avalon's dm 101 - production essentials
TRANSCRIPT
©2017 Avalon Consulting Group.
All Rights Reserved.
Avalon Consulting Group
www.avalonconsulting.net
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
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