Using Print to Engage on Social Media – Case Study on Results & Return

Print to engage on social media If you are a marketer and want to know if you can use print to engage on social media, we are here to prove to you that you can! Take a look at how Integ used a print Christmas Party event invitation to engage with clients and drive awareness about the event on social media.

Beginning with brain storming.

As Integ began the brainstorming process on how to creatively market their Christmas party, they first established their main goal. They wanted to increase their social media engagement and utilize their wide variety of printing capabilities. With this goal in mind, they decided  use print to engage on social media . As the results of this project will prove, using print to engage in social media added value to the annual invitation and created an ROI not typically thought of with a printed piece.

Then, Integ’s Creative team crafted the idea of including in the invitation a wearable Santa beard. Invitees could wear, take a selfie with, and post to Instagram or Facebook wearing the Santa beard. After posting their photo, the invitee could then use the hashtag #BeAnIntegSanta to enter a drawing for an Amazon gift card.

Print to engage on social mediaAn invitation designed to hit the high notes.

In light of the fun and relaxed Christmas party atmosphere, the design of this piece reflected a light- hearted Christmas look and feel.

Because Integ created the invitation as a variable data piece, they personalized the gift tag on the exterior of the invitation with the first and last name of the client it was being sent it. This allowed each client to feel special upon receiving their custom invitation.

Printed on an HP Indigo in 4-color with 6 hits of clear on top of 4-color diagonal lines, Integ added a subtle design element. Included on the piece (shown in the top right photo) was a clear ink snowflake- a beautifully crafted embellishment. This shows intention in design, Integ’s capabilities in authoring a complex concept in massive quantities, and a touch of elegance and beauty to a simple invitation. Clear ink is a great way to offer a subtle look with a huge impact.

While some of the embellishments show off Integ’s printing capabilities, they also wanted to include a more personal touch. Integ’s CEO, David Anderton, is known for the holiday jokes he recites annually at the Christmas party. Integ decided the design of the invitation should be an iron cross fold so they could display some of David’s timeless jokes. They included the logistic information for the party on the inside of the fold. Once completely unfolded, the die-cut Santa beard was folded in a tri-fold complete with step-by-step instructions on how to put it on and enter the lottery for the gift card.

Results.

Print to engage on social media

Integ sent the invitations to 460 clients. 24 entries engaged with #beanintegsanta on Instagram and Facebook. This is a 5% return! After seeing these numbers, the marketing department jumped for joy as the brand awareness in the local community organically increased, all because of a Christmas party invitation.

As is clearly shown in the results from this project, B2B Print marketing works. Using direct mail to engage with digital marketing platforms is an innovative way to reach an audience.

In conclusion, as social media influences grow in both B2B and B2C marketing arenas, print projects are a tangible piece a target audience can hold up and share with their friends and family.

If you need help brainstorming how to use print to engage on social media, Integ’s Creative Department is here to help. Their Print and Mailing and fulfillment capabilities can handle the rest!

Do you have an idea you’d like a quote on? Contact Integ today!

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