Integrated Marketing Successes: Crossing the Channel

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.