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

marketing@prismagraphic.com | 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.

grandformat@prismagraphic.com ∙ 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