Two Themes, Two Mailers
A private executive roundtable and an open house launched the new digital print division. The “Demand More” theme promoted the Color Web open house. The “Embrace” theme invited a select group of prospects to an executive roundtable presentation. Demonstrating convergence of print and multi-channel communications, each mailer went out with a personalized URL, which sent the reader to a customized landing page. After an online survey identified their interests, a confirmation email went out using the appropriate theme. Mindfire software was used to create personalized URLs for the landing pages and a campaign dashboard to track results. A reminder email went out a few weeks later, followed by another two weeks before the event. GMC software ensured the components were integrated and consistent with the overall themes. Telemarketing kicked in as they came down to the wire.
Personalized Color Everywhere
Onsite, a “docucard” was printed for each attendee. Xerox designed these unique folders, which packaged a personalized agenda and a pullout name card complete with each company’s logo. GMC-built personalized posters and calendars were also printed onsite in vivid iGen color as gifts and to showcase Color Web’s new capabilities. Photobooks produced with DigiLabs were sent to attendees later as mementoes and as another personalized reminder about Color Web capabilities.
Real Metrics, Real Results
With the Mindfire campaign dashboard, Color Web could accurately measure results. The “Embrace” themed roundtable invitation went to 56 VIPs, while 380 business people were invited to the open house. Of the roundtable invitees, 23 attended, for an amazing 41 percent response rate. The open house had 38 guests, an impressive 10 percent response rate.
The Mindfire dashboard also captured ROI metrics from click throughs and site visits to landing pages. Of 380 open house invitations, 18 percent went to the site, and of these, 10 percent came to the event. “All these metrics are important because they are real,” said Gimbel. “They show the campaign was a phenomenal success.”
“The event was a success because of the team that put in the hard work to make it happen,” said Buzzy Castonguay, Color Web Business Development Manager. “Customers left very excited about the new technology and how it can help their businesses.”
“Expanding into new markets takes more than having a great idea. It’s about finding the right partners from business development to innovation. Whether you have a sophisticated CRM or a simple web-to print solution, the integration becomes a key differentiator. Putting these together is testament to Color Web's success in driving new opportunities,” said Xerox’s Gavin Jordan-Smith, Vice President, Production Workflow and Solutions Line of Business.