Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Hunkeler Innovationdays     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

Wade Kellett from Weatherall Printing speaks about niche target education marketing

Published on August 2, 2010

Interviewer:  Hi, Cary Sherburne and Senior Editor at WhatTheyThink.com and I'm here with Wade Kellett who is Vice President of Sales and Marketing for Weatherall Printing in Tupelo, Mississippi.  Welcome. 

Wade Kellett:  Thank you. 

Interviewer:  So tell us a little bit about your business.  How do you categorize your business?  What are some of the things that you're doing?

Wade Kellett:  Well Weatherall is traditionally a small general commercial printer and direct mail is a big part of our business, and so we've moved heavily into the direct marketing are.  And so obviously variable data and integrated marketing has become a big part of what we do.  We have targeted specifically the higher education market and so a big part of our business has become that.

Interviewer:  Like recruiting students and alumni?

Wade Kellett:  That's right.  We specifically, we actually recruit students for colleges and university's so it's becoming an ever increasing part of our business.

Interviewer:  So you've really focused on a relatively narrow niche.

Wade Kellett:  Yes, very narrow, that's right.

Interviewer:  And so what is some of the infrastructure you have in place, you know, it's not just sending out catalogs anymore...

Wade Kellett:  No it's not because if you think about the prospect that we're dealing with it's a 16 or 17-year-old person who it's there first foray into adult life and so direct mail is still a big part of that but it's very personalized.  So we have an Indigo 5,500 which we use and we version that information specific to that student based on gender, ethnicity, and interest.  And then we drive them to a personalize URL which we use the Mindfire product for and then we collect that data and then we route that data into that college or university's basically, CRM system, basically is what it is.

Wade Kellett:  And we're on the very front-end, we're just driving that data into them and that's our business.  Once we turn it over to them then it's - we've created a prospect for them.

Interviewer:  So is there any kind of closed loop thing that goes on so that you get feedback that, you know, this campaign worked, this is the kind of response rates we got?

Wade Kellett:  Yes, actually the Mindfire product tracts that for us. We... 

Interviewer:  But it doesn't track if they close the student, if they recruit them?

Wade Kellett:  No it does not track it they close a student.  That has to come from the university.

Interviewer:  And so do you get that back?

Wade Kellett:  Yes, we get that information back and it varies - it's a very wide spectrum, you know, we have varying response rates and the percentage is you can't just say this is the kind of percentage we're getting because I have response rates that are in the upwards of 20 percent and then I have some that are one-in-a-half and I can tell you that one of the clients that's one-in-a-half is ecstatic with one-in-a-half because it used to be .02.  So the percentage is completely relative.

Interviewer:  So normally, I mean, they've been recruiting to - that's their whole life so they've got some base data that you can compare to so when you go in and talk to them what's kind of the pitch?  You know, "I can" - do you guarantee them you can raise it a certain percentage or how do you deal with it?

Wade Kellett:  I do.  I guarantee them that their inquires will increase.  We do that...

Interviewer:  By a precen...

Wade Kellett:  No, I just guarantee that it will increase if they're using traditional marketing means, which all of them are then I guarantee that I'll improve their results.  And then basically the offshoot of that is that it really actually makes their job easier because we build a self servicing model that runs in the background for them.  And so instead of somebody sending emails out and sending out a letter to them, all that's happening on our end and once we deliver the prospect to them it's done.  It's up to them to get them to apply.

Interviewer:  Well that's great.  That's very exciting and in terms of - how long have you been sort of focused on this niche?

Wade Kellett:  About three years.

Interviewer:  And if you look at your business three years ago verses now, what does it look like from a growth perspective?

Wade Kellett:  From a growth perspective I mean, offset is a dying business, at least in our business and it's the single most profitable area of our business.  It's only about 20 percent of our sales but it's probably 60 percent of our profit.

Interviewer:  Wow, that's amazing.

Wade Kellett:  Yeah.

Interviewer:  Thank you so much for sharing that story.

Wade Kellett:  Thank you.

Email Icon Email         

 

 

 

Recent Videos

 

Video preview: Frank and Konica Minolta's Gavin Smith

Frank and Konica Minolta's Gavin Smith "Connect" on Book Cover Embellishment

Published: February 17, 2017

Frank talks to Gavin Smith of Konica, which distributed 800 copies of “The New Print Industry” book at EFI CONNECT Conference. We discuss the cover embellishment by MGI.

 

Video preview: Software Focus:  Staying on Main Street

Software Focus: Staying on Main Street

Published: February 16, 2017

What does "staying on Main Street" with your software product mean? It means using software for what it was intended to do and not trying to add features just because you can. Tight focus on both the development of software solutions and their use will keep everyone out of trouble.

 

Video preview: Clemson University: Contributing to the Printing Industry Talent Pool

Clemson University: Contributing to the Printing Industry Talent Pool

Published: February 15, 2017

Dr. Erica Walker, Lecturer in the Graphic Communications Department at Clemson University, talks with Senior Editor Cary Sherburne about the university's program and its contribution to attracting new talent to the printing industry. She emphasizes the importance of stressing print as an important element of multi-channel communications.

 

Video preview: Are you up to date on the latest M-Series and Viewing Standards?

Are you up to date on the latest M-Series and Viewing Standards?

Published: February 14, 2017

Ray Cheydleur, X-Rite's Printing & Imaging Portfolio Manager and Chairman of CGATS, provides an update on the most recent changes in the M-Series and viewing standards, and how they interact in terms of accurately and consistently measuring color, especially when optical brighteners are involved.

 

Video preview: Why Worry about Optical Brightening Agents and Their Impact on Color?

Why Worry about Optical Brightening Agents and Their Impact on Color?

Published: February 14, 2017

Son Do, Chief Technology Officer at Rods and Cones, a color management and workflow consulting firm, talks about the impact of optical brightening agents (OBAs) on color management and how to compensate for them. He explains how new standards for viewing conditions help ensure colors are in sync across a variety of lighting conditions. He also talks about the importance of having the right controlled lighting conditions and color measurement instruments.

 

Video preview: Are Printers Investing in Professional Services?

Are Printers Investing in Professional Services?

Published: February 13, 2017

Pat McGrew, Director of Production Workflow at InfoTrends, discusses recent InfoTrends research that reveals that printers are not so willing to pay for Professional Services, but rather, expect the vendor to support them with services as part of the purchase. The fact that vendors see services as a growth area reflects a disconnect that will be important to watch play out. She provides advice to both parties.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved