innovative direct mail strategies for new revenue growth in 2015

Innova&ve Direct Mail Strategies for New

Revenue Growth in 2015

MindFireInc

Thursday, March 5, 2015 11:15 am -‐ 12:15 pm Loca7on: Maryland C

Presenters for todays session

Joseph Manos, EVP, MindFireInc

Cece Smith, President, Smith Print & Toolbox Studio

Erwin Driever, VP Technology, Cober

Presenta7on Overview •  Current Trends in the direct mail industry

•  How two companies have used marke&ng automa&on to leverage their direct mail services and provide more value to their customers

•  HP Integra&on for increased produc&vity and capability for direct mail programs

•  Case studies that show how direct mail integrated with other outbound media channels leads to improved results and new customer revenue success

•  Summary wrap up: Views of agency and print service providers on the outlook of the prin&ng industry as it relates to direct mail

LEVERAGING FOR SUCCESS IN 2015 JOSEPH MANOS, EXECUTIVE VICE PRESIDENT

DIRECT MAIL TRENDS

Trends Impac7ng Direct Mail

According to the DMA, direct mail expenditures in the United States are

expected to rise to $196 billion by 2016, which represents a 3.8 percent compound annual growth rate (CAGR) from 2011.

Capturing Interest

© 2014 W. Caslon & Company. All rights reserved Page 1

ANTHEM EDUCATION USES CROSS-MEDIA MARKETING TO DRIVE ENROLLMENT

VERTICAL MARKET: Education

BUSINESS APPLICATION: Direct Marketing/Lead Generation

BUSINESS OBJECTIVES Anthem Education is a family of schools and colleges that provides education and training in the healthcare, business, technology, paralegal, and criminal justice fields. Anthem Education is comprised of eight brands over 30 campuses including Florida Career College and Anthem College, as well as Anthem Online.

In November 2012 Anthem’s director of marketing saw that their enrollment figures for January starts were down. A campaign was needed to:

� Connect with prospects in varying stages of the enrollment process

� Provide information on the closest Anthem location to the prospect

� Drive students to enroll for a January start date

RESULTS Anthem Education’s service provider, Rider Dickerson, developed a cross-media marketing campaign that incorporated email, print, and personalized landing pages. Historically Anthem Education had not used a lot of direct mail and this was their first campaign to use print with personalized URL response mechanisms.

Anthem Education was very pleased with the results. Ultimately the campaign resulted in 69 responses and 37 enrollments. While these numbers may seem small, the campaign more than paid for itself when you consider that the cost of an education at an Anthem school ranges from $15,000 to $40,000.

Personalized postcard

Target Audience Messaging To make the messaging more relevant the target audience is segmented into specific groups Technology drives the ongoing nurturing to each group, for example:

–  Prospec7ve student leads – inquiries –  Students that had an admissions interview but did not enroll –  Students that enrolled but did not start classes –  Students that started classes but dropped out –  Current students


Request to be contacted form

CAMPAIGN ARCHITECTURE Rider Dickerson enabled the development and launch of a cross-media campaign in a short period of time because they managed the copywriting and creative for all elements that they executed.

Based on the student's level, the campaign consisted of the following communications:

Segment Communication

Leads Anthem sent them an email (Results not provided)

Students that scheduled an interview but did not show up

5% of group was sent personalized postcards. All of the individuals in this group received an email

Students that had an interview but did not enroll


Students that enrolled but did not start classes

All individuals in this group received personalized postcards and emails

Students that started classes but dropped out

All individuals in this group received personalized postcards with die-cut windows for additional engagement and emails

Current students Anthem sent them an email (Results not provided)

The message of the emails and postcards varied based on which student group the recipient was in. The branding also varied based on which college was closest to the student. The call to action in each case was to visit a Personalized URL to start the enrollment process for a January start.

The landing pages were versioned based on audience segment, preferred program, closest institution and student’s home address. The landing page included a dynamically generated map highlighting the closest locations and a video relevant to the student’s coursework interest. To continue the enrollment process students were asked to complete a contact form. Based on their responses the appropriate member of the admissions team contacted the student after receiving a lead report.

Personalized landing page


Request to be contacted form

CAMPAIGN ARCHITECTURE Rider Dickerson enabled the development and launch of a cross-media campaign in a short period of time because they managed the copywriting and creative for all elements that they executed.

Based on the student's level, the campaign consisted of the following communications:

Segment Communication

Leads Anthem sent them an email (Results not provided)

Students that scheduled an interview but did not show up


Students that had an interview but did not enroll


Students that enrolled but did not start classes

All individuals in this group received personalized postcards and emails

Students that started classes but dropped out

All individuals in this group received personalized postcards with die-cut windows for additional engagement and emails

Current students Anthem sent them an email (Results not provided)

The message of the emails and postcards varied based on which student group the recipient was in. The branding also varied based on which college was closest to the student. The call to action in each case was to visit a Personalized URL to start the enrollment process for a January start.

The landing pages were versioned based on audience segment, preferred program, closest institution and student’s home address. The landing page included a dynamically generated map highlighting the closest locations and a video relevant to the student’s coursework interest. To continue the enrollment process students were asked to complete a contact form. Based on their responses the appropriate member of the admissions team contacted the student after receiving a lead report.

Personalized landing page Anthem Education Uses Cross-Media Marketing to Drive Enrollment


Postcard with die-cut doors Doors opened to reveal message inside

Auto-triggered thank you emails were sent to responders. Follow-up emails were sent to non-responders driving those students to complete the appropriate action in order to start at Florida Career College/ Anthem in January.

CREATIVE There were two versions of the personalized postcard that was sent to selected recipients. Both were branded for the appropriate institution and were personalized with the individual’s name and Personalized URL. The postcards sent to students that started classes but dropped out included an additional die-cut element designed to attract attention. Anthem invested a little more to engage this group as it was considered the most likely to convert.

REASONS FOR SUCCESS � Strong segmentation. One of the key factors in the success of this

program was the segmentation of the prospective students. Providing each group with messages relevant to their status helped propel students to take the next step.

� Tracking and follow-up. Anthem had the ability to track and measure across all media and could make informed marketing decisions throughout the duration of the campaign. Furthermore, automated lead reporting allowed Anthem to engage with potential students quickly and in a relevant manner, thus increasing the chances of moving the student towards enrollment.

More households read adver&sing mail now than

they did 25 years ago

Despite the myth that direct mail is for an older audience…

The DMA found that the 22-‐24-‐year-‐old age group is the most likely to respond to a direct mail offer

According to a recent survey conducted by Target Marke7ng magazine, the channel that delivered the strongest ROI for customer acquisi7on for B2C marketers was direct mail.

Direct mail also scored the highest for customer contact and reten&on.

Resurgence of B2B Direct Mail

•  DMA reports that, 65% of consumers of all ages have made a purchase as a result of direct mail

•  The average response rate for direct mail was 4.4%

Evolu7on of Direct Mail: B2B & B2C

•  Leveraging more targeted messaging –  Prospect versus customer –  Loyalty program levels

•  Nurturing programs •  Scoring behaviors •  Content &ed to interests & behaviors •  Sales Ready Leads

Cost per Lead Discussion

LEVERAGING MARKETING AUTOMATION FOR REVENUE AND COMPANY GROWTH

Customer Panel

Smith Prin&ng / Toolbox Studio

Cece Smith President Managing Partner

Smith Print Toolbox Studio

Business Growth

What has the MindFire Marke&ng plaform meant to your business over the last three years as it relates to

new revenue growth?

Business Growth

•  We had the HP Indigo for short run work

•  The MindFire solu7on provided us an opportunity to tell a different story

•  Major point of differen7a7on

•  Addi7onal areas of opportunity at a different decision maker level

Building Deeper Customer Rela7onships

How has offering Marke&ng Services strengthened your customer rela&onships?

Building Deeper Customer Rela7onships

•  Allows us to beher understand their business

•  Opens up a dialogue to beher understand specific objec&ves, challenges and goals

•  Leads to follow-‐up ac&vi&es

•  We can add value – price differen&a&on

•  We are the consultant and process driver

One and Done versus Long-‐term Programs

How has your proposal and pricing of marke&ng programs versus print only programs changed?

One and Done versus Long-‐term Programs

•  More opportunity for long-‐term agreements and an overall increase in revenue for each customer

•  Engagements are an ongoing process/program

•  It’s not, “should we do it”, but, “when and how we will do it”

•  One phase ends…another begins

Expanding Business Ac7vity

How has offering marke&ng services expanded your business and

customer rela&onships?

Expanding Business Ac7vity

•  One single customer, offers two levels of revenue

•  Create a marke&ng program and it leads to other services we offer as part of the total program

•  Another level of decision makers to build our rela&onship with which leads to other print related services revenue

•  Addi&onal marke&ng services as part of the overall customer program

Sales Process

How has offering marke&ng services altered your sales process and were customers

hesitant to say yes?

Sales Process

•  You can’t sell Marke&ng Services the same way you sell Print

•  I didn’t sell it as a print job

•  Understand what it is you are offering...it can’t be about prin&ng postcards

•  You may need to hire a marke&ng focused team member to sell it – it depends on your team

Sales Process

•  When you get to the execu&ves for marke&ng services, you will be presented other opportuni&es for new business because they trust you

•  It’s no longer you are selling print

•  What’s great about offering marke&ng services is that you are in new accounts you have never worked with before!

•  Engagement is 100% program focused now

Successful Customer Programs

Let’s review a couple customer marke&ng programs to learn how it

all comes together.

Led by

Strategy Informed by

Data Fueled by

Technology Op7mized for

Results

WBU Search Program

<<!rstname>>,Did you get your wallet?

WBU Search Program

Dear <<!rstname>>,I’d like to help you !nish your degree. "e quickest way is to login and answer a few questions to help me !nd solutions for you.

Or, you are always welcome to call me directly at (210) 853-0055.

In either case, I look forward to hearing from you soon!

Your Academic Advisor,<<advisorname>>

11550 IH-35 NorthSan Antonio, TX 78233

$100 Credit for <<!rstname>> <<lastname>> at WBU San Antonio BookstoreGiven by <<advisorname>> a#er four weeks enrollment. O$er expires December 31, 2015.

<<purl>>

Presorted StandardUS Postage

PAIDSan Antonio, TX

Permit 1001

<<!rstname>> <<lastname>><<address1>><<city>>, <<state>> <<zip>><<advisorsig>>

B A P T I S T U N I V E R S I T Y

S A N A N T O N I O

November 3, 2014Dear <<FirstName>>,

I’m writing to check in with you. You started your journey to higher education, and I’d like to see you complete it.

The fastest way for you to get back on your journey to a degree, is to login to your microsite and answer a few questions for your Academic Advisor so they can contact you ASAP with a plan.

Your microsite is: <<purl>>

Of course, you are welcome to call or come in, but visiting your microsite is the fastest way.

If you are not planning on pursuing your degree at Wayland Baptist University, would you consider taking an anonymous survey for me? We want to get better—your insights might just be the catalyst for bringing about change.

Anonymous Survey is here: www.wbusurvey.info

The plain truth is that graduates still out-earn people without degrees. In general, this holds true for both undergraduate and advanced degrees. I want to be involved in helping you reach your higher education goals. Here is the information you will need to give to your Academic Advisor:

Student I.D.: <<custom1>>Hours: <<custom2>>Money Invested: <<custom3>>Last Class: <<custom4>>Last Term: <<custom5>> Military Status: <<custom6>>Degree Status: <<custom7>>

I hope to see you soon,

Dr. Jim AntenenExecutive Director/DeanWayland Baptist University – San Antonio

Wayland Baptist University | 11550 IH-35 North | San Antonio, TX 78233 | (210) 853-0055 | www.sa.wbu.edu

LeafGuard Program

Smith Prin7ng / Toolbox Studio

Thank You Cece

COBER Erwin Driever VP Technology

Enhanced Print Opportuni7es

You have an innova&ve use case for Revlon that we are going to

share today.

How did you create the opportunity with the customer?

Enhanced Print Opportuni7es

UniqOneSweepstakes.caUniqOneSweepstakes.ca

To enter, register and submit your unique PIN code found inside this band at UniqOneSweepstakes.ca

Pour participer, inscrivez-vous et soumettez votre code NIP qui se trouve sur UniqOneSweepstakes.ca

5555

5

55555

www.UniqOneSweepstakes.ca

55555

Personalized Microsite Win A Trip – Enter NOW!

Layout #2 – Language Varia7on

Personalized Microsite Language Preferance

Win A Trip Marke7ng Intelligence Gathering

Entered to WIN!

Program Results

•  20,000 bellyband wrapped products with QR Code and PIN shipped to salons

•  2,625 total entries (13.12 %)

•  2,165 unique entries

•  377 scanned the QR Code (14.36% of respondents)

More Results…

•  25% of Responses – Mobile

•  75% of Responses – Desktop

•  97% of Respondents who reached the contest entry page completed their profile informa&on

•  Grand Prize – Caribbean Island Getaway for Two –  100 Second Place Winners

Business Growth

Recognizing that a salon customer spends more on product than the

typical consumer purchase in a store, what’s next for the Revlon Program?

Crea7ng More Customer Value

How are marke&ng services deepening your customer

rela&onships?

Evolving Technology Solu7ons

How has adap&ng to new technology, like using MindFire Studio, helped you increase

efficiencies and/or beher manage customer’s expecta&ons?

Thank You Erwin

The Future of Direct Mail •  Con&nues to be a relevant channel for marke&ng •  Use cases and frequency of use will con&nue to grow in

complexity and volume

•  Nurturing and scoring consumer behaviors essen&al for program success

•  Seven key marke&ng outcomes can only be achieved by linking direct mail to online micro sites

•  Ini&al programs can be expanded to address other areas of

need leading to a significant increase in revenue and profit

How Technology Helps

Technology Process Tracking

Campaign Workflow

9

Target Lists

Channels

Triggers

Microsites

Payment app

Checkout page

Personaliza7on

Growth beyond the Ini7al Program

•  Iden7fy current home owner refinancing opportuni7es

•  Time sensi7ve program

•  Very successful program

•  Program has grown to Millions of Purls/Pieces a month!

•  Taken plaaorm to the next level now 7ed to CRM and Call Center systems

Home Owners

Summary •  Innova&ve programs open up new doors of opportunity with all of your customers

•  Delivering high-‐value results creates differen&a&on

•  Makes you a key strategic partner for other needs •  You can deliver results for your customer that direct mail alone simply can’t equal

Q & A

What ques&ons do you have for our panel of

speakers?

Thank You for Adending

To learn more about MindFireInc and how we can help you take

your direct mail to the next level, join us at our booth.

Booth # 601