RC&C Rolls Out First Consumer Campaign For Snapfish Photo Services
SAN FRANCISCO - July 10, 2000 - San Francisco-based Snapfish, the only photo service that offers free processing, printing, digitizing, and online sharing and storing for 35 mm camera users, today launches its first national print advertising campaign. Created by Rathje Chadwick & Company, Inc. (RC&C), the national campaign introduces the company's unique photo offering and is part of a comprehensive advertising campaign that also features online advertising.
"We're launching more than an online photo service," explains Melissa Barritt Felder, vice president of consumer marketing at Snapfish. "We're launching a national brand and offering families a new way to share their memories. RC&C is helping us define our brand, target the right customers and spread the word about our service."
Snapfish offers 35 mm film users free developing, free prints, free online sharing and free storage for their favorite photographs. Customers pay only $1.69 per roll for shipping and handling for their prints on Kodak paper. They can also order reprints and enlargements with the click of a mouse.
For this summer's launch, RC&C chose a vacation theme to announce Snapfish's free film developing and online photo sharing service. The ad headline, "You paid for the vacation. Let us pay for the prints." promotes a free and easy way for consumers to handle their film developing. Capitalizing on the friendly Snapfish logo, bright colors and fun wave of body copy, RC&C distinguishes Snapfish as the brand that offers families an easy, secure and economical way to print and share their photos.
RC&C's creative challenge was three-fold. First, it had to make sure the consumer understood this was an ongoing proposition from a new consumer brand - not a one-time promotional offer. Second, it had to overcome the skepticism that people associate with any free offer. The campaign idea of "Let us pay for the prints" communicates a more helpful, inviting proposition. Finally, the advertising needed to eliminate the barrier to trial, and make using the new service very simple.
To increase trial and communicate simplicity, RC&C designed a postage-paid film mailer that will be inserted next to the print ads. The mailers enable consumers to instantly sign up for the service and in their film for free developing, printing and sharing.
"Our agency attacks every assignment from a discipline of brand focus," Taylor Bryant, Director of Account Management at RCC said. "But in the dot-com environment today, the challenge is building a brand that people can identify with and trust, while taking care of the client's immediate needs. For Snapfish, that means getting the mailers in the hands of millions of customers so they can submit their film easily and take advantage Snapfish's unique service offering."
About Rathje, Chadwick & Company
Rathje Chadwick & Company, Inc. is a full-service marketing communications firm that specializes in building brands for a diverse group of clients who share a passion for quality and creativity. Founded in 1997, RC&C is located at 621 Sansome Street within the heart of San Francisco's advertising community. Clients of RC&C include Genesys, LookSmart, Redband Broadcasting, Respond.com, Snapfish, Sugar Bowl Resort and Torani Italian Syrups.
Snapfish is positioned to dramatically redefine the consumer photography market by providing the first complete photo service that offers film developing, printing, storing and sharing online, all for free. The award-winning Snapfish business model provides both film-based and digital camera users with the ability to seamlessly and effortlessly share, store and order reprints with unsurpassed security.
Privately held and backed by @Ventures, the affiliated venture capital arm of CMGI, Inc., Mayfield Fund, Trans Cosmos, Audax Ventures, BellSouth, Compaq, Kodak and additional private investors, Snapfish was founded by second-generation Internet leaders from Excite@Home and Cisco Systems.
Snapfish has a strategic partnership with District Photo, the nation's largest mail order photo finishing lab, with more than 50 years of experience in the market. Snapfish uses Kodak paper and materials for all of its processing.
With consumer photography representing a $14.90 billion market in the United States alone, Snapfish is poised to provide consumers with breakthrough benefits in online photography and reinvent an enormous consumer category in the process. The company is based in San Francisco, Calif.
Additional information is available at the company's Web site at http://www.snapfish.com.