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Multichannel VP

Jan 1, 2009 12:00 AM


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Four years ago, One2Won, a Palmer Network company (Chicago) was looking for a Web-to-print and creative asset library system for a large client. They chose Fuse from L2, Inc. (San Jose, CA) for its versatility. L2 Fuse is a Web-based software and service platform that helps clients create personalized direct mail, e-mail and personalized URLs (PURLs).

One2Won has two Palmer Network sister companies: Palmer Printing (an offset operation) and ACT+ (digital manufacturing, bindery and fulfillment). One2Won is linked to all of the physical production manufacturing at The Palmer Network, including offset and digital printing, fulfillment and bindery. “Fuse is a sophisticated, multi-solution series of software and servers that allows information to flow seamlessly from user to prospect and back,” said Tom McInerney, One2Won's executive director. “The Fuse/One2Won platform is extremely adaptable, which helps our customers save time and money. Its multiple solutions are transparent and it's extremely user friendly.”

Personalization for many purposes

L2's software is one way One2Won offers tailored, integrated marketing services, including document and event management. The printer's clients use PURLs for customer relationship management (CRM), marketing and sales efforts, and cost-effective document management. With Fuse as a vital software and information platform, One2Won easily can set up specific programs for each customer with the resulting tailored output delivering maximum effectiveness.

“All customers are unique,” says McInerney. “Some clients use their personalized sites and interfaces daily, others employ us for special events, and some have a standing business-specific site for the entire organization's use,

Fuse is a key component of One2Won's multichannel marketing strategy for projects large and small. Consider the case of a camp targeting aspiring big-league baseball players. Using Fuse, One2Won helped the baseball camp achieve immediate and actionable results.

Previously, the talent assessment camp printed 20,000 to 30,000 direct-mail pieces to attract prospects. One2Won set up a PURL tied to an e-mail blast sent to 4,000 potential attendees, primarily from the Midwest and South. The first phase of the campaign consisted of an e-mail blast tailored to each individual. It seamlessly took respondents to a personalized URL that included five short questions, an automated thank-you message and a follow-up e-mail. At any time, the recipient could click on a link to the camp's website or dial a phone number shown on all screens. For follow-up purposes, the campaign also tracked prospects who visited their personalized websites without answering any questions.

Scouting reports

Within 24 hours of the initial campaign launch to 2,500 candidates, 156 candidates (6.25 percent) had responded and asked to be contacted. This allowed almost immediate follow up and tailored printed and digital material.

“On the prospect-specific e-mail blast, the client had a 30-percent click-through rate,” says McInerney. “This was a wonderful action response, plus the client now had all of the prospect information at their fingertips.”

Using Fuse and One2Won's services, the camp sent a tailored, direct mail piece as a follow up, using the same art featured on the e-mail and PURL. “The art and message continuity created memorable, multichannel contact, while saving the campaign time and money,” says McInerney. “They successfully touched the right people with relevant content, and now have great data for follow-up campaigns.”

24/7 customer contact

One2Won/Fuse also uses the L2 platform for complex applications. One financial client sends thousands of time-bound records to a special delivery website around the clock, every day. Within the database is a library of more than 20 different letters as well as more than 20 different client and individual specific e-mails. All of the letters and e-mails have variable elements and are tailored on the fly to an ongoing mix of new and existing clients. The One2Won/Fuse delivery system identifies who gets which letter or email (sometimes both are deemed appropriate). If an email bounces, a follow-up letter is automatically generated and mailed.

The client does three data drops per day. Material received in the morning is distributed that working day. The system also addresses bulk mailing to 95 international and domestic sites, plus individual mail worldwide. It is an automatic and hands-free process to set up e-mail delivery and letter printing. All processes in the 24/7 campaign have a daily report available on demand.

“One2Won has a very close relationship with the service and support team at L2,” McInerney says. One2Won can customize applications with the help of L2 programmers. “It's collaboration to deliver excellence to One2Won clients. It takes capabilities of both companies, and the combined efforts grow new opportunities for One2Won and campaigns for L2 to maintain. It's a win-win.”


Jill Roth is executive editor for AMERICAN PRINTER. Contact her at jill.roth@penton.com.

Points to ponder

“Know what you want to do before selecting software or a platform for multi-channel campaigns,” advises Tom McInerney. “What do your customers need? Do you have a division or a group of skilled employees who can take advantage of new opportunities and digital opportunities? The tools are good, but you have to have skilled people and a defined process in order to take advantage of the programs and integrate them into profitable services. L2 helps us simplify and master complex challenges and offer seamless marketing solutions and services to our clients.”

See you on Printers Row

As we noted in November 2007, Palmer Printing is located at 739 S. Clark St., the last printer on Chicago's Printers Row. The Palmer Network includes three companies; Palmer Printing, ACT+ and One2Won Solutions. The core business, Palmer Printing, is an offset operation anchored by two 6-color, 40-inch presses with coaters (a Mitsubishi and a new Komori Lithrone S40) as well as a comprehensive postpress department and fulfillment, mailing, shipping and distribution services. The company's digital division, ACT+, includes two Xerox iGen3 presses, a DocuColor and four Docutechs. On the Internet front, One2Won helps clients build personalized, standalone Web sites that can be integrated with their corporate Intranets to facilitate CRM, marketing and sales, regulatory compliance, integrated marketing, PURLs and event management. Palmer Printing also partners with a display company that provides POP and other wide-format work.