The Challenge

BimbiPiù Acquatici is an Italian amateur sports organization that offers water familiarization and swimming courses for infants and children aged 0 to 6, as well as water-based activities for expectant mothers. The programs are built around a proprietary methodology ("Metodo Crescinacqua") and are delivered across several Italian cities, including Rome, Verona, Treviso, Udine, and the Vicenza area, through both owned locations and affiliated centers. As the organization expanded into new cities and increased the number of courses offered, BimbiPiù Acquatici began facing challenges typical of growing local service businesses:

• ❌ Participant data was spread across registration systems, Excel spreadsheets, and local center databases
• ❌ Communications were mostly generic, with limited differentiation by age group, course type, or location
• ❌ Manual list management made it difficult to scale marketing activities
• ❌ Follow-up with existing families (transition to the next age group, new courses, seasonality) was not structured
• ❌ There was no single, unified view of families participating in different courses or at different locations

This fragmentation limited the organization's ability to increase re-registrations and maintain personalized communication as it continued to grow.

The Solution

Audiencerate

By connecting its main data sources (website, CRM, CSV files from locations, and operational data) to Audiencerate MDP, BimbiPiù Acquatici built a single, structured view of families and participants across all locations.

Thanks to advanced data unification and segmentation features, the team was able to easily identify:

• ✓ Families segmented by age group (pregnancy, 0–12 months, early stages, preschool age)
• ✓ Participants approaching the end of a course and ready for the next level
• ✓ Families inactive for one or more seasons
• ✓ Users interested in specific offerings such as new courses, new locations, or instructor training programs

Direct audience activation from the MDP enabled automatic synchronization of these segments with communication channels, reducing manual work and keeping lists consistently up to date.

How the MDP Helped

Website + CSV files from locations + CRM → MDP (Data unification, normalization, and segmentation) → Email marketing + Facebook Ads + Local WhatsApp follow-up for enrollments

The Results

• ✓ More precise audience segmentation by age group, location, and course type
• ✓ Increased effectiveness of re-registration and seasonal campaigns, with a +25–30% engagement lift on targeted communications
• ✓ A –35% reduction in manual list management, freeing up time for local coordinators and the central team
• ✓ More relevant and timely communications aligned with each child's development stage and family needs