Tag Archives: Cross Media

TGI Launches New Website

We are thrilled to announce the launch of our new website, TGINC.com. Our website includes a fresh new look and feel, provides more interaction, more videos, and more ways to see what TGI can do for you.

When creating our new website we had a few goals in mind. We wanted our site to be: 
-More user-friendly and interactive.
-A better representation of the variety of new services and products we offer.
-Optimized for mobile.

What we came up with was a highly interactive site, featuring many ways to get to know TGI.


Here are some of our favorite features on our new site
Videos:
TGI’s new website now has eight videos, including our Identity video, so now you can get to know who we are, what we do, and what TGI can do for you.

Check them out:
Identity video
MarCore video
Cross Media video
Wide Format
General business
Pharmaceutical
Manufacturing
Financial

Cross Media: 
We added an interactive page for you to test how a TGI Cross Media campaign works. It’s really neat. Click here to see it in action!

Super Wide Format Printing: 
Visitors are able to view our display catalog and Gallery to see what’s new and what we can do.

Interactive Print:
Visitors are able to test our QR Technology. Scan the QR code to lead you to a video with our friend, Joe Conklin.


We were able to successfully carry out all aspects of the new site to create a fresh, innovative, interactive, and easy to use site for our clients. So go ahead, check out the site, and don’t forget to follow us on Social Media!

Interactive Meetings are Successful Meetings

OnlyATMeetings are essential for an organization’s management  and communication. A well-executed meeting can deliver motivation, increased productivity and motivate sales. But the only way any of these are going to be achieved is by creating  a sense of connection between the company and the people who organized on their behalf.

There is nothing worse than an ill-organized meeting, and like our friends at Event Marketer and Proscenium say, “Bad meetings suck! (but they don’t have to!)” Give someone a memorable, outstanding experience from beginning to end, and you will see an engaged and willing meeting participant.

Attendees are shaping the way they connect and interaction is the name of the game! The interactivity  – a giving and receiving between you and your target market- becomes part of the relationship between the individual and your message.

The more forms of media, the better, try to reach your audience on all levels: socially, visually and technologically. The boom of social and digital communication channels gives us dozens of potential touch points to reach out and gain the attendees involvement in the meeting. Integrating digital and print will surely grab your attendee’s attention.

Integrated media is the trend in all content-delivery and offers unique opportunities to show that your company is ahead of the curve. Here are some examples to help grab your attendee’s attention:

Event Registration:
Event invitations can be sent with a link to a webpage to register for the event. After registered, the registrant will receive an email confirmation and an event reminder. Maybe add a QR or AR code as an introduction for the event.

Event Signage:

  • According to Marketing Profs, “When the attendee enters the room, branding creates an air of importance, something that lets the attendee know that this meeting is special,” and we couldn’t agree more, this is where your signage is key!
  • Lead your guests to the event using floor clings and directional signage. This will be a great way to carry out your branding throughout the event space. Create backdrops and posters including vital information about the meeting, and have them coincide with social media for the event.
  • Creating a hash tag for the event lets attendees and organizers interact before, during and after the event. Have attendees “Check-In” or sign in online, this will help gather and compile attendees’ information for future use.

Event Materials:TGI Meeting Planning

The old brochure is no longer likely to engage audiences. Integrated media is the trend in content delivery and offers unique opportunities to show that your company is ahead of the curve.

  • Every meeting has packets – Creative design is essential for engagement and often include: a binder or folder, an itinerary, an introduction of the speaker or your company, a notebook or notebook paper and a pen for taking notes at the meeting. This will not only provide attendee with materials to use during the meeting, it will also help maintain their interest. Go digital and make the event package available as an app or through a microsite created for the meeting.
  • Provide a survey at the end of the event taken electronically via a landing page. Or, send out electronically.

Remember to make it memorable, from start to finish. And don’t forget, if you make it interactive, they will love it! Make it special, new, and out of the box.

Cross Media Campaign launched for the B&P Scholarship Fund

BP-Scholarship-logoHere at TGI, we have a strong bond with the Monsignor Bonner and Archbishop Prendergast Catholic High School, due to our President, Jack Glacken, who is a very passionate Alum of Monsignor Bonner and Hall of Fame recipient. Because of Jack’s involvement and dedication to the Alumni Association, he was chosen to help lead the B&P Scholarship Fund campaign.

The B&P Scholarship Fund came from a desire to connect with its beloved past to support its future. The school needs enrollment to remain open. There is a list of kids eager to attend B&P but require some fiscal support to do so. The school hoped to bridge that gap.

The result is a campaign driven for each graduating class to sponsor one student each school year, through monetary donations.  Keeping with the past to the future idea, the school has a digital copy of class yearbooks for each person who donates.

To get this campaign up and running, there was a lot of brainstorming, how could TGI do something different, while rewarding those who donate with something special? TGI came up with a cross media campaign integrating print, email, web, social media and video that would surely give back to its supporters, by providing a digital copy of their year book.

2,400 pieces of Direct Mail were sent out to a set of  8 graduated classes. Using Direct mail and integrated media, each Alum would receive personalized letters.

Some of the campaign mediums included:

Print: A 4 page, full color direct mail piece. Personalized graphics were selected for every Alum being contacted. There were 9 variable fields, including; name of the Alum, their school’s crest, graduation year, their class yearbook, and their graduation yearbook picture.

Purls:  A personalized URL led each Alum to their own B&P scholarship fund website.

Landing Page:  Visitors could watch a video, leave an email address or click to donate via a secure online transaction.

Video:  A video of past scholarship recipients played on the directed website, there was a short and a long version of the video.

E-Mail:  Email campaign supported the direct mail piece.

Digital:  Upon donation, they would receive a receipt of their donation and a digital copy of their class yearbook.

The cross media campaign was a hit, and we are looking forward to continuing our work with the B&P Scholarship Fund.

Here are our Initial Results:

  • 7% response rate (measured in  unique visits)
  • 1.7 % landing page click through rate
  • Average gift size $100

 
 
 
 

“No other School anywhere that we are aware of is doing anything like this…not in the Archdiocese, not in the City, not in the Country….it is completely unique. It demonstrates the exceptional leadership and creativity of TGI, the Team and the BP community….this is one one of the most creative experiments I have ever seen in the entire area of Organizational and Alumni Relations”.
~Anthony J. Mullen, CEO, Royal Star Properties and Chair, Bonner/Prendie

To see  the Direct mailer click here: bp_mailer

For more information on TGI’s marketing tools go to: www.tginc.com/tools

If you are interested in more information about the campaign, or if you would like to make a donation, please visit: www.bpscholarshipfund.com.

Now that’s personalization! Video personalization.

TGI is getting ready to launch an email blast with a personalized video for KDI as a follow-up to a recent event they had at the New Jersey Motorsports Park. TGI had created a cross-media campaign (print, email, web, video, telemarketing) for KDI to attract customers and created a personalized video in Apple Final Cut Pro and Adobe After Effects using UDirect Video software from XMPie out of Israel. For presentation of customization capabilities, the video shown on url below, displays four quadrants of personalization in beginning and then proceeds with actual video.

KDI Day results in High Performance!

Ron Torney of TGI is shown here at KDI’s High Performance Day at the New Jersey Motorsports Park in Millville, NJ on May 22nd. High Performance it was as Ron and over 40 other KDI customers not only experienced the thrill of driving on a race track but attended high-impact seminars facilitated by Canon and Pitney Bowes.

To see the invitation video about the day’s events go to:

KDI High Performance Day Video 

WilmU Spirit Night Huge Success!

TGI President and Wilmington University Alum Jack Glacken is shown here with (from left) Stacey Stickel, Stefanie Whitby, Gloria Johnson and Cheerleaders from Wilmington University. The Alumni Relations department had organized “Wildcat Spirit Night” at Chick-fil-A in Bear, Delaware this past Wednesday, April 25th. Hundreds of Alumni and WilmU supporters jammed the parking lot and fast food lanes as a portion of all Chick-fil-A sales that night were donated to the WilmU scholarship fund. Free T-shirts and Chick-fil-A toy cows were handed out to Alums and supporters. TGI had helped promote Wildcat Spirit Night by designing and printing posters, postcards, flyers and email blasts.

TGI Gets National Attention!

Repositioning Lessons from TGI

written by Barb Pellow for WhatTheyThink Publication

Philadelphia-based TGI has become a national leader in print and cross-media communications. Founded in 1978 as a typesetter, the company has evolved into an organization that provides superior marketing support services to the Philadelphia region. In 1994, TGI became an early adopter of digital printing with investments in a direct imaging Heidelberg press, HP Indigo Digital Presses, large format devices, and Web-to-print solutions….

Full article as published in 3-14-2012 edition of Title: TGI: Positioning and Rebranding for Cross-Media Success

Abstract: Print service providers can effectively position or re-position themselves for differentiation in today’s market. They can make their businesses stand out and effectively reach their target markets. This article explores how Philadelphia-based TGI has become a national leader in print and cross-media communications.

  • To successfully position its firm and its products, a company must think beyond the product or service and consider the types of people that it hopes to reach.
  • A good market positioning statement tells customers and prospects what makes you unique and clearly outlines the benefits of your products and services.
  • If your company is operating the same way today as it did when it was first started, then you are stagnant and probably losing business.
  • When used effectively, repositioning your brand can help you remain at the forefront of consumers’ minds.

Introduction

Many factors are causing companies of all sizes to rethink their brand positioning. Changing customer needs, competitive pressures created by new entrants and product innovations, and the proliferation of new channels and promotional campaigns are sending marketers back to the drawing board. Market positioning is the manipulation of a company to create the right perception in the eyes of its target market. If a company’s products and services are well-positioned, they get the right level of attention. This leads to better sales and may enable the company to become the “go to” brand for people who are seeking a particular product or service. Meanwhile, poor positioning can lead to less-than-optimal sales and a dubious reputation.

To successfully position its firm and its products, a company must think beyond the product or service and consider the types of people that it hopes to reach. If you are selling luxury cars, for example, there will be less of a focus on reliability and a greater focus on excitement and enjoyment. If you are a deodorant manufacturer selling to the lower income market, your messaging should position your product as something that contains the same active ingredients at a much lower price.

It’s All about Positioning and Building Your Brand!

Once the hard decisions have been made about products and services, positioning and communicating the essence of your brand is how you differentiate your offerings from others in the minds of your prospects. It’s not your perception that matters—it is the prospect’s perception. A good market positioning statement tells customers and prospects what makes you unique and clearly outlines the benefits of your products and services.

Positioning is important because you are competing for attention amidst all of the noise out there. If you can find a way to stand out with a unique benefit, you have a chance of attracting the attention of prospects. Positioning is a fight for the customer’s mind. When consumers are purchasing products or services related to your portfolio, you want to be the first organization that they think about.

Repositioning Lessons from TGI

How can print service providers effectively position or re-position themselves for differentiation in today’s market? What can you do to make your business stand out and effectively reach your target market?

Philadelphia-based TGI has become a national leader in print and cross-media communications. Founded in 1978 as a typesetter, the company has evolved into an organization that provides superior marketing support services to the Philadelphia region. In 1994, TGI became an early adopter of digital printing with investments in a direct imaging Heidelberg press, HP Indigo Digital Presses, large format devices, and Web-to-print solutions. The firm recognized that long-term success would be linked to the effective delivery of cross-media solutions. In 2008, TGI dedicated its best print salesman to selling cross-media, Web-to-print, and solutions. It changed its name from Today’s Graphics to the TGI Communications Group and began aggressively training all reps for solutions-based selling. The company continued to invest in digital print technologies; it now has an HP Indigo 7000, two 5500s, and a 5000. TGI leverages a number of different software tools, including Mindfire, Pageflex, and InterlinkOne based on marketing campaign requirements.

If your company is operating the same way today as it did when it was first started, then you are stagnant and probably losing business. Change is very important. TGI President Jack Glacken realized that given the changes in the market and his business model, it was time rebrand/reposition the organization to depict a marketing image that would resonate with its target markets. The goal of the effort was to communicate that TGI has the expertise and operations to deliver the broadest range of marketing solutions to its clients… fast. TGI followed a methodical process to rebrand its business both in the eyes of employees and customers. This process included five steps.

1. Accept the Need to Change Your Image

Re-positioning means shifting your thinking and being ready, willing, and able to alter your image. TGI had adjusted its thinking and business model and needed to change the perception of its business internally and externally. Glacken notes, “We were no longer just ink on paper and we needed to communicate that we had become an innovative marketing solutions provider. We were challenged with communicating our story.” To address the problem, TGI hired Michelle Price, a brand specialist who owns and operates Tag Communications, formerly Price Communications. Michelle and her staff worked with the team to truly understand what the brand meant. A company’s brand includes the following components:

  • Your claim of distinction
  • The promises you make to your customer (You can’t pretend to be something you’re not)
  • The tactical execution of your brand, including your tagline, logo, and visuals
  • Positioning that makes sense to your customers and is aligned with your business strategy

2. Understand What Customers and Employees Think

Michelle started the process by talking to people. You need to ask your customers, employees, business partners, and industry experts for their opinions about your company, including its products, services, and brand. Find out what they like and don’t like. Is it easy or difficult to do business with your company? What value do you deliver to them? Do you have good price value? How are you differentiated from other suppliers? How do they feel about your competitors?

3. Make Sure that Messaging Resonates with the Target Customer Base

Part of revamping the TGI business model and brand involved targeting the brand to appeal to a different set of customers. The company needed to ensure that it would resonate with marketers and a tech-savvy audience. It created a new high-tech logo illustrating that marketers could find innovation “only @ TGI.”

Figure 1: TGI’s Rebranded Messaging

TGI’s recreated Website conveys the message that the company has become a partner that can provide a broad array of solutions to help marketers optimize business opportunities. One of the key features is a series of cross-media case histories where customers help TGI tell its story. These case histories review the customer’s challenge, the strategy TGI helped deploy, and the actual business results. There is an up-to-date blog, an array of valuable marketing resources and information, and links to social media.

Figure 2: Screen Shot of TGI’s Website

4. Create an Action Plan and Communicate Effectively

According to Glacken, “We learned that our brand needs to be something that we live every day. We needed to get everyone in the organization on board first.” The action plan included a comprehensive employee communications program as well as an external customer rollout.

The employee rollout included a company-wide luncheon where TGI unveiled its new logo, brochures, pocket folders, and signage. Employees were given polo shirts, tee shirts, and brand essence statement cards.

TGI combined this with an aggressive customer communication program. On March 17, 2011, the company held a Saint Pat’s Symposium that included multiple educational sessions. In addition, it launched a direct mail campaign that included image personalization and personalized URLs linked to a landing site showing videos of the Saint Pat’s Symposium and an offer for DVDs of any of the sessions.

Figure 3: TGI’s Direct Mail Campaign

 

Communication needs to be an ongoing process. This past holiday season, TGI created a Christmas card campaign that sent holiday greetings using image personalization. It directed recipients to a marketing portal where they could order a personalized calendar or Christmas ornament that TGI created on its flatbed press.

5. Assess the Impact

The benefits of TGI’s campaign have been tremendous. Glacken elaborated, “In the end, rebranding needs to have a positive business impact. Our rebranding brought focus to our salespeople and our company. Our profits are up since March of last year. Our first quarter, which started in November of 2011, was the best in our 35-year history. We are in a position to sell cross-media communications at a higher level. We actually just picked up an account on a monthly retainer. It was time for us to reconsider ourselves, think about how our customers were perceiving us, and then do something about it.”

Market Positioning… It’s Who You Are in The Minds of Your Customers!

Your market position is the place you occupy in the minds of your prospective clients. It’s how customers think of you in relation to your competitors. Adjectives like “established,” “cutting-edge,” “high-quality,” “inexpensive,” “convenient,” or “full-service” are all relative. When they are applied to you and your business, however, these terms can help distinguish you from the competition.

Faced with increased competition, ever-changing market demands, and rapidly disappearing profits, companies of all sizes are working to position (and in many cases re-position) their businesses to improve operational and financial performance. The hard work comes in evaluating your portfolio and ensuring that it meets the needs of your respective customers. Once that is done, you need to find a way to effectively communicate.

If your products and services are properly positioned and your communications are concise, prospective purchasers should immediately recognize your unique benefits. They will then be better able to assess these benefits in relation to competitors’ offerings. Identify your strengths and use them to position your business. When used effectively, repositioning your brand can help you remain at the forefront of consumers’ minds… and this is where you want to be!