Cross media case study

Eden Advertising and Interactive developed result-oriented advertising solutions that enabled Print Three Smart Document Centres to send personal and relevant communication to vertical markets.

Objectives

• To solicit a response from the vertical markets to attend a FREE Print Three Lunch'n Learn by convincing these markets that Print Three Smart Document Centres have the expertise and technology to fulfill their particular custom document management needs.

Challenges

• To research the vertical market and gather insightful information.
• To talk to vertical markets in a personal and relevant manner, as an "insider".
• To ensure targeted vertical markets clearly understand that participating Print Three Smart Document Centres know their business document management and fulfillment challenges as well as they do.

Execution

• Using Print Three’s XMPie capabilities, we designed a series of personalized direct mailers that were sent to specific industries, pointing out the benefits Print Three can offer their certain profession. The direct mailer will drive the recipients to their Personalized URL (PURL).


• Once the recipients arrive at their PURL, they will see a Web page designed with a personalized greeting. The page will highlight topics that would be covered during a Lunch ‘N Learn event. The call to action for this PURL will be a confirmation of attendance to the Lunch ‘N Learn event.

Results

• This campaign won the 2007 Gold Frankie Award (Canadian Franchise Association Marketing Awards) in the category of Direct Marketing.

Media Mix

• 1-to-1 Direct Marketing Postcards
• Real Estate
• Pharmaceuticals
• Medical
• Associations
• Legal