Project REVA social media case study

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What is Deluxe about?

Deluxe is currently known for _________?

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What is Deluxe about?

Deluxe would like to be known as ___________? Easy, affordable brand that helps small biz grow

Logo Design

Email MarketingWebsite design and hosting

Search Engine Marketing, Printing and Promotional Products . . .

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What is Project REV?

A yearlong marketing lab initiated with a national contest 9 winners chosen $5000 in Deluxe marketing

products and services Counseling support –

Deluxe and SCORE July 2010 – June 2011

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Project REV Goals

Brand Awareness Generate publicity that would position Deluxe as a

small business expert and attract media interest

Customer Insight Gain feedback on our products, services and

customer experience that could lead to improvements and new product ideas

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Using social to drive awareness

Launched a social release in March 2010 Notified our Facebook and Twitter community SCORE and other partners also

delivered messages to their Facebook and Twitter communities

No ads, no media, no print, no email

1,400 people started the application, 414 completed

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Using social to share the story

Our spokesperson was blogging small business marketing advice

The personal stories were the compelling draw

Their stories were picked up by media outlets, small business bloggers and market analysts

Stories evolved from reasons they started their businesses to the trials and tribulations of running a small business

After a few months, the spokesperson was no longer necessary. The REVers became the story!

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Using social to accelerate change

Triage We saw a pattern of issues around a product offering

Using closer relationships through social, we were able to bring issues directly to key business leaders

Created a direct connection to affected customers, setting in motion a new system for enacting change

Reduced the time to completion and improvedcustomer sentiment

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Using social to meet customer needs

Project REV participants were invited to meet with product and marketing staff Shared learnings during a two-day brainstorming session

New product offerings Changes in internal and customer-facing processes New product development methodology Customer support enhancements Breaking down the silos

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Using social to get to know the customer

Transparency REVers met with key leaders & the board of directors

Brought to life the voice of the customer Product offerings Market positioning Pain-points

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Using social to improve Project REV

Learned that the personal connection drives engagement

Focus on the voice of the small business owner

With new product offerings, budget increased to accommodate the full breadth of marketing needs

Reaching out to a new group of influencers to participate in the Deluxe Advisory Council

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How did it work?

For us New product innovation Better idea of the true

customer needs New brand advocates Increased brand exposure New media connections Integrated social into strategic

communications plans Scaling customer service to

subject matter experts

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Project Rev Begins

Jan – June ‘10 Jly ’10 – Apr ‘11

Project REV aggregated average monthly revenues*

*Includes 8 of 9 Project REV participants. Does not include Zakeez

Avg. mo. sales: $128,940 Avg. mo. sales: $262,292

Participant Results … Wow!

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Questions?

Nathan Eide @nathaneide @deluxecorp nathan.eide@deluxe.com

www.projectrev.com

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