dmfa let's talk production final

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Let’s Talk Production

Meg Ferguson, PMGShannon Murphy, CCAH

Idea Production Mailbox

• Take Aways– Advantages of having a production partner– Direct Mail production best practices– Cost saving tips

Why Have a Production Partner?

• Experience– Specialized fields– Resources– Supplier network– New industry technology– Innovative formats/techniques– USPS knowledge– Delivery optimization knowledge

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

Mail Dates Drive the Schedule

Concept

65 days before Mail

Date

Final Art

25 days before Mail

Date

Print

14-21 days before Mail

Date

12-16 days before Mail

Date

Personalization

10-14 days before Mail

Date

Lettershop

7-10 days before Mail

Date

Mail Date

Data Processing

Many Facets of Direct Mail Production

Direct Mail Production

Creative

Print

Data Processing

Personalization

Mailshop

Postal

Direct Mail Production – It’s Own Language

SLWOSEBREIMbRAECMYKPDF

DPPPICASSWWFPOFIMSimplex

DuplexLock UpGrain DirectionDe-dupeNCOAPCW

Best Practices

• Know your supplier partners• Print• Data Processing• Personalization• Mailshop• Postal Optimization

Supplier Partners

• What is their niche?• Just because they can get something produced

does not mean they should• Order takers• Think outside the box

Your ProblemsSolutions

The Box

Print Best Practices

• Size• Stock• Colors• Will the components fit into the OSE?• IMb • Fold• Copy

Data Processing Best Practices

• Seeds• Counts/Codes• NCOA• Salutation• Ask String• CD Append• Foreign Records

Personalization Best Practices

• Form Delivery• Max address lines• What lasers • Ask String• Min/Max asks • Truncation

Mailshop Best Practices

• USPS Permits• Postage Request• Type of Postage• Folds • Insertion order• Match Mailing• Maildate

Folds

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

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

Can you tell the difference?

Interstack Form Setup17”

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.

Drop Cut (Gatefold) Form Setup8-1/2”

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.

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

24M Value of a Multi-Channel DonorMulti-Channel Donors are 30% more valuable

All Three Channels

DM Only TM Only OL Only DM&TM DM&OL TM&OL

$176

$117 $111

$144

$121

$165 $161Avg Val of a 3+ giver, $134

24M 24M Avg$

Thank you!

Questions?

Meg Ferguson - meg@pmgdirect.netShannon Murphy - smurphy@ccah.com

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