1. Staples: Multi-channel Marketing
Services
• Market Research
• Business Analysis
• Merchandise Analysis
Integrated Multichannel Programs and Campaigns • Merchandise Consulting
• Brand Development
Staples Contract, the fastest growing, most reliably profitable Multichannel Campaign Development
division of Staples North America, was outpacing the capacity of • Strategic Creative Development
• Online Marketing Strategy
their internal agency. Contrary to corporate culture, Staples • Interactive Design & Implementation
invited Lorél Marketing Group to partner with their internal • Design & Production
• Copywriting
marketing group to break through some vexing challenges. Lorél • Photo Production
always welcomes the opportunity to partner with a big brand's • Photography
internal groups, thereby optimizing Lorél's expertise and the • Prepress
• Print Production
internal group's knowledge to create ever more effective
campaigns. Our successful ongoing relationship with Staples Deliverables
• Catalogs
constantly gives us challenging opportunities to think through and • Brochures
solve, resulting in effective marketing solutions for each customer • Posters
group. • Guide Books
• Supplier Programs (Print & Digital)
• Transactional and promotional e-mail
• Salesforce custom applications
• Interactive Flash eCard
• Microsites
• Search Marketing
• Banner Ads
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2. Staples: Field Marketing
Field Marketing
Staples' management faced the daunting task of creating a common
new client integration process, which previously had been decentralized
to a local level. Lorél's challenge was to simplify and automate this
complex communications program while increasing compliance and
sales. Another vital issue was Staples' new Brand Standard that
proved extremely challenging to work with across a wide variety of
communication platforms. Bottom line, the Staples' marketing group
was required to achieve significant sales objectives while working within
these Brand Standard guidelines and turned to Lorél for a solution.
Although Staples' new customer integration program was extremely
complex, a streamlined, simplified set of automated marketing tools
was created after careful analysis and in-depth discovery of the Staples
workflow. This simplification reduced expense and brand confusion, and
ensured that the value proposition of the integrated Field Marketing
system was clear to all involved.
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3. Staples: Field Marketing
Field Guide Posters
Field Guide Poster and Email
Field Guide Announcement Emails
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4. Staples: Field Marketing
Field Marketing Salesforce.com
Automated Form eWelcome Kit Email
Generator
Core Components:
• Retrieves contact and account data from
Salesforce.com and dynamically merges
it within an email template.
• Provides the capability to send the mail-
merged email to a large number of
recipients through an Exact Target™ API
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5. Staples: Field Marketing
Field Marketing Salesforce.com
eWelcome Kit Email
Core Components:
• HTML template held within Salesforce.com and
linked to the form generator.
• Allows user to select individual sections and
customize the fields within those sections.
• Provides a preview of the final email and the
ability to change it before sending.
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6. Staples: Consumer Marketing
TechNow
The next part of this equation was to increase
sales while adhering to the new Brand Standard guidelines.
Lorél approached the existing TechNow brochures with the
goal of creating a high motivation-to-purchase catalog.
Incorporating the new Brand Standards and highly
energized promotional lead generation emails to
accompany the catalogs, Lorél created a completely new
look and feel, developed intuitive iconography that played
to Staples' strengths, and developed both a photography
style that supported the brand and a carefully crafted
merchandise plan. Results were so impressive that this
program's continuation was never questioned, despite an
economic downturn.
TechNow Catalog and Email
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7. Staples: Interactive Holiday eCard
Interactive Holiday eCard
Lorél also took on another key initiative,
crafting an interactive Holiday greeting
program. Our successful ongoing
relationship with Staples constantly gives us
challenging "opportunities" to think through
and solve, resulting in effective marketing
solutions for each customer group.
Holiday Announcement Email
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8. Staples: Direct Marketing
View the Microsite
IT Liberated
Staples Technology Solutions launched a new service to provide IT managed services to further
penetrate the small business market. Staples gained valuable expertise and position in the marketplace
by purchasing a well-known and reputable IT service company in the Boston area, but needed to roll out
the service nationally. Lorél's challenge was to create a campaign that generates awareness and
qualified leads as well as expand their reach to new markets.
The IT Liberated campaign was born. It utilizes real-life customer situations and testimonials to demystify
IT managed services and educate small business owners on the benefits of using outsourced IT. Lorél
accomplished this goal by devising a multichannel direct marketing campaign that includes: search,
radio, direct mail, email, and microsite. We further enhanced the effectiveness of the campaign by
incorporating personalized URL's (pURL's) on the direct mail, email and microsite for a personalized
experience for the prospect.
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9. Staples: Direct Marketing Strategy
Email invites initial engagement with microsite
and provides ongoing re-contact communication
via a personalized message and URL (pURL)
Search drives awareness and
microsite traffic when users look pURL provides a personalized experience
for IT pain points, products and on the microsite and is driven by a pURL
services address on the postcards and email
(e.g., ITLiberated.com/JimLippie)
Lead
Generation Conversion
Always returns to ThriveNetworks.com Conversion
after conversion
ITLiberated.com
Radio drives awareness Lead Generation Tool asks prospects
and provides the background qualifying questions and casts doubt about
to make direct and online their current IT solution. The goal is to create
tactics more effective a need state for STS
Lead Generation Form connects
prospects with a sales rep and provides
Postcard invites initial engagement with microsite valuable lead qualification information
and provides an ongoing re-contact tool via a
personalized URL (pURL)
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10. Staples: User Experience Map
“The Staples IT
Liberated website “I wasn’t sure where to
made it so easy to go or what to do. There is
understand and choose so much information. The
IT managed services Staples website addressed
that are right for me.” all my questions about
quality and made it easy
for me to decide.”
Michelle Silver
My business life always has many balls in the air. I
“The customer stories really love putting together deals. The downside of being a
helped me relax and feel small business owner is getting pulled into the “I really liked the fact
less anxious. Just knowing details like managing our IT. But I would never do
that I can chat with a
there are other people that anything else but this. My measure of success is
when I can sleep at night and seeing the loyalty of Customer Service Rep
have used IT managed my customers. or provide them with my
services this successfully email address easily.
makes me feel better.” Background They got right back to
Michelle Silver
me within a day.”
Touchstone Residential Group, Boston, MA
Age 39, HHI: $315,000
Married, 2 children
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11. Staples: IT Liberated Microsite
Flash Microsite - www.itliberated.com
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12. Wedgewood: Digital Marketing & Strategy
Digital Marketing and eCommerce Strategy
As one of the nation's largest compounding pharmacies, Wedgewood Services
• Market Research
Pharmacy serves both the human and veterinary markets. Already a • Business Analysis
primary player in the veterinary market, Wedgewood has been • Merchandise Analysis
expanding their footprint by developing new and innovative dosage • Circulation Planning
• Brand Development
forms. They needed a compelling way to reach new and existing
customers to get the word out, increase their market share, and meet Multichannel Campaign Development
• Strategic Creative Development
their aggressive goals for growth. Lorél was instrumental in the • Online Marketing Strategy
marketing launch of a number of these products and programs, so • Interactive Design & Implementation
Wedgewood asked us to help them define a digital marketing strategy • Design & Production
• Copywriting
that would help them meet their goals, as well as complement their • Photography & Photo Production
current programs. The strategy was twofold: • Prepress & Print Production
• Mail Management
1. Increase sales by expanding the brand in the veterinary market, as
well as in a new market, human health. Deliverables
2. Provide better customer service and self-service online tools to • Catalogs / Magalogs
• Brochures
their customers. • Postcards
• Email Programs
• Corporate and Ecommerce Websites
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13. Wedgewood: Digital Marketing & Strategy
Short-Term Goals
Customer information and purchase history were maintained in
a variety of databases. The goal was to consolidate the
information into one database, allowing a holistic view of each
customer. Wedgewood would then be able to segment their
house file for a more effective contact strategy. Since research
showed that customers with email addresses had a higher
average order size in dollars and a greater lifetime value, it
was deemed preferable to create effective transactional emails
and e-newsletters. Lorél also recommended the expansion of
their SEO campaign, an outbound telesales campaign to
gather customer email addresses not already in the database,
and to revisit their brand strategy for both the veterinary and
human markets.
Welcome Email
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14. Wedgewood: Digital Marketing & Strategy
Long-Term Goals
Build out an internal IT infrastructure to
accommodate strategies for e-commerce,
triggered / transactional emails, and prospecting
tactics. This infrastructure would also allow the
client to develop a holistic view of the current and
lapsed customer base. Wedgewood spent much
of 2007 and 2008 focusing on this goal of a 'single
view' of their customer. In 2009, they revised their
brand image and promptly launched a veterinary
online prescription and ecommerce system that
will be unified throughout their Web and customer
service channels. The human market version will
be released shortly thereafter.
eCommerce - Shopping Cart Page
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15. Magee: Website Redesign
Website Redesign
Magee Rehabilitation faces fierce competition in the
Philadelphia marketplace. Their website offered quality
information, but didn't do much to fill hospital beds. The site's
primary targets are under extraordinary stress; they're
caregivers whose loved ones have just been struck with a
critical illness or injury, and they need to make life-changing
decisions, fast.
Our goal was to do more than build awareness. We wanted
to elevate Magee's position in the marketplace, build trust
with their primary audience, caregivers, and increase
market share.
The website redesign was more than just redesigning the
pages and migrating content; the redesign combined the
needs of multiple audiences and allowed for multiple content
contributors. Since Magee already had a 400+ page website,
user expectations were already set. And since Magee also View the Website
had legacy applications, the complexity of the project and the
integration increased.
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16. Magee: Website Redesign
This combination of building awareness
and audience-specific content and tools
has led to a website that personalizes its
communication and builds trust with its
primary audiences. Visits, page-views,
time spent on the site, etc. are now well
above industry benchmarks. Users are
moving deeper into the audience-specific
sections and reviewing more content.
Lorél built use case scenarios, per
audience type, in order to accomplish
this goal.
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17. Rita’s Waterice: Social Media Product Launch
View the Website
Rita’s Ice Mystery Flavor Product
Launch & Online Contest
Rita’s gives free ice on the first day of
Spring every year. Last year they were
interested in taking advantage of their
huge fan base. The Mystery Flavor
contest was created to support and
promote a multichannel launch of a
new flavor of "ice," whereby fans could
submit a name for the new flavor for a
chance to win. Fans could share, rate,
& vote for their favorite name. The
buzz that resulted accounted for
30,092 total names submitted and
1,989,606 total votes in three weeks.
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18. Rita’s Waterice: Social Media Product Launch
Rita’s Ice Mystery Flavor
Product Launch & Online
Contest
The contest was a viral success. It
was listed in Twitter Trends, top
100 "buzzworthy" topics for the
day, within the first three days of
launch. Steven Colbert petitioned
his fan base on his blog, Colbert
Nation, to have one of the many
"Colbertized" names win. It
resulted in multiple posts in the
blogosphere. Sorry to say for
Colbert, "Colbertberry" didn't win
but it was a top 10 finalist in the
contest. Marketing Sherpa named
the campaign to their 2009 Viral
Marketing Hall of Fame.
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