Staples: Multi-channel Marketing 1 Integrated Multichannel Programs and Campaigns Staples Contract, the fastest growing, most reliably profitable division of Staples North America, was outpacing the capacity of their internal agency. Contrary to corporate culture, Staples invited Lorél Marketing Group to partner with their internal marketing group to break through some vexing challenges. Lorél always welcomes the opportunity to partner with a big brand's internal groups, thereby optimizing Lorél's expertise and the internal group's knowledge to create ever more effective campaigns. Our successful ongoing relationship with Staples constantly gives us challenging opportunities to think through and solve, resulting in effective marketing solutions for each customer group. Services • Market Research • Business Analysis • Merchandise Analysis • Merchandise Consulting • Brand Development Multichannel Campaign Development • Strategic Creative Development • Online Marketing Strategy • Interactive Design & Implementation • Design & Production • Copywriting • Photo Production • Photography • Prepress • Print Production Deliverables • Catalogs • Brochures • Posters • Guide Books • Supplier Programs (Print & Digital) • Transactional and promotional e-mail • Salesforce custom applications • Interactive Flash eCard
Transcript
Staples: Multi-channel Marketing
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Integrated Multichannel Programs and Campaigns
Staples Contract, the fastest growing, most reliably profitable division of Staples North America, was outpacing the capacity of their internal agency. Contrary to corporate culture, Staples invited Lorél Marketing Group to partner with their internal marketing group to break through some vexing challenges. Lorél always welcomes the opportunity to partner with a big brand's internal groups, thereby optimizing Lorél's expertise and the internal group's knowledge to create ever more effective campaigns. Our successful ongoing relationship with Staples constantly gives us challenging opportunities to think through and solve, resulting in effective marketing solutions for each customer group.
Services• Market Research• Business Analysis• Merchandise Analysis• Merchandise Consulting• Brand Development
Staples' management faced the daunting task of creating a common new client integration process, which previously had been decentralized to a local level. Lorél's challenge was to simplify and automate this complex communications program while increasing compliance and sales. Another vital issue was Staples' new Brand Standard that proved extremely challenging to work with across a wide variety of communication platforms. Bottom line, the Staples' marketing group was required to achieve significant sales objectives while working within these Brand Standard guidelines and turned to Lorél for a solution.
Although Staples' new customer integration program was extremely complex, a streamlined, simplified set of automated marketing tools was created after careful analysis and in-depth discovery of the Staples workflow. This simplification reduced expense and brand confusion, and ensured that the value proposition of the integrated Field Marketing system was clear to all involved.
Staples: Field Marketing
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Field Guide Poster and Email
Field Guide Posters
Field Guide Announcement Emails
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Field Marketing Salesforce.com
Automated Form eWelcome Kit Email Generator
Core Components:
• Retrieves contact and account data from Salesforce.com and dynamically merges it within an email template.
• Provides the capability to send the mail-merged email to a large number of recipients through an Exact Target™ API
Staples: Field Marketing
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Staples: Field Marketing
Field Marketing Salesforce.comeWelcome Kit Email
Core Components:
• HTML template held within Salesforce.com and linked to the form generator.
• Allows user to select individual sections and customize the fields within those sections.
• Provides a preview of the final email and the ability to change it before sending.
Staples: Consumer Marketing
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TechNow
The next part of this equation was to increase sales while adhering to the new Brand Standard guidelines. Lorél approached the existing TechNow brochures with the goal of creating a high motivation-to-purchase catalog. Incorporating the new Brand Standards and highly energized promotional lead generation emails to accompany the catalogs, Lorél created a completely new look and feel, developed intuitive iconography that played to Staples' strengths, and developed both a photography style that supported the brand and a carefully crafted merchandise plan. Results were so impressive that this program's continuation was never questioned, despite an economic downturn.
TechNow Catalog and Email
Staples: Interactive Holiday eCard
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Interactive Holiday eCard
Lorél also took on another key initiative, crafting an interactive Holiday greeting program. Our successful ongoing relationship with Staples constantly gives us challenging "opportunities" to think through and solve, resulting in effective marketing solutions for each customer group.
Holiday Announcement Email
Staples: Direct Marketing
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IT Liberated
Staples Technology Solutions launched a new service to provide IT managed services to further penetrate the small business market. Staples gained valuable expertise and position in the marketplace by purchasing a well-known and reputable IT service company in the Boston area, but needed to roll out the service nationally. Lorél's challenge was to create a campaign that generates awareness and qualified leads as well as expand their reach to new markets.
The IT Liberated campaign was born. It utilizes real-life customer situations and testimonials to demystify IT managed services and educate small business owners on the benefits of using outsourced IT. Lorél accomplished this goal by devising a multichannel direct marketing campaign that includes: search, radio, direct mail, email, and microsite. We further enhanced the effectiveness of the campaign by incorporating personalized URL's (pURL's) on the direct mail, email and microsite for a personalized experience for the prospect.
View the Microsite
Staples: Direct Marketing Strategy
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ConversionAlways returns to ThriveNetworks.com
after conversion
Radio drives awareness and provides the background to make direct and online tactics more effective
Search drives awareness and microsite traffic when users look for IT pain points, products and services
Email invites initial engagement with microsite
Lead Generation Tool asks prospects qualifying questions and casts doubt about their current IT solution. The goal is to create a need state for STS
Lead Generation Form connects prospects with a sales rep and provides valuable lead qualification information
Lead Generation
ITLiberated.com
pURL provides a personalized experience on the microsite and is driven by a pURL address on the postcards and email (e.g., ITLiberated.com/JimLippie)
and provides ongoing re-contact communication via a personalized message and URL (pURL)
Postcard invites initial engagement with micrositeand provides an ongoing re-contact tool via a personalized URL (pURL)
Conversion
“The Staples IT Liberated website
made it so easy to understand and choose
IT managed services that are right for me.”
“The customer stories really helped me relax and feel
less anxious. Just knowing there are other people that
have used IT managed services this successfully
makes me feel better.”
“I wasn’t sure where to go or what to do. There is so much information. The Staples website addressed all my questions about quality and made it easy for me to decide.”
“I really liked the fact that I can chat with a Customer Service Rep or provide them with my email address easily. They got right back to me within a day.”
Michelle SilverMy business life always has many balls in the air. I love putting together deals. The downside of being a small business owner is getting pulled into the details like managing our IT. But I would never do anything else but this. My measure of success is when I can sleep at night and seeing the loyalty of my customers.
BackgroundMichelle SilverTouchstone Residential Group, Boston, MA Age 39, HHI: $315,000 Married, 2 children
Staples: User Experience Map
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Staples: IT Liberated Microsite
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Flash Microsite - www.itliberated.com
Wedgewood: Digital Marketing & Strategy
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Digital Marketing and eCommerce Strategy
As one of the nation's largest compounding pharmacies, Wedgewood Pharmacy serves both the human and veterinary markets. Already a primary player in the veterinary market, Wedgewood has been expanding their footprint by developing new and innovative dosage forms. They needed a compelling way to reach new and existing customers to get the word out, increase their market share, and meet their aggressive goals for growth. Lorél was instrumental in the marketing launch of a number of these products and programs, so Wedgewood asked us to help them define a digital marketing strategy that would help them meet their goals, as well as complement their current programs. The strategy was twofold:
1. Increase sales by expanding the brand in the veterinary market, as well as in a new market, human health.
2. Provide better customer service and self-service online tools to their customers.
Services• Market Research• Business Analysis• Merchandise Analysis• Circulation Planning• Brand Development
Customer information and purchase history were maintained in a variety of databases. The goal was to consolidate the information into one database, allowing a holistic view of each customer. Wedgewood would then be able to segment their house file for a more effective contact strategy. Since research showed that customers with email addresses had a higher average order size in dollars and a greater lifetime value, it was deemed preferable to create effective transactional emails and e-newsletters. Lorél also recommended the expansion of their SEO campaign, an outbound telesales campaign to gather customer email addresses not already in the database, and to revisit their brand strategy for both the veterinary and human markets.
Welcome Email
Wedgewood: Digital Marketing & Strategy
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Long-Term Goals
Build out an internal IT infrastructure to accommodate strategies for e-commerce, triggered / transactional emails, and prospecting tactics. This infrastructure would also allow the client to develop a holistic view of the current and lapsed customer base. Wedgewood spent much of 2007 and 2008 focusing on this goal of a 'single view' of their customer. In 2009, they revised their brand image and promptly launched a veterinary online prescription and ecommerce system that will be unified throughout their Web and customer service channels. The human market version will be released shortly thereafter.
eCommerce - Shopping Cart Page
Magee: Website Redesign
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Website Redesign
Magee Rehabilitation faces fierce competition in the Philadelphia marketplace. Their website offered quality information, but didn't do much to fill hospital beds. The site's primary targets are under extraordinary stress; they're caregivers whose loved ones have just been struck with a critical illness or injury, and they need to make life-changing decisions, fast.
Our goal was to do more than build awareness. We wanted to elevate Magee's position in the marketplace, build trust with their primary audience, caregivers, and increase market share.
The website redesign was more than just redesigning the pages and migrating content; the redesign combined the needs of multiple audiences and allowed for multiple content contributors. Since Magee already had a 400+ page website, user expectations were already set. And since Magee also had legacy applications, the complexity of the project and the integration increased.
View the Website
Magee: Website Redesign
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This combination of building awareness and audience-specific content and tools has led to a website that personalizes its communication and builds trust with its primary audiences. Visits, page-views, time spent on the site, etc. are now well above industry benchmarks. Users are moving deeper into the audience-specific sections and reviewing more content. Lorél built use case scenarios, per audience type, in order to accomplish this goal.
Rita’s gives free ice on the first day of Spring every year. Last year they were interested in taking advantage of their huge fan base. The Mystery Flavor contest was created to support and promote a multichannel launch of a new flavor of "ice," whereby fans could submit a name for the new flavor for a chance to win. Fans could share, rate, & vote for their favorite name. The buzz that resulted accounted for 30,092 total names submitted and 1,989,606 total votes in three weeks.
The contest was a viral success. It was listed in Twitter Trends, top 100 "buzzworthy" topics for the day, within the first three days of launch. Steven Colbert petitioned his fan base on his blog, Colbert Nation, to have one of the many "Colbertized" names win. It resulted in multiple posts in the blogosphere. Sorry to say for Colbert, "Colbertberry" didn't win but it was a top 10 finalist in the contest. Marketing Sherpa named the campaign to their 2009 Viral Marketing Hall of Fame.
