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Finch Paper, LLC

The Opportunity

Finch Paper, LLC is a manufacturer and supplier of fine quality uncoated printing and writing papers. They wanted a marketing campaign that would accomplish the following:

The Solution

Finch collaborated with RR Donnelley to design and execute a cross-media campaign leveraging its Connect solution, an application with the company’s WorkSmart Suite collection of technology-based marketing solutions. The campaign combined personalized direct mail pieces, email blasts and pURLs to collect data. If a respondent provided the required information, they received a personalized Finch Digital Field Guide filled with 70 pages of information and design considerations for digital printing, examples of various print technologies and Finch papers. The process included the following:

The Result

Response to the initial direct mail piece was 11.2%. Adding the email blasts and second direct mail piece increased the overall response rate to 16%, doubling the campaign objective. Additionally, Finch collected valuable data from 220 printers and armed each with a Field Guide showing an assortment of applications for Finch papers.

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