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PROBLEM | As the world’s largest privately-held commercial real estate firm, Cushman & Wakefield (C&W) has 221 offices across the globe. Every year, large numbers of US-based C&W brokers and reps spread their holiday goodwill and cheer to long lists of clients and prospects.

 

“Since Cushman & Wakefield didn’t have an existing process for supplying employees with holiday cards, employees did their own thing,” said Nick Chiechi, president, CS Designworks. “The result was a mixed bag of mostly unbranded, inconsistent and expensive greetings.”

 

C&W needed a way to economically standardize how its employees communicated holiday wishes and appreciation to clients, while tying back to the C&W brand.

GSB’s Web-2-Print (W2P) Solution Reigns in One-off Holiday Greetings

 

SOLUTION | Working with client, CS Designworks, GSB saw an opportunity to utilize Web-2-Print technology to develop a solution for C&W that would provide consistently branded, variable data printed greetings.

 

GSB created a user-friendly e-commerce portal that featured six professionally-designed and branded holiday cards by CS Designworks. Super easy to use, the portal enabled employees to order cards in three simple steps:

 

• Step One: The user chooses their design;

• Step Two: Users are ushered through a customization option where they personalize their holiday message and select a quantity (25 card minimum);

• Step Three: Employees complete sale quickly and easily with a credit card payment. The price point is attractive to both employee and employer.

 

Quality is Key - from Card Stock and Printing to Sustainability

Rivaling the quality of commercial offset printing, GSB produced greeting cards using its HP Indigo digital presses for on demand printing. C&W employees were impressed with the color quality and rapid delivery. Printed on Mohawk Fine Papers’ recycled stock and packaged in an environmentally-friendly manner, the holiday card program also aligned with C&W's commitment to sustainability.

 

Production Precision

Once the program launched in early December, orders flowed in. Powered behind-the-scenes by MarcomCentral™ software, the GSB W2P portal and workflow management ensured seamless processing with the average order going on press the same day.

 

“Every time a greeting card order came in, our client, CS Designworks, was alerted with an email notification, which enabled them to track the success of the program,” said Troy Steiner, vice president, GSB | Inc.

 

RESULTS | A Happy Holiday for C&W

Generating nearly 7,000 cards in three weeks, the program was a resounding success. C&W enjoyed the added benefit of building a foundation for next year and a consistent mode of branded and personalized employee-to-client communication.

 

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