NewPage Uses Personalization to Drive Event Booth Traffic

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NewPage wanted to drive people to its booth at the 2008 HOW Design Conference and demonstrate the quality of their paper with a real digital print campaign. A personalized direct marketing campaign was developed that encouraged people to visit their Personalized URL to claim a free gift for pick-up at the conference booth. NewPage achieved a direct mail response rate of 35%.
Published 2010
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Client
NewPage Corporation
http://www.newpagecorp.com
Headquartered in Miamisburg, Ohio, NewPage is the largest coated paper manufacturer in North America, based on production capacity, with $4.4 billion in net sales for the year ended December 31, 2008. The company's product portfolio is the broadest in North America and includes coated freesheet, coated groundwood, supercalendered, newsprint and specialty papers. These papers are used for corporate collateral, commercial printing, magazines, catalogs, books, coupons, inserts, newspapers, packaging applications, and direct mail advertising.
Service Provider
Prime
http://www.primedayton.com
Prime's total focus is helping clients execute effective and efficient marketing efforts. Whether collaborating with internal teams, integrating with client's other marketing partners, or handling the challenge turnkey, Prime has an impressive track record of generating measurable business results from concept to print to implementation and evaluation.
Agency
Crosby Associates
http://www.crosbyassociates.com
Crosby Associates are planners and designers of identification, branding, and communications programs for organizations, products, services, events, and initiatives.
Hardware Kodak NexPress 3000, Schneider Senator Cutter, Heidelberg Stahl Folder/Scorer with inline HHS Promelt glue
Software XMPie, LookWho'sClicking from MindFireInc, Microsoft Excel, Bulk Mailer, Enterprise Print Management Solutions, PPML
Target Audience Graphic design professionals attending the 2008 HOW Design Conference
Distribution 2,700 mail pieces
Date April 2008
No. of Pages 7


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