dm101: production (pmg)

Direct Mail Production Management DM101

presented by

Meg FergusonThe Production Management Group

DM Production “Speak”

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

pmgdirect.net | 410-290-0667

Direct Mail Key Disciplines

Direct Mail Production

Package Specifications

Printing

Data Processing

Personalization

Mailshop/Insertion

Postal Logistics


Considerations• Budget

• Package Costs• Postage Costs

• Strategy/Audience• Artwork• Mission related requirements (Union, FSC,

Recycle)• Specific Client Requirements/Needs (i.e. caging)• Timing



• 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!



Component Sizes • Generic or personalized• Cut sheet versus Continuous• Flat and finished



Stock • Weight• Finish/Color• Recycled/FSC/Union requirements


Package SpecificationsAdditional Instructions: Folds




17”

11”

Slit

Page 1 of Letter

Page 1 of Reply

8-1/2”

11”

Stacked Letter & Reply

Both letter and reply will personalize giving the appearance of a 2 way match. Because of the form layout it’s not a match.

Interstack Form Set-up



8-1/2”

14”

Reply Portion

Top of Letter – Flies the Package

Gutter/Take out for Drop-Cut

Top of Letter – Flies the Package

Reply – Nests into Letter

Dropcut (Gatefold) Form Set-up

Package Specifications Additional Instructions: Perfs


Package SpecificationsAdditional Instructions: Scores


Package SpecificationsAdditional Instructions: Die Cuts




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


Inks – Bleeds and Coverage


Package SpecificationsPrinting Envelopes• Dimensions/artwork• Window Size and positioning


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


Data ProcessingData • 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?


Data ProcessingSample Data Scan for Review


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?


PersonalizationGive Detailed Instructions


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)


MailshopInsertion Order


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


Workflow/Scheduling

•Manage both trackssimultaneously

•Identify interdependenciesamong functions


Strategy/Design/Production

Design Data

Laser Personalization

Pre-press/Printing

Mailshop

Workflow/Scheduling


Concept

65 days before Mail Date

Final Art

25 days before Mail Date

Print

14-21 days

before Mail Date

Data Processi

ng

12-16 days

before Mail Date

Personalization

10-14 days

before Mail Date

Lettershop

7-10 days

before Mail Date

Mail Date

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…



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!


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


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

Postal Analysis Shows You How to Save the Most


$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


Wrap Up

Thank You!

The Production Management GroupMeg Ferguson410-290-0667

[email protected]


dm101: production (pmg)

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