The Xerox magazine for real business results

Spring 2012

Page 12 Patrick Donner, TraffiC Manager

Cross-Media Drives Insurance Renewals

Best-of-the-Best Winner DG3 Focuses on Results

How the Best Printers Get Focused and Stay ThereWhat’s in Store for 2012? InfoTrends Special Report

Special drupa Issue See What’s NewIncluding Daily Performances from Cirque du Soleil ®

2 · realbusiness Spring 2012 Edition

Welcome to our special drupa 2012 issue.

This year we partnered with Cirque du Soleil® to help tell the Xerox story. We chose Cirque du Soleil because, like you, they are a symbol of innovation, reinvention and, of course, focus.

At drupa, our goal was very simple. We wanted to provide a unique opportunity for you to set your course and strategy for the future. In other words, we wanted to help you focus on what matters most to you.

Was technology an important part of the Xerox offering at drupa? Absolutely. This year we again showcased the largest, number-one selling digital production portfolio in the world. However, great technology is no longer enough. We’re taking our commitment to business development and services to the next level, so you’ll have real world, business tested tools and resources.

Starting on page 8 is more information about the technology and solutions that were announced at the show, or visit www.xerox.com/virtualdrupa if you were not able to attend.

Have a successful 2012 and here’s to the power of focus!

Sincerely,

Ursula M. Burns Chairman and Chief Executive Officer Xerox Corporation

4 · realbusiness Spring 2012 Edition

Special Features02 Letter from Ursula Burns Chairman and Chief Executive Officer

Xerox Corporation

08 Welcome to Xerox@drupa 2012 Rise Above the Daily Distractions and Let Your Vision Soar

Focus on what matters most, addressing your real business issues

14 How the Best Printers Get Focused and Stay There In this ever-changing marketplace, the best printers start with the end in mind By Beth Ann Kilberg-Walsh

24 TrendWatcher Emerging Trends: InfoTrends’ Twelve for 2012 Transformation is the ultimate watchword for 2012 By Barb Pellow

Special Insert: Turbocharge Your Printing Business Results

Grow Your Business12 TraffiC Drives Insurance Policy Renewals

With Cross-Media With an under-the-hood campaign, TraffiC retained and grew its base of auto insurers, driving revenue By Lisa Cross

32 Direct Marketing That Makes Women Feel Better About Themselves

Maybelline’s personalized, direct marketing campaign brings new business from people who bought competitive brands By Judy Berlin

realbusiness

Table of Contents

6 · realbusiness Spring 2012 Edition

Delight Your Customers16 A Perfect Marriage: Duplo and Xerox®

iGen™ Presses MagnetStreet sets the tone for the dream wedding,

using innovative printing and finishing By Diana Salgado

26 UK Charity is in Good Hands With Achievement Packs, the Duke of Edinburgh Award

recipients tout their accomplishments By Kevin O’Donnell

Reduce Costs19 Did You Know It Is TCO? Total Cost of Ownership puts price into perspective

By Mark Johnson

20 Personalized, Relevant Marketing Boosts Volkswagen Distributor’s Profit by More than 26%

Xerox 1:1 Lab boosts D’Ieteren’s Volkswagen Division’s marketing ROI, reducing costs and increasing profit By Shelley Sweeney

Produce More Jobs22 UK Company Turns Children’s Colorful

Artwork into High-Quality Greeting Cars Using an EFI Fiery-Driven Xerox® Press

Cauliflower Cards exceeds customer expectations and expands from Christmas cards to year-round offerings of photo books, yearbooks and school cookbooks By John Henze

30 Elixir Case Study Snapshots With browser-based Tango, a U.S.-based health

insurance provider is positioned to handle more business

34 The Color of Charity dmh Makes Fundraising Mailings More Appealing

Driving more color added 300 print jobs to dmh, predicting a strong 2012 print volume by Kevin Horey

RealBusiness is published to inform and educate graphic arts and information technology executives, in-house printing professionals, and marketing and finance executives about the power and value of networked digital documents through digital printing.

Reprints are available through Scoop Reprint Source 800.767.3263 ext. 144 or www.scoopreprintsource.com. Copyright ©2012 by RB Publishing Inc. All rights are reserved. Nothing may be reproduced in whole or in part without written permission from the publisher. Any correspondence sent to RealBusiness, RB Publishing Inc., or its staff becomes the property of RB Publishing Inc. Advertisements in this magazine do not constitute an endorsement by RB Publishing Inc. or Xerox. The articles in this magazine represent the views of the authors and not those of RB Publishing Inc. and Xerox. RB Publishing Inc. and Xerox expressly disclaim any liability for the products or services sold or otherwise endorsed by other vendors included in this magazine.

©2012 Xerox Corporation. All Rights Reserved. XEROX®, XEROX and Design®, DocuColor®, DocuPrint®, DocuTech®, FreeFlow®, FreeFlow Process Manager®, iGen3®, iGen4®, ProfitAccelerator®, ProfitQuick®, Xerox Nuvera®, CiPress™ and iGen™ are trademarks of or licensed to Xerox Corporation in the United States and/or other countries.

Xerox is an Official Sponsor of Cirque du Soleil® Touring Shows. The trademark Cirque du Soleil is owned by Cirque du Soleil and used under license. Characters and Costumes are designed by Cirque du Soleil Events®.

The Publishing TeamPublisher Chad Griepentrog

Editor Ann Moscicki

Managing Editor Amanda Armendariz

Advertising Ken Waddell ken.w@rbpub.com 608-422-5064

Circulation Rachel Spahr

Design Kelli Cooke

Xerox Creative Services/ Global Delivery Center Tim Dodd, Liz Weller, Tom Cunningham

RB Publishing Inc. 2901 International Lane Madison, WI 53704-3128 Phone: 608-241-8777 Fax: 608-241-8666 Email: rbpub@rbpub.com Web: www.rbpub.com

Published by RB Publishing in affiliation with Xerox Experiential Marketing Services 800 Phillips Road Webster, NY 14580 www.xerox.com

8 · realbusiness Spring 2012 Edition

Rise Above the Daily Distractions and Let Your Vision SoarXerox@drupa 2012, Hall 8B

Helping you focus on what matters mostToday, the graphic communications industry is confronting major changes—economic and technical. And if you manage a printing business, chances are your environment is filled with minute-to-minute challenges. Xerox’s goal at drupa is to create an opportunity for you to take a strategic look at your business and focus on the issues that matter most to you.

As you’ll see on the following pages, the Xerox Stand at drupa gives you access to a wealth of opportunities to help you enhance your digital print business.

Highlights include:

• Announcements of exciting new technologies and solutions

• Consultations on everything from working in the cloud to social media and 1:1 communications to photo publishing

• Demonstrations of new business-building tools and resources such as the ProfitQuick® Program, ezJob Estimation Tool, Xerox® Automated Packaging Solutions, a revised Sample Application Kit and a Design Advantage Guide

Special Stand Attractions

Exclusive Cirque du Soleil® Daily Performances*

10:45, 13:45 and 16:45

Social Media Café Open 10:00 to 17:00

Customer Spotlights 11:00 and 14:00

Social Media Activities Daily

Happy Hour 17:00 – 18:00 weekdays 16:00 – 17:00 weekends

See the Xerox Stand or visit www.xerox.com/drupa/ today for the current schedule of events and special announcements.

*3 May – 15 May 2012

“ Our drupa stand is organized to help the graphic communications industry focus on the strategies needed to address real business issues: reducing costs, producing more jobs, delighting customers and growing their business. We want to develop all-encompassing relationships with our current and future customers.”

– Jeff Jacobson President, Xerox Global Graphics Communications

Spring 2012 Edition realbusiness · 9

drupa 2012 AnnouncementsNew digital technology solution announcements add to the industry’s broadest selection of production printers and solutions. Xerox opens the door to new strategies for right-sizing your operations, optimizing efficiencies and maximizing your ROI.

• The Xerox® iGen™ 150 Press raises the bar for production color digital. The iGen 150 builds on the outstanding features of iGen4 EXP, such as Matte Dry Ink and 660 mm sheet size, and adds more speed for enhanced productivity. The new 2400 x 2400 dpi laser enables the faster speed of the iGen 150 with similar quality you can expect from an iGen4.

• The Xerox® CiPress™ 500 Inkjet System brings the ability to print vibrant images on low cost untreated paper at 500 fpm, among the fastest systems available in the market. Powered by FreeFlow® Print Server, it’s the most powerful scalable RIP server ever introduced by Xerox.

• Announcing the new Xerox® CiPress™ 325 with the same great reliability and performance, now at 100 mpm (325 fpm) with new 600 x 600 dpi for higher image quality and higher area coverage applications. The 325 and the 500 have the new Ink Optimization modes that offer reduced operating costs with new selections by reducing ink mass for select cost sensitive applications.

• IntegratedPLUS Automated Finishing Solution for booklets—the convenience of automatic inline combined with the flexibility of automatic offline finishing options enables customers to produce more jobs with full asset utilization.

• The Xerox® D95/D110/D125 Copier/Printer Series offers new, scalable solutions for black-and-white print intensive environments.

Don’t Miss Xerox Virtual drupa 2012It’s never too late to visit drupa—without even leaving your seat. Sign up for a virtual experience featuring show highlights, key technology and applications demonstrated on the Stand and much more. It’s your chance to keep up to date if you couldn’t attend in person. Or you can revisit any elements of the Xerox Stand you may have missed—at your leisure!

Virtual Opening Day 10 May 2012

Stir Your Senses. Open Your Imagination.Power, grace and concentration are at the core of every Cirque du Soleil® performance—a dramatic demonstration of how focus can enable you to accomplish seemingly impossible tasks. That’s why Xerox partnered with Cirque du Soleil touring shows, and why they invited Cirque du Soleil to do daily special performances at drupa 2012.

Register today at www.xerox.com/Virtualdrupa

10 · realbusiness Spring 2012 Edition

Delight Your Customers— Cloud and Color Management Workflow Hub/CGS Publishing Technologies International and CMI B.V.

Cirque du Soleil® Photo Experience

Xerox® Confident Color

Social Media Centre

Customer Spotlight Stage

Xerox® Paper and Specialty Media

Xerox® Financial Services

Packaging Conversation Station

Grow Your Business— Business Development and Integration Workflow Hub/ GMC Software Technology and Solimar Systems

Stand Guide

Welcome to Xerox@drupa 2012Hall 8B

Customer Value-Added Support

Lean Document Production and Design

Xerox Business Innovation Partners and Xerox Developers Program

Books and Manuals Conversation Station

Transactional Marketing Conversation Station

Reduce Your Costs— 1:1 Communication and Customization Workflow Hub/Inventive Designers and nirva software

Customer Directed Innovation

XMPie

Welcome Desk

Meet and Greet

Public and Analyst Relations

Social Media Café

Quick Print Conversation Station/ePrint

Photo Publishing Conversation Station/Imaxel Photo Solutions

Produce More Jobs— Automation Workflow Hub/Avanti and Ultimate Technographics Inc.

Digital and Offset Conversation Station

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Xerox® Technology

CiPress™ Offline Cut/Stack and Saddle Stitched Booklet Solution

Xerox® Automated Packaging Solution powered by Stora Enso Gallop

Xerox® CiPress™ 500 Production Inkjet System

Xerox® Color 550/560 Printer

Xerox® Color 800/1000 Presses

Xerox® D125 Copier/Printer

Xerox® DocuColor® 8080 Digital Press

Xerox® iGen™150 Press

Xerox® iGen4® EXP Press

Xerox Nuvera® 288 EA Perfecting Production System

Xerox® Phaser® 7800 Color Printer

Xerox® 700i Digital Color Press

Xerox® 770 Digital Color Press

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Cloud Printing

FreeFlow® Express to Print

FreeFlow Output Manager®

FreeFlow Print Server

FreeFlow Process Manager®

FreeFlow Variable Information Suite

FreeFlow Web Services

Challenge Titan 265 Cutter

Duplo DC-745 Slitter/Cutter/Creaser

GBC ProClick Pronto P3000 Binding Machine

GBC TL2900 Twin Loop Wire Binder

Unibind CaseMaker 650M

Unibind UniBinder 8.2

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CGS Publishing Technologies International

Challenge Machinery

CMI B.V.

C.P. Bourg

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ePrint

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GMC Software Technology

Horizon International Inc.

Hunkeler

Imaxel Photo Solutions

Inventive Designers

Lasermax Roll Systems

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Plockmatic

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Solimar Systems

Stora Enso

Ultimate Technographics Inc.

Unibind

Xerox Business Innovation Partner Participation

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12 · realbusiness Spring 2012 Edition

TraffiC Drives Insurance Policy Renewals With Cross-Media ... Lisa Cross, Associate Director,

InfoTrends

Car insurance is a commodity product and often purchased based on price. Few drivers are loyal to the company insuring their vehicle. TraffiC, a cross-media marketing services provider, created and produced a campaign for an auto insurer that combined personalized print, email, and websites to fuel policy renewals. Its effort provided its customer with an on-ramp to more than €3 million in policy contract renewals.

TraffiC’s customer Volkswagen Versicherungsdienst (VVD) sells auto insurance; it is 100% owned by Volkswagen Financial Services AG. Like most insurance companies, it wants policy holders to renew their contracts. The company also faces a high risk of contract terminations, as many of its policies are part of Volkswagen car lease contacts.

VVD turned to TraffiC (Braunschweig, Germany) to develop and deliver a marketing campaign to minimize the risk of contract terminations, drive renewals, and reward customers for their business.

TraffiC employs more than 100 people and develops customized direct marketing solutions that help customers boost revenue and increase customer loyalty. It serves all markets but has a significant presence in automotive, finance, insurance and telecommunications. Its service offerings include strategy development, digital print, individualized communications, transpromotional communications, cross-media services, image personalization, inventory management, kitting, warehousing and fulfillment.

“We are marketing professionals that also print. We concluded that to serve our customers best, we needed to control the entire process,” TraffiC’s Manager Patrick Donner explains. “We decided to deliver the complete value chain to our client base from cross-media communications to document production.”

Charged with the goals of preventing contract terminations, increasing customer loyalty and rewarding customer renewals, TraffiC mapped out a cross-media campaign targeted at 40,000 recipients; it included two print mailings, a personalized website, email reminders and the fulfillment of the reward selected—six gift choices were offered.

The underlying message of the campaign was to show that the VVD is the most reliable and safest insurance company for the customer’s Volkswagen.

Patrick DonnerTraffiC Manager

Spring 2012 Edition realbusiness · 13

A Look Under the Hood of the CampaignThe first stage of the campaign was the printing and mailing of a complex, creative, 190 x 190 mm piece personalized to the recipient. Page one of the piece included the customer’s name and the model of their car, both in image and words. The variable data campaign accommodated about 40 different car models. The printed piece also featured a real car fuse glued in its center and tear-off response card—respondents were offered two ways to respond: send back the postcard or online.

The mailing included a personalized greeting from the CEO of the VVD, a personalized URL with a security code. The PURL served as the bridge between the printed document with the customer’s personalized Web landing page—which featured a short promotional video highlight the selling points of renewing their auto insurance policy with VVD.

The campaign also included a preprinted card with information on the reward gifts being offered. The inclusion of a preprinted card demanded a perfect color matched so the recipient could not tell the difference quality wise. The most important part of the campaign was the rewards claim. Customers could claim their reward with a few clicks.

The renewal and gift claim process was designed with the recipient in mind and included prepopulated form fields that could easily be updated if required.

To further raise response rates, a second mailing was sent in the form of a Christmas greeting card that in addition to wishing season’s joy, reminded recipients to claim their gift award. Those who had claimed their gift were reminded that their reward was on its way. The card included a stylized image of a pine tree and was coated with pine-scented varnish. The card was personalized and included an image of the recipient’s car and included the recipient’s PURL.

Recipients who did not respond to the printed mail pieces were sent an email reminder.

The effort was a success and the cross-media campaign delivered a 35% response rate. Total cost for the campaign was €250,000.

“Print is an important component of how we generate revenue at TraffiC, but it is the value that we add to print through a high-quality, full-service, cross-media approach that differentiates our company,” Donner explains.

1. Personalized postcard

2. Response card

3. PURL

4. Renewal rewards claim

5. Holiday card reminder with PURL

6. Follow-up email reminder

14 · realbusiness Spring 2012 Edition

How the best printers get focused and stay there... by Beth Ann Kilberg-Walsh

We’ve all been there before. You wake up in the morning with the best of intentions to take on the strategic priorities you’re hoping to tackle, but without fail, the demands of the business or crisis of the day always seem to take priority.

Well you’re not alone, especially in the world of print. Every day we’re seeing dramatic industry changes—from new technology to massive shifts in demand—all making it that much harder to focus on the things that will position you for growth.

Yet, despite the environment, some businesses are managing the distractions and the hyper-competition better than others. Somehow these printers are able keep their businesses moving forward while they establish a vision for the future. RealBusiness magazine set out to learn just what these printers were doing to rise above it all and achieve their goals.

Start with the end in mindIn all of our conversations, one consistent concept we heard over and over was that successful printers take the time to define a vision and start with the end in mind. We can all relate to a situation at work or in our personal life where the vision was not clearly defined and the opportunity lost.

Susan Weiss, Manager of Worldwide Customer Development at Xerox, comments, “Many of the winning printers seem to have one thing in common. They have a clear vision of where they’re headed and a plan to get there—whether they’re looking for new business growth, trying to reduce costs or both. Coming up with a focused plan is hard enough, but that’s just the beginning. The leaders seem uniquely able to take that vision and communicate it to the entire organization—from sales to operations.”

Weiss comments, “At Xerox, we work with printers to develop these plans and we find that once they’re in place, the best shops keep their vision top of mind and stay focused on the objectives. They also utilize a variety of communication channels both internally and externally. It’s important for the employees to understand and be secure in the new direction, and their customers need to be aware of any new capabilities being offered. A relevant communication plan is a critical piece of the overall business plan to ensure success.”

An Appetite for ChangeWe asked industry analyst, Dave Zamorski, President of Integral Metrix Group, what he sees as the key driver behind staying focused. He observes that printers with a focus on metrics and an appetite for change are the ones that succeed today. “The guys that are trying to hold on to the traditional business models continue to struggle versus those that have created a culture centered around new applications and change. Yet, that’s just the first step. You then need to intimately understand the economics and the associated metrics. The best companies keep those metrics front and center and track their progress.“

Spring 2012 Edition realbusiness · 15

Getting focused. Staying focused.We all know staying focused on a specific set of objectives is never easy, and that there will be times when the day-to-day demands of the business must take precedence. We’re working hard to make sure we’re part of the solution and that we’re not adding to the problem. For starters, we’re making our technology solutions easier to use and reducing complexity. We’re also providing tools like our ProfitQuick® financial modeling software and Marketing Accelerator Kits to help you create your plans. Our Professional and Business Development Consulting Services are available to provide more in-depth planning and training support.

Speak to your local Xerox representative or visit www.xerox.com/driveprofit to learn more.

Getting Focused and Staying There: The Top 10 Tips1. Start with the end in mind

2. Have an actionable strategic plan

3. Metrics. Metrics. Metrics.

4. Monitor the metrics

5. Organizational structure aligned to goals

6. Strong internal/external communications

7. Create customer feedback loops

8. Reward milestones and achievements

9. Make time and resource commitments—in advance

10. Stay the course (no flavors of the month)

RB Magazine asked printers what they are focused on in this ever changing marketplace and here’s what they had to say: “ Denmark is a country with very high labour costs, so for us to stay competitive in an open economy it’s essential for us to have very modern, efficient technology. The digital solutions from Xerox help us with a very high efficiency so we can continue to compete with Eastern Europe and China on price!”

– Esben Mols Kabell Director, LaserTryk.dk A/S

“ We believe in taking customer feedback ground up and architecting solutions that make our already deep relationships with our customers future proof. The foundation of our customer engagement is value engineering, designing work flow solutions that meet customer needs and strong partner relationships as with Xerox. With upfront investments in every account and a very laser-focused approach, we look at all our accounts in a very holistic perspective which pays back in the long term.”

– Harish Mayya General Manager, Seshaasai Business Forms (P) Ltd.

“ Today, customers want to do more with less. In order for us to stay profitable, we need to add more value to our work. That means adding elements such as color and one-to-one personalization in order to stand out in our customers’ minds.”

– Alvaro Diaz General Manager, AMF Impresion Variable

Beth Ann Kilberg-Walsh is vice president, marketing communications and segment marketing, Xerox Corporation, beth.ann.kilberg-walsh@xerox.com

16 · realbusiness Spring 2012 Edition

Within the past few years, MagnetStreet has evolved from a manufacturer of refrigerator magnets to one of the top stationery printers in the country. Now primarily printing for weddings and other life moments, MagnetStreet has used innovative printing and finishing equipment to not only adapt to the changing market but also thrive and rise to the top.

From Magnet Manufacturer to Wedding Printer Based in the Chicago area, MagnetStreet for years was known for its promotional magnets, offering popular items such as magnetic business cards, calendars and sport schedules.

A Perfect Marriage: Duploand Xerox® iGen™ Presses ... by Diana Salgado

Founded in 1991, the family-owned company was one of the first to offer short-run, full-color magnets and became successful catering to real estate agents, mortgage brokers, businesses and schools.

When the housing market was at its peak in the mid 2000s, MagnetStreet entered the wedding industry with the introduction of “save the date” magnets. A hit among brides looking to announce their wedding date with a memorable magnet, the product generated a soaring business in return and opened the door to additional opportunities. Bert Bunn, production manager at MagnetStreet, commented, “We began to look at custom, short-run wedding invitations next and realized we had everything for the design and printing, and just needed to acquire the equipment to convert the printed paper into finished pieces.” The timing could not have been better. According to Bunn, wedding invitations are a $2 billion industry with about 200,000 weddings taking place every month. As the economy downturned and took its real estate business along with it, the company made use of the two Xerox® iGen3® Digital Production Presses and a cylinder die cutter that it was using for magnet production, and began focusing on producing invitations for the increasing bridal clientele.

The iGen™ presses produced high-quality, full-color invitations right from the start and when the presses were eventually upgraded to the latest iGen4®, the higher image quality and larger sheet size were ideal. “Their speed and quality, combined with the oversized sheet, allow us to serve the wedding market in a unique way,” said Bunn. The company developed a series of highly customizable and color photo invitations of various styles and sizes to meet any wish. But when the time came to finishing, the shop hit a bottleneck. “Our cylinder die cutter takes about 25 minutes to do a changeover and if it has a score, it takes longer,” he added. With the setup taking as long as the run time, finishing became unproductive.

Delivering in Short Turnarounds Searching for a solution that could handle the issue, the company brought on Duplo’s DC-645 Slitter/Cutter/Creaser. The DC-645 provides the automation and quick changeovers required and made it efficient for finishing digitally printed pieces as it eliminates white borders and prevents toner cracking in a single pass. “On the DC-645, my changeover is 30 seconds. It allows us to save our programs, call them up and it quickly adjusts for the next job,” said Bunn. “It has slitting wheels and a small guillotine so we can cut in both directions and program them for a particular size, which is key for our rectangular and square products. It also creases without any secondary operations.”

Business only skyrocketed in the following years, prompting it to add a second DC-645 unit and, most recently, the newer high production DC-745 model. With the Slitter/Cutter/Creasers on hand, the company was able to dramatically reduce turnarounds as well as accommodate increasing volumes. “It’s been great,” Bunn commented. “Two years ago we were running 15 invitation orders a day and now we’re up to 60 a day.”

Spring 2012 Edition realbusiness · 17

Thanks to the automation the iGens and the Duplo equipment provide, MagnetStreet was also able to make the transition without any personnel layoffs. “We’ve been able to adjust our manufacturing employees to other roles to optimize what we can do efficiently with the equipment we have. So much of the equipment today, like what Xerox and Duplo offer, is automated and it makes it much easier and faster for a lesser skilled employee to be trained.”

Printing for Life’s MomentsThe success of its invitation products made it possible for MagnetStreet to provide for other life moments and it has since added baby shower, graduation, quinceañera and anniversary announcements to the product lineup. And it continues to work to make the customer experience an easy one. “We’ve spent the last few years creating an online storefront so customers can

go into the design template and upload their photo,” he added. “We have hundreds of designs for invitations, save the date magnets and other pieces where they can add their photo, change certain design elements and upload the file to us.”

With about 60% of its customers now brides, most orders are submitted online and there is no doubt it has made up for the loss of business that came with the recent recession. “We’ve made the transition to the direct consumer, which of course means better profit margins and a better opportunity for growth,” said Bunn. “The other 40% are still real estate agents and schools, but weddings are our target market now. That’s our future.”

Transforming any company in the midst of a recession is never an easy task. Yet, MagnetStreet has used technological innovation to turn today’s economical challenge into a lucrative opportunity for growth and success.

Diana Salgado is the marketing specialist for Duplo USA Corporation. For more information on Duplo’s products, please visit www.duplousa.com.

Success is not an accident. It takes up-front planning and flawless execution. Business Development support from Xerox can help you with both.Utilizing the industry’s most comprehensive collection of ProfitAccelerator® Business Development tools, along with the industry’s most knowledgeable business development consultants, Xerox can help you grow a successful digital business.

You can utilize our Business Development Resources…With ProfitAccelerator, you have access to both printed and electronic tools, kits, guides and programs that can guide you through the business development process. Resources range from financial modeling software to sales and marketing, to application development and so much more. And you’ll find tools are targeted at particular roles in your organization: executives, sales and marketing or operations. You can use these tools when and where it suits your business, on your time schedule.

Or we can do it for you…If a do it yourself (DIY) approach is not for you, Xerox Business Development Training and Professional Services are available to help. For an affordable fee, we can support your staff with Xerox consultants or through our network of industry consultants for onsite or online professional and training services.

Add to that free Thought Leadership Workshops and Business Development Webinars and you’ve got a comprehensive plan for consistent and substantial growth. Ultimately, though, Business Development is about more than a set of tools or services. It’s about finding the right option of support to fit your business combined with the Xerox team that is dedicated to helping you grow and succeed.

Turbocharge Your Printing Business Results

“ Sales reps sell to people, so they need to be trained by people. Xerox offered a business development expert who was ready to help support and engage with us.”

– Rhonda Perry Vice President of Sales Angstrom Graphics

ProfitAccelerator®

Xerox® Business Development Support

Agency and Design Resources

Financial Resources

Sales and Marketing Resources

Determine how to achieve top-line growth and bottom-line profit with digital printing.

Help sales and marketing staff generate new business, increase print volume and target new customers.

Help develop partnerships— and business—with this highly influential graphic communications segment.

Digital Business ResourcesProfitAccelerator®

For more information, please visit www.xerox.com/driveprofit

Paper and Media Resources

Training and Consulting Services and Support

Application and Development Resources

Provide digitally optimized media and specialty substrates to capture new revenue and application opportunities.

Provides your organization a competitive edge with Business Development Services, technical and integration support.

Provide how-to assistance for developing some of digital printing’s most lucrative applications.

Application Development

Sales and Marketing

Workflow and Operational

What sets Xerox Premier Partners apart? Information, innovation and collaboration.Access to member-exclusive tools and resources that keep you a step ahead of the competition. A first look at the emerg-ing technologies and solutions that will help you grow your customer base. A collaborative, working relationship with a company that prides itself on print innovation. These are just a few of the reasons why now is the perfect time to join the Xerox Premier Partners Global Network—the industry’s exclusive, members-only community.

©2012 Xerox Corporation. All rights reserved. XEROX® and XEROX and Design® are trademarks of Xerox Corporation in the United States and/or other countries.

XeroxPremierPartners.com

Spring 2012 Edition realbusiness · 19

Did You Know It Is TCO?

... by Mark Johnson

There will always be a place in the market for a low price, but when and how does buying a system based on price cause your company to spend far more and get significantly less?

The answer—Total Cost of Ownership (TCO) of most purchased systems. This is not always obvious and is never simple to measure. There’s an old saying that “no one ever got fired for buying the best.” Could it be that those professionals buying “the best” knew something that most of us didn’t?

In the production mail world, price and unit price have been the landmark measures for comparing capital purchase items for years. It would seem obvious that companies buying the lowest price on large capital purchases would maintain lower cost structures and, therefore, financially out-perform their competitors, but it’s really not that simple…

Understanding TCO puts price into perspective. Price is only one of many variables that affects a system’s cost impact. In the production mail industry, most capital items affect a wide variety of direct, hard and recurring costs, such as:

• Labor: Consider the number of systems required, the number of operators per system and the ever-increasing loaded costs of operators.

• Floor Space: The size of the system’s footprint and the number of those systems required directly impact the precious square footage consumed and can even determine whether or not fewer or additional facilities are needed.

• Power Consumption: Look closely at your electrical costs per KW and the power consumption of the systems being evaluated. How much consumption per system and how many systems are needed?

• Utility and Network Drops: More systems equal more electrical and data networking drops and supporting infrastructure, and often compressed air or vacuum lines.

• HVAC: Calculate the direct costs associated with environmental conditioning (typically, air conditioning and humidity control) for the systems being considered.

• Number of Shifts Required: Can higher throughputs directly impact the number of shifts required to complete your production volume? Do certain systems give you the opportunity to run fewer shifts and reduce all of the costs associated with operating the facility? Perhaps the better answer for your company may be the same number of shifts but fewer systems, fewer operators and smaller footprints.

So, is there a place for price? Definitely. Does price have the greatest impact to your company’s overall costs and, therefore, represent the most compelling cost variable? Nope! Proper TCO analysis can accurately model your cost structures and show you the elasticity of each cost variable. It is, by far, the most powerful and compelling business tool your company can directly leverage to help you plan and build the most efficient production environment possible.

Mark Johnson is VP of Strategic Alliances at Kern, Inc.

20 · realbusiness Spring 2012 Edition

By engaging customers with relevant brochures earlier in the purchase process, the Xerox 1:1 Lab boosts D’Ieteren’s Volkswagen Division’s marketing ROI ... by Shelley Sweeney

Personalized, Relevant Marketing Boosts Volkswagen Distributor’s Profit by More than 26%

The financial crisis has been a wake-up call for many companies to cut costs, eliminate waste and improve return on investment. Among them: Belgian-based D’Ieteren, which distributes Volkswagen, Audi, Bentley, Lamborghini, Porsche and other vehicles; holds a majority share of Avis Europe; and is the world leader in repair and replacement of vehicle glass.

The company’s Volkswagen Division was spending more than $4 million annually to market 22 Volkswagen models in Belgium. That funded production of two million high-quality print catalogs as well as broadcast television, radio, print and Internet advertising to deliver an estimated 1.5 percent response rate, as measured by visits to the showroom.

Management believed it could do better. One reason: customers typically begin considering new vehicles six months in advance of their purchase, but D’Ieteren’s approach usually engaged customers much later in the process, when they wandered into a Volkswagen showroom. So the D’Ieteren Volkswagen team turned to its agency, Strategie, to devise ways to intercept customers earlier with communications that would improve the acquisition rate while reducing expenses.

Strategie sought to not only craft a new, more effective campaign, but to prove its effectiveness compared to the traditional program. It already had a business relationship with a group that could help it do just that: the Xerox 1:1 Lab.

1:1 = High GearThe Xerox 1:1 Lab tests traditional direct marketing campaigns against a personalized version of the same campaign to demonstrate the power of relevant, data-driven direct marketing. After determining that D’Ieteren’s program met its criteria and getting the firm’s buy-in, the lab put together its project team: Strategie, graphic arts provider JCB Offset and data/customer relationship management provider Citobi.

Spring 2012 Edition realbusiness · 21

Their plan: reach prospects four to six months before a potential purchase decision, delivering a highly personalized brochure focused on the three vehicles most likely to interest them.

To qualify prospects that far in advance and learn their vehicle preferences, the team used two sources. First, visitors to the D’Ieteren website were invited to visit the Volkswagen pages and fill out an e-survey about their purchase intentions. Second, they culled prospects from Citobi’s database, which included a CRM system covering current Volkswagen customers and prospects, and subscribers who participate in sweepstakes or get coupons for responding to a survey.

From the resulting qualified list, 5,000 prospects were selected at random to participate in the pilot. The rest received D’Ieteren’s traditional marketing.

The Rewards of RelevanceIn addition to focusing on the three vehicles judged to be most relevant to each recipient, the personalized brochure described how the vehicles met the recipient’s buying criteria and included customized financial proposals for each model. The call to action: visit the nearest dealer for a test drive and bring the brochure to receive a warranty extension on any purchase.

The production was executed using XMPie Personal Effect for personalization and the Xerox® iGen4® Press at JCB Offset for printing.

The results were stunning. Between 15 and 20 percent of recipients visited a showroom with their personalized brochures, representing an increase of 1,067 percent from the traditional approach. Twelve percent (600) of recipients took a test drive, and remarkably, half of them (300) purchased vehicles—a huge improvement over the traditional one in eight conversion rate.

Having proven a pathway for boosting its marketing ROI, D’Ieteren is now considering ways to roll out the program more broadly to help its motor vehicle divisions drive greater profit.

Shelley Sweeney is vice president/general manager, Service Bureau and Direct Marketing Sector, Graphic Arts Industry, Xerox Corporation, shelley.sweeney@xerox.com.

Personalized catalogs from the D’Ieteren Volkswagen dealership recommended as many as three automobile models to recipients based upon selection criteria they provided in surveys.

Based upon the pilot results, the Xerox 1:1 Lab projects that adopting the program would reduce D’Ieteren client acquisition costs by more than 90 percent while increasing profit per sale by more than 26 percent.

22 · realbusiness Spring 2012 Edition

UK Company Turns Children’s Colorful Artwork into High-Quality Greeting Cards Using an EFI Fiery-Driven Xerox® Press ... by John Henze

Cauliflower Cards is a family-run business based in Hampshire, UK. The Christmas card printing service it provides to 25,000 UK primary schools is distinctive and involves a very sophisticated process. Its workflow setup, combined with unique scanning capabilities, allows it to handle many types of artwork and capture all of the artistic elements that children want represented on their cards.

To meet the challenge of producing thousands of personalized Christmas cards in a very short time frame, Cauliflower Cards turned to EFI Fiery technology and Xerox Corporation. An EFI Fiery-Driven Xerox® iGen4® Press enables it to efficiently run a three-shift production schedule at nearly maximum

capacity over an intensive six-week period with minimum downtime.

“We are very pleased with the performance, reliability and speed of iGen4 Press and Fiery server,” said Hugh Speirs, co-owner and managing director. The end-to-end Fiery/Xerox® solution works in harmony with Cauliflower Card’s workflow, printing and processing jobs at full press speeds.

High Efficiency WorkflowSpeirs believes that one of the things that sets it apart from its competition is giving the children creative freedom when submitting their original card artwork. The artwork is received from the school

and scanned using a camera-based vertical scanner to make sure the glitter and other special materials used do not fall off or get brushed away as it would using a flatbed. The name, message and other information are added into the data collection system and then the artwork and data files are merged and a PDF is produced. Cauliflower Cards receives Christmas card orders that range from four to one thousand cards per order. Each order is made into a single PDF. Because the Fiery system supports a native end-to-end PDF workflow, Cauliflower Cards has the flexibility it needs to process files in an expedient manner using a process that helps it print quickly and profitably.

Spring 2012 Edition realbusiness · 23

Fiery Command Workstation 5 Shortens Learning Curve Receiving artwork for approximately 2,500 orders and delivering them in six weeks requires a tried and tested operation with as much automation and system uptime as possible. During this rush time, it prints approximately 1 million SRA3 (oversize tabloid) duplex color pages and two million black and white pages. To support this workload, employees increase from five to 50, requiring an easy-to-follow production process. In order to do this, it relies heavily on the Fiery Command WorkStation 5, an intuitive user interface that adapts to all operators’ skill levels. This helps reduce errors and gives the operators control over queue management with a visual document preparation capability.

Fiery SeeQuence Suite Simplifies Job Setup The productivity, power and flexibility of the Fiery server play a critical role in enabling the card packs to be printed as quickly and efficiently as possible. Any printing errors are caught early and only the necessary card packs, rather than the complete PDF set, are reprinted. Speirs said, “The Fiery server shows us the page number, which really is an advantage over the competition if there is something

wrong with a page and you need to just reprint that page or card. Before we had the Fiery server, we had to go back to the PDF and extract the specific page or pages that needed to be reprinted. When you have the deadlines we do and operate a first-in first-out workflow, you can’t afford the time to do that.”

Speirs also relies on Fiery SeeQuence Impose for quick visual checks of imposition. “It is also very useful when

doing imposition to be able to check if the pages are oriented correctly, as sometimes it is difficult to tell which should be the correct way up as it is often not obvious from the artwork,” he commented.

Automating Workflow with Fiery Hot Folders Cauliflower Cards uses Fiery Hot Folders to produce finished jobs with just the drag and drop of a file, achieving workflow automation to reduce human error and save time. “We extensively use Fiery Hot Folders—just about every job is printed via a Hot Folder,” said Speirs. “We really like the ability of the Hot Folders to handle imposition.”

The Fiery-Driven Xerox® Press has enabled Cauliflower Cards to exceed customer expectations and to begin expanding into additional year-round offerings such as photo books, yearbooks and school cookbooks.

John Henze joined EFI in April 2008 as vice president of Fiery marketing, responsible for product management, product and channel marketing, product strategy and planning for EFI’s flagship portfolio of Fiery technology offerings.

Well, 2012 is upon us already. It’s time for us to contemplate what is in store for the production printing market and make a few predictions. There are 12 key areas where the printing industry and digital technology will intersect in 2012.

1. Digital Color is the Present and the Future!

2012 will be all about digital color. Digital color is the market-growth opportunity for technology vendors as well as users. Projections indicate that while digital black and white will decline in the U.S. and Western Europe, the retail value of digital color will experience a compound annual growth rate (CAGR) in excess of 5% between 2010 and 2015.

2. The Migration from Offset to Digital Will Occur in Explicit Application Categories

As everyone knows, drupa (held every four years in Dusseldorf, Germany) is the world’s largest print show. drupa 2008 was referred to as “the inkjet drupa,” but drupa 2012 will be the inkjet drupa on steroids. No other technology will receive more attention than inkjet during drupa 2012.

3. Savvy Vendors Will Start with the End in Mind

2012 will bring an increased emphasis on finishing solutions. Inkjet will become a transformative force in the printing industry, but a printed product has no value until it is converted into a finished piece. Whether you are buying or operating digital inkjet presses, you need to start with the end product in mind.

4. Customers are Driving the Shift to Cross-Media and Printers Understand the Urgency

InfoTrends recently completed a study entitled The Evolution of the Cross-Media Marketing Services Provider, which surveyed more than 280 print service providers. 58% of these respondents were offering some form of cross-media capabilities (print, online, social and mobile) with varying degrees of success. Another 29% were planning to add cross-media to their portfolios in the next 12 – 24 months. The game is on!

5. The Integration of Mobile will be Vital to the Overall Media Mix

Although digital technology is becoming increasingly important, remember that physical media is not going anywhere—the two must be integrated. In 2012, mobile will be the bridge that links the physical and digital worlds. Print service providers will have no choice—if they don’t get into the mobile game, they’ll run the risk of being left behind.

6. Content is King and Relevance Will Reign

Instead of pitching products or services, marketers will start focusing on the delivery of value-added content that makes the buyer more intelligent. The essence of this content strategy is the belief that if businesses deliver consistent, ongoing valuable information to buyers, those buyers will ultimately reward companies with their business and loyalty.

TrendWatcherEmerging Trends: InfoTrends’ Twelve for 2012 ... by Barb Pellow

7. Big Data is Everything

Big data refers to the utilization of multiple data sets—customer data, competitive data, online data, offline data and so forth—for a more holistic approach to business intelligence. During 2012, the definition of big data will evolve to meet growing company needs and the use of these massive data sets. This will be a hot data topic during 2012, and service providers will need to build proficiency or partnerships.

8. Real-Time, Automated Marketing Will Become Increasingly Critical

Marketing automation and automated lead nurturing will become foundational marketing activities for accelerating sales and reactivating dormant customers. In an environment where high-quality leads and customer loyalty are critical, marketers are seeking partners and solutions that can automate communications at the right time— and in real time.

9. Acquisitions and Consolidation Will Continue, but the Emphasis Will Change

During 2012, the focus will shift to mergers and acquisitions that grow service portfolios and expand cross-media capabilities. If last year was any indication, firms of all sizes are seeking partnerships, alliances, mergers and acquisitions that focus on expanding services, not on printing more. More and more companies will try to “buy” their way into the cross-media world.

10. Software-as-a-Service Will Become the Default Choice for Print Service Providers

Print service providers have reached a tipping point and most companies will go to the cloud by default to minimize capital expenses, lower the complexity of their IT infrastructures and deal with rapidly changing end-customer needs.

11. Operational Efficiency and Workflow Automation Will be Critical for Profitability

With the growth in customized communications and shorter and shorter runs, streamlining workflow is critical to the overall print operation. Automated workflow solutions are no longer a pipe dream. During 2012, savvy print service providers will implement solutions to keep their personnel costs low and get the most out of their production staff.

12. An ROI-Driven Application Approach Will be Critical

InfoTrends speaks with commercial and in-plant printers on a near-daily basis and these conversations confirm a shift in perspective. Rather than buying equipment, commercial and in-plant printers are looking for vendor partners that can deliver innovative ideas and applications that transform a technological investment into a new business opportunity.

In parallel, in-plant and commercial printers need to articulate the value of their services in a way that resonates with print buyers and marketers. It is all about ROI.

InfoTrends’ OpinionWhile parts of the printing industry have been in the doldrums for the past few years, digital printing is the exception. InfoTrends expects 2012 to be a transitional year for digital printing. It will be a year of color (electrophotographic and inkjet) printing, application-driven cross-media solutions with an emphasis on mobile and development of new ways to streamline work processes. The ultimate watchword for 2012 is transformation.

Here more about this topic by watching the webinar with Barb Pellow, Group Director, InfoTrends: Twelve for 2012: An Opportunity Roadmap Webinar http://tinyurl.com/2012GCTrends or read the published InfoTrends BDS Twelve for 2012 Article at xeroxpremierpartners.com

UK Charity is in Good HandsTop UK charity, the Duke of Edinburgh Awards, gives its record book a 21st century makeover ... by Kevin O’Donnell

The Duke of Edinburgh’s Award is the largest youth charity in the United Kingdom. It provides a balanced programme of activities that are designed to help young people develop skills and attitudes that will help them succeed as adults. Those who complete its programmes are recognised with bronze, silver or gold awards.

To document their progress, participants traditionally recorded their activities in paper record books. Then a few years ago, the charity developed an online portal, eDuke of Edinburgh (eDofE), where progress can be documented in a variety of formats, including writings, photos and video. By making it more convenient to record and monitor progress, the portal has proven to be a hit with participants and their volunteer sponsors alike.

However, the system’s solution for producing a printed activity record to share with family and friends – or at interviews with colleges, universities and potential employers – was lacking. So the charity began a search for a company that could produce a high-quality book using the participants’ resources on the portal.

Among the tools the charity used in its search for a print provider: The portal of the Xerox Premier Partners Global Network, www.xeroxpremierpartners.com. There, print buyers can search among hundreds of top Xerox graphic communications customers for print providers that have the capabilities and proximity they need.

The charity identified DG3 Europe Limited as a firm that was conveniently located in London and could handle both the printing and the solutions development their project required. DG3 was quick to sign on.

A Proud HistoryThe Duke of Edinburgh’s Award was founded in 1956 under the chairmanship of Prince Philip, Duke of Edinburgh. Today its programmes are available in 136 countries to anyone aged 14 to 24. More than 850,000 are currently participating in the programme globally – 275,000 in the United Kingdom alone – working on programmes that take between one and four years to complete and are overseen by more than 190,000 volunteers.

DG3 and Xerox jointly attended the initial meetings with the DofE directors and worked together to map out a robust end-to-end, Web-to-print solution capable of serving the large UK participant population. The project team spent months talking with young people throughout the country to understand what they wanted to include in their new “Achievement Packs.”

With this input, DG3 built the solution, which included a dedicated GMC server to handle the influx of data and a GMC Web portal, hosted by DG3, where participants can lay out their Achievement Packs in a variety of templates. Print production is highly automated. Achievement Pack orders are directed automatically to Xerox® FreeFlow Process Manager®, which executes prepress activities automatically and sends the packs to a Xerox® iGen4® Press for production.

Continued on page 28

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Usage SurgeThe new system reliably processes more than 1,000 pieces of video, pictures, text and other data daily. One year into the programme, usage of the system was 637 percent greater than the previous format. It has been a major showcase for DG3 and the DofE that is heavily featured on social media sites and YouTube. And it was recognised with the Best Overall Solution Award in the 2011 Xerox Best-of-the-Best Awards.

DG3 profits from each sale, but donates the time and effort they put into the charity. And the DG3 team continues to meet monthly with the charity to improve the programme and are now exploring ways to help other leading charities and organisations. These efforts are not only breaking new ground in Web-based publishing, but – in a country where 20 percent of 18- to 25-year olds are unemployed – they are helping young people gain a better future.

Kevin O’Donnell is Marketing Manager for Graphic Communications, Xerox UK, kevin.o’donnell@xerox.com

Participants can lay out their Achievement Packs in a variety of templates. It was recognised with the Best Overall Solution Award in the 2011 Xerox Best-of-the-Best Awards.

“The DofE is all about young people – their development, experiences and future. So we visited schools and youth groups to find out what young people wanted from this project,” said

Julian Wheaton, programme manager, DG3. “They told us that they wanted something to keep that reflected their personality and they could share with friends, family and prospective employers. The result is the Achievement Pack, which uses state-of-the art Xerox® digital solutions to help young people demonstrate their achievements more clearly and creatively than ever before.”

Prince Edward, Earl of Wessex, congratulates Mark Aris and Julian Wheaton from DG3

30 · realbusiness Spring 2012 Edition

Faster On-boarding Expands Ability to Handle New Business: U.S.-Based Health Insurance Provider Our customer is a leading nonprofit provider who saw the future of healthcare reform and wanted to own and control the processes associated with member correspondence creation, management and production. Their first Tango project, the member ID Card, has been in production for over a year.

Key Benefits

• Turnaround: Cards Delivered in Three Days Members receive their cards quickly and reprints are mailed the same day as requested.

• Templates: Three Templates Handle 1,400 Card Variations Three layouts drive 1,400 unique card designs, and processes have transitioned from IT to line-of-business owners because cards are created in a drag-and-drop user interface from pre-approved templates and content.

• Collaboration: All Tasks Are Distributed, Managed and Monitored Centrally With Tango, all modules are accessed via a browser and centralized workflows connect activities together for tracking. Participation is controlled based on profiles and can be extended to users outside the company as needed.

• Compliance: Enforced Automatically Tightly controlled content versioning combined with business rules ensures that new regulations can be implemented on schedule.

The company is positioned to handle more business, meet compliance regulations, and, because Tango is browser-based, has the flexibility to extend any part of the process easily to new users and outside agencies.

Independent research firm Forrester Research Inc. has recognized Elixir as Top Ranked in the SaaS category and achieves Strong Performer status in “The Forrester Wave™: Document Output for Customer Communications Management, Q3 2011”.

Multichannel Solution Reduces Print Costs and Combines Electronic Delivery: Middle East Bank A leading Middle Eastern bank with customers in 50% of UAE households wanted to implement a multichannel strategy that supported electronic statement delivery and also reduced the costs associated with print.

Key Benefits

• Postage Savings Resulting from Electronic Delivery: 20% Reduction Offering customers the choice of electronic delivery reduced the bank’s overall postage amount by 20%.

• Postage Savings Resulting from Improved Pre-Sorting: 10% Reduction The bank now takes advantage of discounts offered by Emirates Post.

• Event Notifications: To Customers The Elixir system automatically notifies bank customers of any account change through email or SMS.

• Event Notifications: To Bank Audit tracking and production reporting provides real-time visibility into the processes to ensure operational accuracy.

Efficiencies were put into place that optimized the bank’s process regarding print while at the same time integrated the option of electronic delivery. The bank has minimized costs for statement delivery regardless of how the customer chooses to receive the information.

Elixir Case Study SnapshotsCorrespondence Management Provides Speed-to-Market Improvements and Reduces Operating Costs

32 · realbusiness Spring 2012 Edition

Direct Marketing That Makes Women Feel Better About ThemselvesStrategies Marketing leads Maybelline New York ‘B2Me’ campaign that combines content marketing with deep personalization to recommend personal makeup regimens... by Judy Berlin, Director of Worldwide Marketing, XMPie, A Xerox Company

When was the last time a direct mail piece made you feel better about yourself? It’s probably been a while—if it ever happened. But that’s precisely the surprising impact the Maybelline New York Beauty Guide had on subscribers who completed a 12-question sign-up form on the MNY Beauty Guide microsite. These consumers were expecting personalized makeup tips and recommendations, but what they received was so much more.

The recommendations—delivered in a series of three personalized booklets—have been big hits with consumers, according to Mark Morin, president Strategies Relationship Marketing, Laval, Quebec, which developed the campaign. “Customers have written to us saying that Maybelline has improved their lives by changing the way they feel about their personal appearance,” he said.

Client Maybelline is also pleased. Sales are multiple times greater than from previous, non-personalized campaigns. And most is new business from people who previously bought competitive brands.

The big wow, though, is that the campaign is also lifting Maybelline’s brand appreciation and improving the likelihood that consumers will recommend the Maybelline New York brand. “That’s an unusual result for a direct marketing campaign,” Morin said.

Seeking to Boost LoyaltyImproving brand loyalty in its cosmetics business was the challenge Maybelline set a few years ago for its long-time relationship-marketing agency, Strategies. The typical consumer uses multiple brands for their various makeup needs. Maybelline, however, sought to leverage its No. 1 worldwide ranking in mascara to boost business in categories where it had smaller shares, such as foundation products.

Another layer to this challenge is that many consumers are unaware of technical considerations in makeup choices, such as how foundation products behave differently based upon skin type, dry or oily.

In response, Strategies developed what Morin calls a “B2Me” campaign, which applies deep personalization and content marketing to take B2C to the next level. “In B2Me campaigns, we create relevant messaging based upon rational, emotional, physical and relational characteristics,” Morin said.

Spring 2012 Edition realbusiness · 33

The campaign sought to educate consumers about choosing and using cosmetics, and to recommend which Maybelline products best suit them, based upon their physical characteristics and makeup personality. To learn those characteristics, the team developed a questionnaire on a Maybelline New York microsite with 12 questions about skin, hair and eye colors, eye shape, skin conditions and other qualities.

Strategies drives women to the site with email blasts, media relations campaigns and posts on Maybelline’s Facebook page. Today, Facebook and word of mouth account for the lion’s share of sign-ups, he said.

Adding PazazzThe data that consumers enter at the Maybelline website guides the content of the three personalized books, which contain cosmetics lessons, personal product recommendations

and trackable discount coupons. An astonishing 3.5 million variable options are available for each book through the XMPie uDirect Classic plug-in for Adobe InDesign.

“The number of personalization options is mind-boggling, but that’s what XMPie does—puts together all our components and makes then run right,” Morin said. Each book is 20 pages long, fully personalized and printed in a full-color 4.75" x 7" format on a Xerox® iGen4® Press by Montreal-based Pazazz. The three books are delivered to each target over the course of several months.

The campaign’s results have been consistently outstanding, Morin said. Now they are proposing to add a mobile component to future campaigns.

“To do something like this you need the right process, a good team of people, the right print provider, great data and dynamite content—and it all has to work together,” Morin said. “That’s the secret of what B2Me is all about.”

Judy Berlin is director, worldwide marketing, XMPie, A Xerox Company, judy.berlin@xmpie.com

Strategies uses and works only with printers who also have XMPie software.

“Every time we post to Facebook, we get a ton of people signing up.”

The team recognized that education was critically important to the success of the program, to help consumers understand why certain products were better for them than others.

“It took almost a year to get the first one done. It’s challenging intellectually to put it together, manage it and understand how to write articles that can vary, yet sound natural and amusing.”

“A lot of experts say 12 questions is too many, but it’s not if you give them something of value in return,” Morin said. Fully half of the microsite visitors complete the questionnaire, fueling a campaign that has been ongoing since 2009.

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What do hundreds of American non-profit organizations, including Habitat for Humanity and the Humane Society, have in common? They turn to dmh Marketing Partners for fundraising. “I like to describe dmh as a ‘response generator,’” said Randy Seberg, the company’s chief technology officer. “To that end, we produce around 1.5 billion mailings a year.“

One-stop solutions for fundraisersSince 1992, the majority of dmh’s customer base has come from the highly competitive world of not-for-profit fundraising. “We are always looking for new ways to maximize recipient involvement and drive response rates,” said Seberg. “Our typical direct mail package is complex, highly personalized and combines multiple components that might include a printed envelope, a cover letter and premiums that range from personalized notepads to return address labels, calendars and even seed packets.”

The Color of Charity dmh Makes Fundraising Mailings More Appealing... by Kevin Horey

850 million reasons to hold the line on cost and quality“Our customers see the value of color for solicitations but are very cost-conscious,” said Seberg. “We turned to Xerox for a way to give our customers more color at a price they could afford.”

At its Mount Pleasant, Iowa printing and production facility, dmh occupies approximately 500,000 square feet of production space. It can manage up to 8 high-speed insertions per mail package and performs multiple-match processing of personalized items. The mail shop dispatches about 2.5 million pieces per day or 850 million per year.

In 2011, dmh installed a dual-engine Xerox® CiPress™ 500 Inkjet System. “Our goal was to drive more color jobs through the shop at a price customers could afford,” said Seberg.

Flexible answers to customer challenges“This process helps us find opportunities to help our customers be more effective,” said Seberg. “We can upscale their projects with 4 over 4 variable color printing in multiple versions at the same price as traditional 4-color static printing. This gives customers the ability to explore more design options and use more targeted data to highlight their causes.”

A good fit on the shop floorSeberg appreciates the operational benefits that allow him to hold the line on costs. “The CiPress™ System uses the same lower-cost, uncoated papers that we run on our offset presses. Because it’s digital, we can gang up many short run jobs. In terms of quality, we found we can depend on the predictability and consistency. In a single run, sheet number one is the same as sheet number 250 and the same as sheet 500,000, something I never could say about my offset press.”

Seberg also noted the efficiency of the new press. “I’ve doubled the effective production capacity of the floor space occupied by the CiPress™ System. It requires the equivalent of just one-and-a-half people to run it,” observed Seberg. “When one industry analyst asked me about manpower reduction,” said Seberg, “ I told him that now we had the opportunity to run our finishing department at closer to full capacity.”

More color, more print volume, more fundraisingIn fact, dmh has added some 300 jobs since the new system went live. Could 2012 see the company grow to a volume of 2 billion pieces of mail? Only time will tell.

But so far customer response has been positive. “We knew we had a winner when we switched some color jobs from offset over to the inkjet press—using the same paper stocks—and the customers couldn’t tell the difference,” said Seberg. “That tells me that we’re able to help our customers advance their missions by enhancing the effectiveness of their fundraising tools.”

Xerox Production Solutions is committed to helping you increase productivity and reduce costs without sacrificing

quality. All by automating your production process. From prepress to finishing, our offerings eliminate bottlenecks,

shorten turnaround times and improve your bottom line. So you can focus on producing more jobs every day.

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