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Client Training DayDirect Marketing 101: Production

September 7, 2017

Implementation Focus

Strategy & Planning Copy & Creative

Implementation & Production

Production Schedules and Workplans

FY15 September DM Appeal Internal Strategy Discussion Thursday, June 26, 2014

Campaign Code: Creative meeting with writer Thursday, July 03, 2014

Mail Date: 09/04/14 Copy from Writer Thursday, July 17, 2014

Writer: Package Specs to Mailshop and Artist Friday, July 18, 2014

Designer: Copy to Client Saturday, July 19, 2014

Testing: Data Request to Client Thursday, July 17, 2014

Draft Art from Artist Friday, July 25, 2014

Estimated Costs to Client Friday, July 25, 2014

Request to Data Firm Tuesday, July 22, 2014

Counts Due from Data Firm Tuesday, July 29, 2014

Costs approved by Client Friday, August 01, 2014

Counts Approved by Client/Avalon Friday, August 01, 2014

Sample Files due from Data Firm Tuesday, August 05, 2014

Art to Client Monday, July 28, 2014

Copy Approval Friday, August 01, 2014

Sample Files Aproved Thursday, August 07, 2014

Data Due Friday, August 08, 2014

Art Approval from Client Monday, August 04, 2014

Art Proofread Friday, August 08, 2014

Data and Mailplan to Mailshop Monday, August 11, 2014

Art to Printer Monday, August 11, 2014

Input Data Counts Approved Thursday, August 14, 2014

Proofs to Client Wednesday, August 13, 2014

Output Data Counts Approved Friday, August 15, 2014

Output Data Dumps Approved Friday, August 15, 2014

Proofs Approved by Client Friday, August 15, 2014

Set Ups to Client Monday, August 18, 2014

Set Ups Approved Monday, August 18, 2014

Postage Check Received Monday, August 18, 2014

Insertion Approval by Avalon Monday, August 25, 2014

Lives Approved by Avalon Monday, September 01, 2014

Pick Up Date Monday, September 01, 2014

Mail Date Thursday, September 04, 2014

• Package Specifications

• Printing

• Data Processing

• Personalization

• Mail Shop/Insertion

• Postal Logistics

Direct Mail Production Key Stages

• Detail, detail and more detail

• Consider the end product

• Generic or Personalized

• Postal Requirements

• Mock it up!

Package Specifications

Package Grid

Description Mail Quantity OE BRE Letter Reply Return Label Insert

Control - Acquisition Language22,500

Size #10 CF # 9 8.5x11" 2s/4p 8.5x7" 1s/2p 2 1/2 x 0.75 8.5x11" 1s/1p

Stock Cream 24# Recycled White (20#) recycled Cream 60# recycled White 60# recycled label stock White 60# recycled

Inks 0/PMS 280 K/0 PMS 280 + K / CommonPMS 280 + K (screens) / PMS

280PMS 280 / 0 PMS 280 + K (screens)

Postage NP Stamp BRE n/a n/a n/a n/a

Copy Inkjet Offset prints Offset Prints Simplex Laser offset prints Offset prints

Personalized? Yes No No Yes No No

Component Code n/a n/a n/a n/a n/a n/a

Production Notes folds in 1/3s folds in 1/2Affixes to upper left hand corner of OE

folds in 1/3s

Production Notesprinter to add union

bug Printer to add union bug printer to add union bug printer to add union bug n/a

printer to add union bug

Match Yes No No Yes No No

Description Mail Quantity OE BRE Letter/Reply

Test - Renewal Language 22,500

Size Monarch #7 3/4 SLW #7 6 5/8 x 11

Stock White 24# Recycled White (20#) recycled White 60# recycled

Inks K/K K/0 PMS 280 + K / K

Postage NP Stamp BRE n/a

Copy Offset Prints Offset prints Simplex Laser

Personalized? No No YES

Component Code n/a n/a n/a

Production Notes n/a n/aFull Horizontal Perf 3 5/8 from

top and folds in 1/3s

Production Notesprinter to add union

bug Printer to add union bug printer to add union bug

Match No No No

Multi-purpose• Design • Budget/Pricing• Production

Component Sizes

• Generic or personalized

• Cut sheet versus Continuous

• Flat and finished

Package Specifications

Package Specifications

Stock

• Weight

• Finish/Color

• Recycled/FSC/Union requirements

Package Specifications

Additional Instructions

• Folds

• Perfs

• Scores

• Die cuts

Package Specifications

CMYK

• Cyan-Magenta-Yellow-Black

• Mixture of four colors

• A.K.A Four-color printing, 4CP

PMS

• Pantone Matching System

• Most popular color matching

system in printing industry

• Defined by a mixture of inks that

provide a specific color

• Also allows process (CMYK)

printers to closely, but not exactly,

match any of the PMS standard

ink colors.

Printing Inks – CMYK and PMS spot colors

Package Specifications

Inks – Bleeds and CoverageTip: Do you really need a full bleed?

Printing

Considerations

• Ganging

• Print quantity + appropriate spoilage:

– Mail quantity

– Number of panels/drops

– Multiple up form

– Personalized versus generic

– Machine or Handwork

Bluelines/Proofs

Magenta = laser copy

Production Checklists!

The Avalon Way

Data Processing

Data • Instructions

• File Layout

• Reports –– Input vs Output

– Dumps

– Ask builds

– NCOA • 95 Days for NP

• Acquisition – Lists priority

– Suppressions

• Quantity

Setups/Personalization

Personalized in all

correct places

Personalization in

copy?

Personalized ask

string

Correct data field

for salutation

Does sourcecode

match donor level

and ask string?

Considerations• 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? Live Stock?

• Scanline Testing

Personalization

Mailshop

Insertion Order

• Identifying Panels/Segments & Packages

• Trim and fold specifications

• Insertion order of components

• What is flying the package

• Window Position (tap test)

• Postage Treatment

• Stamp, Meter, Indicia

• Maildate(s)

• Test and Control mail same day!

Mailshop

Instructions and Considerations

Workflow/Scheduling

Identify the interdependencies amongFunctions. A few examples:

• Final counts BEFORE final print approval

• Forms printed and delivered BEFOREpersonalization begins

• File analysis performed BEFORE postage is requested

• Printed material delivered to mail shop BEFOREinserting can begin

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.

How Most Mailings Move

Through the USPS

Origin SCF Origin NDC

Destination NDC

Destination SCF

Local Post Office

Residence

Mail Shop

Local Post Office

Here’s One Way We

Reduce Postage and Expedite Delivery:

Drop Shipping

Origin NDC

Destination NDC

Destination SCF

Local Post Office

Residence

Mail Shop

Local Post Office

Origin SCF

Here’s Another Way to

Reduce Postage and Expedite Delivery:

Origin NDC

Destination NDC

Local Post Office

Residence

Mail Shop

Local Post Office

Origin SCF

Commingler Destination SCF

Commingling

It’s in the mail but your job isn’t over:

»Budget reconciliation/Invoicing

» Inventory

»Mail tracking/Seeds

»Samples

Direct Mail Production Management

Questions??

Thank you!Rebecca Shapalis

Senior Fundraising Program Manager

Avalon Consulting Group

805 15th Street, NW Suite 700

Washington, DC 20005

202-627-6510

rebeccas@avalonconsulting.net

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