94432

Code42

Party in a Box Campaign

Client
Code42
Job number
94432
Description

Alex wants to steal your proprietary data. Why? Because you fired him. Or, he left for another opportunity. Either way, your data is at risk and there is a company that can help you. This story describes how Code 42 used print and some very clever marketing to land NEW customers and protect their data.

Paper

Paper: Sappi Flo Dull Cover, Domtar Lynx Opaque Text and Cover, White/White E-Flute Corrugated, Astrobright stocks, 3M 3510 Gloss Vinyl

ink

4-Color Process (offset), 4-Color Process + White Latex (wf flatbed), Raised Spot Gloss UV, Variable Personalization

size

8" x 12.125" x 20.3125"

finishing

Router Cut, Wire-O Binding, Hand Assembly, Kitting and Mailing

We teamed up with Code42, a Minneapolis based software company specializing in protecting businesses from insider threats - making sure trade secrets remain trade secrets when employees exit.


Aiming to acquire new customers, Code42 developed a clever marketing campaign that begins with a fictitious character named “Alex”. The premise is that Alex has found another job and is leaving your company. Like 60% of departing employees, he has decided to take some proprietary data along with him.

The overall campaign started with a series of direct mail pieces. A key component of which incorporated personalization to increase their response rate. Even utilizing personalized Post-It notes. With Code42’s willingness to embrace creative embellishments such as die-cutting, raised spot UV, and foil stamping, each piece took on an extra special look to entice prospective customers to dig in further.


The overall campaign started with a series of direct mail pieces. A key component of which incorporated personalization to increase their response rate. Even utilizing personalized Post-It notes. With Code42’s willingness to embrace creative embellishments such as die-cutting, raised spot UV, and foil stamping, each piece took on an extra special look to entice prospective customers to dig in further.
The crowning achievement was the award winning and final dimensional package titled: “Party in a Box”. Again, playing off their fictional character Alex, this was a complete kit for his going away party, along with a sheet cake. Yep, a sheet cake. A coordinated effort with a New Jersey specialty cake company to deliver their cake the next day after the prospective customer received a brilliantly colored party box with a huge wow factor. Compartmentalized inside were balloons, plates, forks, napkins, cake spatula, streamers, party blowers and party hats to boot! The result was an 18% conversion rate from COLD prospects, to customers.

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