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					             Solutions that matter




         IMPREssIons
                                                                                                                   vol 1, #2, winter 2009
                                                                                                    In this issue >


    4       Moving
            Content
                                                                                                     2                      3
     communications
     campaigns
     through digital


                                                                                                     6                      8
     signage




Hello,                                                                                              HIGHLIGHTS >
                                                                                                    Print Campus Opening	                 2	
Welcome to the second issue of our new            countless stories of organizations finding new
                                                                                                    APPLAUSE >
quarterly customer communication.                 and innovative ways to market, sell, promote
                                                                                                    Online Excellence in Media	           3
You may be familiar with one of St. Joseph        and communicate. We are proud to share some
Communications’ offerings – perhaps you print     examples in this issue.                           NETWORKING >
with us, advertise in one of our magazines or        I am also looking ahead to the coming year,    Integrated Marketing Programs	        6	
use our creative design services. Through         which will mark the official launch of our new
                                                                                                    NEWSWORTHY >
Impressions, it is our intent to share with you   Print Campus (page 2).
                                                                                                    Sustainable Design: Adaptive Reuse	   8
our enterprise-wide solutions that span              On behalf of St. Joseph Communications,
Content, Print, Documents and Media –             I wish you and your family a wonderful holiday    Public Service >
to showcase some of the work we’re doing for      and all the best for your own 2010 initiatives.   Flu Preparedness	                     2
our customers, and ideally, to inspire you with   We look forward to working with you.
                                                                                                    Technology >
new cross-platform ways to communicate.           Sincerely,
                                                                                                    One-stop Convenience	                 3
    As we approach the end of 2009, I find
                                                                                                    Personal Touch	                       7
myself reflecting on the past months,
encouraged that despite the “challenging”         Tony Gagliano, Executive Chairman & CEO
and “unprecedented” times, there were             St. Joseph Communications




Content | Print | Documents | Media                                                                                          stjoseph.com
Highlights >                                                                                                                                         Applause >
Print Campus Opening                                                                                              public service                     Online Excellence                                                                                                           technology

With the move underWay, St. JoSeph CommuniCationS iS                                      Preparing for H1N1                                         BaSed on the Strength of unique online offeringS SpeCifiCally tailored                           One-stop Convenience
getting Set to launCh itS neW print CampuS,                                                                                                          for WeB audienCeS, THREE OF ST. JOSEPH MEDIA’S WEbSITES WERE CELEbRATED
                                                                                          ST. JOSEPH (OTTAWA) HELPS DELIvER A NEW                                                                                                                     ST. JOSEPH’S ePRINTit™ CHAIN ADDS
bRINGING TOGETHER THE bEST IN OFFSET AND DIGITAL                                                                                                     ON OCTObER 26 AT THE FIRST EvER CANADIAN ONLINE PUbLISHING AWARDS.
                                                                                          GOvERNMENT H1N1 PREPAREDNESS GUIDE                                                                                                                          FedEx TO ITS LIST OF DOCUMENT
PRINT CAPAbILITIES                                                                                                                                   produCed By Masthead, the program reCognizeS the BeSt in Canadian
                                                                                          TO MILLIONS OF CANADIANS                                                                                                                                    MANAGEMENT SERvICES
                                                                                                                                                     online editorial and innovation
                                                                                                                                                                                                                                                       	
                                        Earlier this year, we unveiled our plans to       The	week	of	October	19,	the	Public	Health	                                                                                                                  FedEx	Express	is	now	available	at	many	of	our		
                                        integrate our St. Joseph Print (Thorn) and        Agency	of	Canada	launched	a	new	H1N1		                     FASHIONmagazine.com was                                                                          federal	government	ePRINTit™	centres,	with	
                                        St. Joseph Documents (Richmond Hill)              publication:	Your h1N1 Preparedness Guide.	                recognized with the “Best Video” award.                                                          more	sites	to	be	added	later	this	year.		
                                        facilities into a customized facility adjacent    From	“prevention”	and	“symptoms”	to	“caring	               FASHIONmagazine.com provides                                                                     ePRINTit™	is	St.	Joseph’s	national	network	of		
                                        to our existing web offset print operation in     for	someone	who	is	sick”	and	“planning	ahead,”	            comprehensive online coverage of all                                                             35	print	centres	offering	print-on-demand		
                                        Concord, Ontario.                                 the	20-page	guide	provides	the	information	to	             things fashion and now produces and                                                              and	document	management	solutions.
                                            What will the Print Campus mean for our       help	us	prepare	for	and	protect	ourselves	and	             features videos on everything from                                                               	 From	printing	through	to	distribution,	
                                        customers? You will benefit from having           our	families	against	the	H1N1	flu	virus.	                  instructional beauty how-tos, to shopping                                                        ePRINTit™	will	handle	the	entire	lifecycle	of		
                                        one point of contact for all your print-related   	 As	part	of	its	five-year	contract	with	Human	            guides, designer interviews and international                                                    your	documents.	The	centres	are	offering	the		
                                        needs – from printing magazines, catalogues,      Resources	and	Skills	Development	Canada	                   runway content. FASHIONmagazine.com is                                                           option	to	pay	for	FedEx	shipments	from		
                                        flyers and on-demand documents to                 (HRSDC)	and	Canada	Enquiries	Centre	(CEC)	to	              also growing rapidly with a more than                                                            existing	accounts,	bundling	print	and		
                                        mailing, fulfillment, distribution and web-to-    provide	print	and	logistics	services,	St.	Joseph	          fifty per cent rise in its video audience                                                        distribution	services	on	one	convenient	bill.	
                                        print solutions.                                  (Ottawa)	is	managing	the	distribution	of	the	              over the past year.                                                                              	 FedEx	Express	is	now	available	at	the		
                                            Here are just some of the services our        booklets	to	homes	across	Canada.	With	the	                                                                                                                  following	ePRINTit™	locations:
                                                                                                                                                     Torontolife.com won “Best overall magazine
                                        17-acre Print Campus will offer:                  1-800-OCanada	hotline	receiving	thousands	of	                                                                                                               > Place de ville	
                                                                                                                                                     website” for its high-quality daily reporting
                                                                                          requests	for	the	book	daily,	St.	Joseph	(Ottawa)	                                                                                                              303	Queen	Street,	Ottawa,	613-230-1551
                                                                                                                                                     on the city’s food and restaurant scene, as
                                        > Web offset printing                             is	mailing	large	volumes	each	and	every	day,	                                                                                                               > Centennial	
                                                                                                                                                     well as Toronto fashion and style. The site’s
                                        > Sheetfed printing                               helping	to	get	important	time-sensitive		                                                                                                                      200	Kent	Street,	Ottawa,	613-230-3536
                                                                                                                                                     recent comprehensive coverage of the Toronto
                                        > Digital printing                                information	into	the	hands	of	Canadians.                                                                                                                    > Esplanade	
                                                                                                                                                     International Film Festival increased the
                                        > Variable imaging                                                                                                                                                                                               300	Laurier	Street,	Ottawa,	613-230-3920
                                                                                                                                                     online audience past 300,000 unique visitors,
                                        > Document and data                                                                                                                                                                                           > Logan	
                                                                                                                       What is the H1N1 flu virus?   representing an almost 50 per cent rise in
                                          asset management                                                                                                                                                                                               580	Booth	Street,	Ottawa,	613-230-1586
                                                                                                                       Prevention                    audience over the same period last year.
                                        > Web-to-print                                       Your H1N1                                                                                                                                                > River Road	
                                                                                                                       Symptoms
                                        > Mail management                                    Preparedness Guide                                                                                                                                          333	River	Road,	Ottawa,	613-688-1841
                                                                                                                       Caring for someone
                                        > Finishing                                                                    who is sick                                                                                                                    > Portage III	
                                        > Bindery                                                                      Vaccine and antivirals                                                                                                            11	Laurier	Street,	Gatineau,	819-779-4361
                                        > Fulfillment & distribution                                                   Planning ahead                                                                                                                 	
                                                                                                                       Canada's plan                                                                                                                  The	following	three	centres	will	offer		
                                        Our Thorn print operation is now                                               Resources                                                                                                                      FedEx	by	the	end	of	the	year:
                                        moved into the Campus, with our Richmond                                                                                                                                                                      > Edmonton		
                                                                                                                                                                                                     20minutesupperclub.com, purveyor of quick
                                        Hill document management facility set to                                                                                                                                                                         9777	–	101st	Street	Unit	75,	780-414-1213
                                                                                                                                                                                                     and delicious recipes, was awarded in the
                                        move by end of this year. Stay tuned for the                                                                                                                                                                  > begin	
                                                                                                                                                                                                     “Best E-newsletter” category. The e-newsletter
                                        official launch!                                                                                                                                                                                                 1069	Rue	Begin,	St.	Laurent,	514-286-6932
                                                                                                                                                                                                     makes shopping and meals easy with weekly
                                                                                                                                                                                                                                                      > Halifax	
                                                                                                                                                                                                     menus and shopping lists delivered to an
                                                                                                                                                                                                                                                         6021	Young	Street	Unit	6,	902-492-2700
                                                                                                                                                                                                     audience of more than 50,000 subscribers.
                                                                                                                                                                                                     The e-newsletter drives traffic to a recently
                                                                                                                                                                                                     launched site at 20minutesupperclub.com,
                                                                                                                                                                                                     which is rapidly gaining a loyal following.




     IMPRESSIONS > Volume 1, Issue                                                                                 stjoseph.com                    Content | Print | Documents | Media                                                    St. JOSEPh COMMuNICatIONS > Winter 2009                 
Spotlight >                                                                                                                                         >
Moving Content                                                                                                                                       CASE STUDY 1:                                          CASE STUDY 2:                                     CASE STUDY 3:
digital Signage iS all around uS – from retail StoreS and gaS StationS to tranSit CentreS and hotelS. here’S a                                       JESSICA BRAND                                          IN-STORE DIGITAL SIGNAGE                          IN-STORE DIGITAL
look at Why marketerS are emBaCing the potential for digital out-of-home (ooh) CommuniCationS to                                                     Sears Canada                                           Dunkin’ Donuts                                    MERCHANDISING
CREATE DYNAMIC, RELEvANT CONTENT THAT CONNECTS WITH THEIR TARGET AUDIENCES IN MEANINGFUL NEW WAYS                                                                                                                                                             Bell Canada


Whether you are communicating with                                                                                                                  When Sears Canada wanted to re-launch its                                                                bell Canada engaged St. Joseph Content’s
patrons, visitors or employees, digital signage                                                                                                     signature women’s fashion brand, Jessica, as                                                             digital experts at Alchemy to produce a
can fulfill a variety of communications                                                                                                             well as launch a new sizing program for all                                                              series of seven animated vignettes for its next-
objectives including branding, merchandising,                                                                                                       of its women’s clothing lines, they turned to                                                            generation retail stores. Stitched together to
promotion, education, information and                                                                                                               Alchemy (St. Joseph Content) to help them                                                                create one 2.5 minute digital signage spot, these
entertainment. It can up-sell, cross-sell, add                                                                                                      develop the best in-store marketing solution to                                                          short vignettes showcased the arrival of the
                                                                                                                            Bell Canada,
vitality and energy to an environment, reduce                                                                                                       convey these messages to customers.                                                                      new OMNIA smartphone by Samsung,
                                                                                                                            Dunkin’ Donuts and
perceived waiting times…and the list goes on.                                                                                                           For Jessica, Alchemy recommended a multi-                                                            which is expected to be a strong competitor to
                                                                                                                            Sears are just three
    Savvy marketers now see digital signage and                                                                                                     screen display of 46” LCD screens. The screens                                                           the Apple iPhone. Alchemy recreated the
                                                                                                                            examples of how
digital out-of-home advertising as part of                                                                                                          were mounted portrait, in a group of three                                                               OMNIA handheld and its applications in full
                                                                                                                            savvy marketers are
their marketing mix. The benefits of digital                                                                                                        directly adjacent to one another. The content                                                            3D, allowing the device to be manipulated in
                                                                                                                            leveraging external
signage to marketers are many: leveraging                                                                                                           was developed to reflect not only the brand,                                                             any fashion and to be showcased across a
                                                                                                                            marketing messages
external marketing messages into the retail                                                                                                         fashions and seasonal aspects of the Jessica                                                             variety of lifestyle applications.
                                                                                                                            into the retail
environment, greater receptivity by presenting                                                                                                      label, but also to directly attract the attention of                                                         Bell and Samsung were excited by the
                                                                                                                            environment
content to the right audiences at the right                                                                                                         the target demographic. The content was                                                                  finished product and extremely pleased with
time and in the right location, the capacity to                                                                                                     designed to work specifically within the three-                                                          Alchemy’s efforts to produce quality work
                                                  THINkINg AbOuT dIgITAl SIgNAgE AS
measure, refine and optimize, as well as,                                                                                                           screen deployment, allowing the animation              dunkin’ donuts is the world’s largest coffee      despite tight timelines and other challenges.
                                                  pArT OF yOur mArkETINg mIx?
of course, the ability to change content on the                                                                                                     and images to play across one, two or all three        and baked goods chain, serving more than three    Update: Alchemy is now the Digital Agency for
                                                  “Objectives are always the starting point,”
fly. Promoting fresh-baked products as they are                                                                                                     screens. The result was a dramatic display             million customers per day. Alchemy (St. Joseph    Bell and has developed digital merchandising
                                                  says Michael Chase, Vice President of
coming out of the store oven is an example.                                                                                                         that greatly reflected Jessica’s younger,              Content) worked in partnership with Kainos        campaigns for the new Palm Pre, Bell’s
                                                  Marketing, Sales & Creative for St. Joseph
                                                                                                                                                    edgier demographic.                                    Partners (a Dunkin master franchisee), YCD        participation in the 2010 Winter Olympics
                                                  Content. “Then comes content strategy,
                                                                                                                                                                                                           Multimedia and Technomic Inc. to dynamically      and the launch of the new Bell Network.
                                                  message design and composition.”
                                                                                                                                                                                                           present meal combos and up-sell opportunities
                                                      Building truly targeted content must take
                                                                                                                                                                                                           to increase average transaction size. Two
                                                  into account factors like the consumers’ age,
                                                                                                                                                                                                           content zones, one located at the cash register
                                                  gender, ethnicity and socio-economic standing,
                                                                                                                                                                                                           and one near order pick-up, were designed to
                                                  plus day-parts and dwell times that tell when
                                                                                                                                                                                                           impact both impulse and bounce-back
                                                  and for what length of time consumers are
                                                                                                                                                                                                           purchases with different content playing in
                                                  likely to view the content.
                                                                                                                                                                                                           each location throughout the different
                                                      With lower costs and extensive audience
                                                                                                                                                                                                           day-parts (breakfast, lunch, snack, dinner,
                                                  testing capabilities, digital signage content       buoying each other’s messaging and having a
                                                                                                                                                                                                           late snack). Existing assets were used to
                                                  serves as a great starting point for other media:   marketing interaction that learns about
                                                                                                                                                                                                           maintain consistency with the Dunkin’
                                                  television, Internet and mobile video.              the customer and advances the relationship
                                                                                                                                                                                                           Donuts brand, reduce production costs and
                                                      “Today, marketers need to move consumers        with the brand.”
                                                                                                                                                                                                           improve employee training and retention.
                                                  along the ‘path to purchase,’” says Chase.             Following are examples of how we
                                                                                                                                                                                                               With a dynamic new way to present infor-
                                                  “This is a multi-media journey with each            have worked with our customers to build
                                                                                                                                                                                                           mation, Dunkin’ Donuts created enthusiasm
                                                  communications medium – from static to              successful communications campaigns
                                                                                                                                                                                                           with store associates, educated customers
                                                  dynamic and in-home to out-of-home –                through digital signage.
                                                                                                                                                                                                           about new products they may be interested
                                                                                                                                                                                                           in sampling and increased sales of promoted
                                                                                                                                                                                                           products by as much as 46 per cent.




       IMPRESSIONS > Volume 1, Issue                                                                                         stjoseph.com         Content | Print | Documents | Media                                                            St. JOSEPh COMMuNICatIONS > Winter 2009                   
Networking >                                                                                                                     >
Eventful Promotions                                                                                                                                                                                                                                                        technology

St. JoSeph media offerS INTEGRATED MARKETING PROGRAMS that Work Beyond the                                                                                                                              A Publication Just for You
pageS of our magazineS and WeBSiteS
                                                                                                                                                                                                        more organizations tap into the personalized marketing
                                                                                                                                                                                                        approach of st. Joseph’s uBook™ weB-to-print solution
On August 26, FASHION and Ottawa Magazine                                    On September 17, hundreds of Toronto’s
partnered with Michael Kors for the launch of                                best-dressed trendsetters gathered to celebrate                                                                            St.	Joseph’s	proprietary	UBook™	program	continues	to	grow	with	the	recent	
its Rideau Centre location in Ottawa. Media,                                 the special edition of Men’s FASHION magazine.                                                                             launching	of	sites	for	St.	Lawrence	College,	Mount	Saint	Vincent	University	
clients and readers were invited to the store to                             To cater to its devout male readership, FASHION                                                                            (MSVU)	and	Algonquin	College.	In	each	case,	prospective	students	can	visit	
enjoy a private shopping event with a fabulous                               launched the full-size, 68-page men’s supple-                                                                              the	school’s	website	and	quickly	access	a	link	that	allows	them	to	build	a	fully	
menu from Thyme & Again Catering, The                                        ment, distributing 150,000 copies as a special                                                                             personalized	(and	customized)	“viewbook.”	Following	their	selections	and	
Grange of Prince Edward County Estate Winery                                 insert through the Globe and Mail (Toronto),                                                                               personal	data	input,	they	are	provided	with	a	viewable	version	in	real-time	
and Fiji Water. The event created quite the        Models for Michael Kors   Vancouver Sun and Montreal Gazette.                                                                                        followed	by	their	own	personalized	printed	copy	in	the	mail	in	as	little		
buzz in the Ottawa market and guests were                                        The event featured delicious food,                                                                                     as	three	days.
thrilled to welcome the new Michael Kors                                     entertainment, as well as a Scotch tasting bar                                                                             	 As	with	our	other	successful	UBook™	programs,	the	content	of	each	
location. FASHION also co-hosted the launch                                  perfectly complemented by a swanky cigar                                                                                   finished	piece	is	created	by	combining	St.	Joseph’s	logic-based	web-to-print	
of the Yorkdale location in Toronto and its                                  lounge. Hugo Boss showcased a sneak preview                                                                                engine	with	our	client’s	marketing	information.	Recipients	receive	information	
                                                                                                                                  Men’s FASHION Senior Vice-President Lilia Lozinski
one-year anniversary event.                                                  of its fall trends, with models strutting down                                                                             they’ve	requested	as	well	as	information	that	is	known	to	be	useful	to		
                                                                             the runway and striking a pose in front of the                                                                             them	based	on	their	specific	demographic.	
                                                                             envy of all sports car enthusiasts – the Audi R8.                                                                          	 “While	most	universities	offer	a	printed	version	of	viewbooks	to		
                                                                                                                                                                                                        prospective	students,	I	am	very	pleased	to	be	able	to	offer	an	innovative	
                                                                                                                                                                                                        and	personalized	way	for	students	to	receive	their	information	about	the	
                                                                                                                                                                                                        Mount,”	says	Akiko	Lovett,	Senior	Communications	Advisor	of	Public	Affairs	
                                                                                                                                                                                                        for	Mount	Saint	Vincent	University.	“The	interactive	tool,	coupled	with	the	
                                                                                                                                                                                                        personalized	approach,	will	surely	spark	students’	interest	to	find	out	even	
                                                                                                                                                                                                        more	about	the	Mount.”
                                                                                                                                                                                                        	 Originally	created	for	post-secondary	educational	institutions,	UBook™	
    Launch event for Michael Kors
                                                                                                                                                                                                        offers	unique	marketing	opportunities	for	any	organization	that	produces	a	
    at its new Ottawa location                                                                                                                                                     Scotch tasting bar
                                                                                                                                                                                                        catalogue,	guide	or	magazine.	




                                                                                                                                                                                                                                                                      (LEFT) VIEWBOOK FROM
                                                                                                                                  Hugo Boss models strike a pose at a recent                                                                                          St. LaWRENCE COLLEGE;
                                                                                                                                                                                                                                                                      (ToP) VIEWBOOK FROM MOuNt
                                                                                                                                  Men’s FASHION magazine event                                                                                                        SaINt VINCENt uNIVERSItY
                                                                                                                                                                                                                           MIKE,
                                                                                                                                                                                                                            Here is your personalized Viewbook
                                                                              The Audi R8, on display at an                                                                                                                 for 2010-2011 from St. Lawrence College

                                                                              event for Men’s FASHION magazine




          IMPRESSIONS > Volume 1, Issue                                                               stjoseph.com             Content | Print | Documents | Media                                                     St. JOSEPh COMMuNICatIONS > Winter 2009                                  
Newsworthy >
Sustainable Design: Adaptive Reuse
gottSChalk+aSh (St. JoSeph Content) tranSformS
ARTSCAPE WYCHWOOD bARNS INTO AN INTRICATE COMMUNITY CENTRE


located in Toronto’s St. Clair and Christie
neighbourhood, what were originally streetcar
repair barns now form a 60,000-square-foot
multifaceted community centre where arts and
culture, environmental leadership, heritage
preservation, urban agriculture and affordable
housing are brought together to foster a strong
sense of community.
    Gottschalk+Ash (G+A) helped Artscape
Wychwood Barns come to life by applying
its expertise in environmental graphic
design to create a wayfinding system and
integrative signs.
    “Our job as environmental designers was
not so much to provide orientation to get
                                                                       ARTSCAPE WYCHWOOD BARNS: Adaptive reuse is a key factor
from A to B, but to emphasize the transforma-
                                                                       in reducing urban sprawl by adapting old structures for purposes
tion that took place and to remind people
                                                                       other than those initially intended
about the history of the barns,” says G+A
Design Director Udo Schliemann.
    Signage for the project was inspired by
images of the 1920s and 1930s streetcar barn.
Bringing in the colours and typographic style of
the TTC signage at that time, G+A tied in
the old with the new. Specific features include
coloured rings around the smokestack
representing the colours of the five barns,
large numbers for each barn with “rails” criss-
crossing the surface, iconic directories and
innovative donor recognition.
    The Congress for the New Urbanism (CNU)
recently recognized Artscape Wychwood
Barns with the Charter Award, recognizing
excellence in urbanism and sustainability.




For details on any of our solutions, please        >> What is your IMPREssIon?
contact your St. Joseph Representative or email       send comments or suggestions to
communications@stjoseph.com.                          impressions@stjoseph.com


                                                                                                               St. Joseph Communications
                                                                                            50 macintosh Boulevard, Concord, on l4k 4p3
                                                                                                     tel: 905.660.3111 fax: 905.669.1972


Content | Print | Documents | Media                                                                                stjoseph.com

				
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