In the aggressive growth category of digital printing, Wausau Paper was known for having only one line of papers compatible for digital printing, when in reality all the company's products can be used in digital printing applications. How do you leverage the equity of a single brand while bringing clarity to a broader portfolio of offerings?
LaBreche utilized an integrated brand-building model that led to "Digital Space", a campaign that our team executed across multiple channels. Our team worked across disciplines to develop and design a unique book with industry-exclusive compatibility charts and print-fidelity ratings. LaBreche launched a new Digital Space Web site for the campaign, which serves customers as an online resource. LaBreche also executed promotional support by developing a direct mail piece, banner ads and an educational Web seminar.
More than 4,200 people have requested or received the Design Digital Print book, and the Digital Space site continues to draw significant visitor traffic well after the launch. Eight key media outlets covered the campaign in the 6 months following the launch. Due to tremendous popularity, Wausau Paper is already on its third print run of industry-exclusive compatibility charts, and there are currently more than 10,000 copies in the marketplace.
