Océ White paper

The win-win integration of transactional documents with marketing messages

Transactionaldocument marketing

Capitalizing on

the transactional

document marketing

opportunity

Contents

IntroductionTransactional documents that inform, •educate, and sell

Executive summary

Transactional document

marketing: a definitionA cautionary note: keeping the trust •

Why transactional document •marketing?

Is transactional marketing for you? •

Key drivers: what’s igniting interest in transactional communications?

Cost of customer acquisition •vs. retention

Information saturation •Consumer preference •Environmental concerns •

Pressure on CMOs to get results •

Making connections in a multi-channel world

Key enablers:

What will it take to get results •

Transactional document marketing

Basic elements of an infrastructure

Data mining, processing and •analytics

Workflow automation and document •composition software

Digital black & white presses •

Digital production color presses •

Tracking, measuring and reporting •on campaign results

Planning for successGetting from plain vanilla to •dynamic marketing documents

Océ Transactional Document Marketing Automation (TDMA)

The technology is here today •Océ TDMA Application •Development and Support Services

For high-speed black & white: the •Océ VarioStream familyAn extensive choice of solutions for •full-color printingThe Océ VarioPrint 6000 Ultra •familyOcé PRISMA workflow software •

Océ Document Designer Advanced •

Benefits

Future outlook

Table of contents

Transactional document marketing

segregated departments, understanding goals and infrastructure requirements, and creating a strategy and executing against it to implementing new technologies, changing processes and measuring results. While Transactional Document Marketing Automation can be a significant undertaking, the rewards overwhelmingly justify it in terms of accountability, ROI and impact on long-term customer value. Producing transactional marketing documents that are relevant, personalized and engaging takes a combination of enablers, marketing know-how, a well-considered strategy, the right technology, and access to accurate customer data and analytics. It also means being able to design, compose and deliver documents that respect customers’ time and intelligence, ideally by leveraging data based on customer lifecycle or specific actions or events.

Depending on the industry, this might include issues like service, installation or repair activity, warranty expiration, subscription renewal, the introduction of a new product or service, insurance claim status or a customer anniversary. Whether it’s tailoring the messages on a 401K statement based on level of investment or knowing how and when to promote a vacation destination on a credit card bill, executing transactional document marketing campaigns that get results requires planning, data, tools and technology.

Transactional documents that inform, educate, and sell: the next marketing frontier In the mid 1990s, the emergence of convergent digital printers and software that enabled higher resolutions, flexible use of data streams, and the ability to enrich transactional documents with variable text, images and color signaled the beginning of a new way of communicating with customers.

It would take drivers like spiraling postage costs, cost reduction efforts, and a heightened focus on the environment, combined with enablers like data mining and analytics, digital presses and document composition software to spur the transformation of transactional documents from operational expenses into revenue-generating marketing tools with the potential to tightly bind companies with their customers.

As the focus on customer insight, retention and creating value at every customer touch point grows, Transactional Document Marketing Automation (TDMA) allows companies to enrich transactional documents with targeted messages that educate, inform, cross-sell and up-sell. Whatever the document or message type, the goal is to strengthen the relationship and improve retention rates. Success requires overcoming a variety of challenges, from gaining collaboration between historically

Transactional document marketing: more than putting ads on bills ...

Changes in statement layout require coordination between the IT department and the marketing department. The challenge of coaxing these groups to work together is rivaled only by the challenge of assimilating customer data housed in multiple databases. Coordinating these efforts, along with reworking statements, databases, and workflows isn’t easy. But the potential rewards and the right automation infrastructure can make it well worth the effort.

Transactional marketing documents are not just about selling—they’re also about educating and informing. Consider the 401(k) statement. Most financial customers rarely change their allocations or percentages, even when it’s in their best interest to do so. When used as a customer relationship management tool, a transactional marketing document might identify an under-performing fund in a customer’s portfolio and highlight other available funds in the same category. In many cases, transactional marketing communications can be used to enrich customer relationships by letting customers know when they can get more out of the relationship.

By nature, bills, statements, and transactional documents are trusted, “must-read” documents that communicate account status information or summarize a customer relationship. They are directed toward known audiences, contain relevant information and enjoy a very high open rate (an estimated 19 of 20 statements or notifications are opened and read). What’s more, consumers spend more time reading them.

Consider this: the typical recipient spends 15 seconds looking at a direct mail piece. That same individual will spend several

Executive summaryThis white paper describes the evolving transactional marketing (a.k.a transpromo) opportunity and how Transactional Document Marketing Automation (TDMA) can make it a profitable reality. It defines transactional marketing, explores the factors driving its growth, the enablers and infrastructure that transform vision into reality and industries likely to benefit. It explores the issues and opportunities from a marketing and operational perspective, outlining actions businesses can take to develop a strategy, implement an infrastructure and optimize results.

Transactional document marketing: a definitionA transactional marketing (transpromo) document is a hybrid document that combines a transactional document (one that provides evidence of a business agreement or transaction) with variable messages or offers that target customers’ purchasing histories, activities, behaviors or stated preferences. Because messages are printed directly on the bills, statements and notifications in the document’s white space, they’re referred to as “onserts.” However, transactional document marketing goes beyond simply putting ads on bills. It should be an integral component of a customer communications strategy based on stated marketing objectives and well- considered data analytics. The transactional document marketing opportunity is an evolving strategy that can make customers “stickier,” increase retention and the lifetime value of customer relationships and add value to statement production. As with any new opportunity, transactional document marketing has its own challenges. One is opening up lines of communication between historically distinct lines of business—marketing, IT and the billing/production print center.

times that with a transactional document – consumers spend an average of 3.5 minutes reading each statement they receive in the mail 1. And while direct mail pieces are often discarded, most people save statements. For many companies, transactional documents are the sole touch point with a customer each month. As a result, they are strategically important because they provide a unique opportunity to sit down with customers every month for a trusted conversation. Once you have their attention, do you just tell your customers how much they owe or their net worth? Or do you reward them for their loyalty? Educate them about their purchases? Ask them if they are satisfied with the relationship or interested in related products or services? What better way to cut through the deluge of 50 to 3,000 messages that inundate customers every day than to add personalized, relevant messaging to a monthly or quarterly statement? Now you have an opportunity to not only strengthen the relationship, but also to optimize marketing spend. It’s a win-win.

A cautionary note: keeping the trustGiven their strategic importance, leveraging trusted documents to grow relationships comes with a caveat. Transactional communications should be used with care so that they don’t jeopardize the relationship or compromise the integrity of the document. Not “getting it right” can turn a trusted document into another piece of junk mail that drives customers to online bill payment or another service provider.

1 Source: Why TransPromo Now? The Top Ten Reasons, Barb Pellow & Eve Padula, 2009

2 Source: Why TransPromo Now? The Top Ten Reasons, Barb Pellow & Eve Padula, 2009

Transactional document marketing ... the next frontier

Is transactional marketing for you? Consider these examples of transactional marketing documents ...

Credit card bills with targeted •messages and promotions based on purchasing patterns and geographic and demographic customer data

Telecom statements optimized to •enhance readability, reduce material consumption and postage costs and add unique offers based on customer profiles and geography

Utility bills that include seasonal •messages or energy-saving tips specific to the household

Airline company loyalty statements that •include an embedded partner coupon based on customer preferences and travel destinations

Healthcare statements that include •embedded messages discussing certain chronic or age-related diseases and provide prevention or care instructions

Automobile statements encouraging the •purchase of a new vehicle at the end of the loan

Bank statements that promote additional •services like insurance, mortgages or CDs

Credit card statements that offer rental •car or hotel discount coupons

Retail store invoices that include loyalty •or rewards coupons

Statements that thank loyal customers •for their business

Why transactional marketing?

According to a recent InfoTrends study2, there are ten very good reasons to integrate transactional documents into your marketing mix. In a nutshell, transactional marketing (aka transpromo) documents:

Get opened and read1.

Let marketers do more with less2.

Save money3.

Can transform operational costs 4. into revenue streams

Enable measurable campaigns 5. with demonstrable ROI

Can be used to inform, educate 6. and build loyalty

Enable the integration of color and 7. personalization

Enhance software solutions8.

Can transform print into an 9. interactive medium

Are green10.

Key Drivers

attributed to postage. Aggregating messages with documents already going into the mailstream can greatly reduce costs. 6

Environmental concerns: sustainability is one of the defining issues of the 21st century. Consumers are challenging manufacturers to find better ways to protect natural resources. Environmentally responsible companies are looking for ways to make their business practices more sustainable to meet customer demand and to comply with regulators. By only printing relevant information that people want or need to read and putting more in one envelope, transactional document marketing can minimize waste and environmental impact.

Pressure on CMOs to get results and do more with less–research shows that companies that take an integrated, automated approach to marketing are getting great results. Many marketing executives who have not applied these techniques to transactional documents are beginning to view transactional documents as a low-cost way to reach customers, save money, do more with less and achieve verifiable ROI.

Information saturation: In 2008, the United States Postal Service processed 203 billion pieces of mail. Recent studies suggest that the average consumer in North America receives between 250 and 3,000 advertising messages a day.4

Consumer preference: In the 2008 study, “Trans Meets Promo … Is it more than Market Hype,”5 respondents confirmed what many companies know … consumers are less likely to discard bills and statements without reading them than any other mailed document. In North America, 95 percent of bills and statements are opened and read. In Western Europe, 98 percent are open and read.

High postal costs: Over the past two years, postal rates have climbed steadily. Since May 2008, the price of a first-class stamp rose from 39 cents to 42 cents to 44 cents. Postage has become such a significant cost of doing business that it often shows up as a line item in the annual reports of many publicly traded companies.

However, while the cost of mailing an envelope has gone up, the cost of the second ounce has gone down, providing further incentives to put more in one envelope. According to several different studies, more than 75 percent of the cost of mail is

Key driversWhat’s igniting interest in transactional communications? Engaging information-weary consumers is no small feat. InfoTrends3 reports that consumers have adapted to the onslaught of information, filtering out messages that aren’t designed for them. Meanwhile, the cost of customer acquisition is soaring, underscoring the importance of less expensive retention efforts that enrich existing customer relationships.

Transactional marketing can be a highly effective – and economical – retention approach that benefits companies in several ways. It can be benchmarked and measured. It reduces costs and drives revenues. It appeals to customers who don’t want to read information that isn’t relevant to them. And it gets results. Here are some of the key reasons why transactional marketing is reaching an inflection point. Cost of customer acquisition vs. retention: estimates peg the cost of acquiring new customers at anywhere from five to 30 times higher than the cost of retaining existing ones. The cost of rescuing defected customers can be up to 100 times higher. According to the Customer Service Institute, 65 percent of a company’s business comes from its existing customers. Given the stats, it’s not surprising that building customer loyalty and retention have become essential components of customer relationship management initiatives.

3 Source: InfoTrends Strategic Assessment, The TransPromo Revolution: The Time is Now! August 2007

4 Source: InfoTrends, Overview of the Transactional Print Market & Why/Where It’s Growing, Charlie Corr, April 17th 2007 presentation Xplor Northeast Region

5 Source: Trans Meets Promo … Is it more than Market Hype?

6 Source: Why TransPromo Now? The Top Ten Reasons, Barb Pellow & Eve Padula, 2009

Multi-channel connections

As marketers work to develop, maintain and advance customer relationships using a mix of channels, each touch point presents another opportunity to say “hello” or “thank you,” to engage customers in meaningful dialogue and demonstrate relevance. If you have a multi-channel relationship with customers, transactional documents should be a central part of it.

Blending transactional marketing documents with Quick Response (QR) codes is one example of an effective integrated and highly interactive approach. The latest evolution

in print-to-web customer acquisition and cross-sell activities, QR codes are cell-phone and web-cam readable barcodes that are imprinted on statements, direct mail or in advertisements that allow recipients to interact with QR-enabled documents. Alternately, transactional marketing messages can direct recipients to personalized websites (PURLs) that provide information specific to the recipient. Such electronic fulfillment delivers results while minimizing the risk of broken links and misdirected trips through cyberspace, enabling consumers to go directly to the information they want.

Making connections in a multi-channel worldWhen it comes to executing a successful transactional document marketing campaign, a strategy that uses multiple delivery methods can be the most effective. While many people think of transactional document marketing as paper-based, recent advances in mobile and online technology are driving the use of transactional documents in multi-channel campaigns that connect print to the Web, micro-sites, call centers, email and mobile devices.

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Key enablersWhat it will take to get results … What does it take to transform statements and invoices into marketing tools that strengthen customer relationships? For starters, it takes a team of engaged stakeholders from marketing, IT, billing, production print and perhaps support from outside consultancies to help you create a strategy, collaborate on messaging and information design, implement an infrastructure, integrate new systems into an existing one, or provide project management expertise. Achieving results means setting clear goals and engaging people, processes and technology in new ways.

Knowledgeable consulting and professional services organization - to help develop •a strategy and applications and configure, optimize, customize, and integrate new products and systems

Support services - to train marketing, IT tech/admin and production staff to design •and compose documents, coordinate and execute campaigns

May include fostering collaboration across previously distinct departments, e.g. •marketing, billing, and production to design statements together

May include re-engineering processes, for example, moving to a white paper process •to gain the benefits of postal density, updating the authoring process for statement messaging, and reviewing document quality assurance processes to enable messages to be previewed, pre-flighted and tested

Data mining and analytics tools - to create a single customer view that drives •messaging and enables rules and logic to be defined and applied to data streams when designing documents

Document composition software – to automate design and composition of •data-driven documents and integrate with external campaign or response management systems

Open, architected workflow software – to enable a seamless flow of work, automate •production of personalized documents and track, control and manage from creation through mailing

Digital presses – to replace pre-printed forms and print black & white, spot or full-color •documents with variable text, images, graphics based on the objectives/economics of the job

Internal or external marketing campaign management system – to track, measure and •report on transactional document marketing campaign performance

Response management system – for integrated analysis of campaign response rates •and effectiveness, enabling the campaign to be modified and enhanced to improve results

People

Processes

Technology

Key enablers

Infrastructure

Tracking, measuring and reporting on marketing campaign results—the best transactional document marketing campaigns begin with clearly defined objectives that are measured along the way. Given today’s economic conditions, accountability - measuring, analyzing and reporting on campaign effectiveness - is more critical than ever. In terms of tools, the level of complexity may vary from simple results reporting to sophisticated marketing dashboards or response management systems. The key is to be able to measure the impact of the promotional messages in the documents and the effectiveness of the overall marketing spend and adjust messaging based on results.

By building in analytical components that measure results, marketers can monitor, measure and quantify the impact and ROI of transactional marketing initiatives. Poor cam-paign tracking abilities make it impossible for marketers to gauge the success of campaigns. 7 On the flip side, cost/benefit analyses typically show that transactional marketing is a highly efficient approach compared to “scattershot” marketing initiatives. When Forrester asked 224 marketing pros to name their biggest chal-lenge, number one was “measuring results.”8

Basic elements of an infrastructure Data-mining, processing and analytics capabilities— developing an effective transactional document marketing campaign means determining where data resides in your organizations and how you’ll access, mine, scrub, analyze and model it to create the right message, offer and conditional formatting.

In a perfect world, you have access to sophisticated historical, geographic, demographic and psychographic data. However transactional document marketing can be effective using just a few solid data points. Some marketing organizations leverage data they already have—transactional information such as types of products purchased, length of customer relationship, account balance or region to successfully inform, educate, cross-sell and up-sell.

The takeaway? Whatever data you have, use it to package the right message, offer, products, and services to achieve your objective and track and measure results. Whether you’re embedding a reward coupon on a customer statement or adding messages to prompt 401(k) customers to re-evaluate asset allocation, the goal is to ener-gize the relationship. If access to data is an issue, going forward, you can base future campaigns on data gathered from the transactional docu-ment marketing campaign itself.

Workflow automation and document composition software—from a production management and implementation perspective, flexibility in output combined with high levels of reliability is key. Producing effective transactional marketing documents requires a specialized workflow that can adapt as requirements change. The most successful implementations are built around user-friendly document design, composition and publishing software systems that make it easy to design, compose and integrate personalized documents into your workflow. Solutions are available that simplify development of business rules dictating how data and content are used to create personalized documents combining color, text, graphics and promotions.

Digital black & white presses While color is proven to increase impact, response rates, and readability, many companies are finding success entering the market using high-speed digital monochrome presses to produce variable black & white documents. Sometimes the right amount of color for an application means producing black-only variable text and images at high speeds to meet tight print windows and service level agreements.

Digital production color presses Combining color text and images with relevant messages can be a winning combination. Highlight color has been proven to aid readers in navigating documents and drawing attention to key elements. Full color delivers even more impact and better results. As the price/performance ratio for digital color presses improves, using full color to accent data and add impact to graphics, charts, photographs and coupons is becoming more economical. According to InfoTrends6, the market for transactional marketing documents printed in full color in North America is expected to reach 27.5 billion impressions by 2013.

6 Source: InfoTrends Strategic Assessment, The TransPromo Revolution: The Time is Now! August 2007

7 Source: Forrester Research, “Marketing Best Practices Adoption,” W. Band, January 10, 2008

8 Source: Forrester Research, “Marketing technology Adoption, 2009,” S. Vittal, Jan 28, 2009

Planning for success

Do you have a technology partner to •help you pull it all together? Look for a partner who knows the terrain, offers a wide breadth and depth of products and consulting services, understands your goals, can help you develop a strategy, leverage customer data and design a system to integrate with your existing assets.

Collaborate with your chosen vendor •to determine objectives, develop a strategy, and implement hardware and/or software. This is most effectively accomplished in phases based on your priorities, timeframe, and budget.

9 Source: Forrester Research: “Marketing Best Practices Adoption,” W. Band, January 10, 2008

Do you know your customers? The key •to success is in understanding your customers. This means segmenting high-value customers from low-value customers and understanding psychographics (lifestyle, lifecycle, life stage), geo-demographics, purchasing patterns, preferences, etc.

If your customer is an organization, •do you understand its industry, size, ownership, profitability, growth or geography?

If your customers are consumers, do you •know why they want/use your product or service?

Do you understand changes over time, •growth needs, available choices and the value you provide? According to Forrester research, poor customer selection and segmentation capabilities reduce response levels and ROI

9 .

Getting from plain vanilla to dynamic marketing documentsAre you ready to get started?

Here are some tips for evaluating your current tools and processes and filling in any gaps.

Does your current infrastructure enable •you to personalize messaging or are you starting from scratch? Evaluate your existing situation, take stock of where you are and where you’d like to be, and prioritize your requirements.

Do you have a transactional document •marketing strategy? Once you’ve prioritized your requirements, develop a strategy. Transactional document marketing is a top-line initiative, designed to support corporate objectives, and as such is considered a marketing activity. Stated objectives will drive the content that you place on transactional documents.

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Océ TDMA Solutions

The Océ team of Transactional Document Marketing Application Development Services (TADS) specialists takes a consultative approach to helping you develop and implement a transactional document marketing strategy customized to your unique needs. Océ transaction marketing experts will work with you to understand your business objectives and assemble the right combination of services.

Application development services include strategy development, basic document assessment and design, color consultation, assessment of existing transactional documents and messaging strategy development and usability testing.

Océ Transactional Document Marketing Support Services include analysis of existing workflows and recommendations for improvement, a media lab for testing substrates, training and implementation services for the proposed solution and custom solution development services tailored to your unique requirements.

Color—enables print providers to enter the color market at the lowest cost point of entry, and use and pay for only the amount of color they need to achieve a document’s business objective, whether it’s black & white, highlight color or full-process color.

The technology and expertise is here todayDepending on your readiness and where you are on your transactional document marketing journey, you may need both internal and external resources to generate the necessary collaboration, customer data, data analytics, and hardware and software infrastructure and campaign or response measurement tools. To help you capture the benefits of transactional marketing, Océ offers a full suite of Transactional Document Marketing Automation solutions that combine custom strategy, application development and support services with a robust digital infrastructure.

Depending on the scale of your transactional document marketing effort, Océ offers continuous feed and cutsheet digital printing systems that produce personalized documents in black & white and with highlight and full color at production speed. To protect your investment, products are developed and offered on a family basis. Inherent scalability and a future-proof migration path enable you to start small and ramp up as your sophistication and volumes increase.

Océ Transactional Document Marketing Application Development and Support ServicesThe transactional document marketing initiative offers companies in every industry an opportunity to strengthen customer relationships, reduce costs and increase profit-generating opportunities. However, some companies may not have the time, resources, infrastructure, application development tools or expertise to make the transition on their own.

Océ Transactional Document Marketing Automation technology solutionsOcé offers a full range of solutions to automate the production of transactional marketing documents along with long-standing expertise and support services. Many in the industry know that Océ offers robust transactional solutions. What they may not know is that transactional marketing has its genesis in the concept of convergence, pioneered by Océ years ago. Océ developed the industry vision for technology and application convergence—knowing that technology would have to evolve before customers could use complex customer data to transform customer-facing documents into marketing tools.

The challenge was to blend the activities of the data centers with the work being done in print centers and the marketing departments’ goals, each with its own set of requirements. By offering an infrastructure of convergent digital printers and software that enabled higher resolutions, flexible use of data streams, and the ability to enrich transactional documents with variable text, images, and color, Océ set the stage for today’s transactional document marketing initiatives. Nearly two decades later, Océ offers Transactional Document Marketing Automation solutions for all types of customer environments. As a pioneer in the industry’s evolution, Océ led with convergent innova-tions that helped transactional and direct mail customers deliver cost-effective, relevant documents that drove higher ROI. Today, Océ leads the market with a product strategy that combines long-term investment protection with flexibility to meet changing requirements. A scalable product family approach makes it easy to enhance speeds, and add color and/or MICR capabilities on one machine. Meanwhile, the company’s industry-unique approach to color—Océ Job Appropriate

The Océ VarioStream® 9000, 8000, and 7000 families for high-speed continuous feed environmentsThe Océ VarioStream® 9000, 8000, and 7000 families of continuous feed printers offer the powerful, digital capacity print operations need to produce highly personalized documents at production speed. With the Océ VarioStream 9000 family of continuous feed, black & color-capable printing systems, users can flexibly select the combination of speed, color, and quality that suits their current needs—and re-configure the system as requirements change.

For example, they can start out with a high-speed black & white system that delivers the performance and cost-effectiveness of a specialized black and white printer, upgrade to faster speeds, from bi-level to multi-level quality, and from black & white to two-over-two and three-over-three color. For black & white simplex and simple Océ CustomTone® jobs that require faster

The Océ VarioPrint 6000 Ultra family is the world’s fastest family of digital perfecting presses

The Océ VarioPrint 6000 Ultra family of high-speed digital perfecting systems includes the f lagship, 306-print-per-minute Océ VarioPrint 6320 Ultra, along with the Océ VarioPrint 6160 Ultra, 6200 Ultra, and 6250 Ultra digital cutsheet printers. Powered by Océ Gemini Instant Duplex technology, Océ VarioPrint 6000 Ultra sys-tems print both sides of the page in a single pass, enabling breakthrough speed and pro-ductivity with near-perfect registration.

What’s more, with efficient, single-pass technology, Océ VarioPrint 6000 Ultra systems user paper, toner and energy more economically and consume significantly less energy than other systems.

The Océ VarioStream family The Océ VarioPrint 6000 Ultra family

Transactional marketing documents — high speed productivity

The technology is here today...

speeds, a wider print width, and a choice of production and graphics quality, Océ VarioStream 8000 systems produce output at speeds from 530 to 1,500 images per minute. Fast and flexible, they are ideal for users in a wide range of business environments and industries, including financial services, insurance, direct mail, service bureaus, government, utilities and telecom, retail and corporate and graphic arts providers. And for black & white or two-over-one highlight color jobs, Océ VarioStream 7000 continuous feed systems are the industry standard for production workhorse performance.

The Océ VarioStream 7000 family comprises 20 models with speeds from 190 to 1,273 images per minute, with support for multiple print architectures and resolutions, advanced paper transport options, a wide choice of paper stock and speed and capacity for long and short runs.

The Océ ColorStream 10000 family Full-color printing adds exponential value to transactional marketing documents. For high-volume, high-speed full-color applications with graphic arts quality, the Océ ColorStream™ 10000 full-color continuous-feed, system adapts to the individual requirements of every application, delivering the exact level of color required. It prints full-process color at 172 images per minute, prints black & white at 852 images per minute and can deliver highlight color output too. It prints full color at the appropriate cost and can switch to black-only printing at black and white costs … and highlight color printing at highlight color costs … even within the same job. The Océ ColorStream 10000 Flex delivers the fastest toner-based, color-capable black & white productivity in the market, producing up to 1,515 letter-size prints per minute. The Océ ColorStream 10000 Flex system automatically adapts speed and costs within a job based on color use.

The Océ CS family The Océ CS family, which includes the Océ CS665 Pro and Océ CS Tandem systems, is the first in its class to receive Fogra certification, an internationally approved standard for sheet-fed and web offset printers. Based on measurable criteria for proofing and printing in a production environment, Fogra certification recognizes that Océ CS printers achieve predictable, measurable quality according to these standards. The Océ CS 665 Pro color production system prints and copies in full color at a speed of 65 images per minute, offering generous media input and output capacity, flexible configuration choices and finishing to fit your job mix.

The Océ CS Tandem family of multi-engine digital color printing systems unites multiple Fogra-certified Océ CS665 Pro print engines with a single centralized server and sophisticated color management software to deliver a new level of color performance and productivity with one integrated system.

The Océ JetStream family of transactional document marketing engines For grueling, full-color transactional document marketing requirements, Océ JetStream high-speed, full-color inkjet printing systems are marketing engines that deliver brilliant color quality at stunning speed and a lower total cost of ownership. The systems are powered by Océ DigiDot™ piezoelectric, drop-on-demand technology, which uses the industry’s fastest print heads to outperform continuous inkjet and other drop-on-demand inkjet technologies. The systems use a high-speed, tight-web paper path to produce CMYK full-process color output at more than 660 feet per minute with 600 dpi resolution. The groundbreaking series includes nine models—the Océ JetStream 750, 1100, 1500, 2200, 2800, 3100 and 3300, along with the Océ JetStream 500 and 1000 single-engine perfecting systems. One of the world’s fastest full-color digital printers, the Océ JetStream 3300 produces full-color output at a blazing 3,220 images per minute.

Full-color solutions

The Océ JetStream family The Océ ColorStream 10000 family The Océ CS family

Adding impact with extensive color capabilities

Design and composition made easy with Océ Document Designer AdvancedOcé Document Designer Advanced (ODDA) document composition software combines all the tools you need into one integrated package. An easy-to-use GUI (graphical user interface) simplifies programming of variable pages and pages with variable content. You can merge and/or transform multiple data inputs of varying types to create pages, import and use pages and output data streams in documents as part of the layout. With Océ Document Designer Advanced, transforming existing transactional documents into highly personalized promotional documents is simple and cost-effective. The result is rapid campaign deployment and high productivity with significant cost savings.

Océ PRISMAworkflow softwareThe importance of workflow software in driving a transactional document marketing operation cannot be underestimated. Software impacts integration, control, cost and productivity. Océ powers all of its digital printing systems with an open, integrated Océ PRISMA workflow and software tools that make it easy to design and compose variable data documents.

Océ PRISMA is an integrated family of adaptive workflow management software that makes work flow faster and more efficiently in concert with the systems and work processes you already have in place. Compatible, comprehensive, and consistent, Océ PRISMA integrates smoothly with Océ digital production-class printers to provide the solution mailers need to make communications more effective.

Océ PRISMA workflow software

“Already, companies that

have adopted this strategy are

finding their statements are

becoming marketing vehicles

and turning cost centers into

profit generators.” Guy Broadhurst, Vice President, Technology & Client Development Océ North America, Production Printing Systems

The Future

The future … what direction will the market take?The benefits of capitalizing on the transactional document marketing opportunity are increasingly evident. Transactional marketing promises to deliver what alternate forms of marketing could not—a high open rate, cost-effectiveness, interactivity, sustainability, accountability, ROI and an improved customer experience. As for the future, the opportunity is likely to continue to evolve, creating opportunities for customers to use variable data and color in creative ways to engage customers, enrich relationships and make the most of marketing expenditures.

While some believe the ultimate goal of trans-actional document marketing is to market to an audience of one and maximize revenues per customer, the truth is that a large proportion of transactional and direct mail pieces are already VDP documents that market to an audience of one. The difference is that these documents are becoming more relevant because they are being used more effectively. It’s simply a matter of increasing the level of sophistication and encouraging those who aren’t leveraging transactional document marketing to capitalize on the opportunity.

Benefits Implementing a transactional document marketing initiative offers tremendous advan-tages over alternate forms of communications.

High “open, read, and keep” status: customers expect to receive credit card statements, utility bills and other invoices, and open them at a very high ratea. These documents provide a unique opportunity to sit down and engage recipients in a trusted dialog and get through to consumers barraged by information. Active readership: transactional documents like bills and statements contain “must-read” information. Recipients tend to spend more time with them—anywhere from 45 seconds to 3.5 minutes compared to the 15 seconds they spend with direct mail pieces. Sustainable business practices: by combining two documents in one envelope, transactional document marketing can reduce page count, material consumption and trans-portation requirements, minimizing carbon emissions and environmental impact. It can also be used to drive delivery of statements electronically, which further increases cost savings and environmental advantages.

Improved customer experience: state-ments are friendlier and easier to understand and contain relevant messages that help customers make better use of available ser-vices, re-evaluate asset allocations, implement energy-saving tips and consolidate services.

Marketing accountability and ROI: given current economic conditions, the pressure is on to demonstrate marketing accountability and return on investment. Transactional document marketing can quickly and economically deliver measurable ROI based on stated business objectives.

Increased revenues: Transactional document marketing is above all a revenue-generating marketing tool. Companies that have successfully implemented transactional document marketing are finding that it is an extremely effective way to grow sales and increase revenues.

Cost savings: by combining two documents in one—a bill or statement and a promotional message—Transactional marketing documents reduce printing, paper and postage costs. They can also reduce billing-related call volumes to call centers and call duration. What’s more, printing and mailing costs are already allocated as part of the statement production and delivery process.

Efficiency: Transactional marketing docu-ments leverage an existing communications medium, and therefore are an extremely cost-effective way to reach out to existing custom-ers and advance the relationship.

Océ is a leading international provider of digital document management technology and services. The company’s solutions are based on Océ’s advanced software applications that deliver documents and data over internal networks and the Internet to printing devices and archives - locally and around the world. Supporting the workflow solutions are Océ digital printers and scanners, considered the most reliable and productive in the world. Océ also offers a wide range of display graphics, consulting and outsourcing solutions.

Océ employs around 22,000 people, with 2009 revenues of approximately $3.7 billion, operates in around 100 countries and maintains research and manufacturing centers in the Netherlands, the United States, Canada, Germany, France, Belgium, the Czech Republic, Romania and Singapore. Océ North America is headquartered in Trumbull, CT, with additional business units in Chicago, IL; New York City; Boca Raton, FL; Salt Lake City, UT and Vancouver, BC. North American revenues represent approximately half of Océ worldwide business and employment is approximately 10,000. For more information about Océ, visit www.oceusa.com. Outside the U.S., consult http://global.oce.com.

Océ North America

Production Printing Systems Document Printing Systems5600 Broken Sound Boulevard 100 Oakview Drive Boca Raton, FL 33487 Trumbull, CT 066111.800.523.5444 1.800.523.5444

www.oceusa.com 3027-11/09

Beyond the Ordinary

All rights, including rights created by patent grant or registration of a utility model or design are reserved. Delivery subject to availability, subject to change for technical reasons. All hardware and software names are trade names or trademarks of their respective manufacturers. Specifications subject to change without notice. Copyright 2010, Océ North America, Inc.