• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Operational training agencies
 

Operational training agencies

on

  • 727 views

Presentatie van een operationele training voor de Belgische agentschappen door bpost waarbij zowel de tools als de richtlijnen werden toegelicht voor distripost, direct mail, maxiresponse en onze ...

Presentatie van een operationele training voor de Belgische agentschappen door bpost waarbij zowel de tools als de richtlijnen werden toegelicht voor distripost, direct mail, maxiresponse en onze carbon meters.

Statistics

Views

Total Views
727
Views on SlideShare
727
Embed Views
0

Actions

Likes
0
Downloads
15
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Welkom + programma toelichten
  • Rollen team toelichten
  • Rollen team toelichten
  • Waarom Distripost + wat is distripost voor het woord aan Nele te geven.
  • Rollen team toelichten
  • Rollen team toelichten
  • Rollen team toelichten
  • Rollen team toelichten
  • yy/mm/dd - title presentation - author - qualifier woensdag 25 mei 2011
  • SOURCE?
  • Ce slide peut-être utiliser comme 2° slide pour l’INTRODUCTION DE DIRK pour: - BUT DE CET EVENT Que voulons-nous raconter et prouver avec l’event de ce soir : Il y a le E et le P et ces 2 medias se reforcent et at the end of the day nous voudrions vous “convaincre” de ne pas devoir choirir entre un des 2 media mais que vous devez bien utiliser et combiner ces 2 media dans le but de faire plus de DIRECT MARKETING. Le but étant que grâce à ce bon mix vous opteniez un meilleur ROMI sur vos actions. - SELECTPOST ON-LINE La Poste aussi est convaincue de la force de cette combinaison des 2 médias et dans cette vous, la Poste a déjà des adresses e-mail Selectpost de consommateurs: 100.000… Et maintenant je laisse la parole à An et Cécile …intro
  • Source: Het laatste nieuws 02/12/2010
  • Paper production 2000-2010 Conclusion: Relatively small substitute effect Large complementary and generational effect Sources: 1 CEPI, 2010, European pulp and paper industry, preliminary statistics, 2010 2 Arnfalk, 2010; Analyzing the ICT – paper interplay and its environmental implications
  • yy/mm/dd - title presentation - author - qualifier woensdag 25 mei 2011
  • yy/mm/dd - title presentation - author - qualifier woensdag 25 mei 2011
  • yy/mm/dd - title presentation - author - qualifier woensdag 25 mei 2011
  • Consider that environmental impact of email and mail is not solemnly based on CO2 emissions assessment. Wider environmental impact needed for complete comparison. Conclude with further focus on CO2
  • 1 Rare materials extraction very energy intensive and disruptive for direct environment across large area (low concentration of required materials, low accessibility) -> increase CO2 emissions + loss of biodiversity -modern electronics contain 40 up to 60 different elements 1 (Table from Mendeleev: 118) - 1 laptop = 200 mg gold, 230 million laptops hold 285 t gold 3 : 1 kg gold= 808 laptops -know that PC shipments will total 376.6 million units in 2010, up 22% from 2009. 5 -EF mobile phones is 2.4 million gha = 1.6 million world average citizens 2 - The surge in demand for rare materials for electronic products has led to the development of illegal mines in china 6 2 Refinement of materials : use of high quantities chemicals -> increase toxicity + loss of biodiversity + increase in health problems 3 Water usage for cleansing and refinement of the resource materials -> waste water contaminates ground water -> toxic problem -One tonne of gold: 250,000 cubic meter of water 4 Source: 1 UNEP, 2010; press release February 22, Urgent Need to Prepare Developing Countries for Surge in E-Wastes. Sibylle D. Frey, David J. Harrison, and Eric H. Billett, 2006, Ecological Footprint Analysis Applied to Mobile Phones Hugelüken, Christian, 2007; Umicore Presious metals Refining, 6 th session of OEWC Basel Convention, Geneva, 7 September, 2007 4 CSIRO, 2007; http://www.csiro.au/files/CSIROau/Publications/ProcessFeb07.pdf 5 Gartner, 2010; STAMFORD, Conn., May 26, 2010 http://www.gartner.com/it/page.jsp?id=1375313 6 Bradsher, Keith,  October 29, 2010 http://www.nytimes.com/2010/10/30/business/global/30rare.html?_r=1
  • Logging of virgin wood -> Biodiversity Negative: -Reduces biodiversity of mature developed forests, destroys habitats -> Biodiversity Positive: -Selective logging sustains the natural growth of the wood, this increases the CO2 absorbing capacity FSC en PEFC managed forests = 56 % of all paper woodsources in EU 2008 1 and 69% of external purchased pulp delivered to mills in Europe comes from forest management certified source 1 -In BE: no virgin trees logged for paper production: only side products of woodlogging for other applications like furniture or construction (1/3 of all wood used for paper production are side products of other processes, 2 ) 2) Replanting -> CO2 storage + biodiversity (+ toxicity) Negative: -Reduces biodiversity with homogenous planting of trees -> biodiversity BUT: new initiatives for increasing biodiversity of replanted forests 1 -Use of herbicide increases toxicity -> toxicity Positive: -Continuous planting of new trees increases the CO2 absorbing capacities -> CO2 storage BUT: increased financial support mechanisms for biomass increase the price of biomass, increasing the competition of resources in the coming years 1 Source: 1 CEPI, 2009; Sustainability report 2009 http://www.cepi.org/Objects/1/Files/CEPI-Report09.pdf 2 Paper chain forum http://www.paperchainforum.org/pdf/ecotripweb.pdf
  • ICT Product complexity means very energy intensive (low concentration of required materials, low accessibility) -> CO2 emissions + biodiversity (81 % of life cycle energy use during production phase 1 ) Treatment : chemicals -> Toxicity + biodiversity Source: 1 Energy intensity of computer manufacturing: hybrid assessment combining process and economic input‐output methods, Eric Williams United Nations University, Environmental Science & Technology 38(22), 6166 ‐ 6174 (2004
  • 1) Production of pulp : energy intensive -> CO2 emissions negative: -very energy intensive positive: -energy efficiency has increased an CO2 increased a lot of the last 20 years. -> reduction in GHG emissions * CO2 emissions have gone down by 8% absolutely and 42% relatively per tonne of paper pulp compared to 1990 1 * 55,5% of primary energy used for paper production in EU in 2008 comes from solid biomass = ¼ off total biomass energy use in EU in 2008 1 2) Bleaching reduces biodiversity and use of chloride increases toxicity -> toxicity -kgs COD (Chemical oxygen demand) per tonne product has gone from 26.57 in 1990 to 6.29 in 2008 1 3) WATER usage : increased reduction of water usage: Sources: CEPI, 2009. CEPI sustainability rapport 2009
  • Continuous energy use : energy intensive -> CO2 emissions ICT GHG emissions are 2% of global total 1 global data centres GHG emissions comparable with those of The Netherlands 2 Sources: 1 Source: Gartner – IT Vendors, Service Providers and Users Can Lighten IT’s Environmental Footprint, December 2007 1 McKinsey & Co, 2008; Datacenters; how to cut carbon missions and costs.
  • Transport : physical transport of paper products from production to user -> CO2 emissions + biodiversity 430 billion mail items send in 2009 1 BUT: the environmental impact of transport of letters is not the highest polluting factor in a postletter life cycle. 2 Sources: 1 Arnfalk, 2010; Analyzing the ICT – paper interplay and its environmental implications 2 Zurkirch, Manfred; Reichart, Inge, 2000, Environmental Impacts of Telecommunication Services, Two Life-Cycle Analysis Studies
  • 1 Landfill : toxicity of landfill with effects for biodiversity -> Toxicity + biodiversity + health problems global e-waste growth: 40 million tonnes/year 2, IT is the fastest growing waste stream in the world 7 90 % of all global e-waste end up in Bangladesh, China, India, Myanmar and Pakistan 5 E-waste contains more than 1,000 different substances and chemicals 6 2 Recycling : very low, non circular product life cycle, majority goes to landfills (in developing countries, see UNEP rapport) (only 15% of total e-waste is recycled 1 ) 3 Quickly obsolete: -> Toxicity + biodiversity + CO2 emissions (18 month life span average, US 3 ) Increasing the life span of a mobile phone from 1 to 4 year reduces the environmental impact by 40% 4 Source: 1 Pike Research, 2009; Electronics Recycling and E-Waste Issues Recycling and Responsible Disposal of Consumer Electronics, Computer Equipment, Mobile Phones, and Other E-Waste UNEP, 2010; press release February 22, Urgent Need to Prepare Developing Countries for Surge in E-Wastes. 3 Reed, Brad. 2008. "Fighting E-waste One Cell Phone at a Time" IT World 4 Christian Hagelüken, Personal communication, Umicore Precious Metal Refining, Hoboken, Belgium, August 1, 2007. - 200 phones can produce enough gold for a 5 g wedding ring made of pure  5 UNITED NATIONS ENVIRONMENT PROGRAMME (UNEP) [ed.] (2007): Global Environment Outlook. GEO4. Environment for development. http://www.unep.org/geo/geo4/report/GEO-4_Report_Full_en.pdf (12/11/2007) 6 PUCKETT, J. ET AL. (2002): Exporting Harm. The High-Tech Trashing of Asia. http://www.ban.org/E-waste/technotrashfinalcomp.pdf (11/28/2007) 7 TOXICS LINK [ed.] (2007): E-waste. Factsheet Number 31. http://www.toxicslink.org/dn.php?section=1&id=184&atn=0 (11/30/2007)
  • 1) Landfill But: not recycling releases the methane from landfill. U.S. EPA has identified landfills as the single largest source of methane emissions in the U.S., and the decomposition of paper is the largest contributor to the methane being generated. 2) Recycling : reduce the logging and planting of forests and reduces energy needed for paper production -> CO2 reduction + increase in biodiversity and less toxicity (but more transport -> more CO2 emissions) (72,2 % recycling rate, EU 2009, BUT beware that because of reduced paper consumption the recycling rate is artificially high 1 Source: CEPI, 2009: European Declaration on Paper Recycling 2006 – 2010, Monitoring Report 2009
  • Explain difficulty in comparing email and mail. -Attention ICT a énormément de fonctions, comme le papier (exemple: smart phone est multifonctionnel -ICT peut aussi réduire des besoins ou permettre des applications qui vont réellement réduire l'impact de nos modes vies - exemple: collaborative consumption. Linearity VS circular system: paper is a renewable energy sources while computer hardware is currently recycled at very low rate. (makes comparison diffucult) -> Compare the function: send a message 2 points: -literature -our DM carbon meter (note that we can really compare exactly two alternatives; whereas the literature gives numbers on comparable products (letters and email), not the same thing)
  • Sources: 1 Pitney Bowes, June 2008, The Environmental Impact of Mail: A Baseline. 2 Wright, 2009; Calculating the carbon impact of email – a methodology, Insight2Forsight
  • there is a small substitution effect but even more so a complementary effect: the amount of emails send surpass by great number the amount of post letters being send There are currently (2010) about 2.9 billion email accounts worldwide, and this number is expected to increase to over 3.8 billion accounts in 2014. In 2008, 55 billion (109) emails were sent daily (Hoang 2009). This adds up to about 15 à 20 trillion (1012 or one million million) non‐spam (legitimate) emails sent annually world wide, accompanied by a staggering 62 trillion spam emails (McAfee 2009). Le rapport 1 mail / 40 e-mail - (Howard Wright 2010) - spams non included. Email: 293 billion emails send per day (Of which 86% 3 to 89,1% 4 are SPAM. Legitimate email: 32 to 41 billion emails/day 107 trillion emails send in 2010 2 Post mail: 1.18 billion mail items per day 430 billion mail items send in 2009 (of which 6 billion parcels) 1 Sources: Arnfalk, 2010; Analyzing the ICT – paper interplay and its environmental implications Radicati Group, 2010; Email Statistics Report 2010-2014 Wright, 2009; Calculating the carbon impact of email – a methodology, Insight2Forsight Mcafee, 2009; The Carbon Footprint of Email Spam Report
  • there is a small substitution effect but even more so a complementary effect: the amount of emails send surpass by great number the amount of post letters being send There are currently (2010) about 2.9 billion email accounts worldwide, and this number is expected to increase to over 3.8 billion accounts in 2014. In 2008, 55 billion (109) emails were sent daily (Hoang 2009). This adds up to about 15 à 20 trillion (1012 or one million million) non‐spam (legitimate) emails sent annually world wide, accompanied by a staggering 62 trillion spam emails (McAfee 2009). Le rapport 1 mail / 40 e-mail - (Howard Wright 2010) - spams non included. Email: 293 billion emails send per day (Of which 86% 3 to 89,1% 4 are SPAM. Legitimate email: 32 to 41 billion emails/day 107 trillion emails send in 2010 2 Post mail: 1.18 billion mail items per day 430 billion mail items send in 2009 (of which 6 billion parcels) 1 Sources: Arnfalk, 2010; Analyzing the ICT – paper interplay and its environmental implications Radicati Group, 2010; Email Statistics Report 2010-2014 Wright, 2009; Calculating the carbon impact of email – a methodology, Insight2Forsight Mcafee, 2009; The Carbon Footprint of Email Spam Report
  • yy/mm/dd - title presentation - author - qualifier woensdag 25 mei 2011
  • yy/mm/dd - title presentation - author - qualifier woensdag 25 mei 2011
  • Welkom + programma toelichten

Operational training agencies Operational training agencies Presentation Transcript

  • Operational Training Agencies Antwerpen X / Brussel X 24 & 31 May 2011
  • Agenda Intro DM unaddressed : Distripost DM addressed & Maxiresponse Carbonmeter Visit Antwerpen X / Brussel X
  • [email_address] [email_address]
  • [email_address] Service Account Manager
  • Agenda Intro DM unaddressed : Distripost DM addressed & Maxiresponse Carbonmeter Visit Antwerpen X / Brussel X
  •  
  •  
  •  
  •  
  • Door to Door media offers broad coverage
    • Key caracteristics of the medium
    • 85% reach of population after one contact (15% no pub)
    • Audience: 1,8 reader / leaflet
    • Fast Media (large reach with only one drop)
    • 4,4 mio letterboxes: 85% population
    • North : 2,5 mio (83%)
    • Brussels : 439.000 (80%)
    • South : 1,5 mio (88%)
  • Distripost solution is the most impactful door to door solution
    • Key characteristics of Distripost
    • Lower net cost/contact
    • High distribution quality
    • Low clutter and exclusivity: not bundled, distributed with max 2 other leaflets
    Most impactful door to door distribution
  •  
  • 1. Creatie
    • Standaard:
    • Betalende opties:
    • -andere vorm dan
    • -samengestelde zending
    • -verpakt onder blister of folie
    • Verschillende versies = uitwendig herkenbaar
    Andere opties? Ja (voorafgaand akkoord) CREATIE SELECTIE PLANNING BETALING PREPARATIE AFGIFTE
  • 2. Selectie + Planning Selectiemogelijkheden
    • Geografisch
    • Cirkelselectie
    • Socio demo
    CREATIE SELECTIE PLANNING BETALING PREPARATIE AFGIFTE
  • 2. Selectie + Planning Selectiemogelijkheden: socio demo
    • Kaart toont
    • de 2 hogere
    • inkomensklassen
    CREATIE SELECTIE PLANNING BETALING PREPARATIE AFGIFTE
  • Socio-demo selection increases selectivity on specific targets
    • Key characteristics of Distripost ‘Semi targeted’
    • Optimized distribution: leaflet distributed in postal rounds which are selective on target (= target ‘over represented’ in the round)
    • Flexibility in segmentation: criteria combination is possible
    Each postal round gets a score on: *social classes *family composition *housing type *garden *area (nielsen zones, provinces, …) *b-to-b Tariff socio-demo + 0,026 ex 21% VAT, taxes CREATIE SELECTIE PLANNING BETALING
  • Socio-demo selection increases selectivity on specific targets 1. Family composition (ex. Young families with 1 child (<= 6 years)) 2. Social class (ex. wealthy social class) 3. Owners proportion (ex. Less than 50 % owners) 4. Garden proportion (ex. More than 85 % gardens) 5. Urbanization level (ex. Green residential zone) 6. Accomodation type (ex. logement unifamilial) 7. Age (ex. 25-44 years) CREATIE SELECTIE PLANNING BETALING PREPARATIE AFGIFTE
  • We developed some Distripost Audience Packages Wealthy 25-59 Target coverage Budget (eur, TVA ex.) 69% 157.200 1.793.417 # folders distributed only in most selective rounds Owners 78% 164.200 1.908.587 Possibility to fragment pack * 16% never read; 1,8 reader / leaflet CREATIE SELECTIE PLANNING BETALING PREPARATIE AFGIFTE
  • 2. Selectie + Planning Online reservatietool: waarom?
    • 3 mogelijkheden:
    • Selecties simuleren
    • Uw orderreservatie plaatsen
    • Documenten raadplegen
    CREATIE SELECTIE PLANNING BETALING PREPARATIE AFGIFTE
  • 2. Selectie + Planning Online reservatietool: live demonstratie
    • Capaciteit wordt berekend in gewicht en aantallen (zoals bij radio)
    CREATIE SELECTIE PLANNING BETALING PREPARATIE AFGIFTE
  •  
  • 3. Preparatie + afgifte
    • 2 weken voor afgifte - > email met documenten
    • Voor u of uw klant:
        • definitieve orderbevestiging: definitief aantal te betalen
        • Nodige info voor aangifte gemeentetaks
    • Voor de drukker:
        • Definitieve orderbevestiging (aantal af te geven)
        • Palletbrief (spreiding over regio’s)
        • (Sorteerlijst (order sorteren bij afgifte))
        • Uw drukker wenst meer uitleg? MassPost Guide, Distripost Poster
    CREATIE SELECTIE PLANNING BETALING PREPARATIE AFGIFTE
  • Conclusie
    • Distripost = massmedia met selectieve mogelijkheden
    • Reservatietool biedt 3 mogelijkheden
          • Simuleren
          • Reserveren
          • Orders en hun bijhorende documenten online bekijken
    • Materiaal beschikbaar om te helpen bij de preparatie.
    • Demonstration Distripost – tool
  • Agenda Intro DM unaddressed : Distripost DM addressed & Maxiresponse Carbonmeter Visit Antwerpen X / Brussel X
  • 2011 Meer keuze om beter in te spelen op behoeften van de klant 1 januari 2011
    • Nieuw aanbod Direct Mail
    • Vereenvoudigde Prijszetting
    Klaar voor morgen
  • Direct Mail 2011 – 3 producten DM TOUCH (Voorkeurtarieven & conventie) BEREIK uw klanten & prospects in heel België Nationale dekking in D+1tot2 DM INSPIRE (Conventie) INSPIREER uw klanten & prospects met catalogi >250g Lean productie- & afgifteproces vanaf 10.000 stuks Nationale dekking in D+4/8 DM PULSE (Conventie) Zorg (twee)wekelijks voor een nieuwe IMPULS Just in time-afgifte* vanaf 25.000 stuks Nieuw Nieuw * Afhankelijk van specifieke afgiftevoorwaarden opgesteld in het contract door bpost en afhankelijk van de operationele capaciteit
  • Direct Mail – Voorkeurtarief Afgifte in (Hyper)MassPost Centers Vanaf Sortering % korting Postcode 500 items 0,3% Sector 10K items 0,6% Uitreikingskantoor 25K items 5,5% (Enkel voor Large en Special !!!) D+1tot2 Conventie vanaf 76.350€ jaarlijkse omzet
  • Direct Mail – Tarief Conventie Nieuwe basistarieven Direct Mail
    • Operationele kortingen:
    • Mail ID: 1% (Small format only)
    • Booking: 3% (vanaf 25K stuks)
    • Data Quality: 1%
    • Correct Conditioning: 0,25%
    • e-Masspost: 0,25%
    • Sort size: volgende slide
    Nieuwe basistarieven met minder gewichtstrappen, een prijs per formaat en geen 50g differentiatie meer
  • DM Touch - Sort size discount Best Price Large & Special Format Small Format De zelfde discount, Hogere “Ronde en sequentie discount vanaf 25K” Best Price DM Touch kortingen Niet gesorteerd Sorteerplan (Mail ID) Niet gesorteerd Post-code Sector Uitreikings-kantoor Ronde en Sequentie 500 stuks - - - 0,3% - - - 10K stuks - - - 0,3% 0,6% 2,2% 2,2% 25K stuks - 2,2% - 0,6% 1,2% 5,5% 11,0% 50K stuks - 5,5% - 1,1% 2,2% 7,7% 17,6% 100K stuks - 11,0% - 1,1% 2,2% 11,0% 19,8% 200K stuks - 16,5% - 1,1% 2,2% 11,0% 24,2% 400K stuks - 16,5% - 1,1% 2,2% 11,0% 26,4% 800K stuks - 16,5% - 1,1% 2,2% 11,0% 27,5%
  • Agenda
    • Intro
    • DM unadressed : Distripost
    • DM adressed & Maxiresponse
      • Formaten
    • Carbonmeter
    • Visit Antwerpen X / Brussel X
  • Transparantie in de Formaat definities www.bpost.be/masspostgids
  • Transparantie in de Formaat definities SPECIAAL SMALL LARGE ≤ 50 g en... > 50 g of...
    • Rechthoekig
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 165 x 245 x 5 mm
    • L/B ≥ 1,20
    • Richting “Landscape”
    • OCR Adres of Mail ID
    • Na te leven vereenvoudigde lay-
    • out
      • Zones
      • Advertentievensters
    • Rechthoekig of vierkant
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 230 x 350 x 30 mm
    • Max. gewicht: 2 kg
    • + Alle zendingen:
    • Vierkant of bijna vierkant (L/B <1,20)
    • Richting “Portrait”  
    • Stijf of met stijf object
    • Speciaal papier
    • (glanzend/reflecterend)
    • Band of sticker voor sluiting
    • 1 of meer verwijderbare stickers
    • Kleine afmetingen maar niet
    • conform definitie SMALL formaat
    • (lay-out of OCR adres of Mail ID)
    • onder folie
    • Niet-rechth. en/of met een gat
    • Waarop kaart, envelop enz. deels gelijmd zijn.
    • Vorm: vrij
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 265 x 350 x 30 mm
    • Max. gewicht: 2 kg
    Creatieve vorm LARGE & SPECIAL Geen specifieke lay-outvereisten! “ Guidelines”
  • Transparantie in de Formaat definities SPECIAAL SMALL LARGE ≤ 50 g en... > 50 g of...
    • Rechthoekig
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 165 x 245 x 5 mm
    • L/B ≥ 1,20
    • Richting “Landscape”
    • OCR Adres of Mail ID
    • Na te leven vereenvoudigde lay-
    • out
      • Zones
      • Advertentievensters
    • Rechthoekig of vierkant
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 230 x 350 x 30 mm
    • Max. gewicht: 2 kg
    • + Alle zendingen:
    • Vierkant of bijna vierkant (L/B <1,20)
    • Richting “Portrait”  
    • Stijf of met stijf object
    • Speciaal papier
    • (glanzend/reflecterend)
    • Band of sticker voor sluiting
    • 1 of meer verwijderbare stickers
    • Kleine afmetingen maar niet
    • conform definitie SMALL formaat
    • (lay-out of OCR adres of Mail ID)
    • onder folie
    • Niet-rechth. en/of met een gat
    • Waarop kaart, envelop enz. deels gelijmd zijn.
    • Vorm: vrij
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 265 x 350 x 30 mm
    • Max. gewicht: 2 kg
    Creatieve vorm LARGE & SPECIAL Geen specifieke lay-outvereisten! “ Guidelines”
  • SMALL Formaat: focus on zone 5 L/B ≥ 1,20 Helemaal ter beschikking van de afzender: - alle kleuren - alle grafische elementen - alle tekst (vorm/formaten) Frankering (leesbaar met het blote oog) Idem zone 4 behalve - adres (complete of partiële) - elementen die verward kunnen worden met een adres (PC + gemeente) OCR adres of Mail ID Idem zone 5
  • Zone 5 Address or Address like Solde dans notre magasin situé à 1000 Bruxelles ASBL NSC Ch. de Boendael 55 1050 Ixelles ASBL NSC Ch. de Boendael 55 1050 Ixelles Solde dans notre magasin situé à 1000 Bruxelles LARGE SMALL Solde dans notre magasin situé à 1000 Bruxelles ASBL NSC Ch. de Boendael 55 1050 Ixelles ASBL NSC Ch. de Boendael 55 1050 Ixelles Solde dans notre magasin situé à 1000 Bruxelles Address like = postcode or city Window for address No window for address
  • Zone 5 Sender Address ASBL NSC Ch. de Boendael 55 1050 Ixelles ASBL NSC Ch. de Boendael 55 1050 Ixelles Société XYZ Rue de la Poste 10 1200 Bruxelles ASBL NSC Ch. de Boendael 55 1050 Ixelles ASBL NSC Ch. de Boendael 55 1050 Ixelles Société XYZ Rue de la Poste 10 1200 Bruxelles Société XYZ Rue de la Poste 10 1200 Bruxelles Société XYZ Rue de la Poste 10 1200 Bruxelles LARGE SMALL Idem if address on 1 line: can not be on the same level as address zone either Window for address No window for address
  • SMALL Formaat: Focus on zone 6 L/B ≥ 1,20 Helemaal ter beschikking van de afzender: - alle kleuren - alle grafische elementen - alle tekst (vorm/formaten) Frankering (leesbaar met het blote oog) Idem zone 4 behalve - adres (complete of partiële) - elementen die verward kunnen worden met een adres (PC + gemeente) OCR adres of Mail ID Idem zone 5
  • Zone 6 – Address & indexation zone ASBL NSC Ch. de Boendael 55 1050 Ixelles Société XYZ Rue de la Poste 10 1200 Bruxelles ASBL NSC Ch. de Boendael 55 1050 Ixelles Rue de la Poste 10 1200 Bruxelles LARGE Window for address No window for address
  • Advertising windows ASBL NSC Ch. de Boendael 55 1050 Ixelles ASBL NSC Ch. de Boendael 55 1050 Ixelles ASBL NSC Ch. de Boendael 55 1050 Ixelles LARGE SMALL 1 or more advertising windows - With or without address ASBL NSC Ch. de Boendael 55 1050 Ixelles 1 advertising window with address 1 or more advertising windows - With address 1 or more advertising windows - without address Window for address No window for address Window for address Window for address
  • OCR adres - Overzicht De heer Jansen C. Katstraat 8 1000 Brussel De heer Jansen C. Katstraat 8 1000 Brussel De heer Jansen C. Katstraat 8 1000 Brussel De heer Jansen C. Katstraat 8 1000 Brussel De heer Jansen C. Katstraat 8 1000 Brussel De heer Jansen C. Katstraat 8 1000 Brussel Schreefletters (serif) Kleurinversie Onderlijnd Cursief Vet Wit of toegelaten Pantone- Kleuren (quadri-equivalent)
    • Inhoud adresblok:
    • Enkel adres
    • Mogelijke verwijzigingen & streepjescode
    • Geen andere tekst of grafische elementen
    Meeste lettertypes OK voor SMALL (bv.: Helvetica, Verdana, Times New Roman, Courrier...) De heer Jansen C. Katstraat 8 1000 Brussel Lichte kleur voor de inkt Te weinig contrast SMALL LARGE Monsieur Dupont C. Rue du Chat 8 1000 Bruxelles Schriftelijke karakters
  • Small format : Selfmailer
    • Voorgedrukte, geadresseerde en gefrankeerde zending die zonder omslag kan verstuurd worden.
  • Small format : Selfmailer Worden beschouwd als volledig gesloten
  • Transparantie in de Formaat definities SPECIAAL SMALL LARGE ≤ 50 g en... > 50 g of...
    • Rechthoekig
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 165 x 245 x 5 mm
    • L/B ≥ 1,20
    • Richting “Landscape”
    • OCR Adres of Mail ID
    • Na te leven vereenvoudigde lay-
    • out
      • Zones
      • Advertentievensters
    • Rechthoekig of vierkant
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 230 x 350 x 30 mm
    • Max. gewicht: 2 kg
    • + Alle zendingen:
    • Vierkant of bijna vierkant (L/B <1,20)
    • Richting “Portrait”  
    • Stijf of met stijf object
    • Speciaal papier
    • (glanzend/reflecterend)
    • Band of sticker voor sluiting
    • 1 of meer verwijderbare stickers
    • Kleine afmetingen maar niet
    • conform definitie SMALL formaat
    • (lay-out of OCR adres of Mail ID)
    • onder folie
    • Niet-rechth. en/of met een gat
    • Waarop kaart, envelop enz. deels gelijmd zijn.
    • Vorm: vrij
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 265 x 350 x 30 mm
    • Max. gewicht: 2 kg
    Creatieve vorm LARGE & SPECIAL Geen specifieke lay-outvereisten! “ Guidelines”
  • Large - zones van de omslag
  • Transparantie in de Formaat definities SPECIAAL SMALL LARGE ≤ 50 g en... > 50 g of...
    • Rechthoekig
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 165 x 245 x 5 mm
    • L/B ≥ 1,20
    • Richting “Landscape”
    • OCR Adres of Mail ID
    • Na te leven vereenvoudigde lay-
    • out
      • Zones
      • Advertentievensters
    • Rechthoekig of vierkant
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 230 x 350 x 30 mm
    • Max. gewicht: 2 kg
    • + Alle zendingen:
    • Vierkant of bijna vierkant (L/B <1,20)
    • Richting “Portrait”  
    • Stijf of met stijf object
    • Speciaal papier
    • (glanzend/reflecterend)
    • Band of sticker voor sluiting
    • 1 of meer verwijderbare stickers
    • Kleine afmetingen maar niet
    • conform definitie SMALL formaat
    • (lay-out of OCR adres of Mail ID)
    • onder folie
    • Niet-rechth. en/of met een gat
    • Waarop kaart, envelop enz. deels gelijmd zijn.
    • Vorm: vrij
    • Min. afm.: 90 x 140 x 0,15 mm
    • Max. afm.: 265 x 350 x 30 mm
    • Max. gewicht: 2 kg
    Creatieve vorm LARGE & SPECIAL Geen specifieke lay-outvereisten! “ Guidelines”
  • Special Format
  • Validatie [email_address] of [email_address] VALIDATIE VAN HET FORMAAT VAN UW MAILING
  • Agenda
    • Intro
    • DM unadressed : Distripost
    • DM adressed & Maxiresponse
      • Maxiresponse
    • Carbonmeter
  • MaxiResponse ECO
      • het vroegere port betaald door bestemmeling
        • Goedkoopste oplossing
        • Verplicht gebruik van een barcode
        • Verplichte vermelding van de DA-code.
        • Verbod om de straat en het huisnummer in het adresblok te vermelden.
        • De lay-out en normen van small format respecteren.
        • Frankeerlogo Maxiresponse - Eco is verplicht
  • MaxiResponse FLEX
      • Het vroegere antwoordnummer
        • Meest flexibele oplossing
        • Verplichte vermelding van Antwoordcode en/of Code Réponse en van de DA-code.
        • Verbod om de straat en het huisnummer in het adresblok te vermelden
  • MaxiResponse
      • http://www.bpost.be/site/nl/business/send_post/advertising/return/maxirespons.html
    • Demonstration Maxiresponse – tool
  • Agenda Intro DM unaddressed : Distripost DM addressed & Maxiresponse Carbonmeter Visit Antwerpen X / Brussel X
    • Context
    • yy/mm/dd - title presentation - author - qualifier
  • Common assumptions
    • Direct Mail generates more carbon footprint
    • than digital
    • It’s better for environment to move to CRM
    • paperless
    • Direct mailing is a waste of trees
  • E-billing to save the trees and the earth?
  • What we believe at bpost
  • And the consumer?
    • Heel wat klanten (...) vinden het niet kunnen dat het bedrijf beslist heeft om hun rekeningen voortaan via e-mail te versturen. “ ONGEVRAAGD EN ONGEWILD ” luidt het.
    • Source: Het Laatste Nieuws 02/12/2010
  • ICT and PAPER usage
    • Source: 1 CEPI, 2010; 2 Arnfalk, 2010
    • Production of paper & board in CEPI countries, quarterly trend
    • 2000 - 2010 1
    • Conclusion 2 :
    • Relatively small substitute effect
    • Large complementary and generational effect
    • bpost actions
    • yy/mm/dd - title presentation - author - qualifier
    • Carbon Meters
    • yy/mm/dd - title presentation - author - qualifier
  • The Direct Mailing carbon meter
  • Number of Addresses & diffusion
  • The MAILING
  •  
  • Results
  • Unaddressed version
    • What about e?
    • yy/mm/dd - title presentation - author - qualifier
  • Key environmental impacts on life cycle ICT and paper beyond C02…
    • Resource extraction
    • Production
    • Usage
    • Waste
    energy usage & GHG emissions Effect on: biodiversity toxicity energy usage & GHG emissions biodiversity toxicity energy usage & GHG emissions biodiversity energy usage & GHG emissions biodiversity TOX GHG BIO
    • Sources: 1 UNEP, 2010; 2 Umicore, 2007; 3 CSIRO, 2007
    • Rare materials
      • Modern electronics contain up to 60 different elements 1
    • 800 laptops contain up to 1 kg of gold 2
    • Intensive chemical refinement of materials
    • Water usage
    • 250.000 M 3 water is used for 1 tonne of gold 3
    • Impact on resource extraction
    TOX GHG BIO TOX
    • Logging of mature virgin forests
      • 56% of all woodsources in EU are PEFC and FSC certified 1
    • Homogeneous replanting for logging
    • Source: 1 CEPI, 2009
    • Impact on resource extraction
    BIO BIO GHG BIO
    • Source: 1 Williams, 2004
    • Energy intense complex production
      • 81% of life cycle energy use during production phase 1
    • Chemical treatment
    • Impact on production
    GHG TOX
  • Impact on production
    • Production of pulp & paper
    • CO2 emissions have decreased by 42% per
    • tonne of paper pulp since 1990 1
    • Bleaching
    • COD used has decreased by 76.3% since 1990 1
    • Water usage
    • Source: 1 CEPI, 2009
    GHG TOX GHG TOX TOX TOX
    • Continuous energy use
      • ICT GHG emissions are 2% of global total 1
      • Global data centres GHG emissions comparable with those of The Netherlands 2
    • Sources: 1 Gartner, 2007; 2 McKinsey & Co, 2008
    • Impact on usage
    GHG
    • Transport 430 billion mail items send in 2009 1
    • Source: 1 Arnfalk, 2010
    • Impact on usage
    GHG
  • Impact on waste
    • Landfill
    • Only 15% of global E-waste is recycled 1
    • Yearly E-waste increase: 40 million tonner/year 2
    • Quickly obsolete
    • Increasing life span of phone from
    • 1 to 4 years decreases environmental impact with 40% 3
    • Sources: 1 Pike Research, 2010; 2 UNEP, 2010; 3 Umicure, 2007
    BIO TOX BIO TOX GHG
    • Source: 1 CEPI, 2009
    • Landfill
      • Paper recycling rate in EU 2009: 72,2% 1
    • Impact on waste
    GHG GHG
  • Comparing life cycle ICT and paper: linear versus circular system 15% 72%
  • E mail carbon Meter
    • Purpose:
    • Calculating the CO 2 emissions of sending
    • a typical DM by post and sending an comparable alternative
    • campaign via email
  • E mail Carbon Meter
    • Email DM campaign:
      • 30.000 recipients
      • 200 kb message
      • 10 mandays of database & campaign design
      • Reading time recipient: 1,52minutes
      • & 30 sec.
    • DM campaign:
      • 30.000 recipients
      • C5 size letter (3 pages)
      • 10 mandays of database & campaign design
      • (Reading time recipient: 1,52 minutes)
      • From Antwerp to whole of Belgium
  •  
  • DM and E mail Carbon Meter Results from DM Carbon Meter Carbon emissions from paper DM: 9 grams/paper DM Carbon emissions from email (1,52 Min): (30 sec): (15 sec): 5,6 grams/email DM 5,0 grams/email DM 4,8 grams/email DM
  • Some testimonies
    • 80% ongelezen
    • 1 Post=7@
    • Media Marketing Jan 2011
  • Simulating the effect of sending a typical DM and a typical email message C02 EMISSION including efficiency: 1 e mail= 3,7 to 4,3 times more C02 than 1 DM
  • SPAM effect Global CO2 email traffic up to 20 times post letter traffic 1
    • Source: 1 Arnfalk, 2010
    • Compensation
    • yy/mm/dd - title presentation - author - qualifier
  • C02 Offsetting
  • CO 2 Compensatie Laat je engagement voor het milieu zien!
    • Op de omslag : Vermelding van
    • «CO2 neutrale verzending» naast de
    • frankering
    • In de communicatie naar uw klanten
    • In het bedrijf : jaarlijks CO2-compensatie
    • certificaat uitgereikt door ‘CO2logic’
    • bpost.be/green : concept en projecten ,
    • naam/logo van de deelnemende
    • klanten
  • CO 2 neutral distribution for ‘the customer ABC’ bpost.be/green CO 2 neutrale Verteilung für “der Kunde ABC“ bpost.be/green
    • Distribution neutre en CO 2
    • pour “le client ABC”
    • bpost.be/green
    • CO 2 neutrale verzending
    • voor “de klant ABC”
    • bpost.be/green
  • CO 2 Compensatie Een postale behandeling met een neutrale klimaatimpact Large Format & Special Format
    • 0,14€/1.000 zendingen + BTW
    • 14€ voor een afgifte
    • van 100.000 zendingen
    • (~0,1% van de frankering)
    0,26€/1.000 zendingen + BTW  26€ voor een afgifte van 100.000 zendingen (~0,1% van de frankering) Small Format
    • Tips & Tricks
    • yy/mm/dd - title presentation - author - qualifier
  • How to reduce your CO 2 impact?
      • For a DM campaign by email
      • Minimize the recipient reading time per email
      • Use url short cuts (1 click = 0,9grs C02)
      • Be attentive to the size of the email
      • Use modern servers (virtualized)
      • Urge consumers not to print the email
      • Did you know: + 60% of sending an e mail is paid by the recipient !
  • How to reduce your CO 2 impact?
      • For a paper DM campaign
      • Use recycled paper and/or sustainable managed forest
      • Use non colour intensive graphics
      • Avoid binding in the DM
      • Compensate your CO 2 emissions (transport with bpost)
      • Ask bpost DM consultant team for advices
  • Advices for “green” Direct marketing
    • We recommend: (shortlist)
      • First of all: the commercial impact & ROI !
      • Use and test the best media-mix P + @ alternatives
      • Inform the recipients of your aim and actions
      • Be careful with green washing argument
      • Use valid arguments
  • Advices for “green” Direct marketing
    • With the DM Consultant of bpost
      • Calculate your carbon footprint for both types of media, paper & @
      • Advice to reduce your C02 impact 
      • Use carbon offsetting whenever possible
      • Run a pilot calculation with bpost
  • Agenda Intro DM unaddressed : Distripost DM addressed & Maxiresponse Carbonmeter Visit Antwerpen X / Brussel X