Small newspapers are the largest segment in the newspaper category and typically the last to convert to computer-to-plate (CTP) printing. Kodak's competition was selling plates below cost, creating a perception that Kodak was too expensive.
Extensive up-front survey verification calling to prospects was conducted, resulting in a solid list of high-value targets. An eye-catching, highly personalized direct mail piece and email were sent out to educate the target on the innovative solutions and bundled packaging from Kodak that would bring them to the next level. A strong Web presence and a great offer rounded out the program. Catalyst garnered a 15% lead rate and a 3% campaign response rate from the campaign.
About Catalyst
Catalyst (www.catalystinc.com) is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. The agency takes the guesswork out of marketing decisions by combining intellectual curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset. We call it Science + Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, First Niagara Financial Group, GE Capital Retail Bank, Heraeus Kulzer, Neff Motivation Inc., Oreck, and Valvoline, among others.
