Marketing campaigns combine personalized printing with electronic communications.

By Erik Cagle

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.