Early Learning Centre

Partners Andrews Aldridge

THE TEAM

Richard Worrow, Penny Hurle, Samantha Peters, Claire Wellman, Paul Snoxell, Andy Todd.
Other contributor: Quadroprint – Printer.

WHAT IS WONDERFUL ABOUT THIS WORK?

One of Early Learning Centre's core values is learning through play. We wanted to demonstrate this by giving children a taste of birthday fun to come. A 16% response rate generated sales of £8.5 million and ROI of 1:12.

OBJECTIVES

To meet big targets and keep pack cost down to an average of 50p in the toughest trading environment since the brand began.

STRATEGY AND TARGETING

Birthdays are the second biggest gifting events for children after Christmas. It's a year-round opportunity to attract customers and claim a bigger share of the market. Five years ago, we created the Big Birthday Club, which has grown to over a million members. Every year we mail them just before their children's birthday with a free gift and a discount voucher. DM was the obvious choice for such a targeted approach. It meant we could send a relevant message at exactly the right time, to exactly the right people. We also integrated gifts with the website so children and parents could go and play Wildlife Corner games and download more games and activities.