the e. f. group Wins Gold at 2013 NAPL Marketing Plus™ Awards
The National Association for Printing Leadership (NAPL) awarded the e. f. group the prestigious Gold Award in the Cross-Channel & Digital Marketing category at the 2013 NAPL Marketing Plus™ Awards. The e. f. group won the award for their self-promotion campaign targeting university alumni association marketing professionals affiliated with CAMMP (Council of Alumni Association Marketing and Membership Professionals).
“It is a tremendous honor to receive this award given the amount of great marketing work being conducted in the marketplace.” says Jason Ellis, Owner of the e.f. group. “I’m really proud of the collective effort that went into creating our campaign.”
The e. f. group is one of only 18 companies from a dozen U.S. states and three foreign countries who were gold winners at the 2013 NAPL Marketing Plus™ Awards. “We continue to be impressed by the high quality of these entries from companies of all sizes,” says Samantha Lake, NAPL Marketing Director, who led the judging panel. “The innovative and highly effective use of print and multi-media is proof that printers worldwide are not only embracing, but excelling in their role as marketing services providers.”
NAPL Marketing Plus™ Awards are selected on the basis of points gained via an objective scoring measurement that takes into account both the quality of the individual end product or campaign and its success in meeting its stated goals.
The objective of the award-winning campaign was to promote the e.f. group’s attendance at the CAMMP annual conference as a vendor, and to drive booth traffic in a creative, impactful and memorable way. The concept of the campaign centered on the scenario that the school’s mascot had been taken hostage, and the "call-to-action" was that they had to come by the booth in order to rescue their mascot.
A select number of universities in Texas and nearby states were targeted. To drive these key alumni association representatives to the booth, a cross-media marketing campaign was implemented that utilized a combination of personalized direct mail, personalized QR Codes incorporating their school colors, personalized URLs incorporating their school initials and mascot's name, mobile marketing and video. The execution of the various creative elements were chosen in order to showcase services and demonstrate strategic and creative marketing capabilities.
Results:
- 88% of recipients scanned the QR Code or logged on to their PURL
- 64% of those provided their email address
- A representative from 95 out of 100 colleges in attendance at the conference came by the booth
- 94% conversion rate – 15 out of 16 of our target contacts came by the booth to rescue their mascot
- Over $150,000 in new business gained
A complete summary of the campaign can be found on the e.f. group’s website (www.theefgroup.com) under “what we do/collegiate marketing/CAMMP Campaign”.
The e.f. group is a data-driven cross-media marketing company headquartered at 3503 Crosspoint, San Antonio, Texas, 78217. 210-492-1921. jason@theefgroup.com. theefgroup.com
