Integrated Marketing Successes: Crossing the Channel

• Personalized QR codes printed on all direct mail pieces, enabling each recipient to access his or her customized registration microsite using a smart phone or other mobile device;
• Personalized landing pages that enabled visitors to search for StorytimeLIVE! events by ZIP code;
• Automated reminders and follow-up notices based on recipient action (or inaction);
• Customized registration and opt-in for Kiddie Academy newsletters;
• Social media page that enabled registrants to send event information to friends by e-mail or post to Facebook;
• Analytics dashboard that acted as the nerve center for all facets of the campaign—activity could be monitored in real time, 24/7, and campaign effectiveness could be measured and refined;
• E-mail marketing that effectively engaged registrants with updates and outreach communications;
• Additional e-mail marketing that delivered timely communications to individual franchise locations on the status of campaign initiatives and lead generation results.

Results: With 83 percent of Kiddie Academy's educational child care centers participating, the integrated marketing campaign developed by WebbMason generated a 39.21 percent conversion rate for Kiddie Academy—65 percent higher than a manual, conventional event marketing campaign Kiddie Academy held the previous year. The program also generated 1,784 program registrations, as well as a 28 percent increase in Kiddie Academy's Facebook fans.