Client Company: Pantone
Industry: Color Communications for print, fashion, and home
- Magicomm LLC: Strategy, Project Management & Programming
- Cole & Co.: Creative Services
- ColorCentric Corporation: Digital Print, Finishing & Mailing
- Goodway Graphics: Internet & Email Services
Pantone LLC, a wholly owned subsidiary of X-Rite, Incorporated, is the world-renowned authority on color and provider of color systems and leading technology for the selection and accurate communication of color across a variety of industries. The PANTONE® name is known worldwide as the standard language for color communication from designer to manufacturer to retailer to customer.
Pantone was launching a new product (ColorVision Spyder 2) to the creative market, including graphic designers, artists, and photographers. They contracted Magicomm, LLC to develop and manage the campaign launch, which was to include variable data print (VDP), email, personalized url, magazine ads, and trade show graphics.
Summary of the Problem:
The Pantone team needed to generate buzz and sales during the launch to give this new product a jump- start into the market. They opted to use a variety of dynamic printed and digital material showcasing this new technology to the creative market, including designers, artists, and photographers. Magicomm assembled the team to include printers, web developers, photographers, and designers (for both web and print) to address these requirements. Personnel from the technology providers, Xerox and XMPie, assisted in bringing the product to market.
Additionally, one of the goals of the campaign was to prove that digital presses could produce the consistant quality required for high quality print production.
Part of the challenge lay in getting a variety of digital marketing and publishing tools to integrate smoothly during production. The tools these campaigns leveraged included:
- Adobe Creative Suite
–Deployed to develop the graphics content, InDesign for graphic layout and Photoshop for image retouching.
- Xerox iGen3® using a DocuSP® RIP and Adobe Postscript®
–Used to output the printed material.
- XMPie® PersonalEffect™
–Used to generate the variable data print stream and the personalized url’s.
- Digital Camera
–To shoot the models for the campaign.
- Email System
–To deploy the supporting emails for the campaign.
- Microsoft Office
–Manipulation of the databases and ongoing documentation.
- Mac, PC, and Smartphone code
–The campaign outreach included both traditional PC coding, plus an understanding of smartphone operating systems to reach an increasingly mobile audience.
This broad range of tools required a variety of highly skilled personnel be used during the creative and production process. Due to the range of skills required, multiple companies were involved in the campaign. These teams worked together to create a multi-touch, multi-channel product launch that included magazine ads, web assets, a multi-touch email nurturing campaign and a critical direct mail campaign to show off the value of the Spyder 2 and the color accuracy of the digital production press.
The skills and positions required to support this campaign included:
- Strategist for developing the direction and requirements for the campaign.
- Project Managers from each of the companies involved.
- Department Managers for each department involved, including print, finishing, programming, and creative development.
- Graphic Designers for both print and web.
- Photographers for capturing the dramatic images of the models.
- Digital press operators for printing and finishing.
- Database experts for processing the databases for production and mailing.
- Programmers for producing the personalized print and url‘s.
- Engineers (from Xerox) to ensure the iGen was in top condition.