With the help of a multi-partner consulting and implementation team led by Gimbel & Associates, and high-end, high-impact communications campaign created with GMC Software, Color Web Printers launched a new digital printing business in under 60 days and created an engagement campaign that captured double-digit response rates.
Color Web is part of Source Media, a larger enterprise with publishing and television divisions. The respected Color Web newspaper-printing division serves award-winning customers, and had solid experience in offset and wide format printing, but had outsourced digital printing.
The Digital Decision
In the fall of 2010, as part of a consulting team, Gimbel & Associates did a comprehensive Color Web analysis, followed by a business plan that included marketing and financials. On behalf of the Color Web Printer division, Gimbel presented the strategy and recommendations to Source Media executive management. In December, the Board of Directors gave approval to the full proposal of GMC document and campaign software, Xerox printing equipment, and Gimbel business development services and training. Color Web then engaged Gimbel & Associates to develop a business development strategy, from analysis to planning to infrastructure to sales training to promotion.
Full Blown Campaign in Less than Sixty Days
“The most exciting thing about this is that in under 60 days, Color Web went from being a company that wasn’t even in the business, to becoming a marketing services provider capable of extremely sophisticated campaigns. Everything came together: the right tools, equipment and training to get Color Web up to speed. It was quite a phenomenon,” said GMC’s Scott Baker, Vice President, Worldwide Channels.
Multichannel Campaign Hits All Touch points
To drive business to the new division, a high-end campaign convinced qualified prospects to visit the Color Web facility and learn firsthand how the company could help them. Gimbel & Associates worked with GMC Software to build and execute Color Web’s first digital campaign using the same tools and practices that Color Web would in turn provide its customers. GMC Software and assistance from GMC’s professional services team were lynchpins of this rapid business development, enabling the integrated creation of multiple components of the multichannel strategy.
Color Web created a sequence of integrated branded, personalized components in high quality color using GMC software and a Xerox iGen color system. “GMC software is a great enabler, not only for huge runs, but also for smaller, highly focused multichannel campaigns like this,” said Roger P. Gimbel, EDP.
GMC Software is the standard for customer communications management, with a suite of tools that enable companies like Color Web to build richly textured, measurable communications. GMC ensured campaign components were integrated and consistent with the overall themes. Overall, the campaign included:
•·Open house and private executive roundtable
•·Two 6”x9” two-sided full color invitations
•·Personalized URL and landing pages
•·Online survey, confirmation emails
•·Themed reminder emails
•·Personalized, full color posters and calendars printed onsite
•·Docucard personalized agenda and name badge combination
•·Campaign dashboard to track metrics