CASE STUDY Minnesota Wild Season Ticket Package
Welcome to Minnesota, where hockey isn’t just a pastime, it’s a state of mind. When the Minnesota Wild drafted Carlson Print Group to team up on its 2014-2015 Season Ticket Packages, together we achieved a Greater State of Hockey. SEASON TICKET HOLDERS RECEIVE MVP TREATMENT The Minnesota Wild knows a thing or two about teamwork; it’s what helped the hockey franchise land the #1 Wildcard position in the 2013-2014 season and has helped the team succeed on the ice and off. As the Minnesota Wild office team planned the distribution of its new magnetic card season tickets for the 2014-2015 season, it focused on conveying the value of the team and the value it places on its number one fans. Recognizing the need for innovation, the Minnesota Wild reached out to another great Minnesota team, Carlson Print Group, to lend its expertise to an already winning package.
COOL CHANGES OFF THE ICE For its 2014-2015 season, the Minnesota Wild introduced a magnetic card rather than issuing paper tickets. The change brings a new level of convenience to Season Ticket holders and represents an investment by the team on behalf of its fans. The innovation in ticketing merited a new way of reaching out to ticket holders. Enter Carlson Print Group. Regular contact with Minnesota Wild marketing staff has fostered a collaborative spirit that brings out the best from both sides of the team, notes a Carlson Print Group account executive. “The Minnesota Wild have some outstanding creative people who are always looking for new ways to engage its fans. When they got their hands on samples of our soft touch capabilities during discussions of their 2014-2015 Season Ticket package, we started brainstorming right away.” A Minnesota Wild creative designer recalls how the ideas flowed after reviewing the samples. “We faced a big challenge launching a new Season Ticket Card concept to our fans. We needed to present the cards in packaging that would truly “wow” our Season Ticket Holders, and once I saw the samples, I knew right away that the split-box design would work well for our needs. The fun part was working with Carlson Print Group to bring our design to life. Utilizing soft-touch, embossing of our logo and spot-gloss throughout, the season ticket package was unlike anything we’ve ever produced as an organization. We couldn’t be happier with how it turned out, and how well it was received by our Season Ticket Holders. ”
RECOGNIZING ITS MOST VALUABLE PLAYERS The Minnesota Wild wanted its most loyal fans to get a real feel for how much they’re valued for their continued support. The suite of season ticket materials reflect the depth and richness the team’s greatest
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supporters lend to the franchise. The package conveys the quality the team strives to deliver. Through the team effort of the Minnesota Wild and Carlson Print Group, the package scored a hat trick: A win for the fans, a win for the Minnesota Wild, and a win for Carlson Print Group.
TYING THE PACKAGE UP Attention to every detail is a shared value for both the Minnesota Wild and Carlson Print Group. To tie up the package for its “Rookie Ticket Holders,” the two collaborated on a creative design that all but transports the ticket holder to the opening face-off. The eye-catching skate and laces design involved an assortment of technologies, from die cuts to soft-touch finishes and a special varnish technique to inserting actual laces into the finished product. All that was missing was the scent of leather (which was also a possibility).
TEAMING CREATIVE DESIGN WITH STATE-OF-THE-ART TECHNOLOGY When the Minnesota Wild is looking to make a print piece pop, Carlson Print Group has been a go-to resource, providing a host of specialty print solutions over the years, from adding foil for a little extra flash to textured finishes to bring a tactile dimension to its marketing and promotional materials. Over the years, Carlson Print Group has delivered a number of print pieces to the Minnesota Wild, including an award-winning team poster that combined spot gloss UV and rough touch processes to give a realistic look and feel to a trading card on cork board design.
MORE THAN “JUST A PRINTER” Printing is the most obvious deliverable Carlson Print Group provides its clients. The printer prides itself in sharing its clients’ vision and creating great print that captures the eye, engages the mind, and compels action. In addition to lending expertise that comes from more than four decades in the industry, Carlson Print Group is proud to offer a host of products and services, including:
Cards (gift, collector, member) Plastic/paper substrates Kitting POP materials Packaging (including fold/glue) DVD inserts and J-cards Covers (magazine, catalog)
Inserts Die cutting Fulfillment Saddle stitching Hand finishing/assembly Domestic and international shipping
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ASC is a marketing service provider offering consumer agencies and corporate clients much more than ink on paper. From data solutions to effective print management and proprietary online tools that drive conversions, the ASC platform meets and exceeds client expectations daily. ASC is a marketing service provider offering consumer agencies and corporate clients much more than ink on paper. From data solutions to effective print management and proprietary online tools that drive conversions, the ASC platform meets and exceeds client expectations daily.