CASE STUDY


                                      Ferrellgas is a leader in the propane industry, providing propane servi...
CASE STUDY



                                      Using Mail Print’s Marketing Communications Portal has decreased cost,...
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Distributed Marketing Case Study

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Case study on how a communication portal saved a company $80,000 per year.

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Distributed Marketing Case Study

  1. 1. CASE STUDY Ferrellgas is a leader in the propane industry, providing propane service to CLIENT approximately one million homes and businesses in the United States through their Blue Rhino and Ferrellgas brands. Fortune 1000 energy services provider. As a large and successful propane distributor with more than 900 locations, CHALLENGE localized marketing is a foundation for Ferrellgas’ continued growth. Customizing text, images, pricing and offers for location-specific marketing communications is Managing marketing for an everyday necessity. However, their distributed marketing coordinators were their locations more without a centralized system for managing their marketing assets and performing quickly and efficiently. these routine tasks. Without a centralized marketing portal, each location-specific marketing touch required their designers to create a new graphics file, their accounting team to manage a separate order and payment, and a marketing coordinator to shepherd the order through the production process. These manually-intensive creation and management processes were exacerbated by a 10-business-day process for producing direct mail pieces, which involved overprinting location-specific customization onto stock printed shells. This lengthy production cycle meant that pricing information on mail pieces was often outdated by the time it landed in local markets. Because retail propane prices can fluctuate day to day, this problem created angst among local managers and decreased usage of Ferrellgas’ historically-effective direct mail tactics. Facing these challenges, Ferrellgas chose Mail Print’s Marketing Communications SOLUTION Portal solution. Ferrellgas’ marketing assets were loaded to an online portal and utilized throughout various templates. This system allowed for fast and easy A marketing portal with customization of text and photo elements on all of their advertising. The portal print automation and also enabled connections with Ferrellgas’ existing database, targeting tools and direct mail fulfillment. email provider, further streamlining their marketing processes. Mail Print’s integrated print automation and direct mail marketing delivery services also reduced the production and mail prep time for Ferrellgas’ direct mail marketing from 10 business days to 24 hours, helping their locations reach their audiences with timely, relevant messaging. phone I 816.459.8404 toll-free I 800.660.0108 email I mailprint@mailprint.com www.mailprint.com 8300 ne underground drive pillar 122 I kansas city, mo 64161 1
  2. 2. CASE STUDY Using Mail Print’s Marketing Communications Portal has decreased cost, improved RESULTS speed to market, and reduced marketing project management time for Ferrellgas, resulting in a significant improvement on their ROMI (Return on Marketing Reduced production and Investment). management time by 300 hours per month The marketing portal is also improving the efficiency of Ferrellgas’ internal and generated cost departments. Ferrellgas’ marketing coordinators are saving a combined 120 hours savings of more than per month, their accounting department is saving 20 hours per month, and their $80,000 per year. graphic designers are saving 160 hours per month, allowing these resources to be used on other initiatives. Overall, the transition to using Mail Print’s marketing management solution is saving Ferrellgas more than $80,000 per year, while improving the usage and effectiveness of direct marketing by their field locations. phone I 816.459.8404 toll-free I 800.660.0108 email I mailprint@mailprint.com www.mailprint.com 8300 ne underground drive pillar 122 I kansas city, mo 64161 2

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