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Creative and marketing tips
for PE PRO
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Marketing Tip
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Fund Raiser
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In celebration of Dr. Suess' 100th birthday, the first graders at Verdugo Woodlands school in Glendale California created happy birthday cards.
As a fund raiser, a local retailer offered to print the cards and package them, while the PTA marketed them to the entire student body. The school selected 12 pieces of art to print as cards, packaged all 12 in a pack with envelopes. They decided to charge $10.00 per pack. The retailer charged $.50 per card or $6.00 per pack. The school initially ordered 100 packs, and then asked for 37 more packs after the event. The retailer generated $822 in revenues on the job. The school cleared $535 ($10 x 137 - $822) in a very simple, easy and fun fund raiser.
The How to's:
1) Digitize the art. Since PE can print an electronic image in over 150 formats, there are a wide variety of processes that can be used to digitize the art work. The PTA at Verdugo Woodlands requested that one of the parents volunteer to scan the art work to accomplish a cost savings. In the alternative, the retailer can perform this process if it has the appropriate equipment. What to charge for scanning fees is as varied as costing most personalization efforts. In general, rates range from $10 per image to $25 or more. It depends on what quality image you expect to provide and how much "clean up work" you wish to perform.
2) Use the Creation Station template for a folded card, Vertical.
3) Select Page layout, and browse for background image (Browse to where the image is stored on your computer). Select fit image to bleed layout. This will position the art on the face of the card as a fullbleed card.
4) Add text on back of card. This is both a marketing and merchandising opportunity. In the case of Verdugo Woodlands, the PTA selected the following:
In celebration of Dr. Suess' 100th birthday
Created with love by the 2003 - 2004 First graders
Verdugo Woodlands Elementary School
Glendale, Ca
Cards printed by retailers name
5) Profitability recap
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| Our recommended retail price is between $1.25 and $1.40 per notecard, however, this retailer donated $.90 of their profit, thereby reducing their revenue from $1.40 per card to only $.50 per card. Even at $.50 per card, the retailer covered her cost and still generated over 25% profit margin on this job. If they had charged full price, their profit would have increase by over $1,900 before offering a volume discount. | $822.00 Revenue |
| Paper cost | 1370 x $.36 includes envelope = $493.20 | $493.20 |
| Ink Cost | 1370 x approx. $.05 = $80.00 | $80.00 |
| Labor | $10.00 per hour, approximately 3 hours. One hour to create cards, 7 hours to print, however printing is an unattended process. Put in paper stock, select print and periodically continue to feed in groups of paper while stylist performs other in-store duties. | $30.00 |
| Profit | | $218.80 |
Personalized Expressions / Colors by Design
Van
Nuys, CA 91406
800/832-8436
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