Personalized Multi-Channel Marketing Drives Growth in School Photography Sales   Photo Publishing Xchange August 2011 Pres...
    Who Are We?   School photography since 1933  Yearbook publishing since 1960s   Specialty papers - Convertible Solution...
    Marketing Matters!
    School Picture Day     Product - Professional Portraits   Marketing Goals        Expand relationship beyond  single da...
    Printed Fliers   Prepay - Short run unique to each school   Proof - Variable data personalized to each  student   Indi...
    Web Store   Bigger, better images    Broader selection of products   Ease of online orders Order if they missed pictur...
         Email Marketing   Email templates for schools    Emails directly from Inter-State   Ongoing promotions
    Social Media Platforms          Facebook         Twitter   Goals         12  month awareness           Generate enthus...
Social Media Content Social Media Content   Sample Portraits Links to articles of interest to Moms        Parenting       ...
         Packaging   Window envelope with reorder  advertising   Personalized reorder form         Child's portrait       ...
    Results   Revenue growth in mature market   Market share growth  Difficult to isolate the results to any single market...
    Double Thick  Impact Card Product          12 Pt digital press stock        Folds to 24 pt postcard    Marketing Goals...
             Campaign Tools   L inkedIn Facebook Twitter Personalized Postcard Personalized Landing Pages Personalized QR ...
              LinkedIn     Great tool for business to business marketing Sales and Marketing staff connect on LinkedIn wit...
        Facebook Page     Information about company  and products Links to YouTube videos Links to news postings on  our W...
              Twitter     Links to interesting content Links to news postings on  our website Links to partners, distribut...
    Weeks Before Campaign   Postcard Marketing Tips   In Social Stream           
    Direct Mail   Mail a 6x8” Double Thick Impact Card to introduce the card product Mail to approximately 5000 digital pr...
    Response Builders     St. Louis based marketing agency Preparing campaign Commenting about the campaign development on...
    After Mailing     Thank you email to everyone who responds  Reminder email to everyone who does not respond Followup b...
    Graph Expo    Product samples using mail graphics Signage using mail graphics Tweets from show Pictures from the show ...
    Blogging   CreativityParadox.blogspot.com   Blog post outlining the campaign Links to the post on Facebook,  LinkedIn ...
    Keys to Implementation     Use multiple channels  Use each channel appropriately Keep message consistent across all ch...
    Dive Deeper   Inter-State.com   ConvertibleSolutions.com    @ConvertSols on Twitter   CreativityParadox.blogspot.com  ...
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Personalized Multi Channel Marketing

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A presentation on personalized multi-channel marketing presented at the Photo Publishing Xchange in August of 2011

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Personalized Multi Channel Marketing

  1. 1. Personalized Multi-Channel Marketing Drives Growth in School Photography Sales   Photo Publishing Xchange August 2011 Presented by David Williams Inter-State Studio & Publishing Convertible Solutions  
  2. 2.     Who Are We?   School photography since 1933 Yearbook publishing since 1960s   Specialty papers - Convertible Solutions           Fold "N Go mailers           Mohawk Panoramic Photo book and gift fulfillment          
  3. 3.     Marketing Matters!
  4. 4.     School Picture Day     Product - Professional Portraits   Marketing Goals       Expand relationship beyond  single day       Convey time and date of photography       Sell Portraits   Tools       Printed fliers       Web store       Email       Facebook        Twitter  
  5. 5.     Printed Fliers   Prepay - Short run unique to each school   Proof - Variable data personalized to each  student   Indigo printed on glossy stock Printed on Convertible Solutions stock with  attached envelope  
  6. 6.     Web Store   Bigger, better images    Broader selection of products   Ease of online orders Order if they missed picture day Requires registration to see picture or place order Registration requires email address  
  7. 7.         Email Marketing   Email templates for schools    Emails directly from Inter-State   Ongoing promotions
  8. 8.     Social Media Platforms         Facebook        Twitter   Goals        12  month awareness          Generate enthusiasm for photography        Promote specific reorder items      
  9. 9. Social Media Content Social Media Content   Sample Portraits Links to articles of interest to Moms       Parenting       Photography       Scrapbooking   Information about Inter-State   Specific Promotions
  10. 10.         Packaging   Window envelope with reorder  advertising   Personalized reorder form        Child's portrait        Web address        Unique reorder code Every child receives envelope  
  11. 11.     Results   Revenue growth in mature market   Market share growth Difficult to isolate the results to any single marketing practice All channels work together to drive awareness and sales  
  12. 12.     Double Thick  Impact Card Product         12 Pt digital press stock       Folds to 24 pt postcard   Marketing Goals       Create awareness       Generate qualified sales leads       Drive traffic to tradeshow booth       Sell paper stock  
  13. 13.             Campaign Tools   L inkedIn Facebook Twitter Personalized Postcard Personalized Landing Pages Personalized QR Codes Email Telemarketing        
  14. 14.              LinkedIn     Great tool for business to business marketing Sales and Marketing staff connect on LinkedIn with everyone they meet Sales and Marketing staff follow status updates daily Frequently share status updates with links to content that we feel would be interesting to  our prospects Participate in discussions        
  15. 15.        Facebook Page     Information about company  and products Links to YouTube videos Links to news postings on  our Website Links to partners, distributors  and customers Links to other content        
  16. 16.              Twitter     Links to interesting content Links to news postings on  our website Links to partners, distributors  and customers        
  17. 17.     Weeks Before Campaign   Postcard Marketing Tips   In Social Stream          
  18. 18.     Direct Mail   Mail a 6x8” Double Thick Impact Card to introduce the card product Mail to approximately 5000 digital printers Personalized      Prospects name      Personalized URL      Personalized landing page      Personalized mobile landing page      Personalized QR code        
  19. 19.     Response Builders     St. Louis based marketing agency Preparing campaign Commenting about the campaign development on their own Facebook page        
  20. 20.     After Mailing     Thank you email to everyone who responds Reminder email to everyone who does not respond Followup by telemarketing staff        
  21. 21.     Graph Expo   Product samples using mail graphics Signage using mail graphics Tweets from show Pictures from the show on Facebook        
  22. 22.     Blogging   CreativityParadox.blogspot.com   Blog post outlining the campaign Links to the post on Facebook,  LinkedIn and Twitter Links to any other sites  that blog about the product        
  23. 23.     Keys to Implementation     Use multiple channels Use each channel appropriately Keep message consistent across all channels        
  24. 24.     Dive Deeper   Inter-State.com   ConvertibleSolutions.com   @ConvertSols on Twitter   CreativityParadox.blogspot.com   [email_address]   @Repri  on Twitter          

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