Brigham Young University (BYU) Print and Mail Services in Provo, Utah, led by Doug Maxwell, definitely raised the bar this year by creating as part of its In-House Promotional Excellence entry, a beautiful 28-page full-color hardbound book to showcase their wide range of promotional efforts. The entry was so impressive that it walked away with the coveted In-House Promotional Excellence Award.

 

"We had a great year, both financially and in terms of recognition across campus and within the community."

 

This in-house team comprised of 58 full and part-time employees, as well as 200 students incorporated every promotional avenue imaginable to spread the word about its services both on campus and within the Provo community. "We feel our promotional efforts have paid off in 2011," explains Maxwell. "We had a great year, both financially and in terms of recognition across campus and within the community."

 

Variable Data Seminar

Promo:  BYU kicked off 2011 by hosting a Variable Data Seminar. Using variable data elements, special invitations and fliers were created to promote the event. Those interested in attending could register by scanning the QR code on the flier or via the website. During the seminar, they displayed a wide variety of personalized pieces to show attendees the opportunities available using variable data printing. Results:  They had a fantastic turnout! The seminar generated numerous jobs, as well as new customers.

 

Mail Services Seminar

Promo:  Invitations were distributed throughout campus, as well as personal phone calls made to select customers to encourage attendance. Attendees were given a Mail Services Instruction Handbook describing how to design brochures, postcards, and other items in creative ways that can save time and money. Presenters also discussed the economic benefits of having the in-plant handle both the printing and mailing. In addition, some of the equipment was showcased using short videos. Results:  "Many eyes were opened and we are now doing a lot more mailing for the departments which have been very pleased with the service received and the money and time saved."

 

Print Your Family History Workshops

Promo:  These workshops, taught by a customer consultant, are held monthly. Promotional mailers are distributed throughout campus encouraging registration via the website. Fliers are also sent to Family History Centers. The many, who attend these special workshops each month, receive handouts and instructions, as well as see multiple examples of family history books that can provide ideas. Results:  BYU prints thousands of family histories each year and are pleased by the many who attend that are not from the immediate campus community.

 

New Student Orientation and Ads in Freshman Planner

Promo:  During the new student orientation, freshmen were drawn to their booth by the promise of free pens, pads, money-saving coupons, magnets sporting their name, as well as giant bowls of candy. The in-plant ran ads in the freshman planner, distributed to all incoming freshmen. Results:  "It's always fun and very productive to meet with new students and educate them about our copy centers and the services offered."

 

Shining the Spotlight on Copy Centers

Promo:  Each copy center displayed posters illustrating that particular copy center's services.  The main copy center served as a hub for promotions with posters and a variety of samples on display. In addition, numerous table top displays were strategically positioned where students eat, study and hang out. Results:  Digital printing volumes continue to rise as efforts continue to increase customer traffic.

 

Website Facelift

Promo:  Having completely revamped its website in 2010, some fine tuning was done in 2011 to make it even more visitor friendly. The simple, user-friendly web submission program, called Cougar Prints, is widely utilized. To build greater awareness, self-mailers promoting the site were sent to department secretaries several times throughout the year. Results:  The site is now easier than ever to navigate and displays a very professional appearance. They enjoyed a 148% jump in on-line orders in 2011.

 

Women's Conference

Promo: Spring 2011 brought the Women's Conference to BYU which provided a great opportunity to promote Print and Mail to thousands of women visitors on campus. A booth was set up displaying posters, handouts and a lot of chocolate. A special flier was even designed with matching posters showing numerous specialty products that might interest off-campus customers. Pens and newly designed notepads were provided as giveaways. Results:  Visibility grew both on and off campus.

 

Utah Festival of Books

Promo:  When BYU hosted the Utah Festival of Books, they took advantage of the opportunity to promote Print and Mail to potential customers off campus. Their booth featured samples of a variety of products including brochures, notepads and pens. Because this was a book fair, bookmarks were created as giveaways listing all of the services offered. Results:  Hundreds of visitors stopped by the booth and walked away with a greater awareness about their services.

 

Education Week

Promo:This was a great opportunity to promote the printing of family histories to individuals from all over the country. They had plenty of giveaways and information available for visitors to take home ... and remember. Results:  "It is a frenzied week, but well worth the stress!" Pens, notepads, fliers and candy were distributed during the week. Plus they had the opportunity to share their services with crowds of people from all over the nation.

 

Academic Calendars

Promo:Two calendars were designed and mailed to faculty, staff and administrators on campus. These 12" by 18" calendars included their logo and website information, serving as a constant reminder about their services. Results:  "It is very rewarding to visit customers on campus and see our calendar hanging in their office." Calendars are also always available at their front desk as giveaways. "It's always great to receive phone calls from people requesting more calendars to share with others."

 

Photo Books "CougarPix"

Promo:  A huge endeavor in 2011 was the launch of the photo book program, CougarPix. A significant amount of time and effort was invested researching and procuring software suitable for the special needs of this new program. Designers created themes, cards, backgrounds, and other graphic elements. Web pages and tutorials were developed. As the launch drew closer, some customers were even given the opportunity to create a book for free. This gave the in-plant team the opportunity to gain feedback before the actual launch, as well as priming the pump. When they finally went live, mailers were distributed throughout campus. They even displayed a CougarPix vehicle wrap on their Mail Services truck. A training seminar was also held. To keep it fun, three attendees were chosen at random to win a free book. Results:  Dozens and dozens of books have been created with CougarPix.

 

Wall Ads on Display

Promo:  The Wilkinson Center on campus has reserved space on two of its walls for 3 ft. by 5 ft. posters. The in-plant team used this space to advertise its 3 cent Blackboard special and photo books. Results:  People are definitely taking notice. Student models are frequently approached by those who recognize them from the posters.

 

Bridal Guide

Promo:  The in-plant team ran an ad in the inside cover of BYU's very popular Bridal Guide magazine, created annually for the campus and local community. The ad encouraged brides to create guest books for their wedding reception. Results:  Over a dozen different guest books have been printed for customers.

 

Homecoming Parade Float

Promo:  Since their mail truck was already fitted with signage promoting their photo book program, it was used as a float in BYU's Homecoming Parade. T-shirts were created and worn by student employees on the float as they distributed candy and fliers along the parade route. Results:  It was a great, inexpensive way to create visibility about their services.

 

Christmas Cards

Promo:  Special holiday mailers were sent out to those on campus promoting the Christmas cards that could be created using metallic inks with foil text using their new foiling machine. Results:  Orders came pouring in for these cards.

breakfast event. Special invitations were designed and distributed on campus, as well as personal phone calls made to select customers. So many people attended this event that it was split between two days. "It's a great opportunity to rub elbows with customers and show our appreciation. As managers served breakfast, customers viewed the photo books, Christmas cards and calendars on display. Visitors also were given the opportunity to enter a drawing to win a book. Results:  The Christmas card display alone brought in numerous jobs.

 

Customer Appreciation Breakfast

Promo: Customers really look forward to this annual breakfast event. Special invitations were designed and distributed on campus, as well as personal phone calls made to select customers. So many people attend this event that it's split between two days. Results: "It's a great opportunity to rub elbows with customers and show our appreciation. As managers serve breakfast, customers can view photo books, Christmas cards and calendars on display. Visitors can even enter a drawing to win a book. Results: The Christmas cards display alone brought in numerous jobs.

 

Cinnamon Syrup Recipe

Promo:  A big hit of the Customer Appreciation Breakfast is always the cinnamon syrup, provided by the in-plant's business manager. So many attendees always ask for the recipe so they decided to create a campus mailer, sized for a recipe box, with the recipe on the front and a small ad for their photo book program on the back. Results:  Plans are underway to send out even more recipe cards throughout the year.

 

Just Desserts Recipe Book

Promo:  Speaking of recipes, their "Just Desserts" recipe book, originally created for their open house in 2010, continues to bring in business. Results:  They are such a hit; departments continue to request these books.

 

2011 Technology Conference

Promo:  During the conference, the in-plant's IT staff gave a 10-minute presentation on some of the phenomenal programs developed throughout the year. Results:  It gave the audience a broad view of their capabilities. Once again, eyes were opened to their value.

 

All of these promotional efforts made 2011 an outstanding year for BYU's Print and Mail Services.