TransPromo Special Report — TransPromo Communications: More Than a Pretty Statement
“We use customer data as a way to make our offers more relevant,” he says. “Printing them in full color enhances the bill and helps distinguish us in the marketplace. We believe that our invoice is the one consistent touch we have with our customers every single month.”
Cathedral has continuously expanded its Trans-Promo capabilities and today offers the Essentials line of printed and electronic financial communication programs, personalized direct mail and e-marketing services. This includes the analysis and application of customer data to create transpromo checks, statements, invoices, highly targeted direct mail and a wide range of customer care communications.
According to Gaige, “We target companies and organizations that view their customers as members. Credit unions, not-for-profits, higher education institutions and many for-profit businesses treat their constituencies as though they are special associates of the organization. They want a relationship based on trust and a higher level of intimacy.
“We work with clients to sub-segment their market for maximum returns,” she continues. “With the targeting that we do for our customers, we may have 57 different segments by school or department. The more personalized, the better. A run of 180,000 could have 80 different segments.”
Gaige sums up her view of TransPromo as “where you have a relationship with a client and you treat them like they are a member of a special club.”
Transpromotional . . . Transeducational
DST Output reaches every home and every business with technology-driven customer communication solutions. Every month, the company prints, mails and electronically delivers more than 200 million bills, statements, marketing materials, policy statements, explanations of benefits and other business-critical customer communications. Cheryl Kananowicz, DST’s vice president of sales and corporate communications, shares the perspective that the market needs to define TransPromo as more than a marketing message on a statement.
A digital printing and publishing pioneer and marketing expert, Barbara Pellow helps companies develop multi-media strategies that ride the information wave whether it is developing a strategy to launch a new product, building a strategic marketing plan or educating your sales force on how to deliver an effective value proposition. She brings the knowledge and skills to help companies expand and grow business opportunity. Barb has had a number of high-profile marketing and sales positions including Chief Marketing Officer for the Kodak Graphic Communications Group, Corporate Vice President of Marketing for IKON Office Solutions, and Vice President and General Manager for the Xerox Document Production Systems Group. She also served as the Gannett chair in integrated publishing sciences in Rochester Institute of Technology's (RIT) School of Printing Management and Sciences (SPMS). Most recently, Barb was the Group Director for Business Development at InfoTrends. She is currently the Manager of Pellow and Partners, LLC.
Barb can be reached via email at firstname.lastname@example.org (Mobile, 585-734-2228)