In-plant Promotion Adds Hundreds of Customers
Like many in-plants that implement an online storefront and then try to get customers to use it, Houston Independent School District’s in-plant was looking for ways to increase awareness of its eProductivity Software (formerly EFI) Market Direct StoreFront and the products available on it.
Lupe Rodriguez works on the Duplo DC-646 used to cut business cards for Houston Independent School District.
So in July, Chuck Werninger, senior manager of Administrative Services, decided to try out a promotion. For a four-week period, all 28,000 HISD employees were eligible to get 20 free business cards. All they had to do was log in to the in-plant’s storefront (branded as PrintCenter), fill in their data, and submit their order.
Werninger hoped the promotion would be successful; he had no idea it would be as wildly successful as it turned out.
“The promotion far surpassed my expectations,” he says.
Nearly 500 new customers registered for the storefront, and the shop produced 319 business card orders during those four weeks.
The in-plant promoted the deal in face-to-face conversations, through internal memos, and on social media. While its Facebook posts got a few polite likes, the in-plant’s Twitter posts resulted in nearly 14,000 “impressions” (i.e., number of times the tweet was seen) and 545 people clicked the link.
Werninger says the campaign generated a lot of buzz and goodwill toward the in-plant, and he anticipates running the promotion again next year.
The Duplo DC-646 used to cut business cards.
- People:
- Chuck Werninger
Bob has served as editor of In-plant Impressions since October of 1994. Prior to that he served for three years as managing editor of Printing Impressions, a commercial printing publication. Mr. Neubauer is very active in the U.S. in-plant industry. He attends all the major in-plant conferences and has visited more than 170 in-plant operations around the world. He has given presentations to numerous in-plant groups in the U.S., Canada and Australia, including the Association of College and University Printers and the In-plant Printing and Mailing Association. He also coordinates the annual In-Print contest, co-sponsored by IPMA and In-plant Impressions.
