DIG created the re-branding plan to help reposition Blue Tape from a quick-print/copy business to a digital service provider offering a full array of printing, mailing and electronic distribution services. Starting with a multi-touch direct mail campaign, DIG used the memorable image of a Blue Ape, Azul, a tempting give-away, targeted messaging and personalized web pages (PURLs) to create awareness, demonstrate capabilities and generate leads.

DIG developed a series of postcards each focusing on a different concept, i.e., Blue Ape, Bleu Cheese, Blue Print, Blue Chips, etc. to drive recipients to a PURL where they could receive a free T-shirt, Forever stamps or other fun offers. The campaign targeted both current customers and prospects with unique copy that was designed to capture information about their needs.

Results: 12% overall response rate, 135 appointments were scheduled and over $30,000 dollars in new opportunities closed within the first 90 days.