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Trib Direct Capabilities

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National Direct Mail Capabilities
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  • 1. Capabilities Presentation

2. Who is Tribune Direct? Company Profile Irwindale, CANational, full-service direct marketingcompany with locations in Chicago, Los Angeles, Ft Lauderdale, Orlando, Allentown & Hartford 700+ customers 380 employees540M direct mail pieces annuallyFull suite of direct marketing servicesincluding strategic development,database analytics, creative and production Northlake, IL 20 miles west of Chicago. Including shared Mail data support & production Subsidiary of Tribune Company , a multi-media corporation withbusinesses in publishing, interactive and broadcasting 3. Portfolio of Services StrategyClientConsultationDefineClientObjectivesDevelopCustomerSegmentsIdentifyListSourcesEstablishMeasurement CriteriaAnalyticsMeasurement DatabaseDesign&USPSInHomeMgmtDevelopment PersonalizedURLs Modeling&Profiling ResponseCapture WebIntegration BackEndAnalysis TradeAreaAnalysisCreative ExecutionListAcquisitionFormatDevelopment DataPreparationLayoutPrintManagementCopywritingLettershopProductionMultipleChannel/VersionLogisticsMgmtCompositionsEmail Messaging 4. How are we different?Multi Channel Solutions Blend Mail, Email & pURLsSingle Source One resource to streamline program executionNational Production Network Improve time to market and reduce distribution expenseInnovative Services Postal Tracking, Response Modeling, Personalized URLs and Internet-based Reporting ToolsOur Employees Strategically focused and customer orientedProprietary Internet-based Technology Drive operational excellence and efficiencies 5. Our Partners 6. Strategic Services 7. Direct Marketing Strategy A Foundation for SuccessCreate clarity from chaosDevelop actionable, relevant campaign strategies fromcomplex customer data to produce profitable resultsIntegrated Multi-channel SolutionsUse the in-home of direct mail to drive timed,multiple channel messagingEmail and pURLTest and control developmentCreative, offer, listCampaign segmentation strategies PlanningDeveloping comprehensive schedulesDrive Positive ResultsInnovation, Implementation, Execution, Evaluation 8. Analytics 9. Database Marketing Execulytics, Demolytics & Modelytics for quick and complete analysis of your best customers Customer segmentation Direct response modeling Customer lifetime value models Trade area delineation Drive-time analysis Carrier route penetration Urbanization append 120 million household National Resident Database Licensee of Acxioms Infobase database of 185 million individuals for demographic list selection Certified list broker with access to thousands of behavioral, response and specialty lists 10. Database Marketing CRM and Acquisition Strategies Interweave acquisition prospecting strategies into CRM effortsIdentify best prospects by analyzing current customersDemographic profilingGeographic profilingPolygon store location mappingCarrier route penetrationStore location analysisResponse rates, competitiveindex Customer defectionand loyaltyStrategically add prospectivecustomers into CRM campaignor use as a stand alone mailingVary offers and piece formatsbased on analysis to maximize response and ROIDevelop acquisition contact strategy based upon identifying responders 11. Creative Services 12. Creative Development Strategic and tactical servicesDirect mail response and ROI focusedDesigns optimized for USPS and lettershop production efficiencyCall-to-action oriented CopywritingTest & Control Implementation and MeasurementStrategic developmentCreative review & analysis 13. Execution 14. Data Production Address correction and standardization/DPVChange of address - NCOAMerge/Purge and Suppression to remove duplicate recordsSegmentation and versioning USPS presorting to achieve the lowest postage ratesDrop ship distribution analysis and strategy 15. Production CapabilitiesHigh speed laser personalizationCut Sheet & ContinuousDigital PrintingGift Card Imaging & Affixingsample pack capabilitiesMICR check printing capabilitiesIntelligent Inserting with matching capabilities, Letter & Flat sizesInkjet with multiple colors 14, up to 8 wide, 600dpiBindery with Bowe, cutters, spot glue, folders, Interleave/Merge, LabelaireWafer Seal/Stamps 16. Production Capabilities Variable Digital Color 4-color variable printing One-to-one personalization and communication to customers and prospectsPersonalize not only by name but by images that reflect who they are and what they like Communicate to customers based on purchase history, lifetime value, demographics, geography and any other variable Deliver timely and highly relevant messages and offers to customers and prospects by triggering to customer stagesInclude Personalized URLs to drive web response 17. Production Capabilities Variable Digital Color 18. Production Capabilities Gift Card / Coupon Card Marketing Full gift card or coupon card production capabilities with data capture and database creation Higher perceived value than coupons to improve response rates Trackable by using magnetic strips or barcode scanning Plastic or paper card options based on budget and ROI Many programs experience a lift in response by using gift cards Tribune Directs Code Tracker system analyzes responders * Based upon 2004 Results, Deloitte & Touche Study, 2005 19. National Production NetworkChicago | Los Angeles | Allentown | Orlando | Ft. Lauderdale Sophisticated data analysis processes optimizes databases for regional production sourcing Simultaneously execute programs in multiple locations Reduce cycle times Centralized management provides clients with a single point of contact Localized market entry improves in-home effectivenessOur internal logistics department effectively plansand executes optimal distribution strategiesReduce transportation costs Improve Return on Investment 20. Postal Proficiency USPS ExpertsUSPS office in our facilitiesOptional Procedures MailerPostal One compliantHold seats on USPSGovernmental CommitteesExpertise in managing mail flowand USPS processesMERLIN equipment on-siteRecognized as a National Accountwith the United States Postal Service 21. Integrated Multi-Channel Marketing 22. Integrated Multi-Channel MarketingA Unique Approach to Improving Results Time channels to the in-home of direct mail Amplify the effectiveness of direct mail Improve response rates up to 30% Low incremental costs Provide a multi-dimensional experience for responders Measure response rates by channel Analyze effectiveness by combination of channels 23. Email MarketingThe number of U.S. Email users is projected to rise from161.5 million in 2006, to 180.8 million in 2010*Use power of technology to help execute and trackonline communications that synergize with your direct mail.Coordinated Multi-Channel campaigns to lift responseOnline, Real-Time Response TrackingDelivery and failuresOpens and click through statisticsForward to a friend applicationsAddress hygiene and captureOpt-out capture * Statistical Fact Book, DMA, 2007 24. Personalized URLs42% of direct mail recipients prefer to respond online* Engage respondent with relevant content in direct mail, including a personalized URL Capture online response Generate highly qualified leads Automatically triggered follow-up email to respondent Variable email content determined by web activity Obtain real-time campaign performance measurement and lead distribution Campaigns that utilize relevant graphics and text commonly see a 2-5X lift in response rates** The DMA, 2006 **PODI, The Digital Printing Initiative 25. Personalized URLs www.robbiehass.kaplaninfo.com 26. Measurement 27. In-Home ManagementScheduling is reverse engineered from in-home date Drop Strategy is developed based on: USPS Facility performance (TribTrack) Logistics time to destination Cost savings Production scheduled according to drop strategy Mail Alert is issued to USPS prior to mail arriving at the destination Monitor trucking PODs and USPS ASN scans to verify delivery to USPS facilities Monitor TribTrack Planet Code scans and react to any problematic areas Apply Mail Performance to the next programs drop strategy 28. In-Home Management TribTrack USPS Planetcode Reporting Tribune Directs proprietary on-line reporting interface Closely monitor USPS processing of mail campaigns in real time Proactively manage in-home performance of mail by identifying problematic areas and notifying USPS processing centers Overlay response data with in-home dates to identify the best day to delivery mail in-home Customize reporting to your unique needs Track to the individual mail piece Target multi-channel messages coordinated with the in-home of mail 29. Back-end AnalysisCapture RespondersCaptureGift/Coupon CardRespondersRespondersValueCheckBarcodingMICR encodingMagnetic strips DevelopAnalyzeAnalyze Strategies StrategiespURLs Data DataEmail opens & click-throughsAnalyze the DataBuild responder databaseAnalyze by spend, demographics,geography, etc.InterpretDevelop reporting ResultsResultsInterpret the ResultsDetermine what information the Responder Analysis representsDevelop Forward StrategiesRefine the direct marketing strategy 30. Why Tribune Direct? We are strategically focused with a production mindset Execute projects on-time and on-budget Arsenal of customized, patented solutions and processes Scaleable and stable organization through parent company, Tribune End-to-End service provider Technology-driven products Decentralized production capabilities Focus on making our clients lives easier Help our customers become better marketers everyday 31. Case Studies 32. Case Study Multi-Channel Marketing Background Family owned furniture store with 13 Chicago area locations. Invitation Only Friends & Family campaignSolution Oversized postcard mailed to 200,000 customers and prospects. Coordinated email broadcast to 45,000 customers and prospects. Email creative mirrored the direct mail piece Tribune Direct warehouses their email database Capture responders Track open and click-through to capture response and identify various levels of interest Analyze effectiveness of the coordinated direct mail and email strategyResults Client delighted with results; plans to execute multi-channel program 6x per year Email click through provided on-line shopping experience prior to visiting the store Instant results measurement on web response 33. Case Study Gift Card Marketing & Response Analysis Background 12,400 salons and 25 international brands Did not have customer database to manage campaign results Needed to capture direct mail responders and analyze ROISolution Designed unique bar coded paper/plastic gift cards saving magnetic strip card fees Worked closely with their IT staff to upgrade salon point of sale systems to capture barcode data Developed a database of responders and customized campaign analysis reportingResults Achieving response rates up to 11% per campaign Significantly lowered costs by: Producing a paper card option vs. plastic cards Eliminating transaction fees through their gift card system by avoiding a magnetic strip scan 34. Case Study In-Home ManagementBackground The 9th largest cable operator in the United States; 1.3 million customers in Illinois, Indiana, Kentucky and Ohio; offers cable TV, high speed internet, and phone service Needed to effectively measure direct marketing results on a daily basis unique call volume, response rate, cost per call Needed a one day (Monday) USPS in-home requirement to maximize call volume and results across 25 markets every week Solution Customized PLANETcode reporting to monitor USPS in-home performance by market Schedule on-going USPS performance review meetings to hold tight mail delivery standards Overlay response data with in-home dates to identify trends Monitor USPS performance each weekend and proactively affects problematic areas. Results Tribune Direct consistently meets the customers in-home requirements to maximize response 35. Case Study Web Based Ordering Background 460 stores in 34 states - 400 franchised locations Corporate office wanted to control brand and message in the marketplace Supported franchise network by offering pre-packaged direct mail programs to drive trafficSolution Partnered with third party vendor to build and private label an Internet-based direct mail ordering tool Unique features incorporate a prospect database, template pricing, on-line proofing and job history reporting Orders are placed on site and downloaded to production on a daily basis Site can be easily customizableResults Ease of managing business from hundreds of franchisees by driving ordering to the Internet Reduced turn-around times by automating list ordering 36. Case Study National Production NetworkBackground Retail grocery and pharmacy business with 2,500 stores with 18 brands Makes direct marketing decisions as late as possible based on store sales results Desired ease of doing business by working through a single point of contactSolution Utilize Tribune Directs production network for regional and national programs Campaigns up to 9mm pieces, 5 day turn-around Data production centralized in Chicago with Lettershop production executed in Chicago, Los Angeles, Allentown and Orlando Tribune Direct is developing a centralized vendor mailing on-line ordering and campaign management system to efficiently facilitate programs between vendors and customerResults Reduced cycle time of approximately 3 days by producing and distributing regionally Average distribution cost savings of 10% by producing mail closer to market Significantly Increasing vendor marketing revenues for grocery division by developing a customized on-line campaign management tool

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