Finch Paper Wins International Award for Promotional Campaign
GLENS FALLS, NY—Dec. 20, 2012—Finch Paper has been awarded the 2012 Pulp & Paper International Promotional Campaign of the Year Award for its “Digital Field Guide Campaign.” Finch earned the award based on its “unique, systematic approach,” according to judges.
The 70-page “Finch Digital Field Guide” was co-authored by Finch Paper and Printing Industries of America and produced by CDS Publishing. The comprehensive guide contains design considerations for digital printing and a breakout of current printing technology, including digital presses. It also delves specifically into designing for digital to produce optimal results.
The award-winning campaign took a cutting-edge approach to reach its print-industry audience, utilizing both personalized URL (pURLs) emails and print-on-demand technology, allowing recipients to customize the guide with their choice of three covers, as well as the company’s logo and contact information.
Orders were recognized with a follow-up “thank you” email that included an offer for 15 percent off a buyer’s next order of Finch Digital papers.
“It did all that it could with respect to generating awareness and new business for a company,” one judge commented. “Several channels were used to get the message to the appropriate audience and the company was able to go beyond its customer base to reach its customer’s customer. The number of new contacts generated by the campaign is outstanding and the boost to relationships with existing customers will be a positive factor for the future.”
Finch Paper Director of Branding and Communications Beth Povie said the “Digital Field Guide” campaign was intended to be “targeted and personal.” Povie added that, “Building an effective marketing campaign can be tricky these days with mailboxes—virtual and digital—flooded with offers from companies. We wanted to leverage Finch’s friendly brand image along with a unique offer to get responses and build qualified sales leads for our team.”