Web-to-print: Unlocking the W2P Potential
Given the variation in state fundraising laws, Ditto would probably still be in the discovery phase had it tried to sell Dunkin’ Donuts on a national campaign. Currently, they’re talking about debuting the fundraiser in more regions. “It’s a crawl, walk, run approach,” Shriber adds.
It doesn’t take a global customer like Dunkin’ Donuts to transform an idea into magic. Graphics Plus, located in Lisle, IL, signed up for Ricoh’s 1to1 Create Marketing Services, powered by PTI Marketing Technologies. 1to1 Create is a cloud-based subscription service (SaaS) geared toward the small- and medium-sized printer for developing cross-media marketing campaigns.
“The 1to1 platform gave us an easy, quick way to develop multichannel marketing campaigns that have a professional look, and are within clients’ budgets and timeframe,” notes Michael Jais, a partner at Graphics Plus. “It’s very easy to create a direct mail program or brochure with a consistent-looking brand. It puts together a lot of the solutions that we need in order to get a program out. I can find a list to help clients target markets. And I like that the list can be the same one that I use for mailing, as well as for e-mailing.
One of the print shop’s first efforts was for a women’s health club, ClubReps, which was expanding but didn’t know how to target its local, 21- to 55-year-old, female demographic. While 1to1 Create marketing Services is template rich, it also allowed Graphics Plus to create a direct mail program that incorporated ClubReps’ artwork.
Graphics Plus customized the vertical marketing campaign with images and content, and leveraged a list provided by USAData, which is connected to the platform. The direct mail program incorporated a personalized URL, complemented by an e-mail touch point, and Graphics Plus assembled brochures and rate cards—all of which drew upon the core group of images.