• by Aaron Baar , April 1, 2010

Snapfish, the picture printing site owned by HP, is celebrating its 10th anniversary this year, and the company wants to let everyone know about it.

"We're going to do it big," Deanna Dawson, a marketing manager at Snapfish, tells Marketing Daily. "We're all about our users. The goal of the campaign is to give back to our users, partners and customers."

To commemorate the milestone, the company has set up a special page, www.snapfish.com/birthdaybash, to offer discounts, promotions and giveaways to its registered users. Prizes will include digital picture frames, gift certificates and HP-branded products. The promotions will culminate in a special offer available on October 10 (10/10/10).

Snapfish is conducting an extensive public relations campaign to market the promotions, reaching out to mommy bloggers and photo enthusiasts online. The company is also employing extensive e-mail communications to reach registered users, Dawson says.

In addition, the Palo Alto, Calif., company is opening its programming interface to allow designers, developers and printing partners to create more projects for consumers for every conceivable occasion. The initiative -- called Snapfish Publisher -- will launch this summer with card designs and photo books from a select group of designers and printers, and will be opened up further later in the year. (Think of it as an Etsy for the photo set.)

"We'll have more options available [than anyone else], keeping up with the demand of what [consumers] are looking for," Dawson says about how the publisher initiative sets them apart from competitors. "We think it's going to be huge come Christmas."

Snapfish will help the designers and partners to sell their wares by providing a fully searchable database for consumers looking for specific gifts. The company will also offer cross-promotion in various marketing channels and by featuring the best-selling designs more prominently.

In addition, Snapfish has partnered with Life magazine's library of photos, making some of the most iconic photographs from its archives available to Snapfish users to print and create projects for. That initiative is the first of its kind for Snapfish. Ideally, Dawson says, it will allow people to digitally combine their photos with those in the magazine's database for original compositions.