In July, August and September, Kiddie Academy locations across the nation will be hosting Storytime LIVE!. This fun, free, family-oriented event capitalizes on a partnership we have with PBS Kids, and features Academy guest appearances by the popular children’s characters Curious George and Pinkalicious.
“Storytime LIVE! is part of a broad range of programs and services that the Kiddie Academy corporate Marketing Department makes available to Franchisees throughout the year,” said Vice President of Marketing Nicole Salla. “We have an experienced in-house team and strong agency partners who develop strategies and manage programs designed to promote the brand to help our franchise owners build strong businesses.”
Many of the marketing programs are paid for out of the Kiddie Academy Brand Building Fund (BBF), a national marketing fund focused on building brand awareness across the country. This type of fund, supported by regular contributions from Franchisees and managed by the corporate Marketing Department, is a standard practice in the franchising industry. The aim of the BBF is to promote and strengthen the Kiddie Academy brand using a strategic mix of efficient brand-awareness and direct-response advertising channels.
In the case of Storytime LIVE!, it’s one of three national marketing events provided each year to Academies by the BBF. The other two events are STEM Adventures and Music & More. These BBF-sponsored national events have been highly successful in attracting both registered families and potential enrollees to the Academies that hosted them. The 2018 Storytime LIVE! events drew more than 8,000 families and 13,000 children.
The International Franchise Association recognized Storytime LIVE! last year as “Best Marketing Campaign – Franchise to Consumer” for its creativity, innovation and effectiveness. As one Kiddie Academy Franchisee wrote after hosting a 2018 Storytime LIVE! event, “It’s truly a wonderful opportunity to display our sense of community with enrolled and visiting families in the area.” Another current BBF initiative is our national Learn On promotional campaign. This campaign, which launched in January, includes advertising on PBS, online video and audio advertising, social media advertising and more.
“The BBF is a tremendous resource but it’s not the sole source of marketing funds,” Salla said. “While the BBF supports a broad range of consumer marketing initiatives, Kiddie Academy corporate also invests heavily in marketing efforts so that we can build a solid, well-rounded marketing program that’s strategically planned, well researched and carefully measured for optimization. Our goal is to find the most innovative and effective ways to promote the Kiddie Academy brand so that our entire franchise family benefits from it.
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