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Fortune 500 Loyalty Campaign

“Our client wanted a great “feel-good” item that consumers could personalize and still associate with its brand. We have the technology and expertise in place to make that happen."

Susan Moore
RPI Senior Vice President of Sales

RPI delivers creative campaign that exceeds ROI & brand exposure for traditional advertising.

When a Fortune 500 client asked for a creative marketing program that would reinforce brand loyalty without emphasizing the company’s design or logo, the team at RPI Atlanta quickly swung into action.

CHALLENGE
“Our client wanted a great “feel-good” item that consumers could personalize and still associate with its brand. We have the technology and expertise in place to make that happen.”

SOLUTION
Using a powerful web-to-print platform, RPI provided consumers with a frictionless, end-to-end experience that tapped into a consumer’s personal creativity while reinforcing the company’s brand.

RPI created a branded, online portal that enabled consumers to create custom t-shirt designs and manage the ordering process. The system also captured opt-in contact permissions from consumers, which was an important value-add for the client.

Behind the scenes, RPI used its automation expertise to manufacture “one-off” designs on demand. A combination of just-in-time printing and print on demand eliminated the need for a large inventory of raw materials.

“Our technology platforms were critical to making this a successful brand loyalty program because we could process and print orders quickly and seamlessly,” Moore said.

RESULTS
This unique brand loyalty campaign ran for three months and produced more than 60,000 orders. Moreover, the campaign far exceeded the online brand exposure that the client was receiving from more traditional Internet advertising efforts. On average, visitors spent nearly 10 minutes on the branded portal creating their t-shirt designs.

“More and more companies are recognizing the power and value of innovative business-to-consumer offerings that incorporate print and can be personalized by their customers,” Moore said.

RPI has a history of developing innovative business-to-consumer campaigns for its clients. RPI created hundreds of thousands of personalized youth baseball cards as a promotion for a leading ice-cream brand. RPI launched a custom fan card offering for the National Football League’s youth-oriented web site, NFLRush.com.

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