Direct Mail Production Management DM101

Transcription

1 Direct Mail Production Management DM101 presented by Meg Ferguson The Production Management Group

2 DM Production Speak

3 Direct Mail Production Management Roles and Responsibilities Professional project manager Products, Services, Relationships and Processes A critical partner at the design table A source for new package formats and capabilities Bid and procurement experts Master multi-taskers

4 Direct Mail Key Disciplines Package Specifications Postal Logistics Printing Direct Mail Production Mailshop/ Insertion Data Processing Personalization

5 Direct Mail Production Management Considerations Budget Package Costs Postage Costs Strategy/Audience Artwork Mission related requirements (Union, FSC, Recycle) Specific Client Requirements/Needs (i.e. caging) Timing

6 Package Specifications Define and describe every aspect of your campaign in great details leaving no room for assumptions Understand the end product and the most efficient way it should be produced Consider whether the piece(s) will be generic or personalized Do the specs meet postal requirements? Mock it up!

7 Package Specifications Component Sizes Generic or personalized Cut sheet versus Continuous Flat and finished

8 Package Specifications Stock Weight Finish/Color Recycled/FSC/Union requirements

9 Package Specifications Additional Instructions: Folds

10 Package Specifications Additional Instructions: Perfs

11 Package Specifications Additional Instructions: Scores

12 Package Specifications Additional Instructions: Die Cuts

13 Package Specifications Printing Inks CMYK and PMS spot colors CMYK - Short for Cyan-Magenta- Yellow-Black, CMYK is a color model in which all colors are described as a mixture of these four process colors. Because such printing uses inks of these four basic colors, it is often called four-color printing. PMS Pantone Matching System is the most popular color matching system in the printing industry. A true PMS color is defined by a mixture of inks that will provide a specific color (i.e. PMS 185 is a very common bright red color). Pantone also allows process (CMYK) printers to closely, but not exactly, match any of the PMS standard ink colors.

14 Package Specifications Inks Bleeds and Coverage

15 Package Specifications Printing Envelopes Dimensions/artwork Window Size and positioning

16 Printing Considerations Ganging Print quantity + appropriate spoilage: Mail quantity Number of panels/drops Multiple up form Machine or Handwork Proofing PDF, live color or press check

17 Data Processing Data Ensure the most efficient and effective use of your data to accomplish your goals Working knowledge File Layout - Ensure you receive one and that the required fields are populated (exclude fields that are not needed) Reports Understand data scans (input & output), data dumps, ask reports, NCOA reports ACQ list of lists, suppression files know the priority Quantity expected? Instructions - Do you know how to communicate your needs?

18 Data Processing Sample Data Scan for Review

19 Personalization Considerations for Variable Data Types Scitex/inkjet, traditional laser, handwriting, auto pen, digital Receive and give solid instructions Variable data clearly identified Fonts, point sizes, positioning Personalization Set-ups PDF and on live stock Is live scanline testing necessary?

20 Personalization Give Detailed Instructions

21 Mailshop Instructions and Considerations Where Logistics Meet Strategy Know your suppliers requirements and capabilities Clearly identify each version and it s specific requirements Material Delivery Notification provide description and/or inventory codes, quantity, how the piece will arrive (packaging, flat folded, multiple up, etc.), delivery date, shipper info Trim and fold specifications Insertion order of components What is flying the package? Is window position accurate? What is the first thing the donor will see when they open the envelope? Postage due date and how is the package mailing Additional services required (i.e. live stamp affixing, scitexing, etc.) Maildate(s)

22 Mailshop Insertion Order

23 Workflow/Scheduling Managing the Products, Services, and Stakeholders Determine a schedule tool that works for all Communicate with your partners regarding the length of time required by each Start with the end in mind work back from the mail date Identify complexity of package Involve your partners early

24 Workflow/Scheduling Manage both tracks simultaneously Strategy/Design/Production Design Data Identify interdependencies among functions Pre-press/ Printing Laser Personalization Mailshop

25 Workflow/Scheduling Concept 65 days before Mail Date Final Art 25 days before Mail Date Print days before Mail Date days before Mail Date Personalization days before Mail Date Lettershop 7-10 days before Mail Date Mail Date

26 Bid and Procurement Process To secure the best price/quality/delivery: Bid to your network of suppliers strengths Get at least 5 competitive bids per component/function Correct specs are a must Think of/be open to options/alternatives Be mindful of hidden costs (plates, dies, set-ups, deliveries, etc.) If it s too good to be true

27 Direct Mail Production Management To ensure a successful outcome: Get suppliers involved in the planning stages of your project schedule and strengths Stay on schedule meet your critical dates Provide accurate and detailed instructions (garbage in equals garbage out) Build relationships!

28 Postal Logistics Creative Mailing Strategies Give You More Control of Delivery Time and Reduce Postage Expense Deliver your mail directly to the NDC/ASF or SCF for NDC(ASF)/SCF discounts Consolidate your mail with other mailers to minimize freight costs and max. savings Commingle your mail with other mailers for deeper volume discounts Hybrid approach

29 Postal Logistics Entry Point: Mail delivered to your mailshop s local Post Office. NDC: Network Distribution Center, an automated USPS distribution facility, presently 29 throughout the USA. SCF: Sectional Center Facility, a USPS mail-processing hub that serves the large area designated by the first three digits of a ZIP code. Commingle: To integrate dissimilar mail into the same mail stream, resulting in further postal discounts by taking advantage of the increased volume to intended ZIP codes.

30 How Most Mailings Move Through the USPS Mail Shop Destination SCF Local Post Office Local Post Office Destination NDC Origin SCF Origin NDC Residence

31 Here s One Way We Reduce Postage and Expedite Delivery: Drop Shipping Mail Shop Destination SCF Local Post Office Local Post Office Destination NDC Origin SCF Origin NDC Residence

32 Here s Another Way to Reduce Postage and Expedite Delivery: Commingling Mail Shop Commingler Destination SCF Local Post Office Local Post Office Destination NDC Origin SCF Origin NDC Residence

33 Postal Analysis Shows You How to Save the Most Postal Logistics Commingling Postal Logistics $142, finds the best blended rate for your campaign, $144, maximizing your savings. Drop Shipping $146, Entry Point $164,112.43

34 Wrap Up It s in the mail but your job isn t over: Budget reconciliation/invoicing Mail tracking/seeds Samples Results Analysis End of Job Recap

35 Thank You! The Production Management Group Meg Ferguson