CASE STUDY

porcelainECO™

“Put It In Play” Giveaway

Unisource

CLIENT INTRODUCTION:

Unisource Worldwide, Inc. is the leading independent marketer of commercial printing and business imaging papers, packaging systems, and facility supplies and equipment in North America.

CAMPAIGN OVERVIEW:

Unisource actively engages its partner printers with viable new products and best practices that printers can bring to their own customers. But in an increasingly online world, the print industry must be creative to remain relevant – so topics like green printing and new technology can offer printers a meaningful platform.

Introducing a new product to a disparate group of busy printers is always a challenge. But on this occasion, Unisource leveraged a novel promotion strategy and fresh tactics for the successful rollout of its “green” paper product, porcelainECO.

OBJECTIVES:

• To enable Unisource’s partner printers with active solutions for their customers.

• To boldly introduce a new sustainable paper to the marketplace.

• To demonstrate the effective tie-in potential between digital and print assets.

• To open up new communication channels to reach the partner printer audience.

KEY PERFORMANCE INDICATORS:

• Level of engagement/promotion entries

• New leads acquired

• Product sales

• Channel performance

• Anecdotal buzz

The MLT Creative team was challenged to build an integrated program around the introduction of Unisource’s new “green” paper product, porcelainECO.

TARGET AUDIENCE:

Primary audience included Unisource’s partner printers around the country who advocateand sell Unisource papers to their customers.

STRATEGIC APPROACH:

The relevance of a high-quality, sustainable product like porcelainECO in the contemporary print marketplace allowed a number of strategic opportunities:

• Generate awareness and interest in porcelainECO through traditional print media and direct channels, as well as through digital channels.

• Drive direct engagement about the product with a special promotion, and tie the promotion incentive directly to the porcelainECO product.

• Promote porcelainECO printed samples and make them easy to request.

• Leverage emerging printer interest in digital resources (and digital integration with print).

PROMOTION STRUCTURE:

The porcelainECO campaign centered on a special promotion to engage printers about the new product. The porcelainECO “Put It In Play” Giveaway was promoted through several channels and directed users to a special mobile landing page to register and win. With a limited promotion window, the campaign had to be carefully timed and choreographed.

PROMOTION PRIZES AND THEMES:

• The promotion incentive/prize was the chance to win one of five porcelainECO Promotion Packages that included items for printers to initiate a self promotional direct mail campaign – most prominently, porcelainECO paper. In addition to the paper, the package included postcard designs and copy, color illustrations, and postage (a $2,500 value).

• Unisource had already invested in a slick porcelainECO print sample that showcased “Racquet Sports” with memorable sports imagery. And since our promotion prize offered printers a chance to literally try out the paper, the sports-minded “Put It In Play” Giveaway promotion theme offered a strong thematic tie-in.

CAMPAIGN TACTICS AND STRATEGY:

Contains scannable QR code that links to porcelainECOMobile Landing Page

User submits entry for drawing

Integration with Eloqua

DETAIL OUTBOUNDEMAIL

TEASER EMAIL

CONFIRMATIONEMAIL

ENTER CONTEST

UNISOURCEWORLDWIDE

LANDING PAGEORDER FORMSWATCH BOOK /

THE RACQUET SPORT

SWATCHBOOK

DELIVERY

Entry / T&C

Con�rmation2

1

LINK TOORDER FORM

ORDERCONFIRMATION

EMAIL

SPEC SHEET

REMINDEREMAIL

LINK TOE-COMMERCE

PAGE

SALES TEAMPROVIDED

“RACQUET” PIECE

CANVAS AD

“RACQUET”PIECE

DELIVERY

ENTRYCONFIRMATION

PAGE

AUTO ENTRYCONFIRMATION

EMAIL

TRADE ADVERTISINGThe campaign made a colorful splash with two consecutive full-page ad placements in the industry-standard publication, Canvas Magazine. A key element in this ad was the prominent use of a scannable QR code, which readers could use to access the promotion online. A URL was also provided to allow another promotion-access option.

CAMPAIGN TACTICS AND STRATEGY:

EMAIL OPPORTUNITYEmail already represented an efficient, and well proven, channel to reach partner printers. And the campaign took advantage of it, with multiple deployments to build promotion interest and drive users to the landing page.

CAMPAIGN TACTICS AND STRATEGY:

MOBILE LANDING PAGEPromotion registration was accessible via mobile landing page, which users could access by scanning the campaign’s QR Code or by entering a URL. This was Unisource’s first foray in to mobile landing pages, but an important one since it demonstrated to printers the possibilities of integrating print and digital assets. In addition to registration on the landing page, users could also order porcelainECO print samples and spec sheets.

CAMPAIGN TACTICS AND STRATEGY:

Full-Page Ad Placement

Mobile Landing Page Mobile Entry Form Page Mobile “Thank You” Page

QR CODESA prominent QR code was used on the printed campaign elements: advertisements and porcelainECOprint samples. Beyond the utility of accessing the landing page by scanning a QR code, the overt tie-in between print and digital elements was an important feature in the campaign – which generated great discussion and awareness among partner printers.

CAMPAIGN TACTICS AND STRATEGY:

CAMPAIGN TACTICS AND STRATEGY:

SOCIAL MEDIA AMPLIFICATIONTwitter and Facebook helped keep the promotion in the forefront throughout the promotion window, with a tempered weekly series of social media communications (and links to the promotion landing page).

CONCLUSION:

Beyond the successful, big-buzz rollout of a new paper product, Unisource accomplished a number of firsts in this campaign that will certainly be applied to future initiatives.

• Record-setting Audience Engagement: This promotion generated among the highest participation to date for a Unisource partner printer promotion, with a total of 707 unique registrations.

• New Leads Cultivated: Of the 707 registrations, 137 registrants (or 19.3%) were new leads.

• Product Sales: Several substantial porcelainECO sales were attributed to the promotion campaign – a favorable outcome considering that the promotion was the audience’s first exposure to the product.

• Channel Performance: For the Unisource team, this initiative offered outstanding opportunities for benchmarking. Use of a QR code, a mobile landing page and social media support were each new to their promotions, and each performed notably and will likely be built into future campaigns.

• Anecdotal Buzz: Interest in this promotion went far beyond registrations and prizes, allowing Unisource to assume a thought-leader role among its partner printers. The use of QR codes, mobile landing pages, and social media prompted active printer engagement. Especially at such a pivotal and self-reflective era for printers, active examples that integrate online and offline components are both helpful and inspiring.

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