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R. Gordon Talley Communication for Institutional Advancement www.rgtalley.comAISNE Conference 2001 © 2001 R. Gordon Talley The Tailored Case AISNE Conference.

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Presentation on theme: "R. Gordon Talley Communication for Institutional Advancement www.rgtalley.comAISNE Conference 2001 © 2001 R. Gordon Talley The Tailored Case AISNE Conference."— Presentation transcript:

1 R. Gordon Talley Communication for Institutional Advancement Conference 2001 © 2001 R. Gordon Talley The Tailored Case AISNE Conference 2001

2 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley WHY? Paradigm Shift 95/5 Moves Management Hydrodynamics Cost Analysis

3 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley Paradigm Shift: The Old Paradigm Concept Flagship Publication Audience Editorial Format Printing Journalism Alumni Magazine Mass Feature Story Bound or stitched Offset WHY?

4 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley Paradigm Shift: The New Paradigm Concept Flagship Publication Audience Editorial Format Printing Marketing Web Site Targeted Interactive ????? WHY?

5 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley 95/5 The Gift Pyramid Gift Level $100,000 + $10,000–$100,000 Less than $10,000 WHY?

6 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley 95/5 The New Pyramid WHY?

7 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley 95/5 Connecticut College 110% Goal 77/1 90/3 10/97 $100,000+ $10,000+ WHY?

8 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley Moves Management Personalization of Relationship Natural Partner Tracking Contacts Moments of Engagement WHY? Message

9 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley Hydrodynamics Campaign Fluidity Lagging Goals Success Initiatives and Opportunities Leadership Changes WHY?

10 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley Cost Analysis Unit Cost Waste Payback, or Cost per Sale PODi Analyses Value Proposition Pull Marketing Underlying Market Forces Adobe Presentation at DRUPA: Benefits of Personalization Whirlpool Case Study WHY?

11 Graph Expo Chicago Sept. 24, 2000 Payback formula Traditional view: cost per piece Thats only appropriate if everything else is constant The formula: Expected value = response rate xclose rate x$ per sale Evaluate payback by: Expected value / cost per piece

12 Graph Expo Chicago Sept. 24, 2000 Example: traditional payback model Expected value = response rate xclose rate x$ per sale Example: 2% response, 10% of those buy, average sale $500:.02 x.10 x $500 = $1 of revenue per mailer. If cost, mailed, is 50c, payback is 2:1.

13 Graph Expo Chicago Sept. 24, 2000 If your response rate never varies: The print buyer can only improve payback by reducing cost per piece. Examples: $1 expected value / 50c = 2:1 payback $1 expected value / 40c = 2.5:1 payback $1 expected value / 30c = 3.3:1 payback So thats what the buyer will hammer on: cost per piece.

14 Graph Expo Chicago Sept. 24, 2000 The fundamental value proposition of personalized print is: it increases the value of the printed page as a purposeful communication tool.

15 Graph Expo Chicago Sept. 24, 2000 Pull Marketing Driven by: customer Stage in the relationship: customers have already raised their hand Value propositions: – More cost-efficient fulfillment – More targeted: More of what they asked for, less of what they didnt want

16 Graph Expo Chicago Sept. 24, 2000 The underlying marketing forces Personalize everything The push for share of attention The death of dependable brand loyalty The birth of customer relationship and one-to-one marketing Peppers & Rogers: – Identify – Communicate – Differentiate

17 Graph Expo Chicago Sept. 24, 2000 Controlling the sales process This is not a print buyer sale: its a sale to a marketing executive If youre walking on cement, youre in the wrong department. Look for carpet. Longer sales cycle Earlier involvement – perhaps even at campaign conception These arent print jobs – theyre annuities

18 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley HOW? On-Demand Printing Characteristics Examples What You Need Software Hardware Workflow

19 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley On-Demand Printing: Characteristics Bindery Press Workflow Desktop Publishing Publish and Subscribe HOW?

20 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley On-Demand Printing: Examples Transitional Period Combines Preprint and On-Demand Buckingham Browne & Nichols Boston Symphony Orchestra University of Rochester Medical Center Tuck School HOW?

21 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley What You Need: Software Page Layout PageMaker Quark InDesign Word Processing Microsoft Word HOW?

22 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley What You Need: Hardware Printer Desktop Inkjet vs. Laser Color Laser Digital DocuTech/DocuColor HOW?

23 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley What You Need: Hardware Bindery In-house Wire-O Digital HOW?

24 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley What You Need: Workflow Up-to-Date Information Approval Procedures Password Security or Gatekeeper Message Delivery System Component Design (Parts Catalogue Model) HOW?

25 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley PROBLEMS Editorial Complexity Personnel Use of Time Unfamiliar Roles

26 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley Editorial Complexity Level of Detail Anticipate Donor Interest Gift Opportunities Orientation (Donor Engagement) Component Model PROBLEMS

27 Graph Expo Chicago Sept. 24, 2000 But: It takes work to set up the data link It takes work to program the page (create the job and its logic rules) and test how the data selects content So it makes a lot more sense to look for personalization projects, not one-off jobs Ultimately, automation is where the real payback will be

28 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley Personnel Use of Time Re-allocation of Communications Effort Increased Presence in Development Team Unfamiliar Roles Major Gifts Officers Increased Responsibility for Donor Communications PROBLEMS

29 Graph Expo Chicago Sept. 24, 2000 Adding value in the face of trends that will change our industry Manage scope Choose a task that will create enough value to be worth everyones investment Get moving Maintain momentum Stay flexible as things change.

30 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley The Future: Next Step Scenarios Editorial Publish and Subscribe Information Management Printing and Delivery True DocuTech Web

31 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley Editorial Publish and Subscribe Merge Document PPML Software Information Management Digital Media Management Internet/Intranet LiveLink FUTURE

32 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley Printing and Delivery True DocuTech Limited-Run Bound Case Statements Web Delivery PDF File Generation Donor-Dedicated FTP Sites Intranet Information Systems: LiveLink FUTURE

33 R. Gordon Talley Communication for Institutional Advancement AISNE Conference 2001 © 2001 R. Gordon Talley The Tailored Case OldTransitionFuture Message Print Bindery Editorial Distribution Personnel Overview and Complete Goal Set Offset Saddle or Perfect Bound Fixed Mail and In Person Communications Team or Consultant Overview and Single Goal Offset and Desktop Wire-O Components In Person Communications Team and Major Gifts Officers Donor-Requested Information On-Demand or Web Publish and Subscribe In Person and Web Major Gifts Officers FUTURE


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