Franklin marketing firm expands

Massey Burch among investors that provided capital to make acquisitions

Email | Print By Richard Lawson

11-20-2006 11:26 AM — Franklin-based marketing communications firm Mailnet Services has doubled its size through acquisitions in North Carolina and Texas, funded through capital raised from investment groups that include Nashville's Massey-Burch.

Mailnet announced this morning that it has acquired Synapse Technology, a Charlotte-based behavior-analysis marketing firm, and Conclusive Strategies, a data analytics firm based in Austin. The acquisitions came after securing $8 million of growth capital from Charlotte-based Frontier Capital as well as Nashville-based investors Morgan Keegan Mezzanine Fund and Massey-Burch. The latter is already an investor in Mailnet.

The acquisitions are part of a strategic expansion to increase the company's marketing management expertise and services. In February, Mailnet bought New York-based MarketingForce.

Synapse specializes in developing analytics applications for the financial services, agribusiness, health care and automotive industries. Conclusive's specialty is consumer profiling, behavior-analysis modeling and mapping. With the acquisitions, Mailnet's number of employees grows to 120, and annual revenue will exceed $25 million. The company will keep offices in Charlotte and Austin.

The company now has 2,000 corporate clients, which represent channel partners, franchisees, dealers and licensees of companies such as Kraft Foods, Blackbaud, Coldwell Banker Commercial, Harland Financial Solutions, Syngenta, CruiseOne, ERA Real Estate, GS Marketing, Inc. and Citizens Financial Group.