API-Marketing Successfully Rebrands Business

Vertical Market: Print and Marketing Services
Business Application: Direct Marketing/Lead Generation & Loyalty

Business Objectives
API-Marketing, formerly known as Auburn Printers & Integrated Marketing, has long been a leader in commercial offset and digital printing. As Auburn Printers it had offered additional marketing services such as Personalized URLs, variable data, mailing, and desktop and mobile Web services for several years. But in the business community it was still viewed as “the printer.” Plus having “Auburn” in the company name gave customers the perception that it was just a local printer for the Auburn, CA area.

To change these old perceptions, the company went through a year-long campaign to retire the company name and iconic mascot “Prince Perfect” and rebrand itself as API-Marketing. Ultimately API-Marketing wanted to educate clients and prospects about its cross-media marketing capabilities.

Results
A multi-phase, cross-media campaign clearly communicated to the business community the change in company name while demonstrating its marketing capabilities.

Engaged local community with approximately 1,200 Facebook likes recorded on mascot Prince Perfect’s page.
As part of a non-profit banner giveaway, 1,200 direct mail pieces were mailed followed by 900 reminder e-mails. Over 56 percent of recipients visited their Personalized URL and completed a nomination form.
Through social media sharing and other media channels, over 2,100 people visited the landing page for the non-profit banner giveaway and made a nomination.

As a result of this campaign API-Marketing also saw an increase in its wide-format sales and increased its business with several clients.