July 23, 2008

Budget Newsletters was established to provide inexpensive newsletters to east coast businesses and organizations. At first the company did not even have a name, only the desire to create an identity that would let it remain separate from its parent company, City Blue Imaging. It also quickly realized it needed an on-line presence, so it could communicate with customers looking for high-quality, low-cost newsletters. For help in both these areas, Budget Newsletters turned to Corporate Communications.

The new company wanted a name and a logo design that complemented its business purpose: to be fast, easy, efficient, and inexpensive. With our help, the name “Budget Newsletters” was born, along with a logo, color scheme, and tagline that was simple, sophisticated, and unique. Together, these features shape the image of Budget Newsletters, and convey the message that it provides the best quality newsletters, at the most affordable prices.

Next, the company decided it would live entirely on-line. Further, it wanted visitors to its website to be able to walk through the entire process of creating a newsletter, without ever needing to contact the Budget Newsletters’ staff. Therefore, we designed, developed, and built a fully automated e-commerce website for Budget Newsletters.

The expression “Easy as 1-2-3” is displayed throughout, suggesting that users can create their custom newsletter order in three simple steps. As users tailor the design, content, and quantity of their newsletter, the site gives them cost information instantaneously, updating the “subtotal box” as they move through the process. Order options are activated and deactivated, depending on what they choose. A floating shopping cart follows them down the page, so they’re always aware of their total cost as they continue to build their newsletter. When they complete their order, they’re brought to a secured payment form to finalize their billing and payment options.

When an order is placed, the customer’s files are automatically compressed and transferred to the City Blue FTP server. Budget Newsletters is then notified of the order; at the same time, the customer receives a “Thank You for Ordering” email. The customer gets updates and notifications throughout the production process informing them of their order status. They’re told when their order is in the proofing, printing, and shipping stages, so they always know when it will be completed. The Budget Newsletters’ staff can easily communicate with them by clicking simple-to-use buttons.

But no matter how good its products, and how cost-effective its operations, no company can succeed if potential customers are unaware of its existence. To help Budget Newsletters promote its name, image, and website, we used a variety of Search Engine Optimization (SEO) techniques to optimize their website content. The company also decided to take part in a Search Engine Marketing (SEM) and Pay-Per-Click (PPC) campaign. The campaign boosts both organic and paid listings on the major Search Engines, by letting the company target select east coast cities and choose appropriate keywords that will convert visitors into customers. Campaign statistics are monitored and adjusted to ensure that the website is receiving the most qualified and targeted traffic.

Budget Newsletters began as just an idea. With the help of Corporate Communications, this simple idea was transformed into a full-fledged, online company that boasts its own identity and e-commerce website. Today, we continue to work with Budget Newsletters to grow its business and gain the maximum potential from the SEM / PPC Campaign.