dm 101 - pmg - direct mail production management
DESCRIPTION
You don’t have to be a printing or mailshop expert to deliver a successful direct mail campaign on schedule and on budget. Jim will teach you the fundamentals of direct mail production, including how to build a workable schedule that works for all stakeholders. With nearly 20 years devoted to the direct mail fundraising industry, Jim will share with you his insight and experience that’s both informative and fun! Takeaways: - Working knowledge of the production process and the elements of production - A template to help you build an effective production schedule - Tips to help you reduce postage expensesTRANSCRIPT
Direct Mail Production Management DM101
Presented by
Meg FergusonThe Production Management Group
Direct Mail Production Management
What We Do• Professional project managers
• 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
pmgdirect.net | 410-290-0667
Direct Mail Production Key Disciplines
• Package Specifications – define and describe every aspect of your campaign in great detail
• Printing – applying ink to paper• Data Processing - ensure the most efficient and effective
use of your data to help you reach your goals• Personalization – applying variable data to the appropriate
components• Mail Shop/Insertion – logistics meets strategy• Postal Logistics – creative mailing strategies that give you
more control of delivery time and reduce postage expense
pmgdirect.net | 410-290-0667
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
pmgdirect.net | 410-290-0667
Package Specifications
• Use as much detail as possible 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!
pmgdirect.net | 410-290-0667
Package Specifications
Component Sizes • Generic or personalized• Cut sheet versus Continuous• Flat and finished
pmgdirect.net | 410-290-0667
Package Specifications
Stock • Weight• Finish/Color• Recycled/FSC/Union requirements
pmgdirect.net | 410-290-0667
Package Specifications
Additional Instructions • Folds• Perfs• Scores• Die cuts
pmgdirect.net | 410-290-0667
pmgdirect.net | 410-290-0667
Package Specifications
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.
Printing Inks – CMYK and PMS spot colors
Package Specifications
Inks – Bleeds and Coverage
pmgdirect.net | 410-290-0667
Package SpecificationsPrinting Envelopes•Flexo/Jet Printing/Litho (flat and convert)•Window Size and positioning
pmgdirect.net | 410-290-0667
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
pmgdirect.net | 410-290-0667
Data Processing
Data • 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?
pmgdirect.net | 410-290-0667
Data ProcessingSample Data Scan for Review
pmgdirect.net | 410-290-0667
Personalization
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 and on live stock• Is live scanline testing necessary?
pmgdirect.net | 410-290-0667
PersonalizationGive Detailed Instructions
pmgdirect.net | 410-290-0667
Mailshop
Instructions and Considerations• Know your suppliers’ requirements and capabilities• Clearly identify each panel/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)
pmgdirect.net | 410-290-0667
MailshopInsertion Order
pmgdirect.net | 410-290-0667
Workflow/Scheduling
Managing the Products, Services, andStakeholders• 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
pmgdirect.net | 410-290-0667
Workflow/Scheduling
Manage both trackssimultaneously:
• Design• Data
pmgdirect.net | 410-290-0667
Strategy/Design/Production
Design Data
Laser Personalization
Pre-press/Printing
Mailshop
Workflow/Scheduling
Identify the interdependencies amongFunctions. A few examples:
• Final counts from data before final print approval
• Forms printed and delivered before actual personalization begins
• File analysis performed before postage is requested
• All printed material to the mail shop before inserting can begin
pmgdirect.net | 410-290-0667
Workflow/Scheduling
pmgdirect.net | 410-290-0667
2-J an 5-J an 6-J an 7-J an 8-J an 9-J an 12-J an 13-J an 14-J an 15-J an 16-J an 19-J an 20-J an 21-J an 22-J an 23-J an
Printing:
Carrier
Return
Letter
Reply
Insert
Data Proc:
Flash Report
Presort
Postage Request
Mailshop:
Live Stamp
Inkjet
Insert & Mail
Pre-pressAA's
Final QuantityApproval to Print
Typical "Original" Schedule
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…
pmgdirect.net | 410-290-0667
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!
pmgdirect.net | 410-290-0667
Postal Logistics
Save money on postage
• 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
pmgdirect.net | 410-290-0667
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.
CommingleTo integrate dissimilar mail into the same mail stream, resulting in further postal discounts by taking advantage of the increased volume to intended ZIP codes.
pmgdirect.net | 410-290-0667
How Most Mailings Move Through the USPS
pmgdirect.net | 410-290-0667
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
pmgdirect.net | 410-290-0667
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:
pmgdirect.net | 410-290-0667
Origin NDC
Destination NDC
Local Post Office
Residence
Mail Shop
Local Post Office
Origin SCF
Commingler Destination SCF
Commingling
Postal Analysis
pmgdirect.net | 410-290-0667
Postal Analysis Date
(Estimate) 2/4/14
Entry Point Drop Shipment Commingle Best Option
Zip String Qty Postage Per PieceTotal Postage
& Freight Per Piece
Total Postage &
Freight Per Piece Best Rate Option Best Postage
A 142,112 $21,172.14 $0.1490 $18,752.44 $0.1320 $18,673.52 $0.1314 $0.1314 Commingle $18,673.52
B 176,743 $26,304.32 $0.1488 $23,266.28 $0.1316 $23,224.03 $0.1314 $0.1314 Commingle $23,224.03
C 132,507 $20,754.59 $0.1566 $18,399.17 $0.1389 $17,411.42 $0.1314 $0.1314 Commingle $17,411.42
D 25,020 $3,901.23 $0.1559 $3,901.23 $0.1559 $3,287.63 $0.1314 $0.1314 Commingle $3,287.63
E 25,021 $3,897.56 $0.1558 $3,897.56 $0.1558 $3,287.76 $0.1314 $0.1314 Commingle $3,287.76
F 520,168 $76,379.07 $0.1468 $66,562.10 $0.1280 $68,350.08 $0.1314 $0.1280 Drop Ship $66,562.10
G 25,021 $3,899.15 $0.1558 $3,899.15 $0.1558 $3,287.76 $0.1314 $0.1314 Commingle $3,287.76
H 25,021 $3,902.20 $0.1560 $3,902.20 $0.1560 $3,287.76 $0.1314 $0.1314 Commingle $3,287.76
I 25,021 $3,902.17 $0.1560 $3,902.17 $0.1560 $3,287.76 $0.1314 $0.1314 Commingle $3,287.76
1,096,634 $164,112.43 $146,482.30 $144,097.72 Postage $142,309.74
Per Piece $0.1298
Your Estimated Savings: $ XX,XXX.XX
Postal Analysis Shows You How to Save the Most
pmgdirect.net | 410-290-0667
$164,112.43
$146,482.30
$144,097.72
$142,309.74 Postal Logistics finds the best
blended rate for your campaign,
maximizing your savings.
PostalLogistics
Commin-gling
Drop Ship-ping
Entry Point
It’s in the mail but your job isn’t over:• Budget reconciliation/Invoicing• Mail tracking/Seeds• Samples• Results Analysis• End of Job Recap
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Thank You!
The Production Management GroupMeg Ferguson410-290-0667
pmgdirect.net | 410-290-0667