By Patrick Kennedy
Star Tribune (Minneapolis)
WWR Article Summary (tl;dr) This article takes a look at how a company developed a video series as a way to market its transformation from a check printing company to company that provides a number of digital small-business services.
Deluxe Corp. celebrated its centennial last year by commissioning 100 stories about small businesses. The idea was to highlight the diversity of companies from across the country, and it has culminated in the launch of a web series.
Long known as a check-printing company, the next 100 years for Deluxe, headquartered outside Minneapolis, will be more dependent on its growing small-business services that include logo design, marketing, promotion, website design and digital marketing, among other offerings.
The shift is by necessity: A Federal Reserve study found that the number of checks written has declined 8.8 percent each year from 2009 to 2012, Deluxe said.
For the fiscal year ended Dec. 31, 2015, Deluxe had revenue of $1.8 billion, with the checks business contributing 49.3 percent, marketing solutions and other services 30 percent and financial services 26 percent.
That compares to 2011, when checks were 61.5 percent of the company’s $1.4 billion in revenue, with marketing solutions and other services at 10.6 percent.
The shift also means the company needs to find a way to market its transformation.
Enter content marketing and a new video series that the company is rolling out on its website, smallbusinessrevolution.org.
Don’t think corporate video, think storytelling that emphasizes Deluxe.
Last year, the company ran a contest that awarded $500,000 in products and services to the small businesses of one small town in America.
Deluxe received more than 10,000 nominations for its Small Business Revolution Main Street campaign. The winner was the town of Wabash, Ind., just off the Hoosier Heartland Highway in central Indiana.