BYU Takes Promo Prize

At the IPMA conference in Kansas City last month, Brigham Young University (BYU) Print and Mail Services was honored with the In-House Promotional Excellence Award for its impressive promotional campaigns. Led by Director Doug Maxwell, the Provo, Utah, in-plant’s 58 full- and part-time employees (as well as 200 student workers) used every promotional avenue imaginable to spread the word about the in-plant’s services.

“We feel our promotional efforts have paid off in 2011,” says Maxwell. “We had a great year, both financially and in terms of recognition across campus and within the community.”

To show off its promotional campaigns, the in-plant created a beautiful 28-page full-color hardbound book detailing its efforts. Here are just a few of its campaigns:

• BYU kicked off 2011 by hosting a variable data seminar. Using variable data elements, the in-plant created invitations and fliers to promote the event. Attendees could register by scanning a QR code on the flier or via the Web site. During the seminar, staff displayed samples of personalized pieces.
• To promote a mail services seminar, invitations were distributed on campus, and phone calls were made. Attendees got a handbook describing how to design brochures, postcards and other items in creative ways. Presenters discussed the economic benefits of having the in-plant handle both printing and mailing. Equipment was showcased using short videos.
• During the new student orientation, freshmen were drawn to the in-plant’s booth by the promise of free pens, pads, coupons and magnets, as well as giant bowls of candy. The in-plant ran ads in the freshman planner, distributed to all incoming freshmen. New students are now better educated about the copy centers.
• To promote BYU’s copy centers, each one displays posters illustrating that particular copy center’s services. The main center serves as a hub for promotions with posters and a variety of samples on display. In addition, numerous tabletop displays are strategically positioned where students eat, study and hang out.
• 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 designed with matching posters showing numerous specialty products that might interest off-campus customers. Pens and notepads were provided as giveaways.
• A huge endeavor in 2011 was the launch of a photo book program, CougarPix. 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 free book, giving the in-plant feedback before the launch. When the service finally went live, mailers were distributed on campus. A CougarPix vehicle wrap decorated the Mail Services truck. A training seminar was also held. Three attendees were chosen at random to win a free book. As a result, dozens of books have been created with CougarPix.
• The in-plant’s mail truck, sporting signage promoting CougarPix, 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 route.
• Special holiday mailers were sent out promoting Christmas cards that could be created using metallic inks with foil text using the in-plant’s new foiling machine. Orders came pouring in for these cards.
• The in-plant held a customer appreciation breakfast. Invitations were designed and distributed on campus, and phone calls were made to select customers. The event allowed in-plant staff to rub elbows with customers and show their appreciation. As managers served breakfast, customers viewed photo books, Christmas cards and calendars on display. The Christmas cards display alone brought in numerous jobs.