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Direct Mail Project Management Roundtable Handout (AMMC 2014)
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Handout for Direct Mail Project Management Roundtable Discussion. Keeping a direct mail project on course is an art in itself. How to keep the creative, lists, approvals, print and mailing timelines moving along towards a target mail date can be a challenge. Creating and managing a timeline, streamlining approvals and creating realistic expectations of internal audiences is important. Decisions that affect the timeline and production – what are the printing, paper selection, list acquisition, personalization – that can have an impact on a schedule, and how to plan accordingly. Karen Meyer and Karen Mariani of Membership Consultants will conduct this roundtable discussion.
Transcript of Direct Mail Project Management Roundtable Handout (AMMC 2014)
Direct Mail Project Management
Facts:
Direct mail is still the best way to reach out to new audiences to get them to join your
organization. Prospective members still have to be targeted, invited and enticed to join!
Direct Mail is still the most productive means of conducting renewal, lapsed, and annual
appeal campaigns!
Lapsed members should be part of every acquisition campaign and receive a special
lapsed member appeal inviting them to renew their memberships.
Keys to Success:
Creative Strategy
o Marketing and Theme Development
o Creative Graphic Design
o Engaging Copywriting (Fund-raising AND Marketing appeal)
List Strategy
o List Broker
o List Trade Negotiation
o Data Processing, List Enhancement, Merge Purge Processing
Production Strategy
o Complete, Quality Printing Services
o Gang Printing for Cost Savings
o Mailing Services
o Cost Saving Postal and Mailing Strategies
Analysis Strategy
o Time Sensitive Reporting
o Match Back Analysis
o Complete Campaign Narrative
Key Players:
Membership Team
Consulting Team
Management
Designer
Mail house
Membership Consultants
3868 Russell Blvd * St. Louis, Mo 63110 * 314-771-4664 ext. 105 * [email protected]
8 Weeks – Concept to Mailbox
Week 1 - Project initiation, Strategy/Theme
Development
Kick Off Conference Call
Information Gathering
o Branding
o Images
o Calendar
o Logos
o Approval Procedures
Week 2 - Creative Design, Copy, List
Recommendations
Outer Envelope Comps
Copy Drafts for Review and
Approval
List Strategy Meeting
Week 3 - Copy Approval and Layout
Revisions
Outer Envelope edits and approval
Copy Approved
Package Art Presented – based on
Envelope Selection
Week 4 - List Strategy and Final Creative
Approval
4 Color Outer Envelope – 3 Week
Production
o Print Proof Approval
Package Art Final Edits and
Approval
List Requests Submitted – 2 Week
Turn Around
Week 5 - Package Artwork to printer
Package Art – 2 Week Production
o Print Proof Approval
Week 6 – List Deadlines
External List
Internal Lists
Do Not Mail/Current Member/Kill
Files
Data Process Begins – 1 Week Turn
Around
Week 7 - Final List Selection
Merge Purge Review
Final Lists Selection
o Past Performance
Week 8 - Mailing Services
Laser Printing/Personalization
Inserting
Postage
Delivery to post office
Things to Remember:
Consider upcoming events, exhibitions and seasons – Time Drops Accordingly!
Take into consideration the schedules and timing needed for organization approvals
Deadlines Deadlines Deadlines!
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