Post on 24-Dec-2015
The new proposal for
Direct Marketing
Posteldirect
Riccardo CamiaRiccardo CamiaCEO PostelCEO Postel
tel: +39 010 6486 1tel: +39 010 6486 1riccardo.camia@postel.itriccardo.camia@postel.it
GroupPostePosteitaliane
1
BU
SIN
ES
S
BU
SIN
ES
S
CO
MM
UN
ICA
TIO
NC
OM
MU
NIC
ATIO
N
CUSTOMIZED COMMUNICATION SERVICES
HYBRID MAIL
GLOBAL MAILBOX
DOCUMENT & ADDRESS MANAGEMENT
PRINT ON THE NET
DIRECT MARKETING
Postel: reasons for a successPostel: reasons for a success
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A global offer for the B2C communicationA global offer for the B2C communication
Certification
CITIZENSCOMPANIES
Fax
ArchivngInterposta Office
AddressesMerge &
purge
Reverse hybrid mail
Document DesignInterposta web
Priority Mail
Normalization
Internet
Racc. A. R.
Postecert: the elctronic signature P.E.I.E
Bulletin c/c
NATIONALNATIONALINFRASTRUCTUREINFRASTRUCTURE
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Our Shareholder: Poste Our Shareholder: Poste
ItalianeItaliane
CHAIRMANCHAIRMANCHAIRMANCHAIRMAN
MANAGING DIRECTORMANAGING DIRECTORMANAGING DIRECTORMANAGING DIRECTOR
DELEGATED EMPLOYER (LAW 626)
DELEGATED EMPLOYER (LAW 626)
REAL ESTATEREAL ESTATE
FINANCEFINANCE
ADMINISTRATIONADMINISTRATION
PROCESSES & TECHNOLOGIESPROCESSES & TECHNOLOGIES
INSPECTION AND QUALITYINSPECTION AND QUALITY
HUMAN RESOURCESHUMAN RESOURCES
STRATEGY, PLANNING AND CONTROL
STRATEGY, PLANNING AND CONTROL
PHILATELYDIVISION
PHILATELYDIVISION
BANCOPOSTADIVISION
BANCOPOSTADIVISION
TERRITORIAL NETWORK
DIVISION
TERRITORIAL NETWORK
DIVISION
POSTECOM SpaPOSTECOM Spa
GRUPPO POSTELGRUPPO POSTEL
MAILDIVISIONMAIL
DIVISION
EXPRESS COURIER- LOGISTICS-PARCEL
DIVISION
EXPRESS COURIER- LOGISTICS-PARCEL
DIVISION
RELATIONS WITH ASSOCIATIONS AND GOVERNMENT AGENCIES
RELATIONS WITH ASSOCIATIONS AND GOVERNMENT AGENCIES
COMMUNICATION AND MEDIA RELATIONS
COMMUNICATION AND MEDIA RELATIONS
LEGAL DEPARTMENTLEGAL DEPARTMENT
CORPORATE OFFICERS SECRETARY
CORPORATE OFFICERS SECRETARY
INSTITUTIONAL RELATIONS
INSTITUTIONAL RELATIONS
GRUPPO SDA GRUPPO SDA POSTEVITA SpaPOSTEVITA Spa
SIM POSTE SpaSIM POSTE Spa
BANCOPOSTA FONDI Spa SGR
BANCOPOSTA FONDI Spa SGR
PARCEL LOGISTICS
DELIVERY Spa
PARCEL LOGISTICS
DELIVERY Spa
PURCHASINGPURCHASING
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Poste Italiane Group Poste Italiane Group
revenuesrevenues
ROUNDED DATA 2000
TOTAL SALES ABOUT 7,100 millions €
TOTAL SALES ABOUT 7,100 millions €
REVENUES fromMAIL DIVISIONMORE THAN 3,930 MILLIONS €
REVENUES from BANCOPOSTAABOUT 2,630 MILLIONS €
REVENUES from EXPRESS PARCEL COURIER ABOUT 390 MILLIONS €
OTHER REVENUES ABOUT 150 MILLIONS €
55%55%
6%6%
37%37%
2%2%
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Poste Italiane Group resultsPoste Italiane Group results
CLOSE TO REACH BREAK-EVENCLOSE TO REACH BREAK-EVEN
GROSS OPERATING MARGIN(million euro)
GROSS OPERATING MARGIN(million euro)
NET OPERATING RESULTS (million euro)
NET OPERATING RESULTS (million euro)
-600
-400
-200
0
200
400
600
286286
-1000
-600
-200
1998 1999 2000
1998 1999 2000
-794-794
-361-361
-45-45
-507-507
-52-52
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The Postel Group - Structure
PostelprintPostelprint PosteldirectPosteldirect
DocutelDocutel
The biggest printing group in Italy, in participation with Ilte
InnovativeSolutions
InnovativeSolutions
Other participationsOther participations
DocugestDocugest
NetPrintNetPrint
Ge.PoGe.Po
AsphériaAsphéria
In participation with:- Cedacri Nord- La Poste (Francia)
The technological, creative & graphic center for the Business Communication
Services
THE NEW POSTEL STRUCTURE FOR DIRECT
MARKETING DEVELOPMENT
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Posteldirect - Organization
GENERAL MANAGEMENT
GENERAL MANAGEMENT
DM Services(Milan)
DM Services(Milan)
Consulting & Sales
Consulting & Sales
Document DesignDocument DesignDataBase & List Management
DataBase & List Management
Management Center
Management Center
Operation(Verona)
Operation(Verona)
EDPEDP Printing & ProductionPrinting & Production
Logistic & WharehouseLogistic &
WharehouseCall Center &
ServiceCall Center &
Service
A fast growing integrated infrastructure
More than 20 people dedicated to new solutions for DM
campaigns
80 people, experts and specialists, dedicated to
DM campaigns
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Posteldirect - Mission
To be the most important Direct Marketing full service provider for the italian market,
supplying all the products and services necessary for
the development of interactive communication campaigns
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Posteldirect - Direct Marketing Flow
Consulting services
DB & List Management
Business Intelligence
Printing & delivery
Lettershop & Fulfillment
TeleMktge CRM
ResponseAnalysis
Posteldirect
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Posteldirect – Direct Marketing Targets
DIRECTMARKETING
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Posteldirect – Positioning
Posteldirect is able to offer:
Turn Key Direct Marketing Campaigns, “from DB list to envelope”
Services “off the shelf” for each Direct Marketing competence area (data, art & copy, operations)
Maximum flexibility dedicated to theCustomer Relationship Management
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Posteldirect – DM Value Chain
Planning & consulting activity
Planning & consulting activity
Database &list
management
Database &list
management
DocumentDesign
DocumentDesign
Production,lettershop
& fulfillment
Production,lettershop
& fulfillment
CustomerService &
Telemarketing
CustomerService &
Telemarketing
Campaign Conceiving
Consulting on Privacy (law 675/96)
Consulting on postal rules & tariffs
Marketing DB Modelling
Profiled & authorized Lists
Customer DB Management
Data & Response Analysis
Document layout engineering
Mailing Package
Document Production
Printing & customization
EDP Services
Addresses Merge & Purge
Call Center
Mail boxes Management
Data Entry
Widespread postal coverage in Italy & abroad
Enveloping & Cellophaning
Packaging management
Mail Order Management
DeliveryServicesDeliveryServices
Delivery Services
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Engineering & Consulting Engineering & Consulting
Consulting on campaigns developmentConsulting on campaigns development
Consulting on Privacy (law 675/96)Consulting on Privacy (law 675/96)
Posteldirect – Professional Services
Posteldirect can easily identify the highest potential target audience, defines the most suitable messages and delivers
them in compliance with law requirements
Targets Definition
Lists definition according to law requirements
Costs & B.E.P. definition
DM tools mix definition
Budgeting
Tests definition, variables and bulk mailings
Performance evaluation
Consulting on postal servicesConsulting on postal services
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Posteldirect – Data Base Management
DB Implementation & ManagementDB Implementation & Management
Business Intelligence Business Intelligence
Data Base Management Data Base Management
Response AnalysisResponse Analysis
Posteldirect offers the necessary support to create, maintain and upgrade the Marketing DB
Creation of the physical-logic data model
Development of management & update
data processes
Targeting e Data Mining
Geomarketing
Statistical analysys on Tests & Campaigns
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Posteldirect – List Management & EDP Services
List Management List Management
Posteldirect customizes and updates lists as a fundamental condition to reach the best result with a DM campaign
Requirements analysis
Customer DB analysis
List Broking
Customer lists updating
Address Merge & purge
Application SW development (Db mktg, Mail Order, ...)
EDP ServicesEDP Services
Lists supplyLists supply
Address Merge & Purge Address Merge & Purge
Data processingData processing
Customer lists updating & maintainingCustomer lists updating & maintaining
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Posteldirect – Document Design
Document layout engineeringDocument layout engineering
Posteldirect Packaging & Promotion services maximize the redemption by using original formats & solutions
Design & engineering of new optimized solutions:
communicationCosts reduction
Usage of special supportsCardMetal & PVC objectsLabels...
Optimized SolutionsOptimized Solutions
Mailing Package Mailing Package
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Posteldirect – Production & Lettershop
Posteldirect realizes and customizes any kind of DM campaign with the most advanced
production techniques
Pre-printing processing
Offset & Rotoffset printing
Digital customization
Magnetic cards & other 3D supports
Special punching
Special finishing
Classic & intelligent enveloping with various
customized inserts
Cellophane packaging
Special supports implementation (cards,
metal objects, labels, etc.)
Document productionDocument production
Printing & customizationPrinting & customization
Production ManagementProduction Management
Enveloping & cellophane packagingEnveloping & cellophane packaging
LettershopLettershop
Standard & customized packagingStandard & customized packaging
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Posteldirect – Fulfilment
Posteldirect know-how permits to manage the most difficult fulfilment activities
Packages delivery for promotional activities (gifts) & leaflet management
Mail Order (integrated system for mail order management)
Inserts managementInserts management
Fulfilment Fulfilment
PackagingPackaging
Mail orders managementMail orders management
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Posteldirect – CRM & Telemarketing
Posteldirect improves the Customer relationship with constant support to the different campaign phases
Telemarketing services (inbound e outbound) & Customer Service
Dispatch orders management
Billing & payments
Data capture: data entry (coupons, cards, contracts,..), optical reading & archiving with OCR & barcode recognition
Mail boxes management
Mail boxes managementMail boxes management
Customer Service Customer Service
Data CaptureData Capture
Call CenterCall Center
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Posteldirect – Delivery Services
Posteldirect provides all the necessary support on postal network and regulations
Mail preparation & sorting according to customer requirements and Postal rules
Postal consulting for the Customer on national & international services
Co-operation with private couriersPostal regulationsPostal regulations
Delivery Services Delivery Services
Widespread Postal NetworkWidespread Postal Network
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Posteldirect – Main Customers
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