AlphaGraphics in Billings, Montana, takes targeted marketing seriously. It has developed DirectHit, a coordinated approach to using technology to solve marketing challenges. And what better way to explain how it all works, than to have some fun and demonstrate it in action? Its clients got the picture — to the tune of eight new campaigns within two months of the DirectHit launch. Published 2008
Faced with increasing competition, limited budgets, and a local lack of belief in the value offered by college education, The Larry Selland College of Applied Technology at Boise State University was seeing a steady drop in enrollment. That is, until it developed a personalized direct mail program- "Yes. You Can." Timed and targeted communications connect with prospective students, convincing them that the answer to their dreams of success can be "Yes!" Published 2008
The NOVO 1 sales force needed a way to gain access to and set up meetings with top executives to explain the company’s unique selling proposition. A multi-touch personalized direct marketing campaign has helped the sales force get the attention of top executives — resulting in millions of dollars in new revenue for the company. Published 2008
Prudential Retirement wanted to create personalized retirement workbooks for plan participants who were switching to a new plan and for people eligible to participate in a plan but who had not yet joined a plan. The company wanted the information to be easy to understand and inspire recipients to take action. Each workbook, on average, is 25 pages, a reduction of 15 pages over the page count in the static workbooks used previously. The new procedures and workflow enhancements have increased productivity and reduced production costs by approximately 30%. Published 2008
RocketDog Racing, a road-race management group, wanted to find an innovative way to deliver race results to participants and foster a deeper relationship with participants. Coupling a personalized postcard mailer with a customized Web site helped the group achieve its goals. Published 2006
Align Technology, Inc., is a medical device company engaged in the design, manufacture and marketing of Invisalign®, a leading invisible orthodontic product. Align wanted to create a Web-to-print system that would improve and standardize the process of creating and printing marketing materials for the company’s signature product. The system has helped the company meet these objectives and has reduced production costs by $380,000 and production time from 45 days to 15. Published 2008
General Nutrition Centers (GNC) wanted to provide its 1,100 franchise operators a way to create local marketing campaigns aimed at increasing store traffic and, thus, increase sales. The company also wanted to maintain corporate branding guidelines and guarantee that all marketing content comply with corporate guidelines. Working with MSP Digital Direct, the company created an easy-to-use Web-to-print system that has cut costs and increased sales. Published 2008
Re-branding and repositioning an established business can be challenging. Blue Tape, a marketing communications service provider in Texas, accom-plished it with a smart plan for a multi-touch direct mail campaign featuring the memorable image of a Blue Ape, a tempting give-away, some targeted messaging, and a great example of how to use personalized URLs. Published 2008
A recent spin-off from business process services provider ADP, Broadridge Financial Solutions wanted to inform its employees of changes to their re-tirement plans and increase participation and deferrals in the plan. A multi-touch awareness campaign, including a personalized statement for each participant, helped boost participation rates 6.5% and increase assets under management by more than $2 million annually. Published 2008
F.P. Horak, a marketing service provider, wanted to showcase its personalized URL marketing capabilities and decided to do a self-marketing campaign using the technology. In 2007, the company mailed 554 pieces with a personalized URL on each one to demonstrate the technology and generate leads. The response rate has been high (30%), and 6.1% of the recipients have requested meetings. Published 2008
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