Casey Printing & Marketing - Did You Know?

Brian CoaleMarketing Services Manager/Creative Director

Casey Marketing Services

Today’s Objectives

Provide an Overview of New Direct Marketing Dynamics and Trends

Introduction to Cross Media Marketing Methodologies

Actual Use Case Review & Case Studies

Questions and Answers

“The industry average for direct mail marketing is 1.3% response rate.”

Source: Direct Marketing Association

“Companies that utilize relevant graphics and text can see a 2-5X lift in response rates”

Source: PODi

• According to research firm Marketing Sherpa, 80% of business decision-makers who made a recent purchase said they found the product vendor

• While just 20% said the product vendor found them!

66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says.

Source: Jupiter Research

• Well executed Cross Media Marketing campaigns generate a sales lift of 7-34% versus traditional marketing approaches

Internet Advertising Bureau

• Cross Media Marketing is connecting with prospects!

• The results that are being achieved with relevance are outstripping those of traditional static communications by an average of 56% - 275%

Fact of life…“78% of all people read their mail over a trash can.”

-USPS/DMA Survey

Daily we encounter 2904 media messages…

We may remember 52 of them…

But 4 of them we will positively remember!

How do YOU cut through the noise to engage your customers more effectively?

Retention

One dimensional marketing is limiting

InfoTrends reports that leading marketers today are using 3, 4, or 5 touches per campaign.

• Consumers available on an average of 7.2 channels, including:– Landline phone– Mobile phone (or two if counting voice and text!)– Skype– Facebook– Twitter– Other Social Media– Personal & business e-mail– Membership in online forums – A home address for traditional mail

• Need to be combined with mass media like:– Catalogs– Magazines– Signage – Events– Traditional broadcast media

Marketing Channels

Add them to any print advertising, flyers, posters, invites, TV ads etc., containing:

product details contact details offer details event details competition details a coupon Twitter, Facebook, MySpace IDs a link to your YouTube video

Mobile Integration – (QR Codes)

Across all generations,

more people than ever

are using social

networks

What about Social Media?Just a fancy way to describe the bazillion conversations occurring online.

purls

social media

direct mail

email

mobile

Pulling it all together…

• Social Media600+ million Facebook users, 700+ billion minutes p/mo65+ million Tweets p/day

• Mobile3,000+ texts sent by teens p/mo[1] 1 in 2 people w/smart phones by end of ’11 [1]

• Direct Mail12% drop in mail volume[2]

• Digital Coupons 60% YoY increase, 1% of total coupon utilization[3]

4600% increase in QR Code utilization in QI 2011

Increased Digital Spend $100 billion projected spend by 2014[4]

[1] Nielsen, 2010[2] United States Postal Service Annual Report[3] Marx, a Kantor Consumer Promotion Unit[4] Forrester Report

more statistics...

Casey 1-to-1: 4 Steps

Leverage your database

• What you know about your target:– Kate Scott

– Businesswoman

– 38, married, mother

– Graduated in 1996

– Was in the Glee Club

Kate ScottOperations Manager

123 Highway, Suite 456Irvine, CA USA

Basic Personalization

Basic Personalization

Leverage your dataLeverage your data

Use Personalized URLs

Use Personalized URLs

Customized ImagesCustomized Images

Basic PersonalizationBasic Personalization

Generic URLGeneric URL

Generic ImageGeneric Image

Personalize...

Personalized URLs and Microsites

• Engage respondent with relevant content in direct mail, including a personalized URL

• Capture online response • Continue “personal”

conversation online• Generate highly qualified

leads

KateScott.GoAlmaMater.comKateScott.GoAlmaMater.com

Automated Follow-up to Respondents

Automatically triggered follow-up email to each respondent

Variable email content determined by survey responses

Continued personalized communication solidifies the relationship

Automated Lead Distribution

React immediately to leads Distributed via email or PDA/cell phone No need for cold-calling

Kate Scott just responded to your campaign

Steve Salesperson,

Kate Scott just responded to your campaign.

Contact information: 123 Anystreet, USA (555)547-1234

Survey Results: Are you attending? Yes

The odds of contacting a lead if called in 5 minutes

versus 30 minutes increase 100 times.

The WOW effect

The odds of qualifying a lead if called in 5 minutes

versus 30 minutes increase 21 times.

- Marketing Sherpa and MIT study

Reporting and Analytics

All visits and online activities are tracked

Reports to help “fine tune” your marketing

Automated data delivery

Let’s Examine an Award Winning campaign step-by-step

Cross Media Marketing Multiple Touches:

1. Clear Objectives

2. Targeted Direct Mail Piece

3. Great messaging to the individual

4. Email touch

5. Landing page interactive dynamics

6. Redirect to social media

Challenge for Rosemont College

• Inability to automate solicitations and create versioned appeals to solicitation base

• Declining participation rate• Inability to seamlessly integrate

Comprehensive Campaign efforts with Annual Fund

– Rosemont Experience Fund– New Strategic Plan– Quiet phase of Comprehensive Campaign

• Declining Revenue

Program Objectives

• Improve overall participation• Convert non-donors into donors• Improve participation amounts by past

donors• Grow online donations• Improve stewardship efforts

Program Components

Variable Direct Mail

Variable text based on reunion year Variable text based on reunion year

Young Alumni Slogan

Personalized Landing Page

Variable Direct Mail

Variable text based on donor status

Call to action

Variable text/image based on reunion year. If not in areunion year, the recipient receives another 'CollegeUpdate' and an image of the college Personalized landing page – variable based on reunion year

Interactive Landing Pages Template was designed for

landing pages- Same format for the entire year

reduced development time

- Design allowed for easy segmentation

Video components were integrated to convey information via new media channels- Utilized College captured video clips

- Developed Annual Fund Commercial Young Alumni

Remaining Alumni & College friends

Interactive Landing Pages

Campaign video pieces or

versioned story – can be changed for each phase

Versioned thank you or ask

Versioned links that can be switched/changed for each phase


Versioned videos & stories can come from Campaign video, campus happenings, etc. and can be variable based upon the recipient

Versioned thank you will reflect past gift amount OR ask (based on giving history).


Versioned links that can be switched/changed for each phase

Steps to Building a Profitable Solution

• Analyze past giving trends– Looked at past donors to determine:

• When they typically gave

• How often they gave

• How much they gave

• How they give (i.e. - BRC, online)

– Didn't send every solicitation to every donor – especially lifetime non-donors


• Analyze general giving trends– Philanthropic research has shown that

organizations will receive the highest number of gifts at two points throughout the year:

• Approximately 33% of gifts will be received during the month of December

• 2nd largest time for gifts is at the end of the organization's fiscal year

– Solicited entire population during these two times


• Review past solicitation pieces– Repurpose as much as possible based

on the following information:

• When the piece was sent

• Who they were sent to

• Response rate

• Segments that responded

• Goal– Identify elements of their branding

– Recognized what worked

How to Increase Profitablility

• Streamline fundraising process– Eliminate unecessary outbound pieces

by integrating multiple messages

• Events

• Alumni/Donor programs

• Necessary Steps– Have them outline their entire fiscal year

• E-mail communication

• Solicitations

• Phone-a-thon programs

• Events


• Keep it simple– Only use limited segments

• Donor status

• College relation

• Graduation year


• Integrated web technology– Utilized video elements to get attention of donors in different format

– Integrate social media to remain on top of mind to donors

– Focused on e-mails to consistently communicate with donors and prospective donors

– Determined which donors and prospects are more likely to respond online and used online solicitations/appeals

Results

• ROI of 1295%

• Overall participation increased by 9.6% over 2010 results

• Traditional undergraduate alumni participation increased by over 66% over 2010

• Non-traditional undergraduate alumni participation increased by 30% over 2010

Results

• 87% of past donors either increased their gift or gave what they had given in previous years

• Non-donor participation increased by 59%

• Lapsed donor participation increased by 275%

• Creating a personal and relevant “experience” is an opportunity for improved ROMI!

• Create campaigns that connect in the manner your audience prefers

MARKETING Opportunities for Growth

Case studies

Let’s review some real-life campaigns...

Cuesta College

Community College in San Luis Obispo

In the process of developing Ed. Master Plan 2011-2014

Needed a way to gain community input

The Challenge

A cross-media campaign was developed to connect with San Luis Obispo County Community

The goals of the campaign were to: Increase the engagement level of

community members Collect valuable survey information Collect contact information for

follow-up marketing events Increase visibility of Dr. Gilbert Stork

The Solution

Direct mail: A direct mail piece was sent to 32,000 identified college graduates throughout San Luis Obispo County

Email: An email announcing the survey was sent to Cuesta Email database

Web: The direct mail piece and emails directed respondents to campaign specific survey site (PURLs and G-URL).

The Results

Cuesta College was very pleased with the response to this campaign.

More than 1,600 completed and tabulated surveys. Excellent!

Gained new contact info for follow-up marketing

Dr. Stork noticed increased visibility

Questions?Call us today at (831) 385-3222

or email us at [email protected]