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Published on . had a tough challenge-build awareness of the online, on-demand print company, which competes against print shops such as FedEx Kinkos.

"Mimeo has been around for six years, and no one seemed to know about us," said CEO Adam Slutsky, who joined the company in 2005.

"Our challenge was to find an agency to partner with that could help us build awareness, figure out positioning, do a totally integrated campaign and measure everything like a hound."

Following an agency review, selected Stein Rogan+Partners, New York, as its agency of record in August 2005. The agency was charged with building a completely new brand identity and brand platform for, starting with its logo.

"They did an unbelievable job identifying a design for us," Slutsky said. "It's innovative, energetic, professional and clean."

The new logo has the Mimeo name in black, with documents in shades of cyan, magenta and yellow (the foundation colors for digital printing) appearing to float off the name. The color scheme is used in all marketing materials, including print, online, collateral, direct and at trade shows.

The rebranding campaign, introduced in November, targets human resources professionals and sales and marketing executives responsible for printing training and marketing materials.

Print ads featuring case studies of satisfied customers ran in trade publications such as Chief Learning Officer, Sales and Marketing Management and Training and Development .

"We wanted to present Mimeo as a challenger brand in the marketplace, showing that there is a new and significantly better way to print documents," said Tom Stein, president-CEO of Stein Rogan+Partners.

With, businesses can prepare, review and order document print jobs online. The company will then deliver the documents by 8:30 the next morning.

The rebranding campaign also featured online ads running on sites targeted at HR professionals, as well as direct mail, collateral and trade show materials.

For the next phase of the branding campaign, decided to launch a targeted promotion at the American Society for Training and Development's annual conference. The event, held in Dallas in May, attracted more than 8,000 corporate learning executives.

"This was a great opportunity to take some of the concepts from the advertising campaign and bring it into a 360-degree program at Mimeo's most important event of the year," Stein said.

To develop the campaign, the agency conducted research among the target audience of HR professionals and training executives, discovering that they had a high degree of frustration over taking their documents to print shops. "What Mimeo offers is total control," Stein said. "You get assurance and reassurance, and a sense of liberation as well."

To drive home this theme and position as a challenger brand to print shops, Stein Rogan came up with the theme "clown-free" to use as a promotion at the ASTD show.

All marketing materials, including print, online, collateral and promotional items, featured pictures of clowns in blue smocks, like those worn by print shop clerks.

Copy in print ads read, "Clowns will bungle everything they touch. will not"; "Clowns will make a mockery of your training manual. will not"; and "Don't let the copy shop clowns monkey around with your training documents."

The ads were designed to drive trade show attendees to the booth.

Stein Rogan+Partners also did a big on-site promotion at the trade show, passing out buttons that featured a picture of a sad clown with a slash mark over it. gave out free T-shirts to anyone wearing the clown-free button, and more than 2,000 people came to the booth to claim one.

In addition, said it would selectively give away an iPod Shuffle to people who were spotted wearing a Mimeo T-shirt at the trade show, and hundreds of people turned up at the booth to claim iPods. ran out of iPods, so it extended the promotion and promised an iPod to people who placed a $250 print order in the month following the trade show. obtained hundreds of leads and several new business wins as a result of the promotion.

"The campaign was a huge success," Slutsky said.

Stein Rogan+Partners is now working on a tracking study to measure the impact on brand attributes and other performance metrics.

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