A Marketing Power Play: CCM Graphic Solutions Uses Xerox Technology to Drive Ticket Sales, Sponsorsh
ROCHESTER, N.Y. and TAMPA, Fla., June 11, 2009 -- The recent economic downturn has reduced attendance and advertising dollars for many professional sporting franchises. But CCM Graphic Solutions has a unique solution to help teams like the NHL's Tampa Bay Lightning reverse that trend by using full-color, customized photo books designed to attract and retain sponsors and suite holders.
CCM, a facilities management and on-demand printing company, uses Xerox Corporation's (NYSE: XRX) iGen3™ Digital Production Press and iGen4™ Press - both driven by FreeFlow™ Print Servers - to produce the photo books. The high-quality marketing pieces incorporate photos from a sponsor or suite holder's special events, and images of popular players. The custom product enhances the sponsor's customer entertainment experience and increases fan loyalty for the Tampa Bay Lightning.
According to Don Cayo, CEO, CCM Graphic Solutions, revenue from digital on-demand printing has doubled since the company installed the Xerox presses, and he expects growth will continue to spike.
"When we installed Xerox's DocuTech™ systems 15 years ago, we tripled the size of our business. I see the same thing happening now that we've added the iGen3 and iGen4 presses," said Cayo. "We turn jobs around quickly, the quality is impressive and most importantly, we are able to respond to our customers' ever increasing requirements to improve their return on investment on printed media."
CCM meets Superboat.com's need for speed
Like the Tampa Bay Lightning, Superboat.com- which organizes regional boat racing series - also turned to CCM for customized marketing support. CCM was tasked with helping introduce the company to the Clearwater, Fla. community and show the impact it could have on the local economy. However, Superboat.com had an extremely tight turnaround - marketing materials needed to be distributed the following day.
Rather than produce basic sell sheets or brochures, CCM printed 30 full-color photo books on its iGen4 press overnight, and the next day circulated them at a press conference. The books were well received, and CCM was subsequently hired to produce additional marketing materials for the boat racing company.
The books spurred interest from other companies as well, including a firm that markets luxury apparel. The company has engaged CCM to produce a hybrid photo book / catalogue, citing the need for a high-end marketing piece to match its high-end products.
In addition to the iGen presses, CCM has five Xerox Nuvera™ devices including one Xerox Nuvera™ 144 EA Production System and four Nuvera 120 Production Systems along with FreeFlow™ Makeready and FreeFlow Web Services software to produce a variety of on-demand applications.
The company has also had success with Xerox ProfitAccelerator™ resources such as the Vertical Market kit and Open House kit, which were used to introduce CCM's iGen3 press to potential clients and will soon be used again to further promote the iGen4 press.