National day nursery chain Kiddi Caru has 19 nurseries across the Midlands, South, South East and South West of England. Digital Consortium has been the company’s brand guardians since 2007 and provides support with all offline and online marketing materials.
Kiddi Caru currently has a ‘Recommend a Friend’ incentive for existing parents. So, if you’re already a Kiddi Caru parent, you can receive £50 worth of vouchers by recommending a friend to one of the day nurseries.
Kiddi Caru asked DC to help re-launch a campaign to raise awareness of the scheme for 2014.
DC was asked to assist Kiddi Caru from the very first stages of planning the campaign.
We had to take into consideration how to promote the scheme across digital and print communications as well as communicating the message clearly about how the existing parent can earn the vouchers.
Kiddi Caru liked the idea of a ribbon concept, which would represent the idea of giving a gift to parents. Following the brand colours and guidelines, our designer; Johnny, created a beautiful bow illustration. This concept followed throughout all of the campaign elements.
“We were especially impressed with the updated Recommend a Friend campaign. DC grasped our idea for this project from the off and delivered a consistent, easy to follow message for parents across both online and offline platforms, differentiating the new scheme from the old – even giving Roo a subtle makeover.”
Becky Smith, Marketing Assistant at The Childcare Corporation
Firstly, we simplified the existing online recommend a form to allow parents to quickly add their friend’s details without having to complete numerous fields. Parents would be directed to the form via email, poster (QR code) and any online promotional material.
We designed an A3 poster to be visible around each nursery, complete with QR code that links through to the ‘Recommend a Friend’ form. This allows parents to speedily submit their friend’s details online.
We designed and built a bespoke, email template dedicate to the ‘Recommend a Friend’ campaign. We built the email to be easy to read on mobile devices so that the essential information contained is effectively communicated to existing parents.
The email is responsive, meaning it was built to re-configure itself according to the screen size of the device, desktop or mobile, upon which it is viewed.
Once the email was designed and built, we uploaded to our email marketing send system Squeezymail that allows our clients to send out email campaigns and view how successful their campaign has been with real-time reporting through analytics.
A Facebook app page was also designed and built for the campaign, which you can view here.
As well as a Facebook app, we designed a beautiful image (PNG format) that would be posted with a link onto Facebook to promote the scheme.
Following the ‘bow’ theme, we also designed a web banner to be uploaded onto the Kiddi Caru homepage. This would link to the ‘Recommend a Friend’ submission form.
As well as the promotional material for the campaign, we designed and managed the print of the wallets in which the vouchers would be held.
The wallets were designed in such a way that the vouchers fit perfectly into wallet. Two slots had cut into the card that held the voucher in place.