Roger P. Gimbel & Associates Xerox Corporation

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1 13000 Roger P. Gimbel & Associates Xerox Corporation Cross Media for Event Planning Customer Roger P. Gimbel & Associates is a marketing consultancy that assists in the review, adoption and implementation of advanced digital creation and delivery solutions, as part of an integrated marketing communication strategy for printers and their clients. Xerox Corporation is a $15.7 billion technology and services enterprise that helps businesses deploy smarter document management strategies and find better ways to work., Inc. is an Advanced Business Partner of Xerox. Challenge Stage a 7-month, 19-venue, 12-country, Digitally Cool Seminar Tour to raise awareness of and Xerox digital print-related technologies, identify the business opportunities tied to ondemand and Variable Data Publishing (VDP) workflows, and drive approximately 1,000 qualified new prospects for these products into the Xerox sales cycle. Demonstrate the power of multi-channel VDP by delivering a fully integrated set of personalized seminar communications pieces, each in the recipient s native language. Implementthe promotion for the seminar series in six weeks, and maintain a rigid production schedule throughout the tour s duration. Piensas que esto es Radical? Pues Xavier, espera a ver la rentabilidad extrema de la impresión digital a color. Esto si que es Radical. Digitally Cool. Solution Assemble a team of experts in one-to-one marketing, design and production to create a Cross Media, customized communications program, utilizing the Xerox and technologies featured in the Digitally Cool seminars. Leverage the flexible and extensible capabilities of PersonalEffect software to develop a program campaign template once, then replicate it in a cost- and time-efficient manner for each attendee and seminar. Regístrate ahora para asistir a Digitally Cool; el evento de impresión a color de Xerox, y tendrás la oportunidad de ganar uno de estos tres fantásticos dispositivos digitales. Conoce como A. G. Ediciones logra incrementar sus benefi cios con Soluciones Color Xerox. Hablamos de Negocio. XEROX CORPORATION, Reservados todos los derechos. XEROX, DocuColor, igen3 son marcas registradas por XEROX CORPORATION. Pantone es una marca registrada de Pantone, Inc. El resto de los productos mencionados en este documento son marcas comerciales o marcas comerciales registradas de sus respectivos dueños. Este documento fue impreso en los Estados Unidos, utilizando la prensa digital Xerox igen3. Invitees received a vibrant, high-impact poster that featured a RURL, which was delivered in a mailing tube with a full-color, personalized mailing label. SUCCESS STORy Xavier, no te pierdas Digitally Cool, el evento de impresión digital en Color de Xerox. El Martes 12 de Julio del 2005, en el edifi cio Xerox de Madrid. Esta es tu oportunidad de conocer todos los detalles acerca de cómo los productos digitales a color y las soluciones de fl ujo de trabajo pueden ayudarte a incrementar el volumen y los benefi cios, elevando el color digital a un nivel superior. A diferencia de una feria profesional, esta sesión de trabajo se concentrará exclusivamente en los conocimientos que tú y tus colegas queréis tener. Los expertos de Xerox y de nuestros socios estratégicos, te ofrecerán una sesión práctica de los programas y productos que aumentarán el volumen de tu negocio en los próximos años. Nos concentraremos en: Valor. Aprenderás a utilizar el valor del color digital. Discutiremos brevemente las tendencias de la industria, los detalles acerca de las últimas soluciones de fl ujo de trabajo, y además analizaremos minuciosamente los programas 1:1 más efectivos en el desarrollo del negocio. Calidad. Descubre hasta donde llega actualmente la calidad del color digital. Los expertos de la industria de Pantone nos explicarán en directo las nuevas formas de asegurar la consistencia del color en los actuales equipos digitales, con la misma riqueza y precisión del offset tradicional. Soluciones. Podrás ver en vivo las últimas y más productivas prensas de Xerox en acción: la prensa digital Xerox igen3, la nueva prensa digital Xerox DocuColor 8000 y la versátil prensa digital a color Xerox DocuColor Al fi nal del día, conocerás el verdadero potencial de rentabilidad del color digital de Xerox. Y tendrás la oportunidad de ganar uno de estos tres fantásticos dispositivos digitales. BlackBerry 7290 Cámara Digital Fuji Finepix E550 Apple ipod 40Gb Regístrate ahora en tu web personalizada y elige el dispositivo que desearías tener la oportunidad de ganar. La capacidad es limitada. Por favor regístrate antes del Martes 4 de Julio de Results Utilized PersonalEffect to facilitate a seamless partnership between the strategy, creative and production teams and the client, resulting in a highly productive and cohesive personalized communications campaign. Produced and delivered more than 13,000 customized invitations in six languages, all on tight deadlines and fixed budgets. Customized invitations motivated 5,300 people, or 41% of invitees, to visit a personalized Web landing for valuable information exchange. An impressive 26% of all Web visitors pre-registered for the seminars. Secured attendees per seminar, adding 1,600 highly qualified prospects to the Xerox sales cycle. The Digitally Cool Seminar Series is credited with generating over 1000% ROI from new sales revenue for Xerox Corporation., Inc. 767 Third Avenue, New York, NY USA Tel.: , Fax.: Ltd. 12 Hamelacha Street, Poleg Technology Park, Netanya, Israel Tel.: , Fax.:

2 and Roger Gimbel Turn Big Ideas into Big Results for Xerox Roger Gimbel, a 35-year veteran and recognized expert in the digital printing industry, has a proven track record of leveraging and Xerox technologies to stage successful selling events for high-profile clients. These programs have utilized multichannel, personalized and customized communications to deliver exceptional results for one-time events. While the award-winning campaigns were highly extolled, Roger Gimbel wondered how his firm could take this model to the next level. The answer? Employ the flexibility and extensibility of one-to-one solutions to create a Cross Media program campaign once, and then replicate it in a cost- and time-efficient manner to promote each of 19 events in a traveling seminar series. Working with VDP solutions made the Digitally Cool program strategy, planning, and implementation possible. Roger Gimbel, President Roger Gimbel & Associates An impressive 41% of all personalized invitations prompted a visit to a personalized Web. Roger approached Xerox with a big idea: Develop, promote and execute a seminar tour that would attract an average of 50 highly targeted attendees per event, where presenters would show how Xerox and VDP technologies can help printers add new, profitable, business oppor tunities to expand services to their current clients, and attract new clients. Attendees would represent qualified, newly educated prospects for the Xerox sales organization s follow up. To differentiate this program and ensure its success, Roger further proposed that all seminar elements invitations, promotions, and on-site fulfillment packages be produced as personalized communications pieces, utilizing the multi-channel technologies featured at the event. This strategy would demonstrate the validity of Cross Media personalized marketing, and provide attendees with a powerful first-hand experience of its ability to connect, inform, motivate, and deliver relevant content. The scale and schedule of the Digitally Cool seminar series demanded a highly streamlined, flexible and integrated Cross Media workflow. Each element of the communications program became increasingly unique and relevant and therefore more complex as the campaign progressed. The targeted invitation list required the production of more than 13,000 personalized invitations, or approximately 680 unique invitations per session. This entailed the production of very targeted, short runs of materials, in rapid succession. Adhering to time and budget guidelines was imperative in order to support the seminars as they quickly spanned three continents. Strict corporate branding and consistent messaging

3 The event registration allowed for collection of additional valuable information. A raffle prize was included as an incentive for attending a Digitally Cool event. required tight integration of data, design and business rules for each recipient and each media, flexible proofing options, rapid response to last minute changes, and impeccable output quality. Roger Gimbel & Associates had identified the perfect project and challenge to test the create once, replicate multiple times model. Each Digitally Cool seminar would, in itself, be an informational event, as well as a proof of concept. Solutions Make it Possible In response to these lofty goals, Roger Gimbel assembled a team of experts with years of experience developing multi-channel, multitouch point, personalized communications with PersonalEffect. The team, including creative visionaries Roberts Communications and leading digital printer Toppan America, created an ambitious communications program consisting of five key elements. First, invitees received a vibrant, high-impact personalized poster in a mailing tube with a full-color, personalized mailing label. The poster, designed to show off the Xerox igen3 Digital Production Press s largest paper size of x 22.5, featured the recipient s name, company and seminar details in their native language. The poster also included a Response URL (RURL), which incorporated the recipient s name and pointed to a personalized Web that was created on-demand by uproduce, the server component of the PersonalEffect system. As the first touch point of this important campaign, the poster s creativity, print quality, corporate branding, messaging and personalization set a high standard for the remaining pieces. An impressive 41% of all personalized invitations prompted a visit to a personal Web. The personal Web a second touch point welcomed each visitor by name, provided seminar details in his or her native language, and featured the convenience of a prepopulated event registration form. This also provided Gimbel an opportunity to collect additional information of value, including addresses that were previously unavailable. As an additional incentive, the prospect was invited to select from three attractive raffle prizes that would be awarded at the seminar. Upon submitting the on-line registration form, each recipient immediately received a customized confirmation Web and that confirmed the registration information, venue details, and displayed an image of the prize they had selected. These demonstrated the immediate response generation of personalized text and graphics. The personalized with the same confirmation information was the third touch point. On the day of the seminar, each attendee was greeted with a fourth element of the campaign a customized Xerox DocuCard agenda, which contained ten variable elements, including the attendee s name and company, RURL, chosen seminar topics, and a perforated raffle

4 card highlighting their selected raffle prize. This card was easily detached and entered into the drawing. Lastly, each seminar venue featured program information and signage produced in the local language. PersonalEffect works with Adobe InDesign to import text blocks in any font and language, making the production of the localized programs a breeze. All materials contained consistent Digitally Cool branding and corporate messaging that emphasized value, quality and integrated solutions. Throughout the seminar communications campaign, each element leveraged dif ferent communications channels print, Web or to connect with prospects. PersonalEffect made it possible to utilize each media option for its specific advantages: impact, convenience, interactivity, or immediacy. These elements combined to deliver a compelling multi-touch, multi-channel, campaign with customized messaging that convinced 1,375 people or 26% of all recipients to pre-register to attend a Xerox Digitally Cool Seminar. Seamless Collaboration To support such a high level of customization and Cross Media production, Roger Gimbel worked closely with -pioneer Bruce Kielar, Senior Vice President, Executive Creative Director and his team at Roberts Communications, Inc. in Rochester New York, and Gavin Jordan-Smith, Director of Marketing, Strategic Business Development, Digital Services, and Information Technology at Toppan America in Somerset, New Jersey. The strategy, design and print teams were separated by hundreds of miles, so s distributed workflow and a dependable on-line proofing and review process were essential to keeping the project on time and on budget. s WYSIWYG previews within the design tools allowed for the real-time preview of customized files prior to production. This approval process afforded a fast and efficient response to last minute changes. As a leader in VDP solutions, has identified and resolved the challenges that can hamper the proper execution of a Cross Media program, thus ensuring the most predictable, efficient and high quality output. The team s creative strategy provided unrestricted design expression while streamlining the production of each print or HTML in a time- and cost-efficient manner. Using the PersonalEffect ucreate component, Roberts Communications created a single -tagged Adobe InDesign file for each print piece and single master file for each Web landing and HTML . Bruce Kielar and Roger Gimbel teamed to develop the variable data and programming rules that facilitated this automated process. The documents were then automatically populated with customized text and graphics for each person, venue, country and language. uproduce was at the heart of the campaign output, coordinating the integration of the data, business rules and design for each recipient, document and media throughout the entire seminar series. All of this was accomplished while providing Kielar s team the complete design freedom of working with their preferred off-the-shelf design tools. Gavin Jordan-Smith lent production expertise with his knowledge of software and the Xerox igen3 Digital Production Press. ucreate and uproduce ensured a fast, accurate and seamless transfer of design files for consistent, high quality, full-color output. Doris Brown, Vice President of Marketing at Pantone, was one of the Digitally Cool seminar speakers. She highlighted digital technologies and tools that designers can use to faithfully reproduce corporate brand colors in a digital print and VDP production environment. Tight Deadlines The team had just six weeks to define the program elements, develop the variable database, finalize creative design, and complete qual-

5 ity output tests. After that, all communications had to be distributed on a regular and unwavering schedule that mapped to the seminar dates. PersonalEffect afforded us extremely fast turnaround, because we never had to start again from scratch, says Roger Gimbel. It was truly scalable and perfectly fit the defineonce, repeat-often model. PersonalEffect software along with extensive font support in Adobe InDesign saved significant time in the localization of materials in six languages, including English, French, Spanish, German, Dutch and Portuguese. The software offers a variety of copyfitting options to automatically accommodate text length variations that are inherent in producing different language versions. As a result, all text boxes were populated correctly. Bruce Kielar was particularly grateful for this feature, which reduced errors and kept guesswork to a minimum for the Roberts team. This is a testament to the flexibility and versatility of s phenomenal software, says Roger Gimbel. Once we had the program template in place, we were able to scale it up to accommodate more cities and maximize the value of the program. -Fueled Program Produces Impressive Gains for Xerox Working with VDP solutions helped Roger Gimbel & Associates exceed Xerox s goals and achieve many of their own. In total, the seminar series attracted 1,600 attendees to 19 events. Drawing between 40 and 200 guests per seminar, they easily beat their target of an average of 50 attendees per venue. The creative, high impact customized poster invitations compelled 41% of the recipients to visit a personalized Web, where Roger Gimbel could acquire additional valuable information and track program response rates. A remarkable 26% of visitors to the personalized Web s pre-registered for the conference a response rate that impressed even the seasoned VDP experts on team. Lastly, the seminar series added 1,600 new, highly qualified prospects to the Xerox sales cycle, 600 more than the original program goal. Digitally Cool was a great program that utilized variable data printing and a cross-media promotion campaign just like we encourage our customers to do because of the opportunity for exceptional results, says Jerry Murray, Vice President, Production Product Marketing at Xerox. The Digitally Cool program delivered outstanding results with over 1000% ROI and contributed to our worldwide success in Production Color last year. The third touch point in the campaign was a confirmation that confirmed the registration information, venue details and the prize they had selected. Lasting Impressions According to Roger Gimbel, working with VDP solutions made the Digitally Cool program strategy, planning and implementation possible. Given the complex level of variable text and graphics, the coordination of multi-channel campaign elements, and geographically dispersed work teams, I cannot

6 The Digitally Cool program delivered outstanding results with over 1000% ROI and contributed to our worldwide success in Production Color last year. Jerry Murray, Xerox Vice President, Production Product Marketing think of another VDP solution provider other than that could have supported this program so successfully. Bruce Kielar agrees. It s important to us to team with forward-thinking partners like Roger Gimbel & Associates, Xerox, Toppan America and. At Roberts Communications, we re committed to delivering programs that focus on Customer Think. Delivering relevant, customer-driven messaging is central to our firm s mission. With, we can walk the talk. By all accounts, the Digitally Cool Seminar Tour was a success. Roger Gimbel concludes, In the future, we will not be measured by the quality of the output, we will be measured by the quality of the outcome. The Digitally Cool seminars provided a very compelling demonstration of how printers can harness the power of Xerox and customized communications to generate new business, new customers and greater profitability. And that is very cool, indeed. Copyright 2006,. All rights reserved., the logo, PersonalEffect, uchart, ucreate, udirect, uedit, uimage, uplan, uproduce, ustore, ADOR, X-DOT, XLIM and the slogan one to one in one are trademarks or registered trademarks of. XEROX, igen3 and DocuCard are registered trademarks of Xerox Corporation in the United States and/or other countries. Roger P. Gimbel & Associates is a registered trademark of its respective owners. Adobe and InDesign are trademarks of Adobe Systems Incorporated in the United States and/or other countries. PANTONE and PANTONE COLOR MATCHING SYSTEM are property of Pantone, Inc. All other trademarks are the property of their owners and may be registered in certain jurisdictions

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