MCH will incorporate Wilson into its brand within the next two years, said Kirk Chritton, director of marketing and product development at MCH. Wilson’s Los Angeles office will be closed and its compiling operation will be merged into MCH’s Sweet Springs, Mo. headquarters.
Mike Wilson, founder and president of Wilson Marketing Group, has joined MCH’s strategic data division as director of the early childhood market. His Los Angeles-based company will “continue to operate for a period of time and that’s where business is being conducted until operations are merged,” said Chritton. Back-end operations will be integrated within six to eight weeks, he added.
Closing Wilson’s Los Angeles office will result in several layoffs, said Chritton.
“A few part-time people will be let go, and one full-time and one part-time IT person will be let go on that end as well,” said Chritton.
Wilson’s databases contain about 100,000 child-care center files, 4,000 school-based pre-k and kindergarten program files, and 200,000 licensed family daycare residences and group-care home files, MCH said in a statement.
MCH can leverage Wilson’s data, combined with its own database of approximately 5 million educators, to communicate with teachers, administrators, counselors, social workers and librarians through direct mail, email and social media, said MCH, in a statement.
“We chose Wilson Marketing Group because it is the most respected name in early childhood marketing,” said Chritton. “The education market as a whole is a very vibrant marketplace that involves billions of dollars of expenditures each year. It’s very important that b-to-b marketers pay attention to that market.”
MCH acquired key assets of Quality Education Data from Dun & Bradstreet’s MDR division last September. The Wilson acquisition “continues that strategy,” said Chritton. Terms of the deal were not disclosed.