Openfirst Installs Three HP Indigo Press 5000s
In its Milwaukee facility, the new presses are fully integrated with a proprietary workflow management system. Openfirst lowers traditional statement cost centers by adding third-party advertisers, such as service recommendations from local dealerships appearing on a major luxury car manufacturer’s finance statements. Other unified marketing solutions in development at Openfirst include highly personalized sales collateral for one of the country’s largest insurance firms, and data-driven trigger marketing for a prominent national bankcard.
“HP digital technology is central to our set of solutions and allows us to provide graphics and text customized literally one to one,” said Richard Zagorski, senior vice president, sales and marketing, Openfirst. “The ability for clients to stream data to us in an open-architecture environment, and our ability to execute this relevant messaging in a highly accurate manner, within a very short cycle time, is the core of our value proposition.”
When Openfirst was shopping for a digital press that could make its marketing services plans a reality, the expertise offered by HP’s technical and marketing support staff helped clinch the deal.
“What we like about HP – and we did our due diligence – is that the support network is phenomenal,” Zagorski said. “HP’s marketing department has been tremendous in helping us strategize how to present the benefits of data-driven personalization to our customers. That’s important to us, because you can’t sell this on a cost per piece basis; you have to talk about the cost savings per order. If you do it right, if you design it the right way and communicate the relevant messaging to the right person, you’ve created the opportunity for much higher response rates.”
HP is a technology solutions provider to consumers, businesses and institutions globally. The company’s offerings span IT infrastructure, global services, business and home computing, and imaging and printing. For the four fiscal quarters ended July 31, 2006, HP revenue totaled $90.0 billion. More information about HP (NYSE, Nasdaq: HPQ) is available at www.hp.com.