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Studies

Cal Poly Mobile Text Coupon Case Study:

Summary Report, September, 22 2010
"Here's a write up of the software from this past school year (attached). We found a large variation in redemption rates (0.4% to 79%) and overall found this software to be an effective means of communicating to students on campus. Last year we used only a few of the functions offered by Goss RSVP. This year, we would like to continue to use it and utilize the other software functions as well. We've been very pleased with it and are grateful to be able to use this software."

Yukie Nishinaga, Marketing & PR Manager
Cal Poly Corporation, Building 15 San Luis Obispo, CA 93407

To read full Case Study, click here


Cal Poly, Research Papers

December, 2009
Two papers that illustrate the value of interactive print media.

Interactive Print - The Application of Synergy to Restore and Enhance the Value of Print

Interactive Print: "In the Palm of Your Hands"


Teen Ink, Study on the Residual Value of Print

October, 2009
These two graphs show the residual value of picture link tracking and a text-to-win promotion.

Residual Value Of Print - Text-to-Win

Residual Value Of Print - Tracking Picture Links


Study Breaks, Publisher of College Magazines

July 2009
How is your program utilized: Text Alerts for various offers

Name of Campaign: Text Message Club

Length of Campaign: Ongoing

How the word gets out: Web Site, SB Magazines, Events, etc.

How many Text Alert Programs: 5

Current number of people opted in: varies, 200 to 1,000+

Frequency of alerts sent ~ One/week

Example of your Opt-in msg: SBVIP THANKS FOR OPTING IN TO SBVIP ALERTS. YOU CAN NOW GET EXCLUSIVE PARTY INFO, COUPONS AND DRINK SPECIALS. TO OPT-OUT TEXT SBVIP TO 64842 STD

Example of your Alert / Offers sent: FASHION WEEK PARTY @ TRIPP! FREE BEER, LIVE MUSIC, 5-9P TODAY-1ST 100 PEOPLE GET 15% OFF TSHIRTS, PROVIDE TEXT W/ PURCHASE. 24TH AND NUECES (BY CASTILLIAN)

Average number alerts redeemed: ~ 200 (typically > 10%)

Short Testimonial: "GossRSVP has proven to be a very valuable partner. They have made themselves available at anytime and are constantly asking for feedback on what we want to see improved with the technology. Their willingness to tweak the product is allowing us to offer more to our clients and readers. We are planning to incorporate the mobile technology into all aspects of our business and are excited at the opportunity to do that with GossRSVP."

"The technology has opened several doors to new clients that are looking for more than just another print ad. GossRSVP has turned us into a multi-media option for our clients. We are expecting to have 2500 people opted-in to our SBVIP Text Alert program by the end of the year and expect to more than double that in 2010."

Steve Viner, Study Breaks Publisher


Cal Poly Adopts GossRSVP to Help "Reinvent" the Value of Print

February 23, 2009
Cal Poly State University (San Luis Obispo, Calif.) has a Graphic Communication Department committed to enhancing the value of print to consumers, advertisers, and to commercial enterprises. The faculty works closely with key corporations in developing strategies and systems to revitalize print in unique and creative ways. Some projects are under NDA protection and administered by the Graphic Communication Institute at Cal Poly (www.grci.calpoly.edu).

Cal Poly's latest such venture is with Goss International to assess GossRSVP, an application that makes print interactive by allowing the scanning of an ad or inputting of a printed code into a handheld device such as cell phone. The handheld device then provides more information about the product or service advertised and can also provide electronic coupons for free or discounted redemptions. All one has to do is go to the store offering the electronic coupon, display the electronic coupon on the handheld device, and redeem the free or discounted product or service.

Dr. Harvey Levenson, head of Cal Poly's Graphic Communication Department said, "The implications of this are tremendous for newspaper and magazine advertisers, but also for commercial printing including brochures, flyers, direct-mail advertising, and so on."

Cal Poly is demonstrating the benefits of GossRSVP as an important step to "reinvent" the viability of print as a medium that expands reach and utility when combined with interactive technology such as handheld devices.

In doing this, Cal Poly, according to Levenson, "conducted a sensational and successful experiment through its student-run experiential laboratory, University Graphic System (UGS)." UGS is a student run and managed printing and publishing company having a faculty advisor. It is a class and laboratory in which students learn to run a company. Its clients are university departments. One customer is Mustang Daily, Cal Poly's daily newspaper, and the only university daily newspaper in the nation fully produced by students on campus in full-color. UGS uses a Goss Community four-high press to produce the newspaper.

UGS prints other university products as well. "Yet," Levenson said, "it is not the university's in-plant printer. It is an academic endeavor where students get to experience 'real-world' situations related to printing and publishing as well as getting to test and experiment with new ways to advance the industry. GossRSVP was tested to assess its value in the commercial world. The results were amazing."

Ryan Casey, the student General Manager of UGS said, "We used GossRSVP during an 'all UGS meeting' to give away a Graphic Communication Department t-shirt. We had a code that the UGS students 'texted-in' and a message was then returned that they had entered the contest. The message also had a link to a mobile browser optimized web page with information about the t-shirts that UGS is selling and included a catalog photo. At the end of the meeting, we had the software send a notification to the winner."

Seeing firsthand that this process really works, UGS then printed 375 posters that were put up in classrooms on campus. These posters have a GossRSVP code. When users punch in the code, UGS prices for quick print items are returned to the user. They are also entered into a contest for a free wide-format print. Every twenty-five people who send in the code win the contest.

Levenson said, "This is a phenomenal process because it involves "mouse click" technology. Anyone with a handheld device can do it. There is no learning curve. We now understand the value-proposition for advertisers wanting to enhance the power and appeal of their ads in newspapers or in other printed publications for that matter."

Cal Poly's Graphic Communication Department wants to enlighten the printing industry on new and creative ways to advance the appeal of print. Levenson said that he plans to acquaint local newspapers with GossRSVP. "In the next stage of testing, we are going ask them to test the product with advertisers. We anticipate a very favorable response."

"The product is an insightful and creative undertaking of Goss International. What is really important," Levenson said, "is that GossRSVP is technology developed by a printing press manufacturer, Goss International, not by a company from an unrelated industry. It demonstrates how a press manufacturer has insights into how to "reinvent" its process to address 21st century modes of communication."

About Cal Poly's Graphic Communication Department
Founded in 1946, Cal Poly has one of the largest graphic communication programs in the United States (www.grc.calpoly.edu). With over 33,000 square feet of laboratories, Cal Poly continues to advance the educational offerings for students studying printing and imaging management, electronic publishing and imaging, packaging graphics, and design reproduction technology. The department offers a Bachelor of Science degree in Graphic Communication. In conjunction with Cal Poly's Orfalea College of Business, the department offers an MBA with a specialization in document systems management.

Cal Poly's Graphic Communication program is supported by some of the printing industry's leading companies through equipment, supplies, grants, and endowments. The department received national accreditation by the Accreditation Council of Collegiate Graphic Communications and also houses the Graphic Communication Institute at Cal Poly (www.grci.calpoly.edu) to conduct research, testing, product evaluations, consulting, training, seminars, workshops, and conferences.