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Variable Printing: Unique Personalized Enrollment Package for One-to-One Marketing
*UPDATE: As of June 2010, this printed piece is the Winner of 2010 "Benny" Award for "Best of Category" for On-Demand and Digital Printing Campaign by CRW Graphics.
The Problem: Cheshire Academy is an independent, co-educational, college preparatory boarding and day school located in Cheshire, CT. CRW's client, Turnaround Marketing, conducted interviews with school constituents to learn which of Cheshire Academy's distinguishing characteristics meet their marketing needs. As a result of the research, Turnaround came to CRW to produce a unique personalized enrollment package entitled "Out-of-the-Box College Prep" in order to increase enrollment.
The package was personalized and customized for each applicant. It included 11 cards that highlight particular aspects of the Cheshire experience. The cards had to function individually but come together to tell the total story of the school. A personalized, variable data card was to be positioned at the top of the stack, making the prospective student feel welcomed and known immediately.
A supplement that explains the value of a Cheshire Academy education - "parent to parent" needed to be included as well. All of these elements needed to be neatly placed into the "Out-of-the-Box" package and be intriguing to prospective students and parents alike. Additionally, a guide for educational counselors was mailed separately to a targeted list of professionals.
The Solution: Variable Data Printing.
The Sales, Customer Service, and Production Teams at CRW worked closely with the creative group at Turnaround Marketing to help make their concept a production reality. Initially we recommended a selection of materials and some production suggestions. Strategically placed slits and reinforcement tabs and other engineering ideas such as panel sizes and folding sequences were also incorporated. As a result, the project's box was produced without having to use any glue while at the same time being strong enough to endure the stresses of delivery through the mail.
A handmade prototype was made by CRW for approval prior to production. The production team utilized both Conventional Offset Printing and Variable-Data Digital Printing to customize for gender, various grade levels, options for day students or boarding, etc. The entire project was produced in-house at CRW including all conventional and variable data printing, die-cutting, folding, hand assembly, collating and mailing to recipients in a padded envelope.
"The project exceeded the expectations of all involved -- most importantly the folks at Cheshire Academy" said Rob Norman, Principal, Turnaround Marketing Communications
