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vol 1.2 Of course you are. After all, you’ve been told your budget for all the companies’ sales and marketing efforts has been cut to half from last year, not to mention you have to now handle all components of your next marketing project yourself. Oh and, by the way, the materials are due days from now... nice! Time to call on the team at Willow Printing Group. We have spent almost 60 years helping businesses just like yours. Willow takes the pressure off you and helps relieve “THE SQUEEZE”. Experience the difference when you deal with a company that looks further then just “ink on paper” and truly goes Beyond Print. Call us at 905.660.1515 or visit www.willowprint.com/squeeze for more information on how Willow guarantees relief from “THE SQUEEZE”. Willow Printing Group Ltd., 90 Edilcan Drive, Concord, ON L4K 3S5 T905.660.1515 F905.660.0733 [email protected] www.willowprint.com CONTENTS 4 CREATE A MARKETING ET TING PLAN THAT WORKS KS In the simplest terms, your marketing arketing plan is the guiding light for achieving hieving your organization’s business goals and vision. 8 CREATING REATI A 12 C PROMOTIONAL PLAN P ROMO A Promotio Promotional Plan is an integral part of executing your marketing strategies and ensurin ensuring you meet your objectives for the year. POSTCARD POWER Because a letter is in an envelope the consumer gets a chance to decide whether or not to open it. With postcards, there’s no envelope to hide the message. THE 15 FROM WILLOW TREE THE MARK 10 HITTING One of the best ways to understand the A roundup of updates and proud moments from under the shade of the willow. characteristics, needs and perceptions of your target audience is simply to ask them. Beyond Print Emails: Editor: Karen Brouillette, Marketing Manager Jeff Ekstein Art Direction: Ian Broomhead, VP Sales and Marketing Karen Brouillette, Marketing Manager Ian Broomhead [email protected] Graphic Design: John Orr, AppleTree Creative Services Karen Brouillette [email protected] Contributing Editors: Linda Whitehead Karen Brouillette, Marketing Manager Ian Broomhead, VP Sales and Marketing Production Notes: Production: Yuval Gurr, VP Operations Bill Wright, Operations Manager Publisher: Jeff Ekstein, President Paper: ChorusArt © Copyright [email protected] Gloss 2010 Willow Printing Group Ltd. Privacy Policy: Any personal information you provide to us including and similar to your name, address, telephone number and e-mail address will not be released, sold, or rented to any entities or individuals outside of Willow Printing Group Ltd. Beyond Print is published four times a year. It is designed to serve the interests of the clients and prospective clients of Willow Printing Group Ltd. Every effort has been made to ensure that the content of this publication is accurate, however, errors and omissions are not the responsibility of Willow Printing Group Ltd. n the simplest terms, your marketing plan is your guiding light for achieving your organization’s business goals and vision. Creating it will take you through the process of clearly def ning what you do, who you want to sell your products or services to, and how you will market your brand or company successfully. It will help your organization decide how to best allocate your marketing dollars to maximize return on investment. The ultimate goal is for your business to be successful and profitable. 4 On your own or with your management team, set your business goals for the year, and outline how you plan to achieve them. Goals might include, for example, increasing overall revenues by 10%; increasing profitability by 5%; or increasing repeat business by 20%. Regardless of their specific nature, however, the role of your Marketing Plan is to support your business goals. Why You Need a Marketing Plan Start With Your Brand Strategy Don’t Reinvent the Wheel o succeed in business you need to be laser-focused on future business development. Key to this business development is a rocksolid, well thought-out Marketing Plan. This will keep you and your team on track to achieving the goals you’ve set in order to reach your “destination”. Regardless of whether you’re a business selling to consumers or to other businesses, the initial stage of your marketing plan should be a clearly articulated Brand Strategy. Take a step back. Objectively look at your business and what you are currently doing with your marketing efforts. What worked and what didn’t work for you? What did you learn about your target audience and how can you apply that learning to your marketing strategy? For example, you might have learned that you have much better response rates from targeted direct mail campaigns than from untargeted mass mailings. T In our recent articles (BeyondPrint: Vol 1.1, WeConnect March 2010: The Secrets of Successful Surveys, WeConnect April 2010: Segmenting + Targeting = Profits), we saw how the best marketing decisions are based on information and knowledge. Surveying, for example, provides knowledge so you are better able to segment your markets into logical, manageable categories. By targeting these specific groups with the understanding of their habits and needs, you can have meaningful marketing conversations with them. Remember … if you are a business selling to other businesses, your company is your brand and you still need a Brand Strategy. If your company doesn’t have a formalized Brand Strategy start with the following 8 steps: ■ Do a Competitive Analysis ■ Do an analysis of buyer needs and wants (through research) Be sure to get as much input and feedback as possible from your management team and other stakeholders. Continues ■ Segment clients and prospects ■ Establish your value proposition: what differentiates your Brand? ■ Think through the benefits of dealing with your organization (B2B) or buying your brand’s products (B2C) ■ Establish your Brand Promise ■ Establish your Brand Personality/ Positioning – your 30 second “elevator pitch” ■ Create or revise your Brand “look and feel” if needed Even if you have an official Brand Strategy, you’ll want to revisit this process frequently in order to stay in line over time with changing markets. Need help with your branding strategy? We have spent almost 60 years helping companies just like yours. Go to: www.willowprint.com/branding.htm for more information. 5 A 360° View of the Market Sun Tzu said it best – “know your enemy”. You need to know who you are up against in order to know how to best compete. Are you competing locally, regionally, nationally or globally? What is your competitive advantage? Knowing the strengths and weaknesses of your competition will enable you to better position your company or your brand. Def nitively establishing your Target Audience is the key to Marketing Effectiveness and Success. You should also be very aware of challenges your buyers and consumers face. This will help you speak their language in your marketing messaging. Remember good marketing is a conversation. Finally, you should take into consideration any key industry trends as well as economic and regulatory issues that may present constraints or opportunities. Target Market: Who Makes the Cut Marketing Objectives are used to support your Business Objectives. In the April WeConnect article, we discussed some ideas for segmenting your customer base. Let’s briefly review the recommended steps: 1. Set clear business goals and objectives around what your organization wants to achieve with its customers and prospects. 2. Gather relevant research and information such as geographic location, usage behaviour, product and service needs. 3. Look at revenue per customer, purchase frequency, margin contribution, potential value of customer if you increase share of wallet and future life time value. 4. Segment based on behaviour using criteria such as purchasing patterns, demographics, sociographics and psychographics. 6 Establish Your Marketing Objectives Once you’ve identified your target audience you can build Marketing Objectives that support your overall business objectives and define exactly what you hope to achieve … and by when. As well as how you will measure your success. The process of setting, implementing and measuring these objectives can be imagined like this: ➜ Create Objectives ➜ Develop Strategies ➜ Employ Tactics ➜ Measure Your Success For the business objectives used above, a company could create marketing objectives to: ■ Increase product awareness among the target audience by 30 percent in one year. ■ Inform target audience about unique competitive advantages their products and services offered. ■ Deliver prospective online participants significant incentive to register for online conferencing. … and these lead to Strategies. Strategies Matter To help keep you on track, use the old reliable SMART theory – ensuring your objectives are Specific, Measurable, Attainable, Realistic and Time-specific. Marketing Strategies explain the big picture of how you are going to achieve your objectives. For example, let’s say your organization offers Higher-Education programmes. In the upcoming fiscal year, you might have business objectives to: ■ Implement an online/social media strategy that would build awareness; develop new business relationships; and provide a forum for communicating your unique value proposition. ■ Increase revenue by 10% in a specific sector by the end of the fiscal year. ■ Target a new segment such as Accountants to achieve a specific dollar revenue by year-end. ■ Increase registration for on-line conferencing by 5% in each quarter. For example, in support of the objectives above, you could: ■ Develop the identified segment through a targeted, personalized communications program to the top 50 companies and their key personnel in that industry. Get It Done … with Tactics! Marketing Tactics are specific actions you will take to implement each strategy. Tactics are budgeted on an individual basis and add up to the total marketing budget you have set. Tactics need to be creative in order to stand out from your competition. For example, for the online/social media strategy, tactics could include: ■ Creating a blog with content of interest to the identified target community. ■ Setting up a Facebook Fan page with ongoing engagement tactics such as contests and quizzes promoted by Facebook advertising. To connect with the top 50 companies, tactics might include: ■ A targeted monthly email campaign combined with individualized landing pages with online signup/ request for more information to be followed up by personalized print pieces customized to the prospect’s interests. It’s All About the Money fine-tune as needed to ensure that you have a balanced, integrated communication program targeted to the right audience(s). Regardless of the specific circumstances of your company you will have to spend wisely on marketing. Smart marketing investments are those that best connect your brand with your target audience. One thing is for sure, you will need to commit to the investment of time and money according to the growth your company is seeking and the objectives you need to achieve. Measure Your Success How you will measure your success should be defined right from the beginning. In your plan, determine specifically what you will measure – and be sure to quantify the results you are looking for. Remember, success in a marketing campaign might not be about immediate revenue increases. Campaigns can be designed to generate other effects. For example, your company may have launched a new online ordering system and your marketing efforts need to drive existing clients there. That campaign would be deemed a success if a predetermined percentage of existing orders went in that direction. Measure the results from everything you do, so you learn what works and what doesn’t. Use spreadsheets, accounting tools and whatever resources you have at your disposal. If you are doing anything on the web, use Google Analytics to measure your traffic. You must have a “map” to get where you’re going. Your Marketing Plan is your map to maximize your company’s full potential for success. Like a roadmap, as new information comes up – traffic reports, road closures, etc. – you might change your route, but without it how do you know where you are or where you’re going. For each Tactic, you need to work out the steps involved and the timeline to complete them. A good way to do this is to determine the target date and then work backwards, assigning completion dates to all the steps involved. It’s important to know how much your company is prepared to invest in marketing and set your budget early in the game. Spend more money where the anticipated return is greater. When setting tactics, you’ll want to ensure that the individual estimated expenses add up to the total marketing budget you have set. You can tweak and 7 NOW SANDY BEACHES BLUE SKIES NO TELEPHONES You could be sitting on a beach enjoying the sensuous warm sun only a few this! companhours from the moment you read this mod diametum lo ion drinking Iquissit lobore augait aaut am, quiscin hent loborpe riuscipit ametum amcommy num deliquatet nonsectem aliquam quat. Te doloborper sim volore augait aut etum auga Iquissit lobore mod diametum iuscipit aametum am, quiscin hent loborpe riuscipit amcommy num deliquatet nonsectem aliquam quat. Te doloborperr sim vvolore 8 BECAUSE A LETTER IS IN AN ENVELOPE THE CONSUMER GETS A CHANCE TO DECIDE WHETHER OR NOT TO OPEN IT. WITH POSTCARDS,THERE’S NO ENVELOPE TO HIDE THE MESSAGE. FOUR REASONS WHY POSTCARDS WORK Postcards are a low cost way to get your message out. Standard sized postcards can help stretch your marketing dollars and improve results. Postcards can have a high impact. Because letters are enclosed in an envelope the consumer gets a chance to decide whether or not to even open the envelope. However, with postcards, there’s no envelope to hide the message. It’s much more difficult to throw the postcard away without looking at its message. Postcards work well with other marketing pieces. Postcards can stand on their own but can also work well as teasers with subsequent messages to follow. They can also be used as “reminders” for information the recipient should already have received or acted upon. ostcard marketing is smart utilization of promotional printing. Postcards decrease associated mailing expense while retaining effectiveness if the limited “real estate” they entail is used properly. P They often prove to be a great avenue for targeting a hard to reach niche audience. When it comes to personalization, digital printing is most often the best route to take. Offset printing becomes cumbersome when variable data is involved. For projects entailing limited variable data the combination of these two processes can be used. A joint They can help keep your mailing list clean. Although postcards are most often mailed as Addressed Admail (3rd class), you can opt to send them first class – in which case the postcard will be sent back to you if it has a bad address; helping you keep your list updated. Here are 4 tips to make your postcard marketing campaign successful. Keep your message brief. Only use your postcard for lead generation and reminder messaging. Don’t try to explain all the details just give some teaser information to get your reader to take the next step, which might be going to your website or taking some other kind of action. use of high-speed inkjet printing along with offset printing can capture the cost benefits of offset colour printing while retaining the ability to personalize to a limited degree. When crafting your overall marketing strategy do not leave out proven real world methods. Properly created postcard campaigns with clearly thought out, targeted mailings are a great way to increase the top-ofmind position your company holds in the minds of potential buyers – the point of which is to be the ones who come to mind when someone is ready to buy. Make the message relevant. Connect with the recipients by personalizing the message to them. Customized images and text can greatly improve the response rate and generate the desired response. Make sure you send your postcard to a good list of qualified prospects. Remember, no matter what type of mailing you’re doing, the quality of the list will significantly impact its success. In-house lists can be a tremendous source of qualified prospects. If you want to use a rented list make sure you use a qualified list broker, like Willow to help you select the right list for your needs. We are mail experts! Yes we can help you with everything from design to distribution. We can even help you save money with Canada Post!!! Go to: www.willowprint. com/mail.htm for more information. Design your postcard to encourage the reader to take action. Use as much space as possible to give the recipient a compelling reason to take the next step. Online is great but does not address your entire audience. Analyze the costs and benefits between offset and digital printing. Those postcards with limited variable data might be far less expensive than you imagine. The right combination of customized printing and online marketing can help your organization right those sometimes elusive business goals. http://www.articlecircle.com/marketing/the-future-of-offset-printing.html Don’t be fooled into thinking variable printing is hard!!! Check out the ad on the inside front cover. This entire magazine was produced variably. 9 10 W hen it comes to “hitting the mark” on customer satisfaction and target marketing, there is no substitute for listening to (and acting upon) the input received from customers. Making your Value Proposition relevant to your target audience is one of the most important factors in your company’s success. Without a targeted Value Proposition, much of your hardearned marketing budget could easily be wasted on delivering messages that don’t really speak to your audience; may not properly communicate why they should do business with your company; and fall short in delivering the results you’re looking for. Smart companies take time to not only ask their customers and prospective customers for their input but also apply this valuable feedback to develop and refine their plans across all aspects of their business operations. IT’S ALL ABOUT RELEVANCE SURVEY SAYS … Relevant market research leads to relevant information about your audience – which, in turn, leads to a more relevant, effective and successful marketing plan. Key highlights that emerged from the Willow Communications Survey (March 2010) included: Surveys are a tool that can be used to gather information about your customers’ characteristics and needs – and essential to your company’s ability to meet those needs. Surveying customers on a regular basis keeps the lines of communication open and can help confirm or provide information on important topics such as: ■ Audience demographics ■ Product and service preferences ■ Current and future needs ■ Overall market trends ■ Buying habits ■ Perceptions about your company Using this information as a backdrop for decision-making can significantly improve the relevance of efforts directed at your target audience and, thereby, increase your success. If an idea passes the “relevance litmus test” (in the context of your overall corporate goals and objectives), there is good reason to consider proceeding with incorporating it into your business strategies and tactics. ■ 76% of respondents who had received and read Volume 1.1 of BeyondPrint Magazine (February 2010) confirmed the new publication name clearly communicates that Willow Printing Group Ltd. provides more than printing services ■ 74% of respondents rated BeyondPrint Magazine as GOOD or EXCELLENT on the relevance of content ■ 80% of respondents are in a B2B industry while 30% are involved in B2C, indicating a crossover of businesses involved in both B2B and B2C. As well, 18% work in a variety of other industries such as not-forprofit, government and law ■ 43% Sales & Marketing, 19% Administration, 15% Executives, 23% various other ■ Of the topics proposed for both BeyondPrint and WeConnect (Willow ezine) the greatest interest was in articles on: Integrated Marketing including: – Social Media Marketing (53%) – E-Mail Marketing (51%) – Online Marketing Strategies (51%) – How to increase Response Rates (47%) as well as – Green Printing (51%) 11 PROMOTION CREATINGAPROMO nce your Mark eting Plan is complete , you are ready to tak e the next step in achieving mark eting success . That ever important next step is to complete a specif c Promotional Plan so you can execute the tactics you outlined in your Marketing Plan. A Promotional Plan is an integral part of executing your mark eting strategies and ensuring you meet your objectives for the year. Without it, all the hard work you put into making that dynamite Marketing Plan could go to waste. O 12 MOTIONALPLAN What is Promotion? Promotion is a mix of communications designed to convey information about a company and its products/services to prospective customers. Your promotion needs to be persuasive enough to elicit a desired response. The purpose of promotion is either to sell more products or services to existing clients and/or to acquire new customers. Promotional Plan? A Promotional Plan covers all types of communication between your company and your audience of potential or existing clients. There are four basic components of a promotion plan: ♦ Advertising ♦ Personal Selling ♦ Sales Promotion ♦ Public Relations Promotional Mix When you are putting together your Promotional Plan, you need to give thought as to the right blend of advertising, sales promotion, public relations and personal selling. With an integrated marketing communications program, each type of promotion has a distinct function and complements the other types. It is always best to have a variety of media rather than concentrating on one specific source. To determine the right marketing mix for you, you will need to test different concepts and media. For example, you might want to test an email only campaign vs. a print & email combination campaign to assess the lift in response rate with the addition of the print element. Make sure you incorporate testing into your promotional plan right up front. Figure Out What Works For You Remember to Build In Response Strategies Do you know the strengths and weaknesses of various types of promotional efforts? As part of your Promotional Plan you need to look at the past performance of various promotional tactics you have employed, what your competitors are doing and what your clients and prospects seem to respond to best. Frequency of exposure and the ability to maintain continuity of your messaging are important considerations when selecting media. You don’t want to blow your entire year’s budget on one expensive direct mail piece, no matter how unique or innovative. You should also decide what your response strategies are as part of your overall promotional strategy. If a potential client responds to two or more of your email promotions by clicking through, plan to send a personalized direct mail follow-up piece for example. Your marketing response strategies should be built into your promotional planning and budgeting. If you don’t know what works, or want to evaluate what works best, be sure to incorporate testing into your promotional strategy. In email marketing, test your subject lines as a simple start, as these are key in determining your percentage of opens. In print, with digital and variable data technology, you can test different messaging, layouts and images to see which get the best response. Test, learn from the results, and implement what works best. With an integrated marketing communications program, each type of promotion has a distinct function and complements the other types. Develop an Annual Promotional Calendar Be sure to not waste promotional dollars by spending money in a slow season and then failing to take advantage of a stronger time of year. A well thought-out promotional calendar helps you maximize the impact of your dollars over the year. Before planning the calendar, look at the campaigns you have run over the last few years — the types of media, timing and response rates. Once you evaluate past promotional performance, you can effectively plan the most appropriate timing for your campaigns. Once you develop your calendar, try to stick to it so you can properly assess the results. Keep in mind that you may find you have to respond quickly to changing market conditions, and will need flexibility to adjust your strategies and timelines if needed. Frequency of exposure and the ability to maintain continuity of your messaging are important considerations when selecting media. Continues 13 PROMOTION CONTINUED In our “How to Create A Marketing Plan That Works” article we suggested some examples of Objectives, Strategies and Tactics. Let’s use one of the examples from that article to create a mini promotional plan. Your Promotional Plan is the tool you need to execute and achieve your Marketing Plan goals. Although planning does require a signif cant investment of time, you will f nd the returns absolutely justify time spent. Once the planning is done, you don’t need to think about it anymore, you just need to do it. And having taken the time to plan will ensure that your promotional activities have better results. MARKETING OBJECTIVE SAMPLE 1ST QUARTER SAMPLE BUDGET Target a new segment – home builders – and achieve revenue of X by year-end. ♦ Update website. Newsletter design and content $3000 ♦ Create first print newsletter. Email design and content $1000 MARKETING STRATEGY ♦ Send 100 test emails promoting Google Adwords campaign $2000 Develop the home builders’ segment through a targeted communications program to the top 20 in the industry. MARKETING TACTICS Execute an integrated marketing communications strategy, incorporating a quarterly print newsletter with content of interest to the target audience, a revamped website and online marketing strategy, personalized letters to decision makers and unique print promotional pieces as a follow-up to those who respond. KEY CHANNELS Online Marketing, Direct Mail. KEY MESSAGING ♦ unique one-of-a-kind seminar designed specifically for Acountants. ♦ step-by-step approach on how to successfully reach out to young professionals. ♦ stand out from the crowd and differentiate your offering. ♦ attract the successful clients you want. 14 marketing seminars for home builders, testing 2 subject lines. ♦ Send 400 emails (balance of contact list) with most successful subject line within 1 week. ♦ Develop personalized variable print piece. ♦ Send personalized letter to key contacts. Postage for direct mail Design and printing Variable Direct Mail Piece $2,500 Total $8,750 MEASURES OF SUCCESS ♦ Email Response Rate. ♦ Registrants on website from email/ print campaign. SAMPLE 2ND QUARTER ♦ Create Google Adwords Campaign directed at home builder segment. ♦ Send 100 test emails promoting new marketing seminars for home builders testing 2 different layouts. ♦ Send 400 emails (balance of contact list) with most successful layout. ♦ Send personalized (on demand) direct mail piece to those who responded to both emails by clicking through and to personalized letter. ♦ Telephone follow-up with key contacts who received personalized letter. $250 ♦ Calls from direct mail piece. ♦ Number of new registrants. ♦ Increased sales. EXPECTED RESULTS You should know what you want to get out of each campaign. ♦ 25% open rate on emails, 5% click-throughs. ♦ 100 new leads on website. ♦ 50 phone calls from variable direct mail piece. ♦ Sell out 2 seminars. ♦ $80,000 additional sales. ON BEHALF OF OUR CLIENTS, Willow Printing Group Ltd. is the proud recipient of the following Awards: OPIA Printing Excellence ♦ Sheetfed Magazines - Saddle Stitched PPG 75th Anniversary Repaint Reporter. ♦ Sheetfed Posters PPG Refinish 2010 Calendar Poster. ♦ Specialty Die-Cutting Imperial Coffee Presentation Folder. PPA Benny Awards Each year Printing Industries of America holds the world’s most prestigious print competitions – the Premier Print Awards. WILLOW MARKETING COMMUNICATION SURVEY RESULTS Thanks to everyone who participated in our Marketing Communications Survey. We’ve provided Results Highlights on page 11 and look forward to putting the input we received to work to bring you continuous improvements in our product and service offering. This award showcases the highest levels of printing from companies all over the world. Willow is thrilled to have received four Certificate of Merit awards. GOOD CATCHES The “Good Catch” program continues to reward our employees whenever they “catch” a problem before it happens. The “good catcher” gets rewarded on the spot and is entered into a quarterly Grand Prize draw. Recent Winners: BRIAN M., BRENT, ROCO, RAQUEL, STEVE M., and STEVE G. 76% 76% of BeyondPrint readers understand that Willow provides more than printing services alone. 74% 74% of respondents rated BeyondPrint as Good or Excellent on the relevance of content. Watch your email for the next issue of WeConnect this August. GREEN TIP OF THE DAY: Take advantage of electronic PDF proofing to reduce paper proof requirements; eliminate mistakes; and reduce waste. 15 Willow Printing Group Willow provides a comprehensive suite of marketing-related services that go “BeyondPrint” and that clients can consistently rely on to provide superior results. Through our exceptional expertise, we continuously apply innovation with purpose to ensure clients achieve their business communication objectives and success. As an integrated marketing communications partner, focused on understanding and meeting each client’s needs, Willow offers a superior combination of Print, Mail, Digital and Electronic Marketing solutions. Through the use of relevant technology, purposeful innovation and skilled human resources, we have aligned our focus, processes and production to efficiently and seamlessly fulfill our commitments to our clients, partners, the environment and our community. By applying our full attention and energy to anticipating every project detail and by adding value at every step along the way, we are committed to exceeding client expectations, building long-lasting business relationships, and delivering an exceptional customer experience. SELECT WHAT YOU NEED from our FULL SUITE of marketing communication choices; offset & digital printing solutions web -to-print marketing & communication strategy creative CMI (cross-media integration) e -solutions data management pre -press electronic proof ng variable image printing one -to-one marketing inventory management bindery & fulf llment lettershop & mailing printon-demand Cert no. SW-COC-003998 T 905.660.1515 F 905.660.0733 90 Edilcan Drive, Concord, ON L4K 3S5 www.willowprint.com