Alcott+Routon Goes Beyond DM With KinderCare Account

Share this content:
Alcott+Routon, Nashville, TN, a direct marketing shop, will evolve into a full-service marketing agency after being named agency of record for KinderCare Learning Centers.


The decision to expand comes 2 1/2 years after A+R was named to handle direct marketing work for KinderCare, Portland, OR. Slaughter Hanson, Birmingham, AL, lost part of the KinderCare account that A+R didn't already handle.


"I think what this really is all about is which agency in the future needs to be the lead agency," said Jim Alcott, president and chief operating officer of A+R.


A+R, started six years ago as a direct marketing agency for financial services, now has clients in banking, healthcare and childcare. Besides KinderCare, other accounts include Wachovia Bank, National City Bank, Acxiom and the Federation of Independent Businesses.


A+R's new marketing persona debuts this month with a 1 million-piece direct mail drop to mothers and households with children aimed at spurring enrollment to the approximately 1,200 KinderCare centers for children 9 years old and younger. Other media in the plan include radio in 19 markets and a cable TV test in four cities.


"This is in time to increase the enrollment for back-to-school space," Alcott said. "KinderCare is obviously the market leader, and the focus really is on education, and so our charge was to most cost-effectively use the media options that were available to communicate that education message."

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above