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Digital Innovations Group, Richmond, VA Project: DIG Holiday Card Case Study
Audience: Clients, prospects, and business contacts.  Business Application:
Brand Building: Name recognition and awareness of variable data printing and digital die cutting.
DIG leveraged their expertise in variable data printing and creative design in the development of their holiday card. Program Objectives:
The goal of this piece was to wish customers, prospects and business contacts a happy holiday season, while demonstrating some unique capabilities offered by digital service providers, one of DIG's main client segments. This approach follows one of DIG's main operating principles - to develop powerful direct marketing collateral that achieves a measurable objective through the use of purposeful creative. Significant Results Reported by User:
DIG clearly demonstrated their design capabilities, and the power of variable data printing and digital die cutting. DIG sent out 323 cards and subsequently received over 27 unsolicited calls and emails specifically referencing the impact of the card and asking about the processes used to create it. Many of the respondents indicated that they would like DIG to help them produce a similar product in 2006. Also as a result of those responses, other digitally die cut projects for clients are already in the works.
The original intent of the piece was to create brand awareness for DIG and to promote the power of short run digitally produced printing which would have been difficult to measure. However, with a response rate of 8.4% with no call to action, and the specific business that was generated as a result the DIG Holiday Card mailing, the project indicated both the power of the creative use of technology and the ability to measure the creation of brand awareness resulting in increased sales. Description of Services provided by DIG: - A Die-cut "snow globe" with the customer/prospect's name and organization printed on the base. A digital die cutter was used to make the production of only 323 cards cost effective.
- A clever greeting was printed inside and was complemented by the digitally produced signatures for each member of DIG's staff.
- Each piece was mailed in clear envelopes to protect the piece during USPS processing but not lose the impact of the digital design.
Printer (utilizing variable data printing and digital die cutting)
Arga Digital Printing
33 Business Park Dr.
Branford, CT 06405
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