Pelican press

I had an idea of what we needed to do with our new digital print business. What Intermedia gave us was a clear focus, help in identifying the right type of marketing activities and most importantly the confidence to get on with it

Ian CrowManaging Director

the business:Pelican Press, like others printers, has been hit hard in recent years by the twin trends of reduced demand for print volumes and increased competition. Recognising the potential of new digital technology, Pelican had bought a state-of-the-art digital press and needed to build on its initial success by refining its marketing approach.

the thinking:Develop a clearer understanding of who the target customers are and a compelling value proposition for Pelican Press in the new era in printing. Then offer those prospective customers value-added services that deliver focussed, tangible results.

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strategic marketingPelican Press was finding it difficult to engage both its existing customers and prospective new customers with its new digital print capability. From market research and in-depth discussions with managers and sales staff, Intermedia gained insight into the challenges the business was facing and how these could be overcome. We came up with specific customer audiences to target, a new Pelican Press promise and reasons that customers should choose Pelican Press. We also recommended ways to communicate that are engaging and relevant to those audiences. The plan gave Pelican Press the confidence to invest in the new digital service by appointing a new manager dedicated to developing the digital print business and by undertaking supporting promotional and communications activities. example of strategic marketing work by Intermedia

example of strategic marketing work by Intermedia

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