Grand Format Marketing Campaign Case Study
LEARN HOW OUR LATEST INTEGRATED MARKETING
EFFORT GENERATED A 45% RESPONSE RATE.
Prisma Graphic ROADTRIP CAMPAIGN
INFO
TEASER MAILING Created and mailed 24 x 48 inch poster
to “tease” audience regarding upcoming Grand Marketing Adventure.
Posters identified seven “grand” destinations in the US.
Each poster was customized with a personalized URL and an incentive for the user to visit and complete survey.
PURL LANDING PAGEPersonalized landing pages directed visitors to choose a vehicle for their adventure. Participants were asked three marketing questions.
CAMPAIGN OBJECTIVE:Introduce benefits and marketing potential of Prisma’s new grand format capabilities.
AUDIENCE: 25% of current clients.
STRATEGY:Implement a fun, visually engaging, multi-touch integrated marketing campaign.
STA
GE 1
Poster
GRANDcanyon
GRANDtetons
GRANDole opry
GRANDstrand
GRANDcentralGRAND
prixGRANDjunction
N
make them
Fuelwith a $50 gas card
your tank 3Choosefor your adventure
a vehicle2Visit1 your sitecarriedigilio.prismaroadtrip.com
1000
1
Posterclose-up of call to action
GRANDcanyon
GRANDtetons
GRANDole opry
GRANDstrand
GRANDcentralGRAND
prixGRANDjunction
N
make them
Fuelwith a $50 gas card
your tank 3Choosefor your adventure
a vehicle2Visit1 your sitecarriedigilio.prismaroadtrip.com
1000
1
Landing Page - screen 1Landing Page - screen 2
Camper chosen
Landing Page - screen 3End
Email ReminderIf user didn’t visit PURL within 3 days of
receiving poster, an eblast encouraged user to visit.
TRIGGERED EBLAST Upon choosing a vehicle, user received personalized eblast disclosing:
One of seven grand destinations in the US, based on vehicle chosen
A personalized travel kit and $50 gas card would arrive shortly
TIMELINEDay 1 – Poster mailed Day 5 – Reminder eblast sent
Day 12 – Road trip kit delivered Day 15 – Conclusion eblast sent
TACTICS:Theme: Road trip to “grand” destinations. Look: Retro style with splashes of color to “show off” grand format color capabilities.
STA
GE 2 Vehicle Email
Landing PageIf client mistyped personalized URL or
typed prismaroadtrip.com, they hit this page, directing them to the correct URL.
ROAD TRIP KITS MAILED Box designed like suitcase mailed to audience. Box included:
Notecard from account rep with discount coupon for first grand format order. Road map to marketing success outlining grand format capabilities. Personalized company “license plate” keepsake, printed directly on aluminum substrate. Substrates with information on various grand format materials. Gas card and cardholder. Personalized luggage tag.
RESULTS
45% responded by accessing their PURL 35%chose a
vehicle 22% viewed the Grand Poobah video 10% called or emailed their Prisma
sales representative to offer praise for the campaign (unsolicited!)
STA
GE 3
Substrates
CONTENTS OF ENVELOPE
Poobah Video Page
NotecardGas Card+Coupon
GAS CARD
Free Drink Coupon
View Card
Box/Suitcase
License Plate
Road Map
Envelope
© 2012 Prisma Graphic Corporation. All rights reserved.
CONCLUSION EBLASTThank you eblast sent to participants and asked for feedback regarding campaign.
POST CAMPAIGNMonthly eblasts sent featuring grand format case studies to continually promote grand format capabilities and benefits.
STA
GE 4
To get results like these, contact your sales rep or
[email protected] | 602 243-5777
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Dear Carrie,
We sincerely hope you enjoyed your virtual road trip andour fun grand format marketing campaign. We sure did.
We thought you might be interested in knowing someearly results of the campaign:
45% responded by accessing their PURL35% chose a vehicle22% watched the Grand Poobah video Missed the video? See it here.
Are you ready to explore ways to get marketing resultslike these for your company either through grand formatprinting or strategic marketing solutions?
Contact me today!Alan McAbee602-304-5264
Watch for future emails with news, creative ideas, andinspirational case studies about how grand format printingcan help you become the grand poobah of marketing.
P.S. Tell us what you thought of the campaign.
[email protected] ∙ 800 379-5777 ∙ prismagraphic.com
Strategy | Printing | Mailing | Fulfillment
unsubscribe to this promotionBrought to you by Prisma Graphic
Campaign Feedback Page
Thanks Again Page
Poobah Video Page
602-243-5777 | 800-379-5777 | prismagraphic.com
Prisma Graphic began over 30 years ago in Phoenix as a boutique printing shop, specializing in cutting-edge print technology. Over the years, Prisma has maintained its commitment to innovation, increased its focus on the needs of clients and developed the tools to adapt to the ever-changing print market. One such innovation was the creation of DokShop in 2000, which has evolved over the years to include new enhancements and increased capabilities.
Today, Prisma Graphic is headquartered in 145,000 square feet of state-of-the-art facilities in Phoenix, employs a dedicated staff of more than 180 people and posts annual sales of over $30 million.
prismagraphic.com