Customized Marketing Collateral Program

A new client was looking for a way to generate sales sample literature and produce “private label” collateral. This client sells its services through small community banks and credit unions. It provides the services, but counts on the banks to market them to their customers. So, individualized literature for each bank is required.

Templates were developed that contained all of the appropriate copy and variable dimensions were defined. For example, there is a two-color scheme to all of the pieces. The bank simply provides their primary and secondary color along with a logo and the literature for that bank takes on those attributes. Likewise, there are up to seven services offered, but each bank decides which ones they want to offer. Selecting these services tailors each marketing piece to that set of services.

The program consists of a presentation folder, individual flyers for each service, an 11x17 poster, and a tri-fold informational brochure. But the real kicker is they wanted to be able to generate PDFs on demand and wanted to be able to produce small quantity samples for their INITIAL sales calls to the banks. That meant short run samples had to be produced within hours or days.

We set up a website that allows our client to create a new “account” and then set all the variables for their new or potential customer. To simplify this- and eliminate possible errors- data is entered into the account profile. It does not have to be entered for each piece of sales collateral. Once the parameters are set the client can preview, download a PDF, or order any of the items. We even incorporated a parameter that watermarks all materials as “SAMPLES” until their customer actually signs up for the program.

Launched late in 2008, this has been a very successful program for our client and has helped them land more than twenty new accounts.