Unisource Worldwide’s introduction of uDigital printing papers: Brandbook collaborated with agency, management, sales force and dealer stakeholders to design and deploy more than 100 components of the rollout. The campaign included a web based content management system, packaging, information kits for sales force and dealers, incentive packages, sales promotion and in-store displays.
Agency: Dynamic Marketing Systems, Norcross, GA
Industry Position: Unisource, is one of the 20 largest privately held corporations in the US, is a global leader in packaging, paper, printing, facility solutions and logistics. Known for its ability to adapt quickly to changing markets, Unisource has a portfolio of trusted brands.
Assignment: To capitalize on the growing market for digital printing papers, Unisource introduced uDigital. Brandbook provided creative consulting and design to conceive and deploy the uDigital rollout. The campaign included a web based content management system, packaging, information kits for sales force and dealers, incentive packages, sales promotion and in-store displays.
Brand Strategy: Market research on digital printers indicated several important drivers. The most important is smooth workflow. Digital printing equipment is high precision, and less tolerant of imperfections in paper than other press types. uDigital is manufactured to very high standards, reducing jams and improving printer’s overall throughput. To coordinate with Unisource’s overall sports marketing initiative, Brandbook developed a visual theme using kayaking. Many printers are also water sports enthusiasts, so the analogy to smooth running, control, and speed needed little additional explanation—the marketplace understood immediately.
Result: Udigital’s informative materials and exciting graphics propelled uDigital to a commanding leadership position in the economy cut-sheet digital printing arena.