Thrive Group
Thrive Group Recruitment Campaign
The Client
Thrive Group is a Tasmanian-based not-for-profit supporting family day care services across the state. Operating for over 50 years, Thrive connects families with trusted, qualified educators through both early learning centres and independent Family Day Care Educators.
As demand for flexible childcare continues to grow, Thrive is focused on expanding its educator network, enabling more families to access quality care across Tasmania.
The Brief
Thrive engaged AT+M to attract new Family Day Care Educators to join their network.
The campaign needed to:
- Generate qualified expressions of interest
- Reach individuals interested in running their own business, rather than those seeking employment in early learning centres
- Drive traffic to the Thrive website and encourage direct contact with the recruitment team
Importantly, this was about quality over volume, attracting motivated, business-minded individuals aligned with Thrive’s values.
Project Overview
Client
Thrive Group
Key Outcomes
Digital Campaign
Our Approach
We developed and continue to optimise an integrated digital recruitment campaign across Meta and Google Ads.
Creative Production
To strengthen authenticity and connection, AT+M delivered professional photography and videography showcasing real Thrive educators and environments. This content became the foundation of the campaign, allowing us to introduce video creative into Meta and elevate engagement beyond static imagery.
By combining warm, real-world visuals with carefully crafted messaging, we positioned Family Day Care as both a meaningful career and a viable small business opportunity.
Meta Campaign
The Meta strategy blended static and video creative, using dynamic ad structures to test multiple combinations of visuals and copy. Both short-form and long-form messaging were trialled, allowing the algorithm to prioritise the highest-performing combinations.
As the campaign evolved, video ads were introduced to deepen engagement and improve performance.
Google Ads Campaign
Google Ads focused on capturing high-intent users actively searching for opportunities in early childhood education.
The strategy included branded search to protect and prioritise Thrive visibility, recruitment-focused search campaigns targeting relevant industry keywords, and ongoing optimisation to refine targeting and messaging.
The Outcome
The campaign continues to deliver strong results across social and search.
By integrating authentic creative, video storytelling and high-intent search capture, the campaign successfully connects Thrive with individuals ready to explore running their own Family Day Care business.
The social campaign builds awareness and trust through relatable storytelling and real educator experiences, while the Google Search activity captures strong intent from people actively researching childcare careers and home-based business opportunities.
Together, these channels create a consistent pathway from discovery through to enquiry, helping Thrive reach the right audience and generate a steady flow of qualified interest.
The campaign remains active and continues to evolve, with ongoing optimisation ensuring performance remains strong while supporting Thrive’s long-term recruitment strategy.