DM101: Production (PMG)
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Transcript of 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
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
• 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!
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
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Package SpecificationsAdditional Instructions: Folds
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pmgdirect.net | 410-290-0667
Package Specifications
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
pmgdirect.net | 410-290-0667
Package Specifications
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
pmgdirect.net | 410-290-0667
Package SpecificationsAdditional Instructions: Scores
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Package SpecificationsAdditional Instructions: Die Cuts
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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• Dimensions/artwork• Window Size and positioning
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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 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?
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Data ProcessingSample Data Scan for Review
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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?
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PersonalizationGive Detailed Instructions
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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)
pmgdirect.net | 410-290-0667
MailshopInsertion Order
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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
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Workflow/Scheduling
•Manage both trackssimultaneously
•Identify interdependenciesamong functions
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Strategy/Design/Production
Design Data
Laser Personalization
Pre-press/Printing
Mailshop
Workflow/Scheduling
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Concept
65 days before Mail Date
Final Art
25 days before Mail Date
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…
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
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
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.
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.
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How Most Mailings Move Through the USPS
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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 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
Wrap Up
Thank You!
The Production Management GroupMeg Ferguson410-290-0667
pmgdirect.net | 410-290-0667