Kiddi Caru

Website / Email Marketing / Print

Website

The Kiddi Caru online identity has developed over the past few years, focusing less on random images of nursery-going kids, and more on the brand and the specific nursery information. By considering user journey and interface, the site utilises an interactive Flash map to help people locate the nursery closest to them, then lead them intuitively through information that is relevant to them and showing them imagery via a gallery viewing tool. Other features include a Flash vacancy map with XML fed data, regularly updated with current jobs.

Visit the website at http://www.kiddicaru.com

Illustration

The Kiddi Caru logo is well known and well received, featuring prominently on the exterior of the actual nurseries, and on all marketing materials. The opportunity to take the kangaroo character to another level came about during the re-working of the site design and other materials. By introducing the kangaroo in different poses, he was able to interact much more with the content – and bring certain messages to the viewer with ease. Gradually, the roo took on different guises and performed functions – used as an illustrative devise for specific content within the marketing mix.

Email marketing

A growing channel for Kiddi Caru, we have produced HTML emails targeting specific regions and to promote particular events. The eCRM strategy has been in full effect throughout 2009, working association with a data management company whilst the organisation continues its own email acquisition programme. Email data is captured via the site and via other offline activities (in nursery events, national and regional shows). Incentives for participation and permission to contact are given; statistically, organisations achieve a significantly higher conversion rate on lists grown internally.

Print

Not a traditional service provided by Digital Consortium, but for some key clients, we offer additional services (acting as brand guardians and providing a full marketing service). With 21 nurseries throughout England to market, the Childcare Corporation plc uses Digital Consortium as its marketing department, producing leaflets, advertisements and promotional material, but also significant tools such as the ‘Welcome Pack’ providing parents with all the essential information they need when their child joins a Kiddi Caru day nursery.