Finch Paper Wins International Award for Promotional CampaignDecember 20, 2012
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.”
With the “Digital Field Guide” as a sales tool, and an expanded line of digital papers that includes top-rated Finch Fine iD and Finch Opaque Digital for toner-based printing and Finch Inkjet Pi inkjet web applications, Finch saw a 50 percent growth in digital sales in 2012.
Judging for the PPI Awards was done by a panel of internationally known industry representatives. PPI is the leading trade publication for pulp, paper and paperboard manufacturers in North America, Europe, Asia, Latin America, the Middle East and Africa.
Finch Paper is widely recognized for the quality of its uncoated printing papers, its industry-leading customer service, and its commitment to sustainable forestry. Finch Fine text and cover, Finch Casa Opaque, Finch Opaque and the Finch Digital portfolio are popular choices for corporate marketing materials, direct mail, book publishing, and business office use. All Finch Fine®, Finch Opaque and Finch Casa Opaque products are Forest Stewardship Council Chain-of-Custody Certified, and all of the fiber utilized by Finch Paper across its product line is certified by the Sustainable Forestry Initiative program.