About Rochester Software Associates
Rochester Software Associates is a leading provider of software solutions for the digital production print market. They’re the only partner you’ll need to submit, transform, and manage data for in-house and commercial print centers.
RSA brought me onboard to help them evolve the brand and more creatively express themselves in the marketplace. They wanted to make better connections with their customers and recognize them as loyal partners and users of their brand.
The rebrand kicked off with a new logo and identity as well as a redesign of all printed and online marketing collateral. I designed an entire identity system for Rochester Software Associates, along with style guidelines, and all of the assets required to keep building future marketing materials in-house.
Project Scope
Logo Design & Branding
Marketing Collateral Design & Production
Direct Mail / pURL Campaigns
Variable Data Email Marketing
I partnered with the super-creative David J. LeVant for the copywriting and corporate messaging part of the project. David is an uber-talented writer and he was a dream to work with. If you’re in need of either creative marketing or technical writing, I cannot recommend David highly enough. A link to his website is above, give him a call.
Direct Mail Campaigns and pURL Microsites
I designed a few direct mail campaigns for Rochester Software Associates and this one was particularly fun. Teaming up again with David LeVant, we took the dry and humdrum idea of managing a print center and took it completely outside the box, dreaming up a memorable campaign that was both fun and quirky and successful.
We Built a Better Moustrap
We took the idea of building a better mousetrap and applied the concept to building a better Print Center. This was an infographic-type design that addressed the manager by name and work location to help the direct mail piece stand out from the pack. A personalized URL was provided (a pURL, see below) where the story continues with even more useful facts and tips. We tracked how many users went to the personalized URL and then followed up again with matching campaign emails. The whole project was a ton of fun and Rochester Software Associates is still recycling parts of the project years later.
What Is A PURL Microsite?
pURL is an acronym for “personalized URL“. It’s basically a unique website address created for a specific target audience of the direct mail campaign and enables individual response tracking (that’s how we know the campaign was successful, we have the data to prove it!). pURLs usually generate higher conversion rates than a standard landing page since the content is personalized and specifically targeted to an individual.
Back of the Direct Mail Postcard
Screenshot of pURL landing page.
Front of the Direct Mail Postcard
Screenshot of email component.
