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Let's Talk Production (DMFA Presentation)

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Meg Ferguson of PMG Direct and Shannon Murphy of CCAH discuss the pros of having a production partner for your direct mail drops.

Meg Ferguson of PMG Direct and Shannon Murphy of CCAH discuss the pros of having a production partner for your direct mail drops.

Published in: Marketing, Business, Technology

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  • 1. Let’s Talk Production Meg Ferguson, PMG Shannon Murphy, CCAH
  • 2. Taking the Idea Through Production Into the Mailbox
  • 3. Take Aways • Advantages of Having a Production Partner • Direct Mail Production Best Practices • Cost Saving Tips
  • 4. Why Have a Production Partner? • Experience – Many years of experience in specialized fields – Resources – Supplier network – Current on new industry technology – Innovative formats/techniques – USPS knowledge – Delivery Optimization knowledge
  • 5. Why Have a Production Partner? • Management and Coordination – An extension of your staff – Get partners involved early to avoid issues – Schedule and keep all parties on task, on time – Set supplier expectations – Manage products, services and relationships
  • 6. Mail Dates Drive the Schedule Mail Date Final Art Concept Print Data Processing Personalization Lettershop 7 – 10 days before Mail Date 10 – 14 days before Mail Date 12 – 16 days before Mail Date 14 – 21 days before Mail Date 25 days before Mail Date 65 days before Mail Date
  • 7. Many “Hats” of Direct Mail Production Print Personalization Data Processing Postal Lettershop
  • 8. Direct Mail Production – It’s Own Language SLW OSE BRE IMb RAE CMYK PDF DP PPI CASS WW FPO FIM Simplex Duplex Lock Up Grain Direction De-dupe NCOA PCW
  • 9. Best Practices • Knowing your supplier partners • Print • Data Processing • Personalization • Mailshop • Postal Optimization
  • 10. Supplier Partners • What is their niche? • Just because they can get something produced does not mean they should • Order takers • Think outside the box
  • 11. Print Best Practices • Size • Stock • Colors • Will the components fit into the OSE? • IMb • Fold • Copy
  • 12. Data Processing Best Practices • Seeds • Counts/Codes • NCOA • Salutation • Ask String • CD Append • Foreign Records
  • 13. Personalization Best Practices • Form Delivery • Max address lines • What lasers • Ask String • Min/Max asks • Truncation
  • 14. Mailshop Best Practices • USPS Permits • Postage Request • Type of Postage • Folds • Insertion order • Match Mailing • Maildate
  • 15. Folds
  • 16. Postal Optimization • Has an analysis been performed on the data file to determine most cost effective way to mail? – Commingle – NDC – SCF – Combination – Co-palletization
  • 17. Cost Savings – Without Sacrificing Quality or Creativity • Bulk Purchasing Power – Contract Pricing – Program Pricing • Experience to avoid common DM mishaps • Creative Savings without sacrificing creativity or quality – Bleeds – lose a little in size, but gain creativity – Form Sizes and Setup – Handwriting versus auto-pen
  • 18. Interstack Form Setup 17” 11 ” Slit Page 1 of Letter Page 1 of Reply 8-1/2” 11” Stacked Letter & Reply Both letter and reply will personalize giving the appearance of a 2 way match. Because of the form layout it’s not a match.
  • 19. Drop Cut (Gatefold) Form Setup 8-1/2” 14” Reply Portion Top of Letter – Flies the Package Gutter/Take out for Drop-Cut Top of Letter – Flies the Package Reply – Nests into Letter Entire form will personalize. The reply will slit and nest into the letter again giving the appearance of a 2 way match. Because of the form layout it’s not a match.
  • 20. Can you tell the difference?
  • 21. Why Have a Production Partner? • Integration of mailing/campaign/program – online and offline – Importance of seamless integration – Value of multi-channel donor – Cohesive campaign – Maximize efforts
  • 22. 24M Value of a Multi-Channel Donor Multi-Channel are 30% more valuable $176 $117 $111 $144 $121 $165 $161 Avg Val of a 3+ giver, $134 All Three Channels DM Only TM Only OL Only DM&TM DM&OL TM&OL 24M 24M Avg$
  • 23. Thank you! Questions? Meg Ferguson - meg@pmgdirect.net Shannon Murphy - smurphy@ccah.com

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