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Retail & Ecommerce

How a Leading Memorabilia Supplier Struck Gold with Young Customers

From diamond-encrusted Super Bowl rings to beloved high school yearbooks, Jostens remains one of America’s leading manufacturers of prized memorabilia.

Originally founded in 1897, the company created the very first Super Bowl championship ring and has been awarded the official contract more than any other in the game’s history.


Years Since Founding


Saved in Postage Alone


Super Bowl Champion Rings

The Challenge: Traditional Marketing Didn’t Work for Gen Z Customers

High school rings, yearbooks, graduation announcements, and caps and gowns represent another major segment of Jostens’ market sales. Rick Morton, a sales rep based in Puyallup, WA, wanted to update the methods he utilized to contact students.

Raised on social media and the internet, Gen Z prefers texting for its concise and to the point notifications and updates. The direct mail and phone call reminders that worked in previous decades now appear passé, unreliable, and prohibitively costly.

The Solution

At a meeting among fellow representatives in Seattle, Morton pitched the benefits of SMS solutions. Soon, more than 20 of his colleagues created individual accounts with EZ Texting.

Students can opt in to receive text updates and be automatically entered to win a free class ring. Reminder Campaigns keep graduating seniors on track for payment deadlines and other appointment prompts. Parents may opt-in as well.

Morton and his colleagues can further segment contacts, blasting out different campaigns to those who’ve already purchased to those still considering. And they can initiate Drip Campaigns, offering information about additional products.

The Results

By reaching students on the device they most frequent — their mobile phones — Jostens ensures updates and reminders will be seen, not discarded like direct mail. Morton estimated his office saved over $1000 in postage alone; other colleagues eliminated its use entirely.

Turning in payments and forms on time have reached all-time highs, saving reps both time and money.