Dmfa let's talk production final.

Editor's Notes

• #2: Let’s Talk Production So you’ve heard from Joel, Kelley and Elise on their specialties and their role in the big picture of Direct Mail which leads us to…   Why use a Production Company?   Our collective nonprofit clients have a very important mission – whether it’s feeding the homeless, advocating for children or minorities, protecting the environment or its wildlife, promoting the arts, whatever the cause is… Your direct marketing campaigns are critical for engaging people to support the great work that you do. It’s imperative that those campaigns are compelling and executed efficiently and effectively.
• #3: Clip Art Slide A production firm is there to manage the process of each mailing within a campaign from the concept, through the many moving parts of production, and into the mailbox where your donor will be compelled to open it.
• #4: Why Have a Production Partner? – Experience A production partner will afford you a dedicated team of technical experts with an exclusive focus on production needs Many years of experience in Specialized Fields - Typically Nonprofits are operating in a lean staffing environment – trying to make every dollar count - and cannot afford to have a team of people with diverse knowledge in specialized fields… A good production firm on the other hand hires experts in all areas of production. A Production partner can provide the staffing Resources to react to busy times of the fiscal or calendar year, emergency mailings, vacation schedules etc.. They typically have a large client base, therefore the buying power and access to resources that an individual nonprofit may not. They also have exposure to a diverse group of clients and mailings and all the ideas, “tricks,” and solutions to issues that goes along with that exposure and experience. A production partner has access to an extensive Network of Suppliers capable of specialty products and services. All of which have a different vantage point and can be a very valuable resource for creative mailing strategies, pricing economies and issue prevention Staying Current on New Industry Technology – a good partner will have a commitment to higher, most current DM education. They will hold memberships to the many industry associations and attend conferences and seminars. (Ideally they are participating in that education as a thought leader in their industry too!) They will be in tune with industry updates and new technology available - all of which will lead to innovative package formats and mailing techniques and other creative mailing strategies Detailed knowledge of the USPS in terms of rates and regulations. As we all know the USPS has a lot of rules – those rules change and they are often open to interpretation depending on what reps you are speaking with. Another area of expertise is Delivery Optimization – maximizing your postage dollar - which Elise spoke to you about earlier. A production firm can help you identify weight and size issues and come up with alternatives before they hurt your bottom line. They can coordinate the analysis of your file and find you cost savings and in home efficiencies. Shannon will be speaking to you a bit more about that as well.
• #5: Why Have a Production Partner? - Management and Coordination If you make the most of your partnership they truly can be an extension of your staff allowing you to free up your time and energy to focus on your organization’s mission. They should be as intimately familiar with your programs as you are – in some aspects, more so! But that means getting your partners involved early so that they can maximize their contributions and help you avoid issues before they happen They will create and manage the schedules that will keep all parties on task and your projects on time We can’t emphasize schedule enough – it doesn’t necessarily matter what tool you use as long as all stake holders involved are on the same page and agree to use it – throughout the process! Very few projects go exactly according to plan so it is not uncommon to have many iterations of the original schedule. As aspects of your mailing change, the schedule will need to be adjusted and readjusted and readjusted to account for the ripple effect. Your production partner will manage those changes and the communication updates they require. They will set supplier expectations - and reset them as package and schedule evolves. Who is responsible for what, when, where, how… A Production Partner is responsible for managing the physical components – Envelopes, Reply devices, Letters, Inserts such as Lift Notes, Buckslips Front end Premiums such as Labels, Cards, Notepads, Decals, Pins and backend premiums required for fulfillment They are also managing the Services that are required to execute the strategy – Data processing Personalization - whether it’s lasering, handwriting, digital printing, auto pen Mailshop processes such as bindery, live stamping, inserting And they are managing the relationships – it truly does take a village! Think of how many people touch your DM program: Copy writers Designers List Brokers Data providers Printers Laser and Mailshops Online Integration Telemarketing Data Analysis Your production firm is keeping all of those people informed of their responsibilities, and communicating changes that affect each of them along the way.
• #6: Mail Dates Drive the Schedule Start with the end in mind and work backwards The length of time your project requires is very much dependent on: The type of package - a #10 package with a simple letter, reply and return is much different than a Card Package with 14 inserts or a handwritten package or something that requires hand inserting. The quantity can be a variable – 5M versus 1.5MM The number of packages or test panels affects the schedule – machine time The intricacies of the data – how much programming is involved, NCOA? The time of year – Christmas? The internal approval process required can be a factor   This is a guide as to how long each step in the process takes. Ideally we can plan ahead allowing for more time in the schedule and edit from there. It’s always a good idea to get the minimum requirements from the people involved though.
• #7: Before you can put best practices into place you have to understand all of the hats that are worn during a direct mail production process as well as the language of DM production. This industry requires a very unique skillset – it requires a mix of science and art which are usually not characteristics that an individual is equally strong. While it’s important to bring the right experts to the table it is equally important to have an understanding of each area’s significance and its role in the grand scheme of things. A good production partner has that unique perspective so that they can apply industry best practices within each area or concentration for a flawless and efficient campaign. (At least flawless in the eyes of the donor!) Creative – designers and copy writers Printers – varying requirements and varying levels of quality Data Processing Personalization Lettershop - Postal – rates, regulations, logistics, tracking…
• #8: Direct Mail Production – Its Own Language A Production Partner can serve as your translator! Much like the text language and online chat abbreviations sometimes need translating so do DM acronyms! You need to have an understanding of the language and if you are confused about something, ask for clarification! Clear understanding of what you are trying to accomplish depends on how you are communicating your needs and requirements.   Facing Identification Mark Coding Accuracy Support System
• #9: Shannon will be speaking to you about industry Best Practices in each of these areas.