Case Study: API-Marketing Successfully Rebrands Business

Posted on by Christine DeLooze | No Comments »

Making the decision to rebrand a business, including changing the company name, is never easy. Add on top of that retiring a cherished mascot and you run the risk of confusing existing customers.API-newspaper-ad

API-Marketing, formerly known as Auburn Printers & Integrated Marketing, has long been a leader in commercial offset and digital printing. As Auburn Printers it had offered additional marketing services such as Personalized URLs, variable data, mailing, and desktop and mobile web services for several years. But in the business community it was still viewed as “the printer.” Plus having “Auburn” in the company name gave customers the perception that it was just a local printer for the Auburn, California area.

To change these old perceptions, the company went through a year-long campaign to retire the company name and iconic mascot “Prince Perfect” and rebrand itself as API-Marketing.

As part of the campaign API wanted to assure its existing customers that only Prince Perfect was retiring and not the company owners. Ultimately, API also wanted to demonstrate to clients and prospects their cross-media marketing capabilities.

A multi-phase campaign, infused with a good sense of fun, announced Prince Perfect’s retirement and engaged the local business community through social media, direct mail with Personalized URLs, email and several other channels. The campaign was a great success.

  • Approximately 1200 Facebook likes recorded on mascot Prince Perfect’s page
  • Through social media sharing and other channels over 2100 people visited a landing page to nominate a worthy non-profit for a free printed banner
  • API-Marketing saw an increase in its wide-format sales and in business with several clients

Read the full case study to see the innovative ways API-Marketing communicated its new brand. PODi members can download the full case study. Non-members: Get a complimentary copy for a limited time. PODi members can access over 500 case studies 24/7 – JOIN NOW

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