Waratah Group has grown considerably in recent years, focusing on acquisition and expanding its service off e ring. As the company continues to look to the future, it’s embracing innovative ways of running marketing campaigns while driving increased engagement for clients.

The Melbourne-based company has been operating EFI™ Digital StoreFront and were interested in increasing the services off ered to their customer base. It expanded its suite for clients to include EFI MarketDirect Cross Media, a solution off e ring combined cross-media marketing campaigns using email, online, digital and SMS.

Ganesh Kandan, e-Business Development Manager, Waratah, said the company was focused on keeping ahead of the curve and responded to how EFI MarketDirect Cross Media enables them to off e r communications across a number of channels. It can create websites for mobile and desktop usage, send personalised emails with automatic triggers and design documents for direct mail with embedded personalised URLs and QR codes. Plus send out interactive customer surveys and build marketing and Facebook apps.

EFI’s MarketDirect Cross Media software is quickly making inroads and boosting customers for Waratah.

Waratah – innovation and client experience

Mr Kandan said the company is focused on delivering quality and service and is always looking for ways to improve their client experience.

“MarketDirect sets EFI apart,” says Mr Kandan. “There’s a great deal of diff erence compared to other solutions. MarketDirect covers everything and it’s all under one system.”

“Our clients use it to send regular emails and to send out to multiple people. This might include staged campaigns where the opening of an email triggers

Waratah Group looks to the future by embracing innovative ways of running marketing campaigns

EFI™ MarketDirect Cross MediaCase Study

Challenge:

Waratah were outsourcing their email

and SMS services, resulting in a double

handling of data.

2

Waratah Group is one of EFI’s larger customers in the Australia and New Zealand market and is keen to stay ahead of the changes occurring in the printing sector.

It’s doing so by diversifying its work and offering additional services to clients. With EFI software and technology in use, Waratah is able to offer customers more than the traditional paper and ink and add value to its customer offering. With EFI MarketDirect Cross Media, the company is also able to diversify its work and offer additional services to clients.

Waratah Group

76 Lorimer Street,

Port Melbourne VIC 3207

+61 (0) 3 8290 0100

waratah-group.com.au

another email. The system is also set up to cater for email bounces – it prompts us to send a printed, personalised document to them.” Waratah liked how EFI MarketDirect Cross Media works with both digital and hard copy communication channels.

Mr Kandan gives an example of how one of their clients, a not-for-profit, use EFI MarketDirect Cross Media. They use the software to update credit card details when they are due to expire. A person is sent an email and if this is not responded to, they are sent a follow up letter. This also assists the organisation with keeping its database of donors up-to-date and current.

Mr Kandan is a big fan of the MarketDirect platform and the opportunities it provides to Waratah’s clients.

“Our clients are able to upload their database and choose what options – email, SMS, print – they want to run. There is an ability for the client to be in charge of running their own campaigns.” In addition, clients also have access to tools and data to track campaign results; website visitors, emails and bounce rates. This information can be displayed in a range of ways to highlight metrics and results, including individually branded reports.

Cross-media marketing offered in-house

Mr Kandan felt adding EFI MarketDirect was a major decision. “The ability to offer print, SMS and email is good for us,” he says. “Since our clients can use the same data for email, print and SMS – it’s all from one database – they are able to choose what communication channel they want for a campaign.”

Solution:

“MarketDirect sets EFI apart. There’s a great deal of

difference compared to other solutions. MarketDirect

covers everything and it’s all under one system.”

GANESH KANDAN, E-BUSINESS DEVELOPMENT MANAGER WARATAH GROUP

Ganesh Kandan, e-Business Development Manager, Waratah

3

Before EFI MarketDirect Cross Media, Waratah were outsourcing their email and SMS services, resulting in a double handling of data. Mr Kandan said with EFI MarketDirect, they’re now able to do it in-house and pick up additional work. “We now offer a full-service package to clients, including the mail house side, with print, email and SMS,” he says. “With a personalised website, clients feel it is personal to them and appreciate how it’s tailored to their brand.

“It’s been a positive response from clients. They are ready to take the step from where they are today, from a generic to a personalised service.” Mr Kandan says clients are also much more confident using EFI MarketDirect software than they are with other products.

Waratah’s clients range from small businesses with smaller budgets wanting to run their campaigns and databases, through to larger clients who want Waratah to continue running their campaigns.

“The personalised side of EFI MarketDirect is pretty powerful,” says Mr Kandan. “It’s different to other systems. Innovation of the system offers more to clients. It’s allowed us to go back to our clients with innovation and a way to make their life better, make life easier and they think it’s great.”

Result:

“We can now offer a full-

service package to clients,

including the mail house

side, with print, email

and SMS.”

GANESH KANDAN E-BUSINESS DEVELOPMENT MANAGER WARATAH GROUP

Waratah is able to keep all email and SMS projects in-house with EFI MarketDirect Cross Media

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How businesses are using EFI MarketDirect Cross Media

Offering cross media marketing is one way to future-proof your printing business. By adding complementary marketing services, it delivers results for your clients and improves your profitability.

• Direct marketing collateral – this include print mail pieces,direct mail, email campaigns, personalised URLs and SMS

• Web – corporate websites, micro sites, mobile web pageand campaign landing pages

• Customer loyalty – newsletters, feedback, surveysand birthday greetings

• Sales support – lead management, automated sales processesand collateral management

• Market analysis – response tracking, segmentationand user behaviour

• Event marketing – invitation campaigns and visitor management

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