Foundation
Establish the marketing foundation, clarify audiences and identify the systems needed for sustainable growth.
02 / STRATEGY · CASE STUDY
Be BiteSmart
Building a parent-first digital strategy for a child-safety education programme.
THE STRATEGIC QUESTION
How do you turn strong educational resources into something parents can actually find, follow and use?
Be BiteSmart already had a clear child-safety mission, evidence-informed guidance, videos and a comprehensive Parents Guide. The opportunity was not simply to create more material. It was to organise the existing and future resources around the situations parents actually experience.
The work therefore moved away from resource-first navigation and towards a parent-first learning system: begin with the audience, understand the experience, structure the information, connect the content and put controls around how safety guidance is maintained.
THE STRATEGY, BUILT IN STAGES
From foundation
to governance.
Parent-first strategy
Focus first on parents and caregivers, then test, measure, improve and validate before adapting the model for other audiences.
Digital experience
Shift the Parents experience from a collection of resources to a guided learning journey built around real parent situations.
Information architecture
Organise guidance around developmental stages and the questions parents naturally ask, rather than expecting them to navigate professional terminology.
Content strategy
Connect life stage, parent need and learning format so articles, Q&As, videos, downloads and evidence work as one content system.
Governance
Create standards for evidence, review, approval, translation, publishing and controlled updates for safety-sensitive content.
THE CORE SHIFT
RESOURCE-FIRST
Parents encounter guides, videos and existing site sections first.
→
PARENT-FIRST
Parents begin with their situation, life stage, question or concern.
INFORMATION ARCHITECTURE
Organised around the parent journey.
Parents do not arrive thinking in website categories. They arrive with situations: a baby is coming home, a child has started crawling, a toddler keeps approaching the dog, or a bite has already happened. The architecture maps guidance to those moments.
01Planning for a Child
02Pregnancy
03Newborn
04Crawling
05Beginning to Walk
06Toddler
07Preschool
08After a Bite
CONTENT STRATEGY
One system.
Three lenses.
LIFE STAGE
Where is the child developmentally?
Pregnancy · Baby · Toddler · PreschoolPARENT NEED
What is the parent trying to understand or do?
Prepare · Understand · Supervise · Recognise · RespondLEARNING FORMAT
What is the most useful way to deliver the guidance?
Short answer · Guide · Video · Download · EvidenceTHE PARENT PROBLEM COMES FIRST. THE FORMAT COMES SECOND.
GOVERNANCE
Strategy does not stop at publication.
For safety-sensitive guidance, consistency and traceability matter. The governance framework defined how content should move through evidence, editorial review, specialist validation, approval, translation and publication, with controlled updates after launch.
EVIDENCE→DRAFT→REVIEW→APPROVE→PUBLISH→MAINTAIN
The first-release governance baseline covers 60 canonical priority parent questions across Pregnancy, Baby, Toddler, Preschool, After a Bite and cross-stage guidance.
WHAT THE WORK CREATED
A strategy that connects audience, experience, structure, content and governance.
Rather than treating digital strategy as a single campaign or website recommendation, the work established a framework that Be BiteSmart can continue to build, test and refine as the Parents Learning Center develops.
← RETURN TO SELECTED WORK