Wittusen & JensenProfessional ServicesCase Study Xerox Global Services

XMPie® Helps Elixia Fitness Centers Generate €1.5 Million in New Member Fees

BackgroundWittusen & Jensen (W&J) is a one-stop-shop supplier of office equipment, supplies, corporate gifts, and business, visual communications and marketing services. In business for more than 100 years, W&J has about 200 employees and annual turnover of more than $83.5 million. The company has been an XMPie user since 2007, and has a Xerox iGen4® and a Xerox iGen3® Digital Production Press. W&J has its headquarters in Oslo and sales offices throughout Norway.

The Challenge To promote its XMPie® one-to-one cross-media marketing services, Wittusen & Jensen ran a customer acquisition campaign using personalized postcards to drive prospects to Response URL websites (RURLs). Intrigued, Elixia contacted W&J for help increasing its membership. Elixia is a leading health-and-fitness center chain in Northern Continental Europe, with facilities in Austria, Finland, France, Germany — and Norway, where Elixia has 30 locations and 85,000 members.

The Solution A W&J team planned an integrated, interactive campaign to foster member loyalty and acquire new members. The campaign used postcards and e-mail to leverage existing Elixia members by driving them to a RURL site where they could earn as many as six months of free membership by recruiting new members. Campaign components were designed with the Adobe Creative Suite and an XMPie plug-in that facilitated use of common design elements, linked to the Elixia customer relationship database for personalization and enabled

“It would be really hard to do this using four or five software packages that don’t communicate. The way XMPie enables campaigns to be managed from a single dashboard is brilliant.”

Espen Borg Larsen, W&J

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Case Study Snapshot

The Customer• Print and marketing services provider

headquartered in Oslo with sales offices throughout Norway.

The Challenge• Dramatically improve new

membership for Elixia, a leading health-and-fitness center chain in Northern Continental Europe.

The Solution• Implement an integrated, cross-media

campaign with print, e-mail and RURL website with “refer-a friend” pages using XMPie uPlan™, uCreate™ and uProduce™ technologies.

The Results• Campaign recruited 2,500 new

members worth €1.5 million in annual Elixia revenue. W&J grows annual business by 30 percent.

generation of each component using one set of business rules. Messages on the theme, “Get a good friend to become a healthy friend,” were tailored to eight segments based upon gender and age. Relevant, variable content included addresses, names, gender- and age-specific photos and language, a greeting from the nearest fitness center, and an attention-getting graffiti-image of the recipient’s name on a locker, created with XMPie uImage®. RURL visitors saw three “lockers” to click on to update personal membership data, learn about the benefits of training and access the member recruitment page. To refer-a-friend, they entered their friend’s e-mail address, and the XMPie system automatically generated a personal e-mail with a RURL. The campaign began with a mailing of 65,000 postcards printed on a Xerox iGen3 press, followed by an e-mail.

The ResultsBy fostering an ongoing conversation among Elixia, its customers and prospects, the

campaign recruited 2,500 new members worth €1.5 million in annual Elixia revenue — a vast improvement over the 39 new members generated by a previous non-XMPie “refer-a-friend” campaign. The response rate — the number of people who visited their RURL — was a healthy 27.5 percent and many responders updated contact information that can be used to improve the next campaign. The browser-based XMPie uProduce™ Marketing Console enabled W&J to track results in real time. Elixia has since become one of W&J’s largest clients. Additional work has included a similar refer-a-friend campaign for Elixia’s Finland operation. These successes helped W&J develop a competitive advantage and grow its digital business by 30 percent in 2008. W&J Assistant Manager of Web Applications Espen Borg Larsen said, “It would be really hard to do this using four or five software packages that don’t communicate. The way XMPie enables campaigns to be managed from a single dashboard is brilliant.”

Case Study Highlights:

• Enabling efficient production of relevant, integrated, cross-media campaigns

• Generating significant business results through campaign optimization

• Commanding attention and evoking action with personalized images and recipient generated RURLs