Marketing Campaign Materials
An
award winning full color application
Clarica, one of the leading insurance companies
in Canada, has successfully implemented a
personalized Marketing Campaign Solution
for their worldwide agents. They are using
the Papyrus Document System to generate and
automate full color marketing brochures in
5 categories and 5 languages:
•
Financial security
•
Business
•
Estate preservation
•
Family farm/business transference
•
Charitable Contributions
•
Languages: English, French, Chinese, Korean
and Vietnamese.
The Agents Order Process
The agent can request any number of customized
copies of the brochures for the different
insurance products via Web notification
and order processing. For example: 50 copies
of English Estate Planning, 25 copies of
Charitable Contributions. They can have
their photograph and address included in
every brochure.
How It Was Implemented
• |
Artwork was done using Quark Xpress
and Photoshop to produce 600 dpi full
color TIFF CMYK images. |
• |
Papyrus Document Application reads
batched 'Order Request' data records.
Agent picture and address is read from
a mainframe database to generate composed
document copies customized with Agent
information (picture and address on back
of brochure). |
• |
Additionally Papyrus generates slips
sheet for shipping the brochures to the
agent
who ordered them. |
The Results
Over a 6 weeks period, 450 orders were received.
This is contrasted with the usual volume
of about 23 orders for pre-printed brochures
that were not customized. Agents where
willing to absorb the 3 times higher cost
per copy for the customized brochures.
The Value
Agents wanted them because
• |
they could personalize |
• |
continue to strengthen their relationship |
• |
they could target specific markets |
• |
they can address specific client needs |
• |
clients are more open to consider marketing
material that speaks to them on a subject
that concerns them |
• |
agents can now sell their business
according to their particular game plan
(ie. farm/business transference may be
a key part of their
business) |
Initial concerns were solved successfully
by printing to
IPDS Full Color:
The first week's run generated 25,000 brochure
copies. Printing operations personnel were
initially concerned with the volume because
they were more used to Postscript ripping
versus AFP Full Color printing. Using Papyrus
in conjunction with the IBM Infoprint 100
made this Print On Demand application very
scalable.
The Statistics
“In 6 weeks, we printed 80%
of the total yearly orders (1998) for the
generic brochure”,
says Don Maxwell from Clarica. “Nearly
16% of the sales force ordered the new brochure
versus nearly 4% of the generic in 1998.
As far as the effectiveness of targeting
market segments versus the shotgun approach,
there are a lot of case studies to support
this.”
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