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Carson-Dellosa

Carson-Dellosa is a leading educational publishing company providing classroom decorations, supplemental books for math, science, social studies, language arts, and early childhood education, pocket charts, games, and much more for preschool through the eighth grade.

Traditionally, Carson-Dellosa marketed its products through a catalogue mailed to 3 million teachers. However, the mailing did not allow the company to track who was making purchases and the mailing was becoming prohibitively expensive.

Carson-Dellosa needed a streamlined, targeted communication solution that would allow them to inform teachers about their products, and that would also profile high-value prospects and track their purchases. Fortunately, they found 80/20 Solutions.

The publisher switched from the catalogue to an online web store. They then used 80/20 Solutions’ dynamic segmentation tool and reporting capabilities to identify high-value prospects and target communications specifically to the needs of those groups (e.g., new teachers and those teaching new subjects) and their needs (pre-school and home school, for example, as well as primary school grades).

The result: Carson-Dellosa has seen a 40% growth in the size of their member community of opted-in members who want to know about their products and are pre-disposed to purchase from them, as well as a significant decrease in their marketing costs.