Print services provider Jubels, BV, boosted day care center enrollment for Partou Childcare in Netherlands, EU by giving families the royal treatment with the help of software from XMPie (Booth 1202). The response stands as a crowning achievement.
The cover of the printed mailing makes it easy for Esther’s parents to imagine her in a bright, colorful facility where “Kind is Koning” (The Child is King).
Jubel’s worked from a list that included addresses and family data. They based their creative design on Partou’s corporate color palette.
Inside, the story continues. On the right-hand page, Esther’s parents are greeted by name and a handy personalized map shows how close Esther’s house is the nearest Partou center (less than three miles). And then a URL with a personalized passcode and a QR code make it easy to take the next step.
A parallel campaign targeted the soon-to-be-born. As the personalized microsite at left shows, expectant parents received a message aimed at their special “Baby.”
When Esther’s parents clicked on the magenta box in their PURL to enter to win an iPad and a gift card, the registration page at right collected even more marketing data.
Just how well did the campaign work? 1.5% of recipients visited the microsite. Of those, 34.5% completed the online registration form. Actual new enrollments represented a ROI of over 2,200% based on the average expected service length of four years. Plus, Partou engaged Jubels to expand this three-center pilot to an additional eight centers in 2013—indicating that cross-media campaigns may be the new marketing king in town.