Veitch Digital Partners

Integrate Marketing & Digital Printing | Client Since 2003

The Client

Veitch Digital Partners is a member of the Veitch family of companies, created in 2005 to complement Veitch Printing Corporation’s traditional offset printing operation. Advances in technology and changes in the way customers prefer to interact with businesses have made personalized, one-to-one communications the clear path to the future. Veitch Digital Partners quickly established itself on the leading edge of the industry with advanced variable data technology, digital on-demand outputs, web-based communication portals and highly personalized integrated marketing campaigns. With the infrastructure and technologies in place, it needed the right message and communications to take it from “beta” to market.

The Challenge

Sharper Creative Group addressed two main challenges in assisting Veitch Digital Partners. First, the services it offers were – and largely still are – unfamiliar to most of its market, which required customer education in addition to a promotional message. Second, as a startup company in its field, Veitch Digital Partners had little name equity. It would have to establish credibility while conveying its marketing message. A modest promotional budget also was a factor.

The Solution

Sharper Creative Group first helped Veitch Digital Partners revise its brand – Make it Personal – and develop a message that would capture the essence of the company’s offerings and establish the value of the new technologies. To effectively communicate Veitch’s message within a tight budget, the best strategy was to use the very technology it was promoting to its customers. An integrated marketing initiative was created utilizing variable data outputs. The centerpiece was a pURL (personal URL) campaign, which creates unique web pages for each person who responds to an email and mailing. These activities were supported by a more traditional high-end capabilities piece and economical communication formats that could be customized in house.