In-Plants: The Opportunities for Success

1. In-Plants: The Opportunities for Success Barb Pellow Group Director, InfoTrends April 2012

2. In Challenging Times, Defining Value is Critical! After 40 Years, UNC Shuts Down Operations on March 28, 2012

3. John Hopkins Shuts Down After 54 Years

4. Press Release Comments "Printing is declining; the volume of work has dropped." • Carolyn Effland, UNC Associate Vice Chancellor for Campus Services "In the 1990s, the print shop had the 'right of first refusal,' meaning that staff and faculty using state money had to first turn to printing services for jobs before going to outside vendors." • Jim White, UNC Print and Document Production Services Technician "More and more of that work is being done electronically these days. Print and digital media are working together. The small run printing that most universities need is being done with digital equipment, basically high-end digital copiers." • Glenn Simmons, Johns Hopkins Director of Printing Services

5. Reaching Consumers… It Used to Be Easy!

6. Today’s Consumers are ALWAYS ON and Marketers Don’t Know Which Channel to Use!

7. Think About It!

8. Facebook: Will You Be My Friend? • More than 845 million active users as of December 2011 • 50% of active users log on to Facebook on any given day, representing one of every 13 people in the world • More than 425 million monthly active users used Facebook via mobile devices in December 2011 • The average user has 130 friends • People spend over 700 billion minutes per month on Facebook • 80% of Facebook users are outside of the U.S. and Canada • If Facebook was a country, it would be the world’s 3rd largest

9. LinkedIn: Making Connections • LinkedIn has over 135 million members in 200 countries • A new member joins LinkedIn approximately every second • About half of these members are outside the U.S.

10. Twitter: Tweet Tweet Tweet! • Twitter Usage increased 700% in 2011 • Twitter had over 175,000,000 registered users as of June 2011 • New users are signing up at a rate of 300,000 per day • 180 million unique visitors come to the site every month • Twitter users are, in total, tweeting an average of 200 million tweets a day • Of Twitter’s active users, 66% use their phones to tweet • One in five (20%) Twitter tweets contains some type of inquiry or information about a specific product or service that is brand-related. (Study by a research team at Penn State University) Source: Edison Research/Arbitron Internet and Multimedia Series; Palo Alto Networks Twitter Usage data

11. YouTube: Making Heroes • YouTube views exceed 2 billion per day • Nearly double the prime-time audience of all 3 major U.S. broadcast networks combined • 48 hours of video is uploaded every minute • The average person spends 15 minutes a day on YouTube • More video is uploaded to YouTube in 60 days than all three major U.S. networks created in the past 60 years • 70% of YouTube’s traffic comes from outside the U.S.

12. Texting Takes Off • SMS has jumped from an estimated 1.8 trillion in 2007 to 6.9 trillion in 2010 • 2011 statistics indicate that text messages topped 8 trillion Source: ITU, the information technologies and communication arm of the United Nations (UN)

13. A Focus on the Individual

14. Real Time… At the Speed of NOW!

15. Changing In-Plant Market Dynamics Print has become secondary; you are in the communications business Personalization isn’t enough… It’s about engagement and interaction Data-driven cross-media is a reality Measurement systems are lacking Digital print is the challenger; efficiency reigns

16. Print Service Providers Understand… It’s Time to Get in the Game! Do you offer cross-media marketing services? Source: Evolution of the Cross-Media Marketing Services Provider, InfoTrends 2011 N = 285 Print-for-Pay Respondents

17. 87% of Respondents Currently Offer Cross-Media Marketing Services or Plan to Start in the Next 24 Months Do you offer cross-media marketing services? Source: Evolution of the Cross-Media Marketing Services Provider, InfoTrends 2011 N = 285 Print-for-Pay Respondents

18. The In-Plant Market is Lagging Do you offer cross-media marketing services? Source: Evolution of the Cross-Media Marketing Services Provider, InfoTrends 2011 N = 63 In-Plant Respondents

19. 41% of In-Plant Respondents Have No Plans to Offer Cross-Media Marketing Services Do you offer cross-media marketing services? Source: Evolution of the Cross-Media Marketing Services Provider, InfoTrends 2011 N = 63 In-Plant Respondents

21. Key Takeaway: It’s a Stark Contrast! • Print service providers understand that offering cross-media marketing services is no longer optional. • Meanwhile, the in-plant market is struggling. • Who are end-users acquiring cross media services from? What does this mean to you?

22. A Growing Number of Media Options Which of the following media does your company use for marketing? Electronic Print Multiple Responses Permitted N = 518 Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

23. Low Growth in Traditional Media, High Growth in Digital Direct Marketing & Advertising Expenditures by Medium – CAGR 2010-2014 Opportunity for Marketers to Enable to Offline Online Engagement News-papers Magazines Catalogs Radio InsertMedia Television OnlineDisplay OnlineSearch E-mail SocialMedia Mobile Traditional Media Digital Media Source: Direct Marketing Association Statistical Fact Book, 2011

24. But All Media Types Need to Work Together! How many different types of media does your company use for a typical direct marketing campaign? Mean = 3.0 N = 518 Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

25. Print is Still an Important Part of Marketing Spend What percentage of your marketing spend is allocated to the following categories? N = 518 Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

26. Key Takeaway: If You Aren’t Exploring New Channels, You’re Missing Two-Thirds of the Opportunity • Marketers (Admissions, Fundraising, etc.) need to work across the various channels • How are you participating in helping them navigate the market complexities?

27. Changing In-Plant Market Dynamics Print has become secondary; you are in the communications business Personalization isn’t enough… It’s about engagement and interaction Data-driven cross-media is a reality Measurement systems are lacking Digital print is the challenger; efficiency reigns

28. A Movement toward More Targeted Campaigns… but Personalization Isn’t Enough! What percentage of your marketing campaigns fit into the following categories? N = 466 Marketers Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

29. A World of HYPER-Consumers Hyper-connected: These multi-channel users are constantly connected to text, e-mail, social networks, and review sites. They are active users of location-based services. Hyper-active: These individuals have short attention spans and no tolerance for dull, non-engaging content and applications. Hyper-engaged: Passionate and opinionated, these people love sharing opinions/reviews. Hyper-informed: These people live in the 24/7 mobile/social environment, where there is a real hunger for fresh and engaging content.

30. Making it Work • Objectives: • Reach high-priority graduate program prospects • Engage with personalized content, including gender, diversity, military service • Target non-responders to direct mail with e-mail • Qualify and transition priority candidates to leads with with personalized grad program content based on input and response incentives • Convert leads to applicants

31. Results (1) Phase 1: Mailed to 1,422 high-priority prospects based on GMASS data Limited time waiver of application fee plus invite to participate in an interactive Dean’s roundtable forum • Direct mail linked to personalized landing page that prompted respondents to complete a registration form • 3.7% click-through rate to direct mailer with 61.5% converted to leads completing the registration • Phase 2: e-Mail marketing initiative with a 9.6% response rate and 40.9% converted to leads with completion of registration form • Phase 3: Additional e-mail highlighting that they were a priority candidate and incentive deadline, generating a 3.6% click-through to personalized Web page and a 30% conversion rate • Phase 4: Emphasis on prestige and deadline for submission, generating a .9% click-through to a personalized Web page and an 84.6% conversion rate

32. Results (2) Four-phase program • 17.8% overall response rate and click-through via personalized URL • 8% of total respondents and 45% of campaign respondents were converted into unique leads, and 114 new highly-qualified Priority Candidate incentive applicants were brought to the Notre Dame MBA Program

33. Terms of Engagement

34. Mobile is a Bridge, Linking Physical with Digital

35. Over 280 Million Americans Carry Mobile Phones1 That’s over 90% of the U.S. population! $$$ Global mobile marketing and advertising spend expected to top $16 billion in 20114 2.1trillion text messages were sent by end of 2010 in the U.S.2 90% of U.S. and W. Europe mobile subscribers have Internet-ready phones3 Sources – 1: CTIA;2: CTIA; 3: comScore; 4: ABI Research

36. Why Integrate Print and Mobile? Media Extension Interactivity Measurability Increased Value to Print

37. Making Print Interactive with Mobile Engagement Mobile Messaging Mobile Codes Augmented Reality

38. Mobile Codes Lead in Marketing Adoption How would you describe your familiarity with mobile response code technologies? N = 315 Marketers Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011

39. Mobile Codes, Messaging Have High Awareness Among Consumers Which of the following technologies are you familiar with? 180M Number of Americans Familiar with Mobile Codes N = 1,192 Consumers Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011

40. Does Your In-Plant Offer Any of the Following Mobile Services to Customers? N = 63 In-Plant Respondents Source: Evolution of the Cross-Media Marketing Services Provider, InfoTrends 2011

41. marketing register coupons additional info contests promotions shopping deals downloads lead generation rewards advertising education

42. Social Media and Direct Marketing: Opposites Attract • Direct mail’s sense of touch is linked to video testimonials or demonstrations • Referrals build a bigger community • Social media drives awareness of upcoming direct mail offers

43. From Print to Facebook Fans From 1 million fans in 2009 to 2.8 million in 2010 in advance of the holiday season Online/Digital components: Coinciding with the program launch, the contest was supported with Facebook advertising and e-mails to Kohl’s customers In-store presentation: Kohl’s customers saw the contest promoted in Kohl’s stores nationwide through store signage, receipt messaging, and more Television advertising: National and Hispanic brand spots began airing in July and ran through the end of August Print advertising: Inclusion of the contest in Kohl’s print advertising started in mid-July and ran throughout the voting period Direct mail: Kohl’s reached customers directly through various direct mail pieces between July 1 and mid-August Plus massive PR in the participating communities!

44. Top Challenges for Executing Cross-Media: Marketers Need A Strategic Partner What are your company’s top THREE challenges associated with executing marketing campaigns across multiple media types? Multiple Responses Permitted N = 518 Marketers Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

45. Key Takeaway: Print, Mobile, Online, and Social Are Working Together

46. Changing In-Plant Market Dynamics Print has become secondary; you are in the communications business Personalization isn’t enough… It’s about engagement and interaction Data-driven cross-media is a reality Measurement systems are lacking Digital print is the challenger; efficiency reigns

47. Does Your In-Plant Offer Any of the Following Data and Metrics Services to Customers? N = 63 In-Plant Respondents Source: Evolution of the Cross-Media Marketing Services Provider, InfoTrends 2011

48. It’s All About the Data! Data Track Analyze Acquire Customer Dialogue B2B/B2C/C2C Strategize Interact Retain & Grow Deploy Design The customer is at the center of the two-way dialogue

49. The Data Challenge

50. What They Collect