GLS / NEXT Precision Marketing AMPLIFY 2017 Issue 3

Page 1

IN THIS ISSUE New technology accelerates leads and sales with your direct mail campaign House of Charity campaign expands hope for the homeless GLS / NEXT teams for global effort with Feed My Starving Children Explore all you can do with our new HP Indigo 12000 digital press The future is bright: HP selects GLS / NEXT to test new fluorescent inks Sanford Vascular Solutions captures AMP Award

ISSUE 3

2017

DIRECT MAIL ACCEL HOW DO YOU MAKE A GOOD DIRECT MAIL CAMPAIGN GREAT?

Effectively generate more leads and increase sales by easily combining mail monitoring, call tracking and digital ads into your next direct mail campaign. Even if your direct mail is performing well, why not make a good thing better? With the power of GLS / NEXT Direct Mail Accelerator you will generate even more qualified leads and boost sales while driving your cost-per-conversion down. By combining your targeted direct mail with three automated marketing tools— ERIC LORING PRESIDENT, NEX T

“

We’re excited to be

mail monitoring, call tracking, and Google online follow-up, you should expect a response rate that is 25% higher than traditional direct mail programs.3

GET AWAY ON A TROPICAL VACATION

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able to deliver this

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123456 Any Street

TWIN CITIES, MN PERMIT NO. 4444

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MAIL DELIVERY MONITORING

<FName> <LName> <Company> <Address1> <Address2> <City> <ST> <Zip>

simple and yet powerful new service that truly

PHONE SALES TRACKING

integrates print and digital campaigns

into one simple online

UTRAVEL

campaign management

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ADS POWERED BY

FOLLOW CAMPAIGN ACTIVITY FROM YOUR ONLINE DASHBOARD

dashboard.” The Direct Mail Accelerator Advantage: • ANTICIPATE DEMAND. Online mail-tracking software allows you to know the H[DFW GD\ \RXU FDPSDLJQ ZLOO DUULYH *DXJH DFFXUDWHO\ ZKHQ WR LQFUHDVH VWD΍ Pay for people only when you need them.

Have questions? Give us a call on how we can bring this new capability to your next campaign!

• NO LEADS LEFT BEHIND. Integrated Google ads follow your prospects when they exit your website making them 70% more likely to convert.1 • DRIVE BUYERS TO YOUR WEBSITE. 44% of customers visit a brand’s website after receiving direct mail marketing.2 • LIFT RESPONSE RATES BY 25%. Cross-media tactics has been shown to produce an exponentially better response rate, typically 25% or higher than direct mail alone. • EXTEND YOUR CAMPAIGN for up to a month with follow up Google online advertising. • GAIN SALES INSIGHTS. Use sales tracking to learn what is working and what’s not when buyers call.

Jayme Wisely 763.971.3278

• CAPTURE CUSTOMERS AND PROSPECTS using multi-channel, actionable tactics. • DASHBOARD CAMPAIGN MANAGEMENT. Monitor the responses and actions of your prospects, and follow leads generated by your accelerated campaign through the sale. • EASY ONLINE MANAGEMENT AND REPORTING provides valuable insights and helps improve future campaigns. 1. blog.wishpond.com 2. datamentors.com 3. Forbes.com

AMPLIFY

ISSUE 3 2017

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Telephone responses pass through our digital call-tracking cloud, routed directly to your business and recorded for future evaluation and discovery. 80% of customers say that a good phone experience earns their business.1

Digital ads follow leads that have left your site for a month, extending your campaign online and capturing buyers when they are ready to respond to your RÎ?HU 3URVSHFWV ZKR DUH UHWDUJHWHG WR are 70% more likely to convert.2

DIRECT MAIL ACCELERATOR IN ACTION 8VLQJ D FDPSDLJQ VSHFLČ´F ORFDO RU toll-free number makes it possible to track responses and the success of your campaign. 65% of fortune 500 companies attribute their highest quality leads to phone calls.3

UTRAVEL

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800.123.4567 TO SPEAK WITH TO A TRAVEL AGENT OR GO TO

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PRESORTED

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FIRST-CLASS MAIL U.S. POSTAGE PAID

123456 Any Street

TWIN CITIES, MN PERMIT NO. 4444

Any City, USA 98765

Direct Mail Accelerator integrates your direct mail with digital marketing. After prospects leave your website, automated Google ads drive them back to your site when they are ready to take action. High-performing companies are 2X as likely as underperforming companies to describe their sales processes as automated.4

<FName> <LName> <Company> <Address1> <Address2> <City> <ST> <Zip>

UTRAVEL A digital barcode is assigned to your direct mail campaign. We know where each piece of mail is on it’s journey to your prospect. 1. blog.wishpond.com 2. datamentors.com 3. Forbes.com 4. blog.close.io

Online dashboard campaign reporting allows you to monitor activity so you know when to take action. Strategize future direct mail marketing based on measurable results.

GLSprecisionmarketing.com

CASE STUDY

HOUSE OF CHARITY

“

Expanding hope for the homeless

The work that your

team has produced for us has elevated

our image, message and presence to an incredible level.� LESLEY A . CHESTER DIREC TOR OF FUND DEVELOPMENT AND COMMUNIC ATIONS, HOUSE OF CHARIT Y

HOC CURRENTLY HOUSES

116

MEN AND WOMEN

Last spring, NEXT / GLS launched HOC’s Capital Appeal campaign. The goal, to raise $23 million for a large expansion of their current facilities.

A personalized self-mailing newsletter A NOTE FROM OUR EXECUTIVE DIRECTOR Our newsletter aims to bring forward the compelling stories of individuals who have experienced and overcome homelessness, in addition to shedding light on the many programs, legislation, and advocacy efforts that are in abundance in Minnesota. The perceptions and assumptions of homelessness do not always match up with the reality of it, and House of Charity is constantly striving to change that. Through our programs, we provide the opportunities, resources, and tools that individuals who are experiencing homelessness need in order to help them to pull themselves out of their situation and into sustainable independence. With your help, we can continue to help individuals like Rodney. And through your partnership, we will have the means to expand the needs of individuals to come as more adults continue to age and find housing more difficult to obtain.

Strategic positioning and messaging was developed

Thanks to you and your support of the programs of House of Charity, we are making a difference in the lives of hundreds of individuals in the Minneapolis area.

MAKE A DIFFERENCE

that allows presenters to tell the story, establish the

Your gift has a profound and immediate impact on people like Rodney. Just $45 provides supportive housing for someone in need. Enclosed is my gift of $___________ to help feed, house, and empower as many people as possible. Please make checks payable to House of Charity. Feel free to use the envelope provided. To make a credit card donation, please visit: www.houseofcharity.org

need and position an affective appeal.

† I am interested in leaving a gift to House of Charity in my will. Please contact me. Phone: (______) ____________________________________________________ † My gift is in memory/honor (circle one) of: ________________________________ Name: _____________________________________________________________ Email: _____________________________________________________________ † Check here and provide your email above if you would like to receive only our e-correspondence! 3

// Current Initiatives:

PERMANENT SUPPORTIVE HOUSING:

MAKE YOUR VOICE HEARD AT THE CAPITOL

// Rodney’s Story:

Adults age 55 and older are the fastest growing population of Minnesotans experiencing homelessness.

// Reducing the Need for Publicb Funded Emergency Services

We need your help! Email or call your legislator to let them know you want them to support these important legislative agendas. It’s easy to leave a voicemail or message with a staffer. Here’s an easy example to use either via voicemail or email:

This year’s 2016 legislative session began on March 8. House of Charity supports the Homes for All and Prosperity for All legislative agendas presented by the Minnesota Coalition for the Homeless. The Homes for Alll initiative is pushing for a $130 million investment in bonds for housing. This would allow the state to develop or sustain 4,100 homes for Minnesotans experiencing homelessness. The Prosperity for Alll initiative is an appeal to increase the Minnesota Family Investment Program (MFIP) cash assistance by $100. MFIP provides work support and temporary cash assistance for families working toward full-time employment. The MFIP funds have not increased in 30 years. The cost of living has certainly increased, but the support for families working toward employment has not.

A ggreat number of people who suffer from fro long o g-term homelessness also suffer from meental illness and addiction. Often theyy can become be stuck in what can be a continuous and d costly loop of dependency, ncy, and this only se serves to compound the trauma they experrience due to homelesssness, stemming exp stemmi fro om th om things like: • Having to sleep outside out or in o other dangeerous conditions • Using emergencyy shelters for short-term shelter sshelt helte

“Hi, my name is _____________________ and I live in ____________(city). I strongly support the $130 million investment in bonds for housing through the Homes for Alll initiative. I’m calling to ask _____________ to support Homes for All and I want them to also include the MFIP cash assistance increase again in the 2016 supplemental budget. It’s been 30 years since MFIP cash assistance for lowincome families has been increased. It is time to increase support. Thank you.�

To find out who represents you, go to: www.gis.leg.mn/OpenLayers/districts/

continued from page 2

staff at House of Charity—particularly his case manager who really invested in his recovery. Even at his lowest points of recovery, when he couldn’t even envision his future, he said House of Charity staff helped him to keep his focus clear and his goal of sobriety in sight.

• Using the emergen gency cyy room roo om o m fo for o health care • Being ing sent to detox faci facilit fa lities ies repeat rrep edly • Being Bei eing arres arrested ted for f miinor livability ab crimes

Dollarrs Dollars rs and Sense: ense: The Finanncial ncia ial Impacts mpacts p of Permanen People ople experiencing experiencing long-term long-term hom homelessn melessn ss ess are mor more like have the th hee abil abi ityy to move into o Peermanent rmanent ntt Supportive upportive pportive H Housi ou servicees to help services p them manage manage th heir disabilities, disabilities, s, mental men me tal t l illn il expenssive, m moree effective effective, and nd m more huma hum m ne than n emerge emerge benefit benefi fitts to taxpayers xpa using this hi approac proac roach h to homeless homel ness

$

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One ne ni night i

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“Getting sober isn’t a streamlined thing, you have to have the will and the patience to know that it will come, but you have to want it. And I’m not done.� Now living in his own home in a Minneapolis suburb, Rodney is actively pursuing his degree in social work at a local technical college with the long-term hope of being able to help others in Ohio with the same kind of support and help that House of Charity provided to him in his recovery. He is grateful to House of Charity for their help in guiding him to independence and finding a dream and passion to help others. “I really appreciate House of Charity. It only gets better, and now I feel it. I know it’s going to get better.�

196.00 196

214-$431 $308.76 08.76

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In a 20122 study, st stud dy, th for every ev $1.00 00 in $1.32 is re returne ne use se of o eme emergenc expensive expensiv s public l Charity client client r presents a retur retu

SPRIN RINGG

NEWS

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s or s homes

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5

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Up close and personal campaign The campaign content features stories of real

again. After only one month,

IN THIS ISSUE Rodney’s Story Executive Direc

people in difficult circumstances that are transformed

the redesigned newsletter

by HOC’s services. Integrated media for the Capital

exceeded the entire previous

Appeal includes a PowerPoint, digital ads, public

year’s donations.

tor’s Note Make Your Voice Heard Permanent Supp ortive Housing Homelessness Among Senio rs The Culture of Homeless ness

relations, email, newsletter, social media and website. Campaign reenergizes donor base HOC has received unsolicited feedback from donors, and long-lapsed donors have started to contribute

A rewarding endeavor, NEXT / GLS was recognized

PEOPLE ARE FED DAILY AT HOC’S FOOD CENTRE

ABOUT HOUSE OF CHARITY +RXVH RI &KDULW\ +2& LV D QRQ SURČ´W organization with the primary goal to help struggling individuals meet their basic human needs of food and shelter while reducing barriers to their long-term VHOI VXÉ?FLHQF\

To donate, volunteer or learn more go to houseofcharity.org/ contribute

AMPLIFY

ISSUE 3 2017

Brochure/Sales Kit category at The A hybrid collateral brochure showcases the building project with a

Show, put on by the Advertising

pop-up to immediately communicate the HOC’s purpose,“Expanding

Federation of Minnesota for this

Hope for the Homeless�.

. le

ore

xamines sota: 016 or, uthority.

in the Public Service Collateral-

350+

OF THE H CITY

This issue focus es on House homelessness of Charity’s mission to house and what all of us can do to better under those experiencing stand home lessness.

capital appeal campaign.

UNTIL ALL ARE FED FEED MY STARVING CHILDREN (FMSC), PROVIDING RELIEF AROUND THE WORLD Because no one deserves to go hungry

Volunteer at FMSC, it’s fun, upbeat and energizing!

A Christian, non-profit organization, FMSC was founded in 1987 to fulfill a

FMSC offers volunteers a one-of-a-kind experience. You’ll hand-pack rice,

specific mission. FMSC’s heartbeat and call is to feed God’s kids hungry in

soy, dried vegetables and a nutritionally complete blend of vitamins and

body and spirit. Explained by an FMSC leader, “The work we do is deeply

minerals into bags which are then sealed, boxed, placed on pallets and

personal to us, our volunteers, donors, food distribution partners and meal

shipped to our incredible partners working hard to reach the neediest

recipients. And we mean it when we say it: We want to reach everyone,

children around the world.

until ALL are fed.”

To learn more about FMSC volunteer opportunities go to www.fmsc.org.

562

BOXES PACKED

121,392

FMSC CREATES OPPORTUNITIES TO MAKE A LARGER IMPACT. On February 22, GLS / NEXT employees participated in an FMSC MobilePack™ event, in Champlin, MN. MobilePack™, events are hosted in large warehouse spaces making it possible to have hundreds of volunteers simultaneously packing thousands of meals.

MEALS

332 KIDS FED FOR A YEAR

EVENT MEAL TOTAL

1,109,376

Thirty-one employees packed 121,392 meals and GLS / NEXT donated $2,000 to cover the cost of the food that was packed. According to Jayme Wisely, President/CEO, “We were honored to be a part of the recent MobilePack™ event. Giving back is a priority for all of us at GLS / NEXT and FMSC is a wonderful organization.

EACH MEAL

COSTS LESS

THAN

They truly are making a difference for those hungry in body and spirit.”

45¢

If you would like to donate, go to give.fmsc.org/checkout/donation.

GLSprecisionmarketing.com

THE POWER OF PRINT D R IVE ONLIN E AN D OFFLIN E SALES WITH TR AD ITIONAL AN D DATA - D R IVEN D I GITAL PR INT TECH NOLOGIES

The GLS / NEXT Print Continuum Data collection and printing technology advances have opened an entirely new world of high-impact marketing applications. From mass communications to advanced strategic solutions, target your audience, market segments or individuals, in more powerful ways. Mass communications: “one-to-all” print The traditional role of printing is to reach the largest audiences possible with mass communications JIM BENEDICT DIREC TOR OF MARKETING

“

such as catalogs, direct mail, brochures, and other published materials — a proven means of generating awareness and inspiring action. Versioning and segmentation: “one-to-many” print

Understanding

and embracing

Traditional sheetfed offset printing and digital printing technologies introduce the possibilities of matching messaging to the interests of your audience through versioned print, including pre-printed shells, inline

this technology

plate changes and inkjet finishing.

has never been

Segmentation communicates to distinct personas using digital print technology and data to produce

so important. The possibilities are endless.”

multiple print versions with variable text and images. It’s also a great way to drive localized traffic to storefronts and the web. Personalization and individualization: “one-to-one” print Driven by your customer data, your generated leads, or using purchased data sets in any combination, Data-Driven Print offers an unprecedented opportunity to reach your customers and prospects in the most personal and most relevant ways. Studies show that even the simple step of personalization, introducing the customer’s name into your printed piece, lifts direct mail response rates by an astonishing 3X to 10X, over non-personalized mail.

MASS COMMUNICATIONS > VERSIONING > SEGMENTATION > PERSONALIZATION > INDIVIDUALIZATION

One-to-all

One-to-many

One-to-one

OFFSET WEB OFFSET SHEETFED INDIGO DIGITAL

DATA RELIANCE LOW

MEDIUM

HIGH

Give us a call and we can share how you can use print to drive online and offline sales. Jayme Wisely 763.971.3278

AMPLIFY

ISSUE 3 2017

10

FLUORESCENT INKS ARE HERE! GLS / NEXT partnered with HP Indigo in the research and development of newly formulated Fluorescent ElectroInk. This technology will give new meaning to the phrase, “vibrant print”. Currently, Fluorescent Pink ElectroInk is available for jobs printed on our HP Indigo 7800. Testing is ongoing to bring additional Fluorescent ElectroInk colors to market and will be available on our HP Indigo 12000 presses in the future. Watch for updates!

WE LOVE NEON INK Printed on a substrate from GPA – a Fedrogoni Company

www.GLSprecisionmarketing.com | 888.646.7277

GLS / NEXT Digital Studio was called upon to do Fluorescent Inks R&D for use on the HP Indigo Presses. Yana Reznick came here from HP Indigo Israel to work alongside our digital pressmen to print several Posters using the Fluorescent Inks. Pictured from Left to Right: Don Schmalz, Yana Reznick, Larry Knutson,

BRIGHT ER Printed on a substrate from GPA – a Fedrogoni Company

www.GLSprecisionmarketing.com | 888.646.7277

Jim Benedict and Nick Gawreluk from HP Indigo North America.

HP 12000 OFFERS EXPANDED CAPABILITIES To ensure we continue to meet your digital printing needs, our digital studio continues to grow. In January, a new HP Indigo 12000 press (12000) was installed and brings even more possibilities for our customers. For this installation, GLS / NEXT Precision Marketing was recognized with a very prestigious award from HP, our partner in printing and marketing, for the 500th installation of a Series 4 press. The 12000 offers innovations in quality, applications, and color reproduction. It also enables larger formats and direct printing onto photo canvas, plastics, paperboard, synthetics, and metalized substrates up to 18 pts. thick. HP Indigo 10000 technology upgrades We take continuous improvement seriously; to-date one of two HP Indigo 10000 presses have been upgraded to the HP Indigo 12000 features. Plans to upgrade our other HP Indigo 10000 press are on the schedule.

GLSprecisionmarketing.com

PRESORTED FIRST-CLASS MAIL U.S. POSTAGE PAID TWIN CITIES, MN PERMIT NO. 4444

6845 Winnetka Circle <RepAddress1> Brooklyn Park, MN 55428 <RepAddress2> <RepCityStateZip>

<FName> <LName> <Company> <Address1> <Address2> <City> <ST> <Zip>

COMPLIMENTS OF: COMPLIMENTS OF: JAYME WISELY <RepFNameLName> CEO/President <RepTitle> D 763.971.3278 D <RepDirect> M 763.772.3193 M <RepMobile> Jayme.Wisely@glsmn.com <RepEmail>

<SEQ#>

CONGRATULATIONS TOSANFORD CONGRATULATIONS TO UNITRON, WINNER HEALTH, WINNER OF OF THETHE AMP AWARD. GLS / NEXT AMP AWARD! Created specifically for the medical device community and Unitron, a global company that designs piece and matches surgical physicians, Sanford’s award-winning manufactures instruments, concepted an their world-classhearing brand. Chosen for its innovative design and manufacturing, it has many intriguing qualities. impressive, dimensional, 12-piece product launch

kit for distribution to dealers.

Sanford Vascular Innovations advances the state of vascular carepartnered through innovation to reduce the cost of care GLS / NEXT with Unitron to manufacture, while improving outcomes and quality of life for patients.

assemble and distribute nine versions of the kit.

INSPIRING AND ENTERTAINING

YOUR ROADMAP TO GREATER SUCCESS BY CREATING DEEPER CUSTOMER RELATIONSHIPS

ANDREW DAVIS PRESENTATION

EVENT PHOTO HERE

thINKspiration

FULL HO U SE AT RECENT GL S / NE XT L EAR NIN G EVEN T

BRIDGING ENGAGEMENT BETWEEN PRINT AND DIGITAL

People in attendance for “Inspired— How Brilliant Brands Create a Sudden Urge to Act” were not only inspired, they were engaged and entertained by Andrew Davis‘ unique energetic presentation style and fresh content.

thINKspiration

Attendees enjoyed time to network, have a cocktail and sample hors d‘oeurves before the presentation. The event closed with a prize drawing. Six lucky attendees went home with an autographed copy of one of two books authored by Andrew Davis.

SAVE THE DATE!

COMING TO THE GLS LEARNING CENTER, THURSDAY MAY 4TH

Ask your account representative to contact you about any upcoming events.

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