Abbott & Co Case Study

Introduction

Crystal Printing Solutions (CPS) has been specialising in the delivery of quality printing since 1986. Their team of talented professionals are totally committed to providing innovative and competitive printing solutions to a range of customers, big and small. Abbott & Co (A&C) Perth Printers is a multi-award winning, West Australian Printer with a proven track record in the Printing Industry for over 76 years. Established in 1939, A&C is regarded as a reputable supplier to the Perth market providing a range of services and solutions.

The Brief

A&C were desirous of exiting the print manufacturing environment and CPS saw the benefit in acquiring the business. The merger required both parties to communicate to a range of short, medium and long-term customers. After seeing the communication power of a cross-channel marketing platform, CPS and A&C successfully communicated their merger using multiple communication channels to their respective databases.

Key Objectives

There were seven key objectives requested by the customer:

The acquisition of the A&C database needed to be communicated to customers as a merger as opposed to an acquisition.
A communication strategy had to be implemented to communicate the merger to a broad spectrum of customers.
Both A&C and CPS sales staff needed an efficient process for communicating and tracking their communication.
It was important to emphasise it was business as usual.
The message needed to convey that the business had more to offer in terms of product and service capabilities following the merger.
An engaging campaign had to be created with limited data.
A checking mechanism was required by management to ensure that sales personnel had communicated the merger to their established customers.

Outcomes

Within each database five customer segments were identified (A-E) based upon the customers spend over the past 12 months. Each segment was then further classified by years: 6+ years (long term), +2-5years (medium term), 0-2 Years (short term).
This classification allowed us to communicate with a relevant message and optimal targeted engagement that would contribute to a more successful campaign.
Based on the customer segmentation strategy, five customer journeys were identified to deliver the Bigger, Better, Faster, Brighter campaign.
Each communication piece was personalised with the customers contact details and years as a customer (0-2 Years, +2-5years and 6+ years) which was determined by the number of years the customer had been with each of the organisations. The messaging would be tailored to include these segments.
Relevant messaging was encapsulated in the styles of both the A&C and CPS customers communication pieces
An easy to use web form was designed to assist sales staff trigger an EDM to their A & B customers. Sales staff simply had to include a P.S message after a face to face meeting (Customer A Journey) or phone call (Customer B Journey). This would trigger the EDM and the A or B Customer would receive a follow up EDM with the P.S message included.
By including a short relevant P.S message, management could monitor these P.S messages in the database to see the progress sales staff were making with communicating the merger to their customers.

Testimonial - Crystal Printing Solutions

We knew we needed a seamless solution to communicate the A&C merger effectively to our customers. We liked the idea of communicating to our customers across multiple channels using relevant and personalised messaging through one centralised database. What’s more the team handled the process right from creative, design, development to execution, their end to end solution took what potential could have been a cumbersome process and gave our sales team the support and infrastructure it needed to communicate the merger to their customers.

Arnold Whiteside
Crystal Printing Solutions

Testimonial - Abbotts & Co

It was important to us that the merger with CPS was portrayed in a positive light to our existing customer base. The Bigger, Better, Faster and Brighter campaign developed and implemented by the team using their platform provided us with the tools we needed to communicate the right message at the right time to our customers. We were impressed with the cross-channel approach and the live reporting tools kept the sales team accountable for their actions.

We look forward to continuing the customer journey using to deliver relevant marketing communication to our customers

James Smedley
Managing Director Abbott & Co

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