WANT TO KEEP UP WITH CHANGING INDUSTRY DYNAMICS?

Transcription

1 WANT TO KEEP UP WITH CHANGING INDUSTRY DYNAMICS? TOGETHER WE CAN DO ANYTHING. Stronger Together. SECRETS OF SAVVY PRINTERS InPlant, Direct Mail and transactional printers

2 Learn About The SECRETS OF SAVVY PRINTERS In These Great Articles: Data-Mail, Inc.: A Single Source for Full-Service Direct Marketing...3 Federal Direct: Transforming with the Needs of Customers...5 HMSA: A Healthy Approach to Customer Communications...6 Logica: Printing Service with Complete Responsibility...7

3 Data-Mail, Inc.: A Single Source for Full-Service Direct Marketing Background Data-Mail, Inc. is one of the nation s largest volume direct mail processing and computer services companies. Founded in 1971 by Andy and Joyce Mandell, this firm has grown from modest beginnings to a full-service, print and mail processing company. Today, its facilities encompass more than 450,000 square feet located in the towns of Newington and Windsor in Connecticut. Every project is completely processed without ever leaving the Data-Mail premises. Data-Mail has a client base of Fortune 500 companies and major ad agencies based in New York and Boston. With the ability to produce over 5 million mail pieces per day, Data- Mail has consolidated high-quality offset printing, advanced personalization technology, and traditional letter shop capabilities to create a full-service, state-of-the-art print and mail processing facility. Data-Mail employs over 850 people in a three-shift production environment. Owner Andy Mandell began his career selling Addressograph-Multigraph equipment. When asked how the company was formed, Mandell said, I saw a need to The Océ JetStream 2200 enables us to achieve variable messaging, quality color, mixed forms, commingled data streams, and affordable short runs without changing our workflow. Andy Mandell, Data-Mail, Inc transform what I was selling into a service to help companies get direct mail out more efficiently and effectively. There was a customer need, and I liked the concept of selling a service versus equipment. Full-Service: A Fundamental Principle One of the key principles in the establishment of Data-Mail was full-service from a single source. According to Mandell, This has substantial benefits to our client base. We provide complete coordination of complex projects. There is no trucking between vendors. We remove the risk of any material shortages and print issues that could impact the timeline. Basically, clients get support from one vendor that understands the complete scope and strategy for their programs. The desire to be a full-service provider has resulted in transforming to meet the rapidly-changing dynamics in the direct marketing business. Mandell explained, Our customers have become more sophisticated. They are datasavvy and want to send the right message to the right person at the right time in both B2B and B2C market segments. This has helped our business because we have adjusted our offerings to cost-effectively meet the needs of marketers and deliver ROI. Innovation is Essential Mandell feels that it is essential to stay in front of the technology curve. He elaborated, We re committed to providing our clients a competitive edge with innovative solutions today, and in the future. We re continually looking ahead, researching, and investing in new technologies to ensure faster, more cost-effective methods to do our job and deliver for our clients. One of Data-Mail s most recent investments was an Océ JetStream The Océ JetStream 2200 is a digital, full-color printing system capable of producing quality 3

4 Data-Mail offers a robust range of capabilities designed to meet the needs of direct marketers in a challenging economy. These include: full-color at high-speed. Océ JetStream technology uses a high-speed paper path to produce CMYK full-process color output at a speed of 500 feet per minute. When asked why he invested in the Océ JetStream, Mandell said, Print will continue to be a critical part of any marketing campaign. Our customers understand that, but they want to do more and more targeting. The Océ JetStream 2200 will enable our clients to create targeted campaigns that yield improved response rates while significantly lowering total campaign costs for customer acquisition programs, including postal and logistics expenses. Mandell was also asked why his company chose the Océ JetStream 2200 versus competing technologies. He explained, Because we ve been an Océ customer for such a long time, we had confidence in the company s hardware and software products. The Océ JetStream 2200 enables us to achieve variable messaging, quality color, mixed forms, commingled data streams, and affordable short runs without changing our workflow. It also had a smaller footprint, which we liked. The Bottom Line Mandell sees a bright future for Data-Mail. He concludes, I see tremendous opportunity for Data-Mail as well as our customers driven by advances in technology. I feel that the sophisticated clients are going to continue to use print and have it grow, but they will be selective. They will tie it into other media. Our ability to combine full-service with innovation will deliver results for Data-Mail as well as its customers. Best-in-class secure production facilities Technologies include offset and digital print capability for direct mail. In addition, the firm recently added envelope printing and converting in-house. Recent industry mergers and consolidation prompted Data-Mail to invest in envelope production, keeping with its mission of being a single source provider. Facilities were constructed with internal data security controls to satisfy the standards of even the most stringent clients. The ability to optimize postal savings Data-Mail has advanced data analysis to achieve the best possible presort, then compare against projective commingle savings to find the lowest possible postage. Online tools for mail tracking and management Intelisent is an online tool to give marketers complete visibility and control of mailstreams from start to finish. Using Intelligent Mail Barcoding (IMB), it enables the marketer to know where mail is, when it got there, and which pieces couldn t be delivered. It allows them to purge and update their mailing lists immediately, eliminate future UAA mail, and synchronize in-home dates with multichannel campaigns. Multi-channel campaign management Data-Mail works with its clients to leverage creative assets and rules-based logic across all media channels. The company synchronizes direct mail, , and text campaigns. and text delivery can be triggered by USPS IMB scans. Data-Mail also works with clients to integrate personalized URLs (PURLs) and Quick Response (QR) codes to connect direct mail with the Web. The company captures response information online and provides real-time campaign tracking. 4

5 Federal Direct: Transforming with the Needs of Customers Federal Direct traces its origin to 1926 when it traded as Federal Printing Company. Federal was originally located on Gold Street in New York City in the heart of the then burgeoning financial district. Federal s initial business was to provide printing and related services to some of the largest financial service firms in New York City. The company s trademark then as it is now was to manufacture what the customer wanted. When ledger cards were ultimately replaced with multiple part carbon interleaved forms, Federal was a pioneer in the new technology. When continuous forms for impact printers became en vogue, Federal Direct was a leading distributor. Many years later, when the migration to single-ply printed rolls for laser printers became what customers wanted, the company delivered. Federal has grown from a small 30,000 square foot facility to an organization that owns over 5.5 acres of manufacturing/office space in Hazleton, Pennsylvania and Torrington, Connecticut as well as a headquarters/preproduction facility in Clifton, New Jersey. According to Project Manager Laura Hresko, Our organization is entering the next phase in its evolution and focusing on expanding the level of marketing services we offer to our customer base. The printing industry talks about making the migration from a print service provider to a marketing service provider and that s where we are taking our business. From its art department and data processing specialists to its printing, lettershop, mailing, and distribution professionals, Federal Direct has been serving Fortune 500 insurance, pharmaceutical, and banking customers. The company continues to be a market leader in variable data solutions. It utilizes web offset presses to create full color forms and then blends them with Océ continuous feed monochrome print technology for laser printed personalization and MICR. Federal Direct combines its state-of-the-art printing capabilities with a full range of advanced services, including off-line finishing for unique mail formats, high volume mailing and inserting operations, proprietary equipment for cost-effective postcard and self-mailer production, and extensive client security procedures. Customers Are Changing And So is Federal Direct! Hresko stated, Our most recent investment was in a Canon imagepress color series from Océ. Our clients started to change. They wanted to send a more limited number of personalized mailers in full color to their customer base. They also wanted someone that could do everything for them, including postcards and direct marketing materials. Our relationship with Océ and changing client needs for highquality, short-run color made the Canon imagepress color series a logical choice. Hresko continued, We are beginning a journey into marketing services. We have an advantage based on our skills at managing massive amounts of data and our deep understanding of variable data, mailing, and fulfillment. Our customers trust us with their data. We are expanding into a full range of cross-media offerings, and we re excited about the future. We can complement the high-end, long-run direct mail support that we provide to our customers with short-run, ultratargeted materials from the Canon imagepress color series. An Eco-Friendly Approach Hresko also discussed Océ s eco-friendly approach to the market. She explained, When you serve Fortune 500 corporations, you need to be focused on contributing to the future of the planet. We most recently worked with our utility provider, Constellation New Energy, so that a portion of our electrical supply is now generated through renewable wind power energy. In addition, we are FSC Certified. We recycle every waste stream we can. Paper, cardboard, metals, etc. are recycled to create new products. Of equal importance, we encourage our clients to increase effectiveness and reduce costs by cleansing and qualifying customer and prospects lists, thereby greening the mail. By following a Get it clean, keep it clean mantra, our clients can reap the benefits of clean addresses for years while protecting the environment by reducing landfill waste. The Future is Bright From a business perspective, Federal Direct is opening new possibilities for its business as well as the support that it provides its customers. Understanding customer needs and taking the right steps to transform business will lead to a bright future for the company. Furthermore, the steps that Federal Direct is taking to ensure that it is eco-friendly contribute to a bright future for the planet. 5

6 solution where we could customize communications based on the specific member profile. We were seeking tools that would enable us to create personalized messaging for each subscriber in the form of an annual summary report. Rapoza continued, We needed to push out the messaging. We knew that we wanted to mail out customized statements. While electronic delivery is a more cost-efficient way to deliver information, we are cognizant that a high percentage of our membership still prefers paper. 6 HMSA: A Healthy Approach to Customer Communications Hawaii Medical Service Association (HMSA), an independent licensee of the Blue Cross and Blue Shield Association, is a reliable name in Hawaiian health care. Established in 1938, it is the largest and most experienced provider of health care coverage in the state. Over half of Hawaii s population has chosen HMSA for their coverage. HMSA s mission is to provide quality, affordable health plans, employee benefit services, and work site wellness programs. HMSA also offers a variety of programs, services, and support to help improve the health and well-being of its members and community. In the complex and dynamic world of health care, nothing is more important than high-quality, effective communications about subscriber benefits. Assumpta Rapoza, Director of Enterprise Risk Management for HMSA, clearly understands the importance of ensuring clear communications about benefits for subscribers. Rapoza stated, Quality communications are essential for customer satisfaction as well as the retention of a loyal customer base. Clear Messaging to Drive Loyalty With health care on everyone s agenda, HMSA wanted to effectively communicate the true value of the individual s health insurance policy. The company decided to create an annual cost savings report that raised the subscriber s awareness of the actual costs for medical procedures and medications, the amount covered by HMSA, and the resulting financial benefit. According to Rapoza, If the subscriber went to the pharmacy to pick up a prescription, he or she typically didn t know the actual costs and the HMSA benefit. We wanted an agile The Solution HMSA leveraged Océ s Technology & Software Support (TSS) Solution Development Manager and Systems Consultant resources, its existing investment in Océ digital print technology, upgrades to its Océ PRISMAproduction workflow software, as well as the GMC PrintNet Variable Data Composition software to design a solution for its annual benefits summary statement. This combination enabled HMSA to design, compose, produce, present, manage, and automate printed documents with individualized targeted messaging that was HIPPA-compliant. The system design also needed to accommodate production in print and electronic formats, created by PrintNet. Rapoza noted, The end-result was a customer-friendly communication that clearly articulated the value that HMSA was delivering to its membership. Applying Technology to Insource Membership Materials With a focus on economic, efficient, and high-quality communications, HMSA decided to explore the production of membership materials in-house using this same variable data software infrastructure. The organization added a Canon imagepress color series from Océ for full-color membership cards. Rapoza stated, This has had a very positive financial impact. In less than a year, we recovered the cost of our investments in software and equipment. Moving this variable data application in-house will provide significant savings over the next few years. Océ has been a great partner in both the creation of an annual savings summary and moving the membership cards in-house. When Quality Communications Count Rapoza concluded, Keeping subscribers well-informed is critical to our success. Whether it is membership enrollment materials or annual benefit summaries, quality communications are essential. Océ has been a good partner in helping us develop the right solutions for effective communication with our members.

7 Logica: Printing Service with Complete Responsibility Logica offers one of Scandinavia s most modern facilities for cost-effective high-volume print production. The company takes total responsibility for everything from production planning to postal distribution and electronic archiving. As a leading IT and business services company employing 39,000 people across 36 countries, including approximately 5,500 in Sweden, it provides business consulting, systems integration, and IT and business process outsourcing services. Logica works closely with its customers to release their potential enabling change that increases their efficiency, accelerates growth, and manages risk. It applies its deep industry knowledge, technical excellence and global delivery expertise to help its customers build leadership positions in their markets. Performance, Quality, and Volume Logica is a typical service bureau, and its many activities include printing transaction documents such as invoices, bank statements, and electrical information. Quickly distributing large volumes of transaction information can have a considerable effect on a company s cash flow. Nothing can be permitted to go wrong it is imperative that the right invoice reaches the right recipient. However, the cost for printing, enveloping, and accurate distribution may not affect the margins. Thanks to many years of experience gained from large scale output production, with continuous investments in new technology and quality management, Logica offers an industrial service that assures quality and keep costs to a minimum. There is a lot to think about access to paper and envelopes, production capacity in printers and mailers, and specialists who can take the jobs through the process. The company has taken the forward-looking decision to now print all volume in color on white paper and has developed a clear strategy to migrate from preprinted forms to printing everything digitally. Targeting the Customer Logica s production is based on global standards for electronic document flow. Its document processing offers great possibilities in designing or customizing the customer communication, so that the right message reaches the right target group at the right time. Customer Focus Logica s customers have their own delivery manager assigned who takes full responsibility for the specific operation, including everything from planning through to daily production. The company works purposefully and consultatively to make customer communication competitive both in content and cost. Complete Supplier Logica is a complete supplier of IT services. It helps its clients with all forms of business and customer communication, integrating paper flows and electronic communication. With one of Europe s largest facilities for output, the company offers a unique and complete solution. Logica Sweden has signed a contract with Océ as its supplier and partner for a major renewal and scaling-up of its output capacity. The contract consists of multiple Océ hardware components, including an Océ JetStream, multiple Océ VarioPrint 6000 series monochrome engines, full-color cutsheet engines, and robust Océ VarioStream web-fed engines. In addition to the hardware, Océ software will be implemented and configured to build a strong workflow based on the Océ PRISMA platform. Already, Logica has implemented Océ PRISMA workflow solutions with Datamatrix to insure 100% secure printing. Logica has also implemented Océ PRISMAproduction workflow software with backup plus all modules including AFP2PS and AFP preflight. The strong portfolio and SLA (Service Level Agreement) possessed by Océ, combined with a 24/7 service agreement were decisive success factors in the contractual negotiations. The Océ JetStream alone is expected to reach a minimum volume of over 70 million full-color pages per year. 7

8 LEARN MORE, VISIT: OceProductionPrinting.com/CE for Access to FREE Informative Materials! Download InfoTrends White Papers Download Digital Printing Insider Newsletters View Press Demos Océ JetStream Dual Series Océ ColorStream 3500 VIEW On-Demand Webinars Download a QR code reader app and scan with your smart phone to visit Océ s Digital Printing Resource Center. We know production print. Canon Solutions America helps you stay on the leading edge of our quickly-changing industry with valuable resources. Easy to access, easy to use, and FREE! Not yet a customer? Access our robust Digital Printing Resource Center for a wide array of educational and informational resources such as: Customer videos Press demos Webinars White papers Visit OceProductionPrinting.com/CE Already a Customer? Tap into even more robust business development resources by logging into your PressGo! account to access: Valuable development resources Training invitations Free marketing templates Peer engagement opportunities Register or login at MyPressGo.com Stronger Together. The Océ brand has a reputation for high-speed production printing solutions that are built to last. From cutsheet to continuous feed, monochrome to full-color, and toner to inkjet, these scalable printing and workflow solutions are customized for your business and backed by award-winning service. As part of Canon Solutions America, we have the brightest R&D minds advancing tomorrow s innovations to help you grow your business, control costs and practice environmental stewardship. Whether it s improving productivity or opening new markets and applications, together, with our customers, we can do anything. Visit OceProductionPrinting.com or call us at Questions? Call Us: or Us: us.oceinfo@csa.canon.com Download a QR code reader app and scan with your smart phone to learn more about Canon Solutions America Production Printing Solutions! Canon Solutions America, Inc., Canon, and imagepress are registered trademarks of Canon Inc. in the United States. The Océ logo, Océ, Océ VarioPrint, Océ ColorStream, Océ JetStream, Océ VarioStream, Océ PRISMA, and Océ PRISMAproduction are registered trademarks of Océ Technologies B.V. All other referenced product names and marks are trademarks or registered trademarks of their respective owners and are hereby acknowledged Canon Solutions America. All rights reserved.