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Transpromo on a Budget


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Transpromo on a Budget - Xplor 2011 presentation - A presentation from Crawford Technologies -

Transpromo on a Budget - Xplor 2011 presentation - A presentation from Crawford Technologies -

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  • 1. Transpromo on a Budget
    A presentation fromCrawford Technologies Inc.
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  • 2. Introducing Crawford Technologies
    Founded in 1995 and based in Toronto, CrawfordTech is a privately held global software company
    On PROFIT 100 list of fastest growing companies in Canada
    Core competency is in transaction print stream and document production software, including:
    Automated Document Factory and Integrity solutions
    Document Re-engineering solutions
    Print stream conversions/transform solutions
    Document Archive Solutions
    Document integration/workflow solutions
    Document Accessibility Services
  • 3. Why Transpromo?
    Direct Mail campaigns are becoming less and less effective and can cost up to $2 per piece –75% of some direct mail isn’t opened. Response rates are typically 0.5% to 1.5%
    Outbound calling campaigns are more expensive and legislative barriers are coming to bear - cost is approx. $5 per connection. Response rates are typically 2% to 4%
    Branch or agent promotions cost approximately $8 per effort
    Enhancing existing transactional documents costs only pennies because the paper and postage are already paid for
    People take between 1 and 3 minutes to review their transactional documents and 99% of bills and statements are read
  • 4. Traditional Transpromo
    90% of the applications that produce transactional documents were written back in the 80s and 90s and earlier
    A lengthy IT project, that goes back to the composition stage is required including changes to supporting applications
    Hardware upgrade and/or reconfiguration may be required
    Bottom line:
    LengthyTime to Market
    SignificantIT involvement
  • 5. How can Transpromo on a budgetbe accomplished?
    Through document re-engineering – which means enhancing existing content at the print file level
    Some Transpromo enhancements require going back to the composition phase versus via document re-engineering such as:
    Text and section reflowing across pages
    Highly variable page layouts - dynamic content placement from customer to customer
  • 6. How document re-engineering can meet most Transpromo requirements
    • Examine content within the print file:
    Extract name, account number, points balance, geography
    • Use rules-based logic to determine how to enhance that print file, such as:
    Determine available white space
    Add an additional page to make space available for Transpromo use
    Move content to make room for Transpromo
    Enhance existing text – changing it to full color
  • 7. How document re-engineering can meet most Transpromo requirements
    Use rules-based logic to determine how to enhance that print file, such as:
    Remove content for eDelivered documents - Bar codes
    Ingest external files to use information not available in the print file:
    CRM segmentation data
    Database of graphical or other content for inclusion into available white space
    Add PURLs for eDelivered documents
    Add QR Codes for mail delivered documents
  • 8. Transpromo investment strategies
    We see two camps, each requiring different
    investment approaches:
    Those that are happy with their current transactional documents and printing hardware, but want to add one to one messaging
    Those that feel it is time for a full redesign that requires composition engine capabilities, high speed full color and are looking for the Transpromo ROI to justify it
  • 9. Camp One:Transpromo investment strategies
    By taking a document re-engineering approach, ROI is maximized due to:
    • Implementation time of weeks versus years
    • 10. Minimal CapEx (for around $100K)
    • 11. Minimal IT involvement
  • Camp Two: Transpromo investment strategies
    A pilot document re-engineering project will cost –
    effectively validate ROI assumptions before
    • Multiple millions of dollars
    • 12. Implementation times measured in years
    Pilot costs will be $100k to $150K depending on:
    Size of pilot
    Is full color required for the pilot
    Is a full color device available
    Cost of full color device for pilot volumes
  • 13. Solution Snapshots
  • 14. Electronic Transpromo
    • Australia/PacRim’s largest Service Bureau
    • 15. Problem: Salmat’s banking client wanted to turn off paper based statement yet continue to market to its customers without changing the current application or their use of CMOD archive
    • 16. Solution: Customer implemented a Crawford Tech document re-engineering solution to:
    Index existing AFP files with additional fields for retrieval purposes
    Load indexed AFP file into CMOD supporting the existing archiving, viewing and reprinting processes
    Upon retrieval from CMOD, CrawfordTech’s software is invoked to merge in full color paper stock backgrounds, terms & conditions text, and full color PDFs representing the inserts that would have been in the client’s envelope. Customer is adding PURLs in next phase of project.
    Convert to PDF and deliver to client screen for presentment
  • 17. Paper-based Transpromo
    • Problem: Salmat’s Financial Services / Travel client wanted to add targeted messages to their customers based on loyalty point values and geography – to their existing application
    • 18. Solution: A CrawfordTech document re-engineering solution was used on the existing production print stream in a two-pass implementation
    • 19. First pass: Determination
    Extract customer name, address, rewards point balance, postal code and account number
    Determine area of white space available on each bill
    Write to external file, which is used as input for further processing:
    • Name, address information and customer number
    • 20. Page number where white space appears
    • 21. Amount of white space available on the page
    • 22. Location of where white space starts
  • Paper-based Transpromo
    The customer developed procedures process the file and returns it:
    These procedures could engage any external business rules, databases, CRM process, etc
    Second pass: Execution
    The print stream is re-processed along with the returned and updated external file and the requested images are placed on the appropriate pages
    Index records are also imbedded into the print file, identifying the added images for audit purposes
    The new file is then printed and loaded to the CMOD archive
    Eight weeks elapsed to implement including 6 weeks of testing
    Salmat’s client is now evaluating migration to full color devices and bringing on other applications and print stream types
  • 23. Summary
    • An effective Transpromo strategy does not necessarily mean spending:
    A lot of money on new software and tools to execute the project
    A lot of time to rework existing applications and systems
    A lot of time to actually execute the project –12 to 18 months are not unusual
    A lot of money to modify existing hardware and production processes
    • There are document reengineering solutions that enable you to leverage your existing assets, therefore: Transpromo on a budget is a realistic proposition
    Go from this . . .
    . . .to this, in weeks
    For a fraction of the traditional cost, with nominal IT involvement and without disrupting existing production processes
  • 24. You’ve been watching:Transpromo on a Budget
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