CASE STUDY

Personalised Stationery Promotion for Cereal Manufacturer

The Campaign – To offer the client’s customers personalised stationery on their cereal packets, as an incentive for the customer to purchase the product. Both ‘above the line’ and ‘below the line’ advertising was to be used.

The Brief – To take orders, and to ensure that both the qualifying number of tokens were received along with the correct money. Monies taken were to be banked into the clients’ bank account. Orders were to be processed, as well as the personalised stationery being printed (one of three font styles, and a choice of one out of three possible positions on the A5 letterhead - to be chosen by the customer). These were collated with the continuation sheets and envelopes, before the packs being put together and despatched via Royal Mail.

The Activity – We provided a secure area for orders to be processed, with a supervisor batching the orders into separate lots of 50. The supervisor could ensure that the correct money was received for each lot, and make a record of this on a control sheet. The cereal tokens were checked and then shredded. Each order was inputted into the computer, outlining preferred font and position of the customer. We wrote programmes to print an address carrier (including PPI on pink paper) and then 25 letterheads on white paper with the correct font and positioning.  We printed these onto A4 sheets, which were then cut down to A5 size. Our production staff then collated together the letterheads with the address carrier onto a backing board, 25 continuation sheets and 25 envelopes – all of which were mounted onto unique trays that we created so that these items could be transported the next area to be shrink-wrapped and despatched.

Result – During a programme that ran for 3 months, we handled over 362,000 responses. Only one response had to be reprinted, due to it being damaged in transit – an excellent result. Each response was efficiently despatched within 5 days or order.