Direct Mail Production Management
DM101
Presented by
Meg Ferguson
Account Director
The Production Management Group
Direct Mail Production Management
What We Do
• Professional project managers
• Processes, Products, Services and
Relationships
• A critical partner at the design table
• A source for new package
formats/capabilities
• Bid and procurement experts
• Master multi-taskers!
pmgdirect.net | 410-290-0667
Direct Mail Production Management
DM Production Key Disciplines
• Package Specifications – define and describe
in great detail
• Printing
• Data Processing
• Personalization
• Mail Shop/Insertion
• Postal Logistics
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Considerations
• Budget
• Package Costs
• Postage Costs
• Strategy/Audience
• Artwork
• Mission related requirements
• Caging/equipment/timing limitations
Production Management Group
www.pmgdirect.net
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Package Specs
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Sizes – end product vs. how it should be produced
• Generic or personalized?
Stock – weight, finish, color, FSC, recycled
Inks - 4CP, PMS spot colors, bleeds, coverage
Additional Instructions – folds, perfs, scores,
window size and positioning
Do specs meet postal requirements?
Mock it up!
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Printing
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Stock – weight, finish, size (cut sheet/cont.)
Inks - 4CP and PMS spot colors
Envelopes - Flexo/Jet Printing/Litho (flat and
convert)
Digital Printing
Ganging
Quantity – including spoilage
Proofing/Press Check
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Data Processing
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Have a working knowledge of the data you are handling
• Quantity/Format expected?
• House file versus Acquisition
File Layout - Ensure required fields are populated
(exclude fields that are not needed)
Know how to read reports – data scans (input & output),
data dumps, ask reports, NCOA reports
If ACQ do you have a list of lists, suppression files – know
the priority
Do you know how to instruct the data processor?
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Personalization
• 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/Live scanline testing
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Mailshop
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Receive and give detailed instructions
• Material description, qty., delivery date, etc.
• Insertion Order
• Additional Services (i.e. live multi-stamp
affixing
• Maildate(s)
Know your suppliers’ requirements and equipment
capabilities
Insertion order approval/Lives
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Managing the Workflow/Scheduling
• Determine a schedule tool that works
• Start with the end in mind – work back
from the maildate
• Identify complexity of package
• Involve your partners early
• Work your schedule up both tracks
simultaneously – Design and Data
• Identify the interdependencies among
functions
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Workflow/Scheduling
A few examples of interdependencies:
• Final counts from data before final print
approval
• Forms printed and delivered before actual
personalization begins – PDF set-ups
• File analysis performed before postage
requested - or estimate
• All printed material to the mail shop before
inserting can begin
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Workflow/Scheduling
Two critical paths
• Design
• Data
Strategy/Design/Production
Design
Data
Pre-press/
Printing
Laser
Personalization
Mailshop
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Workflow/Scheduling
2-Jan 5-Jan 6-Jan 7-Jan 8-Jan 9-Jan 12-Jan 13-Jan 14-Jan 15-Jan 16-Jan 19-Jan 20-Jan 21-Jan 22-Jan 23-Jan
Printing:
Carrier
Return
Letter
Reply
Pre-press
AA's
Final Quantity
Approval to Print
Insert
Data Proc:
Flash Report
Presort
Postage Request
Mailshop:
Live Stamp
Inkjet
Typical "Original" Schedule
Insert & Mail
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Workflow/Scheduling
pmgdirect.net | 410-290-0667
Direct Mail Production Management
Bid and Procurement Process
To secure the best price/quality/delivery
• Bid to your network of suppliers’ strengths
• Get at least five competitive bids per
component/function
• Correct specs/purchase order 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 the supplier 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
Direct Mail Production Management
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
Direct Mail Production Management
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.
pmgdirect.net | 410-290-0667
How Most Mailings Move
Through the USPS
Mail Shop
Destination SCF
Local Post Office
Destination NDC
Local Post Office
Origin SCF
Origin NDC
Residence
pmgdirect.net | 410-290-0667
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
pmgdirect.net | 410-290-0667
Here’s Another Way We
Reduce Postage and Expedite Delivery:
Commingling
Mail Shop
Commingler
Destination SCF
Local Post Office
Local Post Office
Destination NDC
Origin SCF
Origin NDC
Residence
pmgdirect.net | 410-290-0667
Postal Analysis
Postal Analysis
Date
1/25/14
(Estimate)
Entry Point
Zip String
A
B
C
D
E
F
G
H
I
Qty
Postage
Per Piece
142,112 $21,172.14 $0.1490
176,743 $26,304.32 $0.1488
132,507 $20,754.59 $0.1566
25,020
$3,901.23 $0.1559
25,021
$3,897.56 $0.1558
520,168 $76,379.07 $0.1468
25,021
$3,899.15 $0.1558
25,021
$3,902.20 $0.1560
25,021
$3,902.17 $0.1560
1,096,634 $164,112.43
Drop Shipment
Total
Postage &
Freight
$18,752.44
$23,266.28
$18,399.17
$3,901.23
$3,897.56
$66,562.10
$3,899.15
$3,902.20
$3,902.17
$146,482.30
Per Piece
$0.1320
$0.1316
$0.1389
$0.1559
$0.1558
$0.1280
$0.1558
$0.1560
$0.1560
Commingle
Total
Postage &
Freight
$18,673.52
$23,224.03
$17,411.42
$3,287.63
$3,287.76
$68,350.08
$3,287.76
$3,287.76
$3,287.76
$144,097.72
Per Piece
$0.1314
$0.1314
$0.1314
$0.1314
$0.1314
$0.1314
$0.1314
$0.1314
$0.1314
Best Option
Best Rate
$0.1314
$0.1314
$0.1314
$0.1314
$0.1314
$0.1280
$0.1314
$0.1314
$0.1314
Option
Best Postage
Commingle
$18,673.52
Commingle
$23,224.03
Commingle
$17,411.42
Commingle
$3,287.63
Commingle
$3,287.76
Drop Ship
$66,562.10
Commingle
$3,287.76
Commingle
$3,287.76
Commingle
$3,287.76
Postage
$142,309.74
Per Piece
Your Estimated Savings:
$0.1298
$ XX,XXX.XX
pmgdirect.net | 410-290-0667
Direct Mail Production Management
It’s in the mail but your job isn’t over!
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DMFA May 16, 2012
Budget reconciliation/Invoicing
MailTracker
Seeds/Samples
Results Analysis
End of Job Snapshot/Recap
Production Management Group
www.pmgdirect.net
pmgdirect.net | 410-290-0667
Direct Mail Production Management
The #1 Success Factor:
Build solid relationships!
Production Management Group
www.pmgdirect.net
pmgdirect.net | 410-290-0667
Thank You!
The Production Management Group
Meg Ferguson
410-290-0667
[email protected]
pmgdirect.net | 410-290-0667