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1 1 Find over 300 other case studies on digital print applications at , Caslon, a PODi Affiliate. Terms of Use: PODi members can distribute the case study in hard copy form or may post up to two case studies on their Web site as long as PODi is attributed as the source and a link to is provided. Mass distribution or other usage is restricted as defined in the Terms of Use on

2 2 Project: Vertical Market: Business Application: Retail Direct Marketing/Traffic Generation General Nutrition Centers (GNC) wanted to provide its 1,100 franchise operators a way to create local marketing campaigns aimed at increasing store traffic and, thus, increase sales. The company also wanted to maintain corporate branding guidelines and guarantee that all marketing content comply with corporate guidelines. Working with BlueSky ETO, the company created an easy-to-use Web-to-print system that has cut costs and increased sales. Program Objectives Increase franchise store traffic Increase franchise store sales Ensure consistent quality and branding messages on all franchise direct mail Reduce direct marketing costs Significant Results Reported by User 15% response to first mail drop Reduced time for printing and mailing direct mail pieces Reduced production costs Description General Nutrition Centers (GNC) wanted to provide its 1,100 franchise operators a way to create local marketing campaigns aimed at increasing store traffic and, thus, increase sales. The company also wanted to maintain corporate branding guidelines and guarantee that all marketing content complies with corporate guidelines. GNC worked with BlueSky ETO to develop a new Web-to-print solution that includes a Web site for franchise operators to use for ordering personalized marketing materials. Dubbed the Local Marketing Resource Center (LMRC), the system provides franchise operators with an easy-to-use way to create effective direct mail programs. The LMRC enables franchises to create customized direct mail pieces targeted at existing GNC Gold Card Best Practices in Digital Print Case Study PODi, the Digital Printing Initiative

3 3 clients as well as prospective clients with demographics that are similar to GNC Gold Card holders. Gold Card customers are those who have signed up with the stores to be included in mailings and to receive notices of sales and card member discounts. Prior to developing this system with BlueSky ETO, GNC offered franchises a Web-to-print system for generating marketing materials, but that system was not easy to use and did not offer many template options. Franchise owners and operators avoided using the system and, for the most part, created their own marketing materials. These materials were costly to create, and the print quality was often poor. The new system has features requested by franchise owners including many customizable templates. Because the system is much easier to use than the previous one, the stores are able to create useful and professional marketing materials easily and quickly via the Web. The LMRC includes features such as personalization and message management that enable users to alter their messages and offers to provide a better fit with their customer base. An image library contains approximately 100 GNC-approved product images that can be selected and used on the direct mail pieces. Users can also build their own coupon offers to drive traffic to their stores. The message library contains various GNC-approved messages, and users choose their message from the library. The library allows GNC to control the content, but users can suggest new messages. If approved by GNC corporate, these messages go into the message library.

4 4 In addition, the system offers franchise owners sophisticated options for choosing mailing lists for their direct mail campaigns. Stores can also upload and store their own lists, as well as purchase profiled mailing lists through the site. A prospect profiling service allows users to purchase mailing lists with prospects that have similar demographics to GNC Gold Card holders or mailing lists of people new to the area. Franchise owners can also select special programs for their mailings. One such special program is the GNC Franchising Birthday Club. Store owners or managers can sign up for the program for a period of one to six months. Their customers receive birthday cards during their birthday month. Another special program that is available for one to six months is the GNC New Movers Program. Through this program, stores are able to send direct mail offers to individuals who have moved into their sales regions recently. The new system began operating in April 2007, and within a few months GNC began to see positive benefits. The LMRC saves time and money for the company and helps maintain brand identity. It also helps the franchise stores make more money. For example, a franchise owner who created one of the first direct mail campaigns through the system reported a 15% response. Best Practices in Digital Print Case Study PODi, the Digital Printing Initiative

5 5 Client Print Provider & Agency General Nutrition Centers (GNC) Franchising GNC is the world s largest specialty retailer devoted to manufacturing and selling vitamins and nutritional supplements. The company has more than 5,000 company-owned and franchised retail stores in the United States and in more than 41 foreign markets. BlueSky ETO www. BlueSkyEEEEEEEETO.com BlueSky ETO develops sophisticated web-based marketing storefront solutions Engineered to Order. These systems provide marketers, and their channels, with streamlined tools to communicate and enable them to efficiently order, customize and control marketing materials, while maintaining brand integrity - swiftly, cost effectively, and without waste. Branded templates, content management, cost control co-op management, and comprehensive reporting are our primary deliverables. We don t create your brand, we help you deliver it consistently and seamlessly - wherever it needs to be. BlueSky ETO is the development and workflow automation arm of MSP, a single-source direct marketing partner offering comprehensive production capabilities from a 150,000 sq. ft facility in Pittsburgh, PA, staffed by over 450 professionals. Hardware Software Finishing Target Audience Distribution Date Two HP Indigo 5000s Custom software developed by BlueSky EETO, Bitstream Pageflex Mpower, FirstLogic data processing, Streamline Solutions PrintStream job ticketing K2 UV coater GNC franchise owners and operators Average of 1,000 pieces per order April 2007; ongoing