Top Marketing Strategies for Care.com

Care.com User Persona

Name:

Sarah Thompson

Age :

35

Gender :

Female

Occupation :

Marketing Manager

Industry :

Technology

Education :

MBA, Marketing

Preferred platforms

GOALS

• Finding a trustworthy and reliable after-school caregiver for her two young children who can also assist with light housework
• Ensuring her aging father, who lives alone, receives regular check-ins and companionship from a compassionate caregiver
• Maintaining a healthy work-life balance by securing consistent and dependable caregiving support for her family.

Frustrations

• Struggling to find available caregivers who align with her family's schedule and specific needs
• Worrying about the safety and well-being of her children and father while she's away
• Feeling overwhelmed by the juggling act of managing her career, household responsibilities, and caregiving arrangements.

Name:

John Davis

Age :

23

Gender :

Male

Occupation :

College Student

Industry :

N/A

Education :

Pursuing Bachelor's Degree, Computer Science

Preferred platforms

GOALS

• Earning extra income by finding flexible part-time babysitting or tutoring jobs that fit his class schedule
• Gaining valuable experience working with children to build his resume and future career prospects
• Connecting with families who need occasional weekend or evening help with childcare.

Frustrations

• Dealing with inconsistent job opportunities and unpredictable hours
• Finding it difficult to stand out from other caregivers in a competitive market
• Managing his time effectively between schoolwork, social life, and caregiving responsibilities.

Name:

Maria Garcia

Age :

52

Gender :

Female

Occupation :

Certified Nursing Assistant (CNA)

Industry :

Healthcare

Education :

Associate Degree, Nursing

Preferred platforms

GOALS

• Transitioning from a full-time hospital job to a less physically demanding caregiving role
• Finding meaningful work where she can utilize her skills and experience to make a difference in the lives of seniors
• Having the flexibility to choose her own hours and work closer to home.

Frustrations

• Navigating the process of finding reliable and well-paying caregiving positions for experienced professionals
• Encountering ageism or bias when applying for jobs in a field often dominated by younger workers
• Feeling undervalued or underappreciated for her extensive knowledge and expertise in senior care.

Care.com Geographic and Demographic Insights

Geographic Insights: Care.com's primary market is the United States, followed by Germany. They also have a presence in Canada, the United Kingdom, and Australia.

Demographic Insights: Care.com's user base is predominantly female and skews towards adults aged 25-44, reflecting the demographics of parents seeking childcare.

Care.com Socio-economic Profile

Household and Income Insights: Care.com users are mostly from families with 3-4 members and fall within the middle-income range, aligning with the costs associated with caregiving services.

Educational and Employment Insights: Most of Care.com users are employed full-time and have some college or university education, indicating a focus on work-life balance and quality care.

Care.com Behavioral Insights

Interest-Based Insights: Care.com users are interested in topics related to family, caregiving, and community, including parenting, childcare, senior care, pet care, education, healthcare, and local events.

Technology and Social Media Usage: Care.com users engage with various social media platforms, primarily Facebook and YouTube, and use a mix of desktop and mobile devices to access the platform.

Care.com Top Competitors