Direxxis dmEDGE Direct Marketing Solution Selected by Budget Blinds to Power Franchisee Marketing Programs and Protect Brand Integrity

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All Budget Blinds' franchisee marketing materials now housed under one roof.

- Direxxis, a company leading the way in delivering end-to-end direct marketing solutions, announces that Budget Blinds, the leading window covering franchise in the United States, has selected dmEDGE to power its franchisee marketing programs. dmEDGE is Direxxis' comprehensive turn-key direct marketing solution that fuses all of the necessary marketing campaign functions into a user-friendly web portal that serves to effectively connect organizations with their customers and business partners.

"dmEDGE allows our franchisees to focus on their primary business -- selling window coverings, area rugs and other decor items from leading manufacturers -- while making it easy for us to support them by providing good-looking, brand-focused ads quickly and in a format that most printers prefer," said Suzi Carragher, Director of Corporate Communications for Budget Blinds. "Direxxis' dmEDGE solution also enables Budget Blinds to keep all of our professionally-designed materials in one central repository, so franchisees have 'one-stop marketing' access to all the approved marketing materials."

Before implementing dmEDGE, Budget Blinds had a self-administered site and was challenged with controlling the quality of the creative product being used for local franchisee marketing. Previously, franchisees needed to establish relationships with local graphic designers who would occasionally take too many liberties with the approved marketing pieces. This often resulted in distorted photos, "Frankensteined" ads, omission of legal disclaimers, typos, missing phone numbers and the like.

While searching for options that would address this very troublesome, and potentially brand-damaging, situation, it found dmEDGE to be the solution that best met all its needs. "We were very pleased that Direxxis was willing to work with our team to create a custom solution that really worked for us," Carragher said. "And, dmEDGE can still adapt to our changing needs."

Carragher found that Direxxis was also good at helping Budget Blinds get up and running, as well as updating the system. "Direxxis has been great to work with! They were extraordinarily organized and sensitive to deadlines when we were implementing the system. When we need to update items on dmEDGE, the Direxxis team will have it done when they say they will, which allows us to keep commitments to our franchisees."

What dmEDGE features does Carragher find especially beneficial? "The printable PDF format that we use for our creative prevents errors and enables franchisees to control the customizable portion of the message. Printers prefer the format because they can only print the file. Printable PDFs eliminate finger pointing. Also, with dmEDGE franchisees don't need to be design experts to provide their local marketing vendors with good looking ads and compelling offers. In addition, we can guide the franchisees to choose sound offers and include necessary legal copy. dmEDGE is a great tool for organizations like ours looking to control brand identity from local to national levels."

The dmEDGE portal system creates an advantage for the Budget Blinds organization and its franchisees because now they can use the same data buying and assembly techniques utilized by top centralized direct marketers to execute campaigns. Some of the far-reaching benefits the dmEDGE solution provides the Budget Blinds organization include:

  •     Less time needed to execute campaigns and communications. Franchise owners don't need to spend all of their time coordinating different vendors and researching data sources so that their time can be spent running their businesses.
  • Increased learning. With a feedback loop, the marketing knowledge will be continuous in nature and shared between all franchisees and the corporate office. Corporate campaigns can be effectively tracked and franchise campaigns can match response and customer information back to mailings for analysis.

"Ultimately all of this will unify the Budget Blinds branding and marketing initiatives throughout the system," concluded Carragher.

About Direxxis:
Direxxis creates and delivers turn-key, web-based end-to-end direct marketing solutions that enable our clients to build great relationships with their customers. Our marketing solutions help clients target prospects who share the same characteristics as their best customers, greatly improving their acquisition efforts by enabling them to reach the right prospects at the right time. Direxxis' dmEDGE solution, designed especially for organizations with a decentralized sales structure, has a flexible architecture that allows marketers to streamline the complex, detail-oriented direct marketing process and focus on the principles that drive direct marketing success. More information is available at http://www.direxxismarketing.com.

All trademarks and registered trademarks mentioned herein are the property of their respective owners.


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Steve Scruton
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Christine Shock
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