector where great educators are in short supply and high demand.
Second: reach eligible families who didn’t realise they could access Leor’s range of services with the help of Australian Government subsidies.
One audience needed to feel seen. The other needed to feel informed. Both needed to feel something true.
The approach
We started where every good campaign starts — by listening. We interviewed Leor’s existing educators and families alongside prospective audiences, and what came back wasn’t a marketing message. It was a set of authentic truths about Leor’s people, services and the possibilities they create.
From there, the strategy wrote itself. Rather than constructing a brand voice, we amplified the one that already existed inside Leor — and built a creative platform that could flex across two very different audiences without ever feeling like two different brands.
The results
The full roll-out is ongoing, but the project to date has spanned research, messaging and a comprehensive digital media strategy, alongside creative concepts, design, copywriting and execution. Deliverables have included digital display ads, banners and templates, Google Ads and paid search creative, careers website content, job board advertising and advice, and social media templates for LinkedIn, Facebook, Instagram and TikTok.
The result is an early childhood education marketing programme that recruits and converts in equal measure — anchored by the real voices of the people who already know Leor best.
Why this project matters to us
Some sectors are easy to market. Early childhood education isn’t one of them — and that’s exactly why we love it. The work shapes how families find care, how educators find purpose, and ultimately how children spend the most formative years of their lives.
If you’re looking for a Melbourne advertising agency that can take a complex, two-audience brief and turn it into work that performs commercially while still feeling genuinely human — we’d love to talk.
