A presentation on personalized multi-channel marketing presented at the Photo Publishing Xchange in August of 2011

1. Personalized Multi-Channel Marketing Drives Growth in School Photography Sales Photo Publishing Xchange August 2011 Presented by David Williams Inter-State Studio & Publishing Convertible Solutions

2. Who Are We? School photography since 1933 Yearbook publishing since 1960s Specialty papers - Convertible Solutions Fold "N Go mailers Mohawk Panoramic Photo book and gift fulfillment

3. Marketing Matters!

4. School Picture Day Product - Professional Portraits Marketing Goals Expand relationship beyond single day Convey time and date of photography Sell Portraits Tools Printed fliers Web store Email Facebook Twitter

5. Printed Fliers Prepay - Short run unique to each school Proof - Variable data personalized to each student Indigo printed on glossy stock Printed on Convertible Solutions stock with attached envelope

6. Web Store Bigger, better images Broader selection of products Ease of online orders Order if they missed picture day Requires registration to see picture or place order Registration requires email address

7. Email Marketing Email templates for schools Emails directly from Inter-State Ongoing promotions

8. Social Media Platforms Facebook Twitter Goals 12 month awareness Generate enthusiasm for photography Promote specific reorder items

9. Social Media Content Social Media Content Sample Portraits Links to articles of interest to Moms Parenting Photography Scrapbooking Information about Inter-State Specific Promotions

10. Packaging Window envelope with reorder advertising Personalized reorder form Child's portrait Web address Unique reorder code Every child receives envelope

11. Results Revenue growth in mature market Market share growth Difficult to isolate the results to any single marketing practice All channels work together to drive awareness and sales

12. Double Thick Impact Card Product 12 Pt digital press stock Folds to 24 pt postcard Marketing Goals Create awareness Generate qualified sales leads Drive traffic to tradeshow booth Sell paper stock

13. Campaign Tools L inkedIn Facebook Twitter Personalized Postcard Personalized Landing Pages Personalized QR Codes Email Telemarketing

14. LinkedIn Great tool for business to business marketing Sales and Marketing staff connect on LinkedIn with everyone they meet Sales and Marketing staff follow status updates daily Frequently share status updates with links to content that we feel would be interesting to our prospects Participate in discussions

15. Facebook Page Information about company and products Links to YouTube videos Links to news postings on our Website Links to partners, distributors and customers Links to other content

16. Twitter Links to interesting content Links to news postings on our website Links to partners, distributors and customers

17. Weeks Before Campaign Postcard Marketing Tips In Social Stream

18. Direct Mail Mail a 6x8” Double Thick Impact Card to introduce the card product Mail to approximately 5000 digital printers Personalized Prospects name Personalized URL Personalized landing page Personalized mobile landing page Personalized QR code

19. Response Builders St. Louis based marketing agency Preparing campaign Commenting about the campaign development on their own Facebook page

20. After Mailing Thank you email to everyone who responds Reminder email to everyone who does not respond Followup by telemarketing staff

21. Graph Expo Product samples using mail graphics Signage using mail graphics Tweets from show Pictures from the show on Facebook

22. Blogging CreativityParadox.blogspot.com Blog post outlining the campaign Links to the post on Facebook, LinkedIn and Twitter Links to any other sites that blog about the product

23. Keys to Implementation Use multiple channels Use each channel appropriately Keep message consistent across all channels

24. Dive Deeper Inter-State.com ConvertibleSolutions.com @ConvertSols on Twitter CreativityParadox.blogspot.com [email_address] @Repri on Twitter