McQuiddy BRAND ANNOUNCEMENT CAMPAIGN

OBJECTIVE

BRAND LAUNCH CAMPAIGN

McQuiddy will announce the new brand through a campaign built with a direct mail piece, a pURL, a trackable QR code, a landing page, and an event. The objective of this campaign is to announce our new brand and raise awareness that McQuiddy is the foremost forward thinking printer in Nashville. We also hope to gain some insight into our current and prospec-tive clients’ propensity towards new technology.

DIRECT MAIL PIECE

WHO WE WILL SEND IT TOWe will send to our clients listed in QuickBase. Currently the list has 500 records.This includes current clients, prospective clients, vendors, suppliers, and other stake-holders such as sister companies.

HOW WE WILL MEASURE We will track the direct mail piece by keeping a record of which pieces send successful-ly. We will track the pURL through the software provided by purlem.com, tracking click throughs and time spent on each page of our website through Google Analytics which has already been created by the team at Cerqa. We will implement a QR code which we will be able to track how many of our recipients scan the code on their mobile phone. This will provide insight into how many of our clients are technology savvy which will educate us on who to market our technology-forward capabilities towards. We will also include a brief survey on the landing page of the pURL in which we will ask a series of short questions in order to better understand where our clients print budget is being spent. The answers to these questions will help us track exactly who is responding to our direct mail piece and pURL while also helping us find answers to who we should market which of our services to better.

WHAT WE HOPE TO GAIN We hope to gain a larger brand awareness within the Nashville community of the Mc-Quiddy brand. We hope to gain a large push to our website. The new website showcases abilities our old website did not. The brief survey built into the landing page will offer a chance to win a starbucks gift card and will ask questions such as “how much direct mail does your company produce?” with notions to other services McQuiddy offers, including but not limited to digital printing, e-marketing, and fulfillment. These answers will help us better know what our clients are purchasing and what we should market better to them.

BRAND LAUNCH EVENT OPEN HOUSE

HOW WE WILL PROMOTE

We will send out an invitation in the mail to all current and prospective clients. We will invite vendors to take part in the event, allowing them to promote the event through their marketing channels as well. We will also create a strong push for the event online on our website, creating a pop up when you first go to the site announcing the event informa-tion. We will push the event on all social media channels as well.

For more information about the event, see the IMC.