CASE STUDIES

Alphagrphics Calendar Campaign

Innovative web-to-print, one-to-one, and XMPie technology combine efforts in the Print Three cross-media VIP Golf Invitational campaign. With this technology, it allows the sender to integrate individual messages and names into printed and graphic “pieces” personally targeted to every recipient. The cross-media component ensures that through the use of multiple media channels, Print Three’s message was consistent and interaction between the brand and the recipient was constant.


Objectives

  • To educate franchisees on how to leverage Print Three’s unique offerings of 1-to-1 Print Marketing and its capabilities in a competitive print industry.

  • To reward top franchisees and XMPie licensees for their marketing and sales achievements by inviting them to attend an overnight 2 day stay at Taboo Golf Resort.

  • To demonstrate to franchisees and their clients the power and effectiveness of Print Three’s direct marketing and cross-media capabilities.

  • To invite top franchisees’ clients or prospects that they wish to grow their business with.

Challenges

  • To effectively demonstrate the power and uniqueness of a personalized cross-media campaign.

  • To get franchisees and top clients to participate in the cross-media demonstration and attend the event.

Execution

  • Using Print Three’s XMPies capabilities we designed a VIP invitation box that was sent to all Print Three XMPie licensees. Inside the box was a personalized invitation, driving the franchisees to a Personalized URL (PURL) to confirm their attendance. The box also contained a set of personalized Titleist golf balls.

  • When the franchisee arrived at their PURL, the Web page was designed with flash with a personalized animated golf ball greeting the visitor. The page highlighted topics that would be covered over the 2 days and prompted the franchisee to fill out more information and print a personal "VIP tag" to take to the tournament.

  • Upon signing up the franchisee was asked to submit the information of one VIP client or prospect that would be invited as a VIP guest. The VIP guest was treated to the same personalized cross-media experience as the franchisee.

Results

The response to this campaign truly demonstrates the power of Print Three’s Direct Marketing and Cross-Media capabilities. All recipients were extremely impressed with the campaign.


  • out of the 22 franchisees who were invited, 18 attended; however all of them visited their PURL and responded.

  • Out of 18 clients who were invited, 15 visited their PURL and responded which equals an 83% response rate, and 15 attended, which equals a 100% conversion rate.

  • Top franchisees and clients felt important and appreciated throughout the invitation and event process.

  • After the event, all franchisees reported receiving new business or additional business from the client they invited.

  • Since the event more franchisees have been introducing direct marketing and cross-media offerings to clients and several orders had been made.

  • This campaign won the 2010 NAPL Marketing award for Direct Marketing and Cross Channel Marketing.

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