1. Variable Data and Cross-Media Marketing Options IAPD/IPRA Conference January, 2010

2. Variable Data and Cross-Media Marketing Options Rick Schildgen C L Graphics – A marketing and cross-media resource offering a variety of services including; graphic design, e-mail and print marketing, personalization, mobile marketing and mailing services. C L Graphics helps you to effectively communicate with clients and prospects. – A marketing and cross-media resource offering a variety of services including; graphic design, e-mail and print marketing, personalization, mobile marketing and mailing services. C L Graphics helps you to effectively communicate with clients and prospects.

3. Variable Data and Cross-Media Marketing Options Overview of Marketing Strategy Changes Overview of Marketing Strategy Changes Variable Data and Personalizing Your Message Variable Data and Personalizing Your Message Overview of Cross-Media and Integrated Marketing Overview of Cross-Media and Integrated Marketing –E-Mail Marketing and Social Media –Mobile Messaging –PURL’s and Web Integration Conclusions Conclusions

4. Variable Data and Cross-Media Marketing Options Business as Usual Business as Usual A look back at the Marketing process in the 70’s, 80’s, and 90’s: –The broader the distribution, the better the results –Look for the most cost effective ways to advertise to the masses

5. Variable Data and Cross-Media Marketing Options Marketing Now Marketing Now A look at what the marketing process includes now: –Website –Social Media –Broadcast E-Mail –Direct Mail - Postcards/Newsletters/Course Catalogs –Telemarketing –Video –Webinars

6. Variable Data and Cross-Media Marketing Options Marketing Now Marketing Now –Differentiation Analyze Marketplace and “Competition” Analyze Marketplace and “Competition” –Within your service specialty –Other Program Sources List Strengths – educate residents as to who you are and why you are different List Strengths – educate residents as to who you are and why you are different Focus on unique offerings Focus on unique offerings

7. Variable Data and Cross-Media Marketing Options Marketing Now Marketing Now –Develop and Build Relationships Easier to build on existing relationship Easier to build on existing relationship –Expand services offering –New departments/contacts –Increase participation levels

8. Variable Data and Cross-Media Marketing Options Marketing Now Marketing Now –Target your Marketing Identify Demographics of existing participants Identify Demographics of existing participants Build Databases – Mail and E-Mail Build Databases – Mail and E-Mail Establish Cost effective ways to reach your identified markets Establish Cost effective ways to reach your identified markets Identify new programs to reach “underserved” markets Identify new programs to reach “underserved” markets

9. Variable Data and Cross-Media Marketing Options Marketing Now Marketing Now –40,238 Prospects

10. Variable Data and Cross-Media Marketing Options Marketing Now Marketing Now –Targeted Marketing (1:1) 13 Sections 13 Sections Average Seating 160 Average Seating 160 2,080 targeted prospects 2,080 targeted prospects

11. Variable Data and Cross-Media Marketing Options Variable Data and Digital Printing Capabilities Variable Data and Digital Printing Capabilities “Junk Mail is a good offer sent to the wrong person.” - Denison Hutch Publisher Who’s Mailing What Newsletter Time Magazine Survey says, “78% of all people read their mail over a trash can.” - USPS/DMA

12. Variable Data and Cross-Media Marketing Options Variable Data and Digital Printing Capabilities Variable Data and Digital Printing Capabilities –What is Variable Data Printing? VDP involves the creation of an initial, unfinished document (the template) to which variable information (text or images) can be added at specific locations to create finished, print-ready documents Each piece becomes unique to the individual receiving it. VDP involves the creation of an initial, unfinished document (the template) to which variable information (text or images) can be added at specific locations to create finished, print-ready documents in more than one version. Each piece becomes unique to the individual receiving it.

13. Variable Data and Cross-Media Marketing Options Variable Data and Digital Printing Capabilities Variable Data and Digital Printing Capabilities –What is Personalized One to One Marketing? Personalized Marketing is using what you know about your customers, constituents, or prospects to deliver a relevant message on which the recipient will take action. –Past Program Participation, Lifestyle Preferences, Demographics…

14. Variable Data and Cross-Media Marketing Options Variable Data and Digital Printing Capabilities Variable Data and Digital Printing Capabilities –Types of 1 to 1 Marketing Communications 0.46% 1 45% 3 44% 2

15. Variable Data and Cross-Media Marketing Options Variable Data and Digital Printing Capabilities Variable Data and Digital Printing Capabilities –Types of 1 to 1 Marketing Communications 135% 4 500% 5

16. Variable Data and Cross-Media Marketing Options Variable Data and Digital Printing Capabilities Variable Data and Digital Printing Capabilities –Do your residents really want this? The Future of Direct Mail* According to a recent customer survey direct mail is the “preferred” medium among most consumers for receiving and evaluating information about products: –Direct Mail69% –e-Mail28% –Telephone 3% * Source: CAPV

17. Variable Data and Cross-Media Marketing Options Variable Data and Digital Printing Capabilities Variable Data and Digital Printing Capabilities –Where does this work best for Parks and Recreation organizations? Event Invitations Event Invitations Specialized Classes/Programs Specialized Classes/Programs Annual Reports Annual Reports Appeals – Self Mailers Appeals – Self Mailers Appreciation cards Appreciation cards

18. Variable Data and Cross-Media Marketing Options Variable Data and Digital Printing Capabilities Variable Data and Digital Printing Capabilities TIP- Talk as if face to face –Be friendly and personal –Talk about their interests –The greater focus on their interests, the more likely you are to enjoy success TIP- Grab Attention –Include custom text & pictures on the cover – Use graphics to guide the eye – Don’t bury personalization TIP- Database is Critical! –If information is wrong, Response goes down the drain!!!

19. Variable Data and Cross-Media Marketing Options Overview of Cross-Media and Integrated Marketing What is this “stuff” and why is it important? What is this “stuff” and why is it important? Do I need to be doing all of this? Do I need to be doing all of this? How do I get started? How do I get started?

20. Variable Data and Cross-Media Marketing Options Overview of Cross-Media and Integrated marketing Integrated marketing refers to using several media options to communicate your message, such as: - Print- E-Mail - Internet- Broadcast - Video- Social Marketing - Mobile

21. Variable Data and Cross-Media Marketing Options Overview of Cross-Media and Integrated marketing The strength of this integrated marketing strategy is in the synergy developed – utilizing the cross- media applications together will: Appeal to a variety of generations Appeal to a variety of generations Appeal to the individual preferences of your audience Appeal to the individual preferences of your audience Improve overall response rates Improve overall response rates Provide the repetition required to be successful Provide the repetition required to be successful Exponentially build upon each other Exponentially build upon each other

22. Variable Data and Cross-Media Marketing Options Overview of Cross-Media and Integrated marketing Important because: Each resident, donor, or prospect receives and learns content differently Each resident, donor, or prospect receives and learns content differently Information is distributed so much faster now than ever before and some times you need to respond much quicker than traditional media allows Information is distributed so much faster now than ever before and some times you need to respond much quicker than traditional media allows Your competition is utilizing it, and you don’t want to get left behind! Your competition is utilizing it, and you don’t want to get left behind!

23. Variable Data and Cross-Media Marketing Options Overview of Cross-Media and Integrated marketing Do I need to be doing all of this? Yes… but, Not everything makes sense for all organizations Not everything makes sense for all organizations Budgets and capabilities determine what is realistic Budgets and capabilities determine what is realistic Takes time to coordinate Takes time to coordinate

24. Variable Data and Cross-Media Marketing Options Overview of Cross-Media and Integrated marketing How to get started Analyze what you are currently doing to market your organization Analyze what you are currently doing to market your organization Analyze who your target audience is – and how they prefer to receive communication Analyze who your target audience is – and how they prefer to receive communication Analyze your capabilities to produce your marketing materials Analyze your capabilities to produce your marketing materials –In-house –Out-sourced –Budget

25. Variable Data and Cross-Media Marketing Options Overview of Cross-Media and Integrated marketing How to get started Coordinate your message and branding Coordinate your message and branding –MUST be consistent throughout all forms of media! Develop a marketing plan Develop a marketing plan –Timelines –Forms of media to utilize –Be realistic – better to start slow than to take on too much Just Do It! Just Do It!

26. Variable Data and Cross-Media Marketing Options Effectively Using Email and Social Media Effectively Using Email and Social Media Why Use E-Mail? Reading and sending email is still most common activity that people do daily online Reading and sending email is still most common activity that people do daily online Email lets you push content out directly to people (drives website visits) Email lets you push content out directly to people (drives website visits) It’s easy and inexpensive to be highly targeted in your email It’s easy and inexpensive to be highly targeted in your email Email reminders can boost direct mail results Email reminders can boost direct mail results

27. Variable Data and Cross-Media Marketing Options Building an E-Mail List Building an E-Mail List Prominent Online Sign Up Form on Every Page of Site – with reasons and benefits to registering Prominent Online Sign Up Form on Every Page of Site – with reasons and benefits to registering E-Mail Address line on all Direct Mail E-Mail Address line on all Direct Mail E-Newsletter Sign Ups at Events E-Newsletter Sign Ups at Events Viral Marketing “Forward to a Friend” Techniques / Offer Incentives Viral Marketing “Forward to a Friend” Techniques / Offer Incentives Promote E-Newsletter in Print Publications Promote E-Newsletter in Print Publications Send Direct Mail for E-Newsletter Sign-Ups Send Direct Mail for E-Newsletter Sign-Ups

28. Variable Data and Cross-Media Marketing Options E-Mail Tips E-Mail Tips Email needs to have a good RAP (Relevant, Anticipated, Personal) Email needs to have a good RAP (Relevant, Anticipated, Personal) Email calendar - What is going to who and when? What is the purpose of each email, what key actions do you want person to take upon receiving the email? Email calendar - What is going to who and when? What is the purpose of each email, what key actions do you want person to take upon receiving the email? Content formula / editorial philosophy for each email Content formula / editorial philosophy for each email Test format, be mindful of image blocking, reading email on hand-held devices etc… Test format, be mindful of image blocking, reading email on hand-held devices etc…

29. Variable Data and Cross-Media Marketing Options Effectively Using Email and Social Media Effectively Using Email and Social Media Facebook is “Sticky” Users visit often and spend time there! Many login 18-20 times per day! Facebook is “Sticky” Users visit often and spend time there! Many login 18-20 times per day! More than 300 million users More than 300 million users Over one billion photos uploaded monthly Over one billion photos uploaded monthly Fastest growing demographic is the over 35 years old group Fastest growing demographic is the over 35 years old group

30. Variable Data and Cross-Media Marketing Options Effectively Using Email and Social Media Effectively Using Email and Social Media Sample Facebook Page

31. Variable Data and Cross-Media Marketing Options Effectively Using Email and Social Media Effectively Using Email and Social Media Twitter is a free social networking/micro-blogging service allowing users to send brief updates (tweets) Twitter is a free social networking/micro-blogging service allowing users to send brief updates (tweets) 7 million users in the United States 7 million users in the United States Unique visitors have increased 1,382% between Feb 2008 and Feb 2009 according to Nielsen Netview Unique visitors have increased 1,382% between Feb 2008 and Feb 2009 according to Nielsen Netview

32. Variable Data and Cross-Media Marketing Options Effectively Using Email and Social Media Effectively Using Email and Social Media Sample Twitter Page

33. Variable Data and Cross-Media Marketing Options Effectively Using Email and Social Media Effectively Using Email and Social Media Move people from email to website, website to Facebook, Facebook to Website, Email to Facebook, Twitter to Website and Facebook, You Tube etc… Move people from email to website, website to Facebook, Facebook to Website, Email to Facebook, Twitter to Website and Facebook, You Tube etc…

34. Variable Data and Cross-Media Marketing Options Effectively Using Email and Social Media Effectively Using Email and Social Media Integrate - In email and on your website request that people share your content with their social networks In email and on your website request that people share your content with their social networks Link to email signup promotions from Facebook and Twitter Link to email signup promotions from Facebook and Twitter

35. Variable Data and Cross-Media Marketing Options Effectively Using Email and Social Media Effectively Using Email and Social Media Remember – It’s About This…

36. Variable Data and Cross-Media Marketing Options Effectively Using Email and Social Media Effectively Using Email and Social Media Not about this… It’s the message that matters not the tools It’s the message that matters not the tools Twitter may or may not be great for your organization. Don’t just start tweeting because everyone else is Twitter may or may not be great for your organization. Don’t just start tweeting because everyone else is

37. Varia ble Data and Cross-Media Marketing Options Mobile Messaging Text messaging has embedded itself in the American community lifestyle. Text messaging has embedded itself in the American community lifestyle. –There are 270 million mobile subscribers with over 203 million actually texting –By the end of 2009, 92 % of the entire US will have mobile phones. –Mobile marketing budgets increased by 26% in 2009 and will go up again in 2010

38. Variable Data and Cross-Media Marketing Options Mobile Messaging

39. Variable Data and Cross-Media Marketing Options Mobile Messaging Common Mobile Terms Common Mobile Terms Short Message Service (SMS) Short Message Service (SMS) –Referred to as “text messaging” –Sends short messages up to 160 characters –Cell phones, smart phones, PDA’s Multimedia Messaging Service (MMS) –Sends messages that include images, audio, video and rich text –Length of text message can be longer

40. Variable Data and Cross-Media Marketing Options Mobile Messaging Common Mobile Terms Common Mobile Terms Short Code –Abbreviated phone number, usually 5 digits –Vanity codes, like OBAMA, can also be used Key Word –A unique word or number created for a specific short code campaign –Actual text that the user keys in on their mobile phone –Example: Keyword – HAITIShortcode – 90999 (Red Cross)

41. Variable Data and Cross-Media Marketing Options Mobile Messaging Typical SMS Program Types Typical SMS Program Types –Text-to-Win –Surveys –Event Reminders –Activity Alerts –Safety Alerts –Quizzes and Games –Opt-ins –Picture Links –Coupons

42. Variable Data and Cross-Media Marketing Options Mobile Messaging Benefits of Mobile Marketing Benefits of Mobile Marketing –Presents a 2-way communications channel 24/7 –Typically gets response rates of 25% when used in conjunction with other media –Typically read within 4 minutes of receiving and responded to within 60 minutes –Builds your Email opt-in list –Creates a sense of urgency and immediacy

43. Variable Data and Cross-Media Marketing Options PURL’s and Web Integration PURL – a personalized URL (Uniform Resource Locator), or Website PURL – a personalized URL (Uniform Resource Locator), or Website –Used to engage visitor and communicate personally –Ideally suited to gain information from visitor Contact information – E-Mail, Phone, etc. Contact information – E-Mail, Phone, etc. Level of interest Level of interest Specific needs Specific needs Opt-In for E-Mail or Mobile Opt-In for E-Mail or Mobile

44. Variable Data and Cross-Media Marketing Options PURL’s and Web Integration –www.vip.clgraphics.com/StephenWilliams www.vip.clgraphics.com/

45. Variable Data and Cross-Media Marketing Options PURL’s and Web Integration –Allows for real-time tracking of visitors and reporting Notices can be sent to 1 or more contacts for follow-up Notices can be sent to 1 or more contacts for follow-up Responses can be viewed prior to follow-up Responses can be viewed prior to follow-up Contact individual is educated as to areas of interest and level of interest prior to appointment Contact individual is educated as to areas of interest and level of interest prior to appointment Campaigns become more focused Campaigns become more focused –Can be used in Print or E-Mail campaigns, or both –Excellent tool to drive traffic to Internet/Website

46. Variable Data and Cross-Media Marketing Options PURL’s and Web Integration Real Time Reporting

47. Variable Data and Cross-Media Marketing Options PURL’s and Web Integration A good website is the destination point! A good website is the destination point! –The place were participants, prospects always visit Via searches, links and hopefully even “favorites” Via searches, links and hopefully even “favorites” –Must provide value for all visitors Easy to navigate Easy to navigate Easy to find what’s needed – a resource Easy to find what’s needed – a resource Fresh, helpful information and links Fresh, helpful information and links Offers access to client information, functionality for routine transactions, registrations, etc. Offers access to client information, functionality for routine transactions, registrations, etc. Ability to sign up for additional information Ability to sign up for additional information

48. Variable Data and Cross-Media Marketing Options PURL’s and Web Integration Your website Your website –Can measurably lead to increased participation Sign-ups for newsletter/e-mail Sign-ups for newsletter/e-mail Converse with participants & prospects through advice column, blogs Converse with participants & prospects through advice column, blogs Referrals Referrals –Is a cost effective marketing tool Communicates abundant information to audience Communicates abundant information to audience Easily updateable – timely communication Easily updateable – timely communication Easily analyzed – learn who visits, what they want, what pages they visit, where they spend time on the site, pages they leave from, etc. Easily analyzed – learn who visits, what they want, what pages they visit, where they spend time on the site, pages they leave from, etc.

49. Variable Data and Cross-Media Marketing Options PURL’s and Web Integration Use cross-media to integrate with Website –All forms of media can lead prospects to site - Direct Mail- Newsletters - PURL Mail- Magazine/Newspapers - E-Mail- Blogs - Seminar/Webinars- Social Sites – FaceBook, etc. - Events/Trade Shows- Video - Broadcast- Case Studies/Testimonials

50. Variable Data and Cross-Media Marketing Options Conclusions Important to diversify and integrate your efforts Important to diversify and integrate your efforts Establish a plan Establish a plan –Who to Market to, and Who to implement –What to communicate –Where – which media to use –When – establish ongoing timelines

51. Variable Data and Cross-Media Marketing Options Conclusions Look to Personalize Your Communications Look to Personalize Your Communications –Not for all work, but segmented for targeted mailings/events –More expensive, but higher response rates Seek out resources and assistance to get started Seek out resources and assistance to get started

52. Variable Data and Cross-Media Marketing Options Thank You! Thank You! –Be sure to take a free Marketing Planning Calendar with you after you complete the Seminar Feedback form. –To opt-in to our print and e-mail newsletters, please complete the Request Card in the folders.