Describe the campaign:
• What form does the campaign take? (TV, radio, ad placement, billboards, public meetings etc.)
It is primarily a direct mailing (mostly postcards) and e-mailing campaign. To build support for this branding mission, the campaign is being lead though all advertising and sales missions. Print Ponte uses phone book advertising but the primary sales technique is word of mouth and personal sells staff. The sales people do cold calls and networking events and bring Eddie along for the trip. It is also accompanied with in store promotional material and on the website.
• Where do the ads, announcements, articles, news stories appear?
The adds appears in local chamber functions, phonebook advertising, and the strongest part of the strategy is direct marketing. Print Pointe writes personalized notes on a lot of the material. That continues the branding of the personalization of Eddie and how we are your personal printer.
• What does the campaign argue or present?
It argues that each employee at Print Pointe are an average person with an expertise in printing – that’s soul goal is to be your personal printer. In the intro to Eddie they say:
For instance, you have a question about printing? I’ve got an answer. You need something done in a hurry? I’ll make sure it happens. Heck, I’ll even drive to your office, pick the job up, get it done, and drive it back to your office. On time and on budget. All for no extra charge.
It is really about customer service. Print Pointe is geared to really giving the service and quality that most other printers can not offer consistently.
• Who sponsors it?
Print Pointe in a printer that has two Denver locations. It has been a family owned and operated business, primarily in Oklahoma, for since 1963. The Print Pointe counter part is called Quick Print. They also are using the Eddie branding strategy. Now there are locations in Oregon, Utah, Texas, Louisiana, Oklahoma, and various locations in Colorado. They are mostly all owned by the same family that allows the company to stick to its original values – which is what Eddie represents.
• What symbols, stereotypes, metaphors, or icons are used?
I know at first you must be thinking, “Why the heck would anyone want me?” Even if I am free. Well, let’s just say I offer a lot more than mediocre looks and small muscles.
He gives off the average Joe attitude that every individual and small business owner can relate to. The language he uses is also very casual Joe. He really tries to communicate in to the individual in a personal way. A lot of people use sales presentation kind of language – he tries to present a small company feel.
• Describe the language and imagery used in the promotion.
It uses Eddie posing in different positions – he really carries and achward since to him. It initial campaign he is offered to clients on a coupon. It starts off with “Get a Free Eddie with Every Order.” It is a slightly humorous look for an ad campaign. Normally coupons are giving something away or a discount, but this is a coupon just stating the fact that Eddie already comes with every order.
• Who is the intended audience?
The intended audience is small business owners and individuals with printing needs. Someone that has maybe had problems with printers in the past or may be looking for a personal experience.
Analyze the campaign:
• What do the choices of media say about the nature of the campaign?
It is all small scale promotional techniques. It goes along with the nature to the branding strategy. The personal experience.
• How is the language used persuasively? What rhetorical devices are used?
They really appeal to the credibility of Print Pointe. The expertise in all areas to printing, along with the character and integrity of Eddie. He is a small town guy with an honest message. He is trying to be professional but not “corporate.” Eddie is a promise to the quality and know-how that comes with every print job.
Also, like most ad campaigns Eddie appeals to emotion. You can see that by how I am writing about him. It is not an add campaign – I refer to him as a he, a person. He takes on the persona of a real guy – someone we all know.
• Are there any logical fallacies?
In the campaign there are no logical fallacies. If you go into the store you can get back up for what Eddie presents. But in the campaign he appeals primarily to ethos and pathos. That is unfortunately the primary way that most advertising persuades its viewers.
• Discuss the use of symbols and stereotypes.
The average Joe stereotype is used in a prettying successful way. It is not lower quality design and he is wearing a nice suit. He gives off sort of a democratic politician expertise in a connecting kind of way.
• Discuss how--what mechanisms--the campaign uses to persuade its intended audience?
• What is the Vision of the campaign?
To set Print Pointe apart from the competition in a unique way. Show that they are more than just a printing company - they are the whole package. Someone that you can trust and count on to get the job done – well. Along with helping you along the way to make your life easier.
• How are the following being established?
• Authenticity - The way that Eddie is used as a real person, gives him a very since of genuineness. It is also backed up though the Eddies that you meet in the store. It is also involved in the internal store training that makes the brand very integrated though all areas of the store.
• Differentiation - One competitor is Kinkos. They are more of a corporate business that does not focus on customer service, quality, or going out of there way for the client. They focus more on the convince of multiple locations and 24 hour availability. They also really branch out the what they do to many different arenas. This strategy focuses Print Pointe on customer service that is very different. Most people have a frustrating time with their printing experience. Print Pointe is trying to change that outlook.
• Flexibility - It really tries to show that Eddie can mold himself into the customers life. That he will pick up a job, get it done, and delivery it – without you even getting into your car.
• Commitment - They promise that you will get an expert. They say that you will have an expert the help you to the best solution.
• Value - Eddie shows that the value will be in the ability to trust Print Pointe. That you could be worry free and set back and let them do all the work.
• Sustainability – They reiterate thought the clients conversation with Eddie that “Every Time” you will get this promise. There will be a consistency in the product and service.
• Meaning – This message holds a powerful significance to the customers. Every small business has printing needs – some that rely heavily on functioning with their printing needs. That is what Print Pointe offers.
• Coherence – The message is very sensible and relatable. It is easy to see that this is what most people look for in a printer. The best price can only take you so far, most people are looking for a pleasant experience. Something to make their day easier.
Analyze how the campaign is designed:
How are they utilizing
• Names – The two names associated with this brand are Print Pointe and the new name is Eddie. Print Pointe is a descriptive name with positive associations. They do printing and do it to the pointe. (with a period) Like saying you can stop here, that you have just found all your printing solutions and stop looking for anyone else. The Eddie name clicks into the coined name that makes a huge emotional connection with the brand. It gives a face to the description of Print Pointe.
• Trademark – The Print Pointe logo is a powerful typeface. It is sleek and gives a modern look to the family owned, small business. That is where Eddie comes in to play to give the logo an Identity.
• Brand Architecture -
• Taglines – Print Pointe’s tagline is “We’re on it.” Eddie does not have a tagline – but he follows with the theme. It is saying that they are on top of what they are doing, in expertise and service.
• Wordmark¬ – The logo is, as I stated above, a powerful use of typography. Although it is a little ordinary – it feels very professional.
• Strategy – Eddie is designed to show that even in this big world of big business and changing values, you can find a business that not only can handle you projects but that you can trust. They also follow though with it too. Every employee values the business and cares about it’s success. That is why they work late and come in early to get every job done on time.
• Design – The design is good and well targeted. A lot of research went into it. The bad thing is the design is not carried though to all of the areas. The website is horrible and some if the in store displays show a different look than the brand portrays.
• Demographics – It is primarily small to medium businesses in the Denver Metro area.
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This quote from Glen Walter uses the much sought after brand strategy - a holistic image. This design also is very rationaissance (Abbreviation of Rationalism Renaissance Keywords: stylish, functional, iconic). It focuses on functionality and the main importance to everyday users. The success of this trek coaster is proven in the sales during the first year, the bike sold out in in less then a year. Visit Ideo’s site - they have a great case study on their design. http://www.ideo.com/work/featured/shimano/. 
