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
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.
A growing channel for Kiddi Caru, we have produced HTML emails targeting specific regions and to promote particular events. The eCRM strategy will come into full effect in 2008 after email data gathering has progressed. Email data is captured via the site and via other offline activities (in nursery events, national & regional shows). Incentives for participation and permission to contact are given, statistically organisations achieve a significantly higher conversion rate on lists grown internally.
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 their marketing department, producing leaflets, advertisements and promotional material, but also significant tools such as the recently launched ‘Welcome Pack’. Providing parents with all the essential information they need when their child joins a Kiddi Caru day nursery.
Kiddi Caru has its very own newsletter called Kiddi Chatter, sent out quarterly to parents of the nurseries in the group. The publication is an A3 two pager, with all the latest news from the nurseries and offers for parents and children. Kiddi Chatter is also available to parents who subscribe to emails, allowing the marketing team at Kiddi Caru to assess open rates and click-throughs to the electronic copy of the newsletter online.