major paper manufacturer >>

NewPage Uses Personalization to Drive Event Booth Traffic at the 2008 HOW Conference NewPage, the largest coated paper manufacturer in North America, sought recognition for its digital paper line among creatives and designers.

NewPage wanted this audience to know that they understood their challenges in designing and producing digital print projects, and could offer great solutions.

NewPage was looking for a way to reinforce this message and to drive people to its booth at the 2008 HOW Conference, which serves the graphic design market.

Challenges
NewPage needed to reach out to creative and design professionals to let them know that NewPage understood their digital print needs.

The cross-media campaign needed to be fully encompassing with:

• Digitally Printed Direct Mail

• Personalized Response Site (pURL)

• Targeted Variable Content

• Targeted eMail Messaging

• Booth Aesthetics & Messaging

• Focused List Quality & Hygiene

• Update Data Collection Processes

• Ideal Offer for Interest

• Post Event Follow-up Messaging

Solutions
Working with marketing service provider, Prime, and creative agency, Crosby Associates, a personalized cross-media campaign was developed for NewPage to reach their audience via the 2008 HOW Conference.

• Drive attendees to visit the NewPage
booth and pick-up their free t-shirt

• Gather details from HOW attendees
to better understand the audience

• Demonstrate quality and usability on
NewPage paper with a real digital
print campaign

Results

• 35% response rate
• 47% of recipients visited their pURL
• Near 100% pick-up of t-shirts
• The NewPage Booth had continuous
traffic throughout the event

(download the PDF to read more)

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major university >>

The Alumni Department of a major university on the East Coast handled all aspects of creation, production, and mailing of invitations for Alumni-sponsored events throughout the country.

Challenges
• Multiple vendors

• Time consuming

• Multi-step process was more prone to errors

• Not enough “brand” and print consistency

• Costly

Solutions
Utilizing a correct mix of technology and appropriate print engines to meet quality standards and mailing services under one roof.

Results

Has drastically reduced regular design efforts, associated expenses and proofing time.

(download the PDF to read more)

< download pdf >