Blue Tape Re-Branding Succeeds with Combination of Integrated Media Marketing and Humor

Non Member Price:	$25
Member Price:	Free
Added:	4-4-08
Updated:	7-8-08

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

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Client	Self-promotion
Service Provider Blue Tape http://www.blue-tape.com	Blue Tape is a full-service marketing communications company offering a wide array of printing, mailing, and electronic distribution services. Blue Tape is committed to helping clients achieve their business objectives as efficiently as possible — with no red tape — using state-of-the-art technology and precision process management.
Agency Digital Innovations Group http://www.digcreative.com	DIG is a marketing firm specializing in targeted, personalized sales campaigns and collateral. They combine a unique marketing approach with insightful tar-geted messaging and progressive data analysis to improve communication with the people who matter most —prospects, customers and employees.
Hardware	Xerox DocuColor 2060
Software	Objectif Lune PrintShop Mail, MindFireInc LookWho'sClicking
Target Audience	Current customers, potential customers within the area of the new location, and walk-in customers
Distribution	3300
Date	Moving announcement sent September 2006; Blue Tape announcement and personalized URL campaign ran February 2007
No. of Pages	6

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