Marketing Through Marketing Through Personalized Printing Personalized Printing && Variable DataVariable Data

Kelly ChapmanKelly ChapmanDigital Print Production CoordinatorDigital Print Production Coordinator

What is Variable Data Printing?• Variable data printing

(VDP) is the ability to merge a templated page layout with a variety of customized page elements.

• VDP can incorporate customized text, charts, colors, logos, headlines, and other page elements. Thus you can in turn create individualized brochures, catalogs, and direct-mail pieces for high-impact, 1:1 marketing and other communications.

Letterhead

Salutation

Signature

Address

Body Text

Eric J. Adams, Personalized Printing for Less, Publish.com

• The Rochester Institute of Technology and several marketing organizations have found that personalization is more effective than forms of mass communication.– Response rate avg. increase 34%– Response time increase 35%

Benefits of Variable Data/Direct Mail Printing

Types of Variable Data Printing

• Transactional or statement printing– Accounts Receivable Bills, W-2’s

• Basic Mail Merge– Merge letters, addressing postcards, flyers

• 1:1 Marketing Applications– Informational brochures, newsletters,

donor letters, catalogues

Numbering

Sequential Numbering

Tickets, Surveys,ID Cards

Postcards

Addressing

NewslettersWe can address, attach mailing permits, saddle-stitch, fold, and mail your newsletters (multiple pages even!)

Mailing Permit

Bar-codedAddress

Merge LettersLetterhead

Address

Salutation

Personalized Signature

1:1 Marketing –Printing for an Audience of One• Variable data marketing works by

recognizing the relevant differences between people and matching them to appropriate content and presentation.

Student #1, Lisa- Interested in Art

- Planning on starting school in Fall

Student #2, John

- Interested in Business

- Planning on starting school in Spring

Sample Project

MathematicsWinterSmithSusie

EngineeringFallSchmoeJoe

Liberal ArtsSummerChapmanKelly

BusinessSpringDoeJohn

ArtFallJohnsonLisa

Major_InterestEnrollment_TermLast_NameFirst_Name Database

Finished Pieces

Clean up Your Database –“Garbage In, Garbage Out”• If you’re going to build

a document based on a database, the quality of the information that appears in the document is only as good as the database itself.

• Tips for cleaning databases:– Make sure your field

names are accurate– Eliminate duplicate

records– Correct invalid

information– Check spelling

Interested? Let us help!

• Start brainstorming! What is my….– Target audience?– The aim of my message? – My budget?

• Call us – we’re here to help!– Database/Mailing Questions

• Creg Arnold (after 12/20/04)mailing.services@oregonstate.edu

– Print Merge & Design Questions• Kelly Chapman, 7-3984

kelly.chapman@oregonstate.edu