Anyone who has ever given a toddler a baseball glove or a 12-year-old the latest incarnation of an Elmo doll quickly realizes that children are not a homogenous demographic group.
KinderCare Learning Centers discovered that during an initial foray into direct mail. The Portland, OR company offers infant care, early reading programs and general academic tutoring for kids up to age 12, but this variety was not reflected in its mail pieces.
Seven years ago, before it embraced database analysis, the firm basically would shove copy of a print advertisement into an envelope and send it out. And the prospect lists it rented were chosen solely on the basis of
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