Kiddi Caru Opens Its Doors

Marketing / Email / Print - Summer 2010

Background

Kiddi Caru, which is part of The Childcare Corporation, is a premium chain of 19 day nurseries located throughout Central and Southern England. The company held a series of Fun Days at its nurseries to promote its quality day nursery provision. 

The Objectives

Kiddi Caru tasked Digital Consortium with both maximising attendance at the events and generating general awareness among parents about its nurseries. The overall objective was to encourage parents to register their child at one of Kiddi Caru’s nurseries.  

The Campaign

Digital Consortium managed tailored activity to promote each of the seven Fun Day events that Kiddi Caru held. This included ‘Save the Date’ emails, issued via Bounty several weeks prior to the Fun Day. This was followed up by a more detailed email before each event, which linked through to a response form so parents could confirm their attendance or request further information. The emails were distributed through Bounty and specifically sent to parents in each nursery’s catchment area whose children did not already attend a Kiddi Caru nursery. 

Two printed leaflets were produced for each event. One leaflet was targeted at current parents to encourage them to bring a friend to the Fun Day, offering £50 off their childcare fees if that friend then registered their child. The other leaflet was aimed at prospective parents and incentivised them to register their child before a certain date by offering 50% off one month’s childcare fees or waiving the deposit. 

Each Fun Day followed a theme - for example country and western, circus and farm. Digital Consortium therefore designed a new take on Kiddi Caru’s ‘Roo’ mascot – including Cowboy Roo, Ringmaster Roo and Farmer Roo – to feature in all online and offline activity. 

The Results

Digital Consortium helped to generate a massive £600,000 worth of income for the Kiddi Caru chain of nurseries as a direct result of the online and offline activity it has implemented to support the Fun Days.

Liz Robinson, Client Services Director at Digital Consortium, added: “Each piece of activity we undertake for Kiddi Caru is designed to be engaging, fun and, ultimately, to position its nurseries as a places where parents are happy to take their children. This campaign was especially interesting to work on as each nursery was able to have its own identity under the Kiddi Caru umbrella brand. In the past we have also used this flexibility to use local knowledge to promote individual nurseries, for example if one is near the seaside, this can be used as a theme within its marketing activity.”