Printing Money for Canon

Integrated campaign for Canon Large-Format Printers.

6.52% response rate on the direct mail

1,000 responses to the e-mail

1,395 uniquely interacted with webpage

5, $5,000 – $9,000, printers sold instantly

93 active leads representing $450,000 – $900,000  in sales.

We turned an integrated direct response campaign for large-format printers into 5 immediate sales worth more the than total cost of the campaign and 93 active leads representing between $450,000 to $900,000 in revenue; a phenomenal ROI in the period of two weeks.

The campaign consisted of personalized direct mail paired with banner advertising, follow up emails, and enewsletters. All four pieces of communications directed customers to a personalized website where they were offered a variety of ways to interact with product information and incentives to buy (including an option to download one of their photographs and have a salesman hand deliver a large format print). For Canon sales staff and resellers, our campaign was tied into a back-end system that told them which customers responded, and what their level of interest was, as well as tools for follow up and nurturing of prospects.

What made this program successful? Integration. Research proves that an integrated campaign of direct mail, followed by email, nets a higher ROI than either email or direct mail alone and adding personalization improves response rates by 55-60%. Combine that with a multi-touch, multi-media campaign and it was like shooting fish in a digital barrel.

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Global Integration For A Hidden Giant

Little known outside of Asia, the 41 billion dollar technology powerhouse, NEC wanted to support regional lines of business in the U.S., Europe, and Latin America by raising their corporate profile in each region.

Regional managers would have preferred that our budget were spent directly on their product lines so we had to demonstrate the campaign’s ROI. Our solution: Integrationism.

First, we developed integrated global design standards for TV, print,  online, and trade show materials to cross pollinate our corporate message to business travelers who routinely visit all three regions.

Next, we integrated a single campaign concept that juxtaposed the technological precision of numbers with humanistic imagery to be in line with NEC’s corporate philosophy of focusing on the benefit over the technological advance.

TV commercials were developed as a high-impact, high tech umbrella to raise NEC’s profile globally by showcasing vanguard technologies only a technology of NEC’s size and sophistication could undertake.

Integrating the same look, feel, and concept of the television, Print ads and Online banner ads in vertical publications promoted regional lines of business.

Demonstration kiosks at trade shows integrated vanguard technologies from the national commercials concepts to draw more participants and add credentials to the less regional lines of business.

Post campaign research confirmed that we not only to increase awareness of NEC but specifically increased perception of NEC as an innovative leader and a solutions provider in the regional lines of business.

To see more work in this campaign visit the NEC Global Campaign

To learn more about integrationism, visit our website.

Integrating Power and Influence in Washington DC.

PricewaterhouseCoopers’ Washington DC Public Practice wanted a campaign that connected their relationships with various prominent Washington institutions to increase their overall visibility and open more doors of opportunity.

In the ultimate town of power and influence, PwC’s Washington Public Practice agency, Spring, developed an outdoor campaign that matched PwC’s consulting practice to powerful and influential institutions.

We designed an online micro site with a live Google map that gave viewers a birds-eye view of PwC’s consultancy projects in Washington DC and shot the location-based photography of iconic institutions of PwC clients for the strategically located outdoor posters.

Users could navigate the map to find institutions relevant to their interest. When users chose an institution, the imagery and text change to a case study. Once users read the case study they could choose another government institution or return to the map.

We designed online banner ads for vertical industry websites relating to PwC case studies to integrated with the outdoor campaign and link to the micro site.

To see more work in this campaign visit the PricewaterhouseCoopers Campaign

To learn more about integrationism, visit our website.

 

The Integration of a Digital Transformation

Strategy:

Industry analysts raved about NEC’s digital telephony (IP). Unfortunately, they were the only one’s who knew about it. The competition, Cisco and Avaya, were outspending NEC 10 to 1. Additionally, NEC’s reputation as a reliable analogue telephony provider worked against them in the digital space. We recommended that they rename their digital product and create a visual symbol that differentiates it from their analogue product and can integrate throughout all of their marketing from advertising to the screens of the customer’s digital phone.

NEC IP naming / logo

The name we created, NEC IP, fits perfectly with NEC’s own initialized name, it is easy to remember, and clearly differentiates itself from the analogue product. The visual symbol visually described the multidimensional nature of their digital (IP) product. The blue color scheme tied into the NEC logo color so it could integrate seamlessly throughout all marketing and sales outlets and differentiated it from the primary competitor’s, Cisco and Avaya, red logos.

NEC IP Print Advertising

To generate excitement in the industry and differentiate NEC’s IP product from their analogue product, it was important to communicate newness. Our initial ads simply said NEC IP is here, with the NEC IP symbol hovering over the ocean to symbolize a new idea coming from Japan. The man in the foreground represent the human, as opposed to technological, problem NEC IP was developed to solve.

NEC IP Outdoor Advertising

To inflate the media budget and inculcate the perception of NEC as one of the larger players in digital telephony (IP) space, we proposed strategically posting the NEC IP symbol outside companies in major cities large enough to have a dedicated IT department.

NEC Brand ID

We developed a system for NEC to make the name and symbol ubiquitous throughout all divisional communications, marketing materials, product graphics and outlets. By doing so, the impact of a relatively small marketing budget became exponentially larger.

Global Communication Strategy:

From the beginning, we developed the campaign to work globally. Every element, including the wording were developed to be easily translatable in multiple languages and cultures. To communicate to the various agencies and offices in different countries, we developed a “general’s map” of the global communications strategy.

Using Integration To Sell A Company To Wall Street

CHALLENGE: Combine a new and traditional media mix to fast-track their desire to be seen as an innovator in the industry with the goal of selling or merging the company.

INDUSTRY INSIGHT: A small company can not compete in a market in which large communications companies control the infrastructure and the pricing.

SOLUTION: A small communications company not tied to a particular infrastructure can exploit new technologies more easily. We then created the “NU” symbol to brand RSLCOM as leaders of new thought in communications and differentiate them in a crowded field.

EXECUTION: In a three week period we coordinated Print, Online, TV, Experiential, and outdoor to maximize impact by referencing each other. For example, the TV ads on early morning CNBC shows depicted a subway rider reading a print ad that would run that day on the back page of the three major New York newspapers. Actors were placed on Wall Street bound subways and trains to read the papers with the ad pointed outward like in the TV commercials. Subway stations were blanketed with outdoor signage that included 3-D wall-scapes that appeared to have people reading our newspaper ads in them. Shoeshine stations outside of Wall street subways with giant branded posters above them offered free shoeshines for brokers willing to listen to our pitch

RESULT: The net result was a lot of “buzz” on Wall Street and the company was sold.

States Rights vs. Federalists: The Politics of Integrated Branding in a Large, Multi-Division Corporation

McGraw Hill Professional had an integration problem: How to create a consistent brand message across five seemingly distinct categories publishing upwards of 1,000 titles / year.

Our solution: Assume the role of Thomas Jefferson and establish branding principals instead of trying to enforce branding laws or rules that couldn’t accommodate the realities of their disparate publications – everything from real estate guides to medical reference tomes.

First we developed brand statements for each category and an overarching brand statement for the division. We broke down the visual elements of each category’s publications into Imagery, Color, Typography and Layout, and we found common themes.  Each element was given a fundamental concept that represented McGraw Hill’s brand and a clear set of directions for the designer. For example, all McGraw Hill books are empowering so for imagery we decided to always show a person empowered by the information contained in the book on the cover. Today, before any McGraw Hill book cover gets conceptualized, the designer pulls the branding guidelines off his shelf and follows the basic principals we established.

 

Click her to see the campaign

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Champions Of Integration

LAMITECH

Target audience: Commercial printers who produce point-of-purchase displays and other laminated signage, who currently outsource their printed stock to a laminator.

Marketing Problem: Printers think outsourcing these jobs to a laminator is a costly but necessary evil.  They don’t think they can do it themselves.

Objective: To educate printers about how easy it is to print directly onto Lamitech’s heavyweight laminated stock.

Solution: We created a boxing-themed campaign announcing a new Heavyweight Champion—personalized with each printer’s name and a boxing nickname (ie Joe “the Heavy”’ Smith). Personalizing each piece helped engage the printer and made each piece “a keeper,” especially the boxing poster with the printer’s name.

Results: The 6-month campaign is still in progress but we’ve already generated:
·       a 22% response rate.
·       400% return on investment
·       100% compliance with sales personnel.

PURL