Integrated Marketing Successes: Crossing the Channel

Families learn more about Kiddie Academy through integrated campaigns.

Phil Catalano, Prompt Direct's director of integrated marketing.

The University of Texas at San Antonio Alumni Association sought to bolster its retention program. Only 5 percent of its membership, non-lifetime, were renewing their association membership annually. So, the association reached out to local cross-media marketing campaign specialist the e.f. group.

The Louisiana State University School of Veterinary Medicine sought to bolster its fundraising campaign using several components. One postcard containing a personalized URL was mailed to each alumnus.

The landing page included the year of the recipient's graduation, as well as a class picture.

Lyon College worked with CustomXM to develop a cross-media campaign that incorporated direct mail, PURLs, e-mail and Augmented Reality. As an added enticement to those who filled out their profiles, the school offered recipients a chance to win a new Apple iPad.

A personalized direct mail postcard kicked off Lyon's campaign, encouraging recipients to log their field of study and extracurricular interests via a PURL.

The real beauty of digital enhancements such as QR codes and Augmented Reality is that they catapult the printed piece into another stratosphere, incorporating a dynamic dimension that enhances its value from a cross-channel marketing perspective. It allows marketers to be even more creative and analytical with their campaigns, while making it easier for the end user to interact and experience the full gamut of a product or service.

We’ve assembled a small cadre of case studies that drive home the point that the printed piece need not be viewed as a one-dimensional tool, but as a jumping-off point that stirs the creative juices and engages the end user in new and exciting ways. While we’re at it, we’ll illustrate the role that printers and marketing services providers (MSPs) are playing in the integrated marketing solutions heirarchy.

Story Time for Child Care Chain

Marketing Services Provider: WebbMason, Hunt Valley, MD

Client: Kiddie Academy

Background: Kiddie Academy has been a leader in educationally-focused child care for more than 30 years. The growing organization now operates 100-plus independent franchises nationwide. One of Kiddie Academy’s popular programs is Storytime LIVE!, a series of events it holds to promote literacy and increase enrollment in its learning centers.

Campaign Objective: Event marketing is an important part of Kiddie Academy’s corporate marketing strategy, particularly during its fall and spring enrollment periods. In the past, Kiddie Academy had provided franchisees with direct mail campaigns to attract event attendees, but the organization had no way to automate or track event marketing ROI. Also, franchisees wanted to better gauge the interest level of targeted prospects, and follow up with “warm leads” in a faster, customized way.

The organization turned to WebbMason, which suggested an integrated marketing approach that could automate the collection and segmentation of registration information for StorytimeLIVE! events, blend print and non-print marketing methods for improved targeting and messaging, enable Kiddie Academy’s event organizers to track and respond to leads, and increase attendance in the organization’s long-term programs.

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