Updated and Enhanced for Engagement
In 2016, I lead the reimagination of the CPI (Crisis Prevention Institute) product catalog. Historically, the catalog had two major updates per year: product updates in the fall edition, pricing updates in the spring edition. These updates required two equal rounds of effort making the catalog a project that was tying up resources throughout the year. By moving both product and pricing updates to the spring edition and making only minor updates to the fall edition, we were able to free up considerable resources for other initiatives.
Not only did we create efficiencies in production, we took the opportunity to strategically aligned the mail dates. Instead of mailing in March, a date that was purely driven by staff resourcing, we moved the production up to hit mailboxes in early January. This aligned with the annual price changes made in January, ensuring accurate price information for our customers. By moving our second mailing from September to June, we were able to get the catalog into the hands of educators before they returned to school when many trainings occur.
Optimized size, premium Look and feel at a lower cost
We partnered with our print vendor, Ripon Printers, to find the most cost effective size for our catalog, what a difference an inch makes! Moving from a custom 8 x 9 inch to a standard 8 x 10 inch cover allowed for a more open and comfortable layout to read. The new solution allowed us to produce a more premium catalog in a higher quantity and at a lower cost than the previous version, and saved CPI 31% per catalog. The cost savings allowed for enhancements such as heavier paper stock and an aqueous soft-touch coating on the cover, making the catalog stand out from other pieces in the mail.
Added editorial stories to Keep customers informed & Connected
Included in the reimagining of the catalog are editorial style stories which showcase customer success stories, new product details, and articles to help improve Certified Instructor confidence. From a 2018 survey, “over 70% of Certified Instructors feel that the new catalog helps them feel informed as an instructor.”
A powerful tool driving product sales
While some might say digital is king and print is dead, we wanted to test that theory against conventional wisdom. In 2018 we surveyed our more than 35,000 Certified Instructors about the product catalog. More than half of the respondents told us the catalog influences their ordering decisions. While 69% told us they preferred the new product catalog with feature articles and additional information over the previous version.