123Print, part of the multi-billion dollar Taylor Corporation, is an online resource for printed materials for consumers and businesses. It is one of 40+ companies offering printed products online, with the primary competitor being VistaPrint. There are no real brands in the category – even VistaPrint is more promotion driven with its key message of low price and free cards.
Taylor believes 123Print represents a significant growth opportunity if it can move the brand from niche to mass. This includes moving from a product mix that is heavily business cards today to “anything that can be personalized via print” in the future.
To help Taylor achieve its aggressive growth plans we guided 123Print management, together with an agency we helped select, in developing a Brand Strategy that focused on building a strong relationship with both consumers and small businesses that would drive purchase behavior.
We began with significant qualitative and quantitative research to understand how consumers and small businesses were relating to brands of online printed products today. We then indentified the target consumer and small business customer, based on insights into their underlying needs and motivations. Lastly we created how we wanted the 123Print brand to be perceived in the future, and created an emotional Brand Promise that was compelling, believable and distinct to drive growth consistent with the Business Strategy.
We then guided creative development and plans for marketplace implementation of the Brand Strategy with their internal resources and agency.
- Kate Kennedy, Creative Director’
- Mark LaDouceur, President
- Bob McDonough, President (RAL)
- Rich Nelson, Vice President of Marketing
- Mary Pearson, Human Resource Manager
- John Vail, Sales Manager (Navitor)