find over 300 other case studies on digital print...

© 2008 PODi, the Digital Printing Initiative www.podi.org Best Practices in Digital Print Case Study

1

Find over 300 other case studies on digital print applications at www.podi.org/casestudy. © 2008, Caslon, a PODi Affiliate. Terms of Use: PODi members can distribute the case study in hard copy form or may post up to two case studies on their Web site as long as PODi is attributed as the source and a link to www.podi.org/casestudy is provided. Mass distribution or other usage is restricted as defined in the Terms of Use on www.podi.org.

Pearl Insurance Reduces Workload and Production Costs with a Web-to-Print Solution

Best Practices in Digital Print Case Study www.podi.org © 2008 PODi, the Digital Printing Initiative

2

Project: Pearl Insurance Reduces Workload and Production Costs with a Web-to-Print Solution

Vertical Market: Insurance/Healthcare

Business Application: Collateral Management and Fulfillment/Personalized Collateral

Pearl Insurance wanted to revamp the way its marketing department created and produced the marketing collateral for the company. The company wanted to save money and production time and effort. An easy-to-use Web-to-print solution now helps the company personalize marketing materials in less time and with less effort.

Program Objectives

• Create a Web-to-print marketing collateral program

• Reduce production and creative staff time requirements

• Reduce production costs

• Increase response rates

Significant Results Reported by User

• Higher than average response rates for the insurance industry

Description

Pearl Insurance wanted to revamp the way its marketing department created and produced the marketing collateral for the company. One goal of the project was to save time; another was to save money. Pearl Insurance was previously doing this work in-house, which was a burden to Pearl’s internal resources, people, and equipment. An additional goal was to make the most of the benefits of using personalized marketing collateral. Pearl turned to MSP Direct Digital and worked with them to create a Web-to-print program for use by Pearl Insurance’s marketing department to facilitate the management and production of collateral. Customizable templates form the core of this process. Pearl Insurance Content Managers access a variety of letter and postcard templates and are able to customize and manage the content of the applications through the Web site. The templates also include new business solicitation letters and postcards for legal and real estate professionals.


3

When a Content Manager logs into the site, he or she can make changes to the content, including text and images, but only to material that has been pre-approved by Pearl Insurance. Once the changes are made, the updated piece is used the next time the manager calls for it to be printed and mailed. Legal and real estate firms receive three personalized mail contacts prior to the renewal date. A sales person follows up with each person after each mail drop. The system personalizes the printed materials by adding association or franchise logos and sponsorship information, and indicating if the firm received a quote from Pearl in prior years. Testimonials are added if they are available from a firm in the same state as the prospect firm.

Pearl Insurance Reduces Workload and Production Costs with a Web-to-Print Solution

Best Practices in Digital Print Case Study www.podi.org © 2008 PODi, the Digital Printing Initiative

4

Pearl Insurance’s data management department uses the same Web interface to upload the data files for the direct mailings. The data file indicates which templates to use and also includes variable data such as the recipient’s name and address and a Pearl Insurance sales representative’s signature and contact information. A Pearl Insurance user with administrative rights has the ability to manage the rights of other system users, view an order history report, and add or delete and manage the profiles of Pearl Insurance sales representatives. Print quantities are approximately 50,000 pieces annually.


5

Client Pearl Insurance

www.pearlcompanies.com

Pearl Insurance, which is one of the top direct marketing third-party administrators in the United States, is part of the Pearl Companies, a privately held organization located in Peoria Heights, Illinois. Pearl Companies also includes Pearl Technology, Pearl Benefits, Pearl Automotive, Pearl Carroll & Associates LLC, and WB Griffin & Son.

Print Provider & Agency

MSP Digital Direct www.mspdigitaldirect.com Located in Freedom, Pennsylvania, 25 miles northwest of Pittsburgh, Pennsyl-vania, MPS Digital Direct develops and executes personalized marketing communication programs for its clients. These programs can include Web-to-print, variable data, short-run digital printing, and print-on-demand services.

Hardware 2 HP Indigo 5000 presses

Software Pageflex MPower and .Edit, Printstream, software developed by MSP Digital Direct

Finishing K-2 UV coater

Target Audience Legal and real estate industry firms whose current professional liability insurance renewal date is available

Distribution Several hundred to several thousand pieces per run

Date September 2006, ongoing

find over 300 other case studies on digital print...

Documents