AlphaGraphics Super Heroes Marketing Case Study Campaign Blueprint
AlphaGraphics Super Heroes Campaign – Campaign Blueprint
Project:
AlphaGraphics Super Hero Campaign
Vertical Market:
Marketing, Promotional & Printing Services
Business Application:
Direct Marketing/Educational/Lead Generation
Target Audience:
545 Contacts including Alphagraphics Cary’s top customers and a targeted list of prospects
Business Objectives AlphaGraphics Cary (AG Cary) wanted to showcase a variety of new and innovative marketing tools while educating customers and prospects on our full range of products and services. To do this, we developed the “AlphaGraphics Super Heroes” campaign. With this campaign we hoped to: • Increase sales penetration within current customers • Generate awareness and interest with a select group of prospective companies • Highlight a toolbox of economical marketing services with trackable results and proven return on investment • Demonstrate the power of campaigns incorporating personalized URLs (PURLs)
Results
28%
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• The PURL campaign generated a 28% response rate. A response is considered someone who visited the PURL’s Welcome Page. 16% completed the full survey. • Over $5,000 in direct orders as a result of the campaign within 3 weeks. • New information about the needs of customers and prospects was collected that will continue to guide future sales efforts. • A great deal of client interest was generated by incorporating the marketing tools utilized in this campaign into upcoming customer projects. • Fans, followers and subscribers were acquired as a result of the Facebook, Twitter and YouTube social media components of the campaign. The YouTube videos generated over 700 views alone.
AlphaGraphics Super Heroes Campaign – Campaign Blueprint
Campaign Architecture
Email Teaser
A “teaser” email went to a targeted list of customers and prospects alerting them to the upcoming campaign. The email blast utilized iContact’s on-demand Email Marketing services and included a link to AG Cary’s website. Over 40% of the recipients viewed the teaser message with a significant number revisiting the message multiple times.
Dimensional Mailer
AlphaGraphics brand 3D glasses, and a 3D poster asking recipients to visit their personal URL was mailed as the next portion of the campaign. The poster was digitally printed on the HP Indigo on a 100# FSC certified gloss cover stock. The mailing featured: • Three-dimensional design • Personalized, Variable Data Printing • Quick Response Code (QR Code) label containing AG Cary’s web address • Logo imprinted 3D glasses • Personalized URL (PURL)
AlphaGraphics Super Heroes Campaign – Campaign Blueprint
Personalized Landing Pages Welcome Page Once on their personalized landing page, recipients were introduced to the AG Cary sales staff with a short YouTube video and asked to complete a short survey for a chance to win a cash prize. Survey Page The survey page outlined each of AG Cary’s product and service categories. For current customers, these areas were pre-populated with their current sales mix -- Press, Digital Printing, etc. Recipients were invited to indicate areas that they would like to learn more about. YouTube Videos AG Cary created short YouTube videos for each of their major product and service categories. The videos featured members of each department giving short overviews and samples of the following areas:
• Graphic Design
• Offset Press
• Digital Printing
• Bindery & Finishing
• Green Printing Options
• Social Media
• Promotional Products
• Large Format Printing
• Custom Online Ordering Sites
• Web Design
• Marketing Services
Verify Information The next page was also pre-populated with the customer’s contact information. They were asked to verify that the information on file was correct or to correct as needed. They were also asked to refer someone within their organization who should be contacted. Thank You Page The final page, thanked the recipients for the their participation and informed them that an AlphaGraphics representative would be contacting them based on their survey answers. Participants were also encouraged to keep an eye out for upcoming Lunch & Learn type events based on the results from the collected surveys. After several seconds, the viewer was automatically redirected to the AG Cary store web site. Tracking Real-time activity tracking is one of the most powerful aspects of any PURL campaign. During the campaign, AG Cary was able to monitor results in real-time and distribute leads immediately to the appropriate sales person. AlphaGraphics Super Heroes Campaign – Campaign Blueprint
Superhero in a Box The next step of the campaign featured a 3D pop-up box containing targeting a select group of major customers and targeted prospects. The kitting & fulfillment of this project featured: • Personalized Die-Cut pop up box insert directing the recipient once again to their PURL • Logo Imprinted Promotional Item - Logo imprinted bendable, magnetic super hero in a logo imprinted box • Business Card • FSC Certified, digitally printed Capability Brochure highlighting some of the unique aspects of the HP Indigo: □ Papers not typically suited for digital printing - including linen, metallic, felt finish and colored stocks □ 4 color process printing □ PMS Spot Color □ Digital Spot Varnish To increase excitement and awareness, the locally addressed boxes were hand-delivered.
Postcard Reminder
Hurry, Hurry, Russell! Russell! Save the Day!
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Save the Day!
Complete our online survey
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Complete our online survey
(no fair stopping halfway through!)
a Chance Reminder postcards were sent approximately oneFor week after the initial to win cash! poster mailing. These digitally printed post cards featured: • Personalized variable data printing ... at: • PURL www.RussellMiller.agheroes.com • Reminder about the cash drawing • Invitation to follow results on the Campaign’s Twitter feed Hurry, Hurry, James! James! • QR Code directing users to AG Cary’s YouTube page Save the Day! If you haven’t already, dash over to your personal URL...
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Foll
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mpaig on ily Ca see Da sults! re
(no fair stopping halfway through!)
For a Chance to win cash!
If you haven’t already, dash over to your personal URL...
... at:
www.DannyThompson.agheroes.com
Hurry, Hurry, Jim! Jim!
Save the Day!
Complete our online survey
Complete our online survey
For a Chance to win cash!
For a Chance to win cash!
(no fair stopping halfway through!)
Final Email Blast
Hurry, Hurry, Danny! Danny!
If you haven’t already, dash over to your personal URL...
... at:
A few days before the drawing for the cash prizes, a final reminder email www.JamesEnzor.agheroes.com was released. Recipients were invited to follow along with the updates posted on the Cary’s various social media outlets: Facebook, Linkedin, Twitter and YouTube. They were also encouraged to make sure that they completed the survey for a chance to win the cash drawing.
AlphaGraphics Super Heroes Campaign – Campaign Blueprint
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Foll
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mpaig on ily Ca see Da sults! re
(no fair stopping halfway through!)
If you haven’t already, dash over to your personal URL...
... at:
www.JimWagner.agheroes.com
Reasons for Success One of the primary goals of this campaign was to produce tangible examples of new marketing techniques and digital products and to get them into customers’ hands. By showing how these services can help break through the marketing clutter and demonstrate a trackable return on investment, several customers have expressed interest in integrating many of these techniques into their upcoming campaigns. In addition to generating direct orders and leads, the answers on the survey page will help guide AG Cary’s marketing efforts through the end of the year. Customers who indicated specific areas of interest will be invited to subjectspecific events (lunch & learns and other informal informational sessions) in the coming months. For longtime customers and for prospects unaware of AlphaGraphics Cary’s full capabilities, this campaign pushed aside the perception that Alphagraphics is merely a capable print service provider, but also a valuable marketing solutions provider.
Campaign Production Details Hardware HP Indigo 5000 Software Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Printable Fusion Pro, EFI Printsmith 8.0, XMPie Finishing Procut 320, Challenge saddlestitcher Target Audience Current Customers and Select Prospects Distribution 545 recipients Date May 2010
AlphaGraphics Super Heroes Campaign – Campaign Blueprint
Glossary of Terms 4 Color Process – To reproduce full-color photographic images, typical printing presses use 4 colors of ink. The four inks are placed on the paper in layers of dots that combine to create the illusion of many more colors. CMYK refers to the 4 ink colors used by the printing press -- Cyan, Magenta, Yellow and Black. Bindery & Finishing - AlphaGraphics has complete In-house binding and finishing capabilities. Choose the right binding and finishing options to ensure a completed, professional look for your project. Our services include: coil binding, comb binding, saddle stitching, cutting, folding, creasing, scoring, die cutting, laminating and more. Custom Online Ordering Sites - We’ll create a Web-based ordering site customized for your company (for free) with an online catalog of your documents - such as letterhead, envelopes, brochures, catalogs, postcards and flyers. You control what’s on the site and who can order, ensuring consistency, reducing waste and helping you control your inventory. Digital Varnish – One of the capabilities of the HP Indigo is the ability to print Indigo Digital Matte ink which creates a differential gloss effect that adds a spot varnish look. Email Marketing - E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. Build customer loyalty, educate your customers, advertise specials with this very cost effective, trackable marketing vehicle. Facebook - Facebook is a social networking website launched in February 2004. Users can add people as friends, send them messages, and update their personal profiles to notify friends about themselves. AlphaGraphics Cary uses Facebook as another way to interact personally and directly with our customers. Find us on Facebook at: AlphaGraphics Cary. FSC Certification – AlphaGraphics Cary is FSC (Forest Stewardship Council) Certified. FSC certification requires a rigorous review of procurement processes to ensure that paper and wood products are purchased from sustainable sources. Graphic Design – AlphaGraphics design specialists can create the design that’s right for you and your business. From logos and letterhead to marketing brochures, newsletters and posters, we’ll help you produce the perfect layout, color palette and design elements to bring your concept to life. Our certified design professionals can design for any medium or application. Green Printing Options – From recycled and FSC Certified papers and vegetable based inks to 100% post consumer waste coil binds and covers and even bamboo trade show displays, AlphaGraphics Cary is continuously expanding our list of environmentally responsible products in all of our product categories. HP Indigo - Indigo is a series of digital offset printing presses manufactured by the Hewlett-Packard company. AlphaGraphics Cary’s HP Indigo 5000’s capabilities offer the ability to print short or long runs at commercial press quality on an ever expanding variety of stocks (including 130# double thick cover and even plastic). These capabilities represent the next generation of digital color printing. Combined with the ability to print PMS Spot colors, this makes the Indigo a tremendous resource for our customer’s digital printing needs. Kitting & Fulfilment - We handle complex product kits that include packaging, collateral and multimedia elements, and marketing campaigns (like the campaign outlined in this case study) complete with dimensional mailers, personal URL sites, and response tracking. These project can then be inventoried for single piece shipments or delivery en mass through domestic or internal mail or domestic or international express, freight and air freight shipping.
LinkedIn – LinkedIn is a business-oriented social networking site. Launched in May 2003, it is mainly used for professional networking. As of April 2010, LinkedIn had more than 65 million registered users, spanning more than 200 countries and territories worldwide. In addition to utilizing the communications aspects of this site, AlphaGraphics Cary heavily utilizes LinkedIn for sales activities. Logo Imprinted Promotional Products – Put your company name or logo on just about anything with printed promotional products from AlphaGraphics. From no-nonsense, practical items such as clocks, pens and thumb drives, to the more gift-like shirts, games and sports accessories––AlphaGraphics can help you keep your name in front of customers and prospects. With more than 700,000 items from 3,500 ASI suppliers, you’re sure to find just the right thing. Marketing Services – AlphaGraphics offers a comprehensive array of direct marketing solutions. As your full service direct marketing partner, we can help you communicate with your customers, connect with new prospects, and get results across all direct marketing channels. We are committed to helping you reduce your overall cost-per-lead and cost-per-acquisition, while you increase sales and contribute to your bottom line. Mailing Services – If it mails, it prints and AlphaGraphics can help you with both. From personalized postcards to complex stuff-and-seal projects, we are CASS certified and can mail on our indicia or a customer’s indicia. Offset Printing – At AlphaGraphics, we’re offset printing experts, delivering high quality and great value. Offset printing is ideal when you need large quantities and/or flexible color, paper and sizing options. It’s also an excellent choice for business cards, letterhead, and annual reports. Personalized URL – A PURL is a customized Web page with a unique address for each customer on your list and is a great direct marketing tactic. By incorporating PURLs into your direct mail and other communications campaigns, you’ll link the impact power of your messaging with the interactive capabilities of the Internet, helping you convert more direct mail recipients into qualified prospects and valued customers. Related tools include Customized URLs (CURLs) and Generalized URLs (GURLs). QR Codes – Quick Response or QR Codes are two dimensional bar codes that can contain text information, images and even web links. Users with a camera phone equipped with the correct reader app can scan the image of the QR Code causing the phone’s browser to launch and redirect to the programmed URL. Social Media – Social Media utilizes popular social media websites and tools like Facebook, LinkedIn, and Twitter to network and communicate. As a marketing tools, these outlets are extremely cost effective channels to communicate directly with your audience. Twitter – Twitter is a social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author’s profile page and delivered to the author’s subscribers who are known as followers. Check out http://twitter.com/agcary for some examples. Variable Data Printing – Variable Data Printing communicates specific messages to targeted recipients, making the message more relevant and helping you communicate more effectively. Personalized communication can translate into an improved bottom line--market research repeatedly indicates that sending a tailored message can elicit three times the response of a traditional mass mailing. YouTube – YouTube is a video-sharing website on which users can upload, share, and view videos. Like other social media methods, YouTube allows us to communicate a personal message in a fun, lighthearted way for little or no cost.
AlphaGraphics Super Heroes Campaign – Campaign Blueprint
Blueprint for Your Own Campaign Create a goal for your campaign o Increase sales with current customers o Introduce a new product or service o Qualify new prospects o Market events—Conference, Open House, Grand Opening o ______________________________________
Select target audience o Create lists from your own database(s) o Purchase a qualified list
Create a theme for your campaign & schedule the rollout o Create the look of the campaign o Create PURL landing pages o Create your content: Survey? Special Offer? Prizes? o Send teaser email o Send teaser post card or letter o Send dimensional mailer o Follow up email o Follow up postcard o Follow up phone call o Track and analyze your amazing results
301 Ashville Ave, Ste 121 Cary, NC 27518 (919) 233-7710 AlphaGraphics Super Heroes Campaign – Campaign Blueprint cary398.alphagraphics.com