TransPromo Special Report — TransPromo Communications: More Than a Pretty Statement
According to Kananowicz, “Based on the mailings of a number of organizations, TransPromo could, and should, become transeducational. It is the combination of blending statement information with valuable educational information to enhance customer loyalty and, in some instances, provide a soft cross-selling approach.”
In one instance, a leader in the defined contribution retirement planning industry decided to combine a traditional litho newsletter with its quarterly transactional document. In the past, the company produced a quarterly statement that was printed in monochrome on plain white paper and averaged nine to 12 pages.
In addition, the company produced two quarterly newsletters—one for plan sponsors and another for plan participants. They were litho printed and mailed in bulk to plan sponsors, who then distributed the newsletters to individual plan participants at their discretion. Most newsletters were four pages, but some were as many as eight pages. There was no customization; all plan participants received the exact same document.
In light of the availability of new technologies, the company re-evaluated this approach. The statement was redesigned as a full-color application and streamlined to a two-page summary. This shorter version summarized key information, emphasized results using full-color charts and coding schemes, and added messages to help plan participants make informed decisions about their investments.
The four- to eight-page, litho-printed newsletter was transformed into a two-page, digitally printed version. Those two pages became pages three and four of the new communication. The key difference was that content was no longer static—the digital content could be versioned according to plan type, and the content was personalized.
The real benefit for the client was more for less. The cost of litho printing, shipping, processing and distributing the newsletter was eliminated. Postage was almost cut in half, since the new combo mails at less than an ounce. Call center volume was reduced, resulting in shorter wait times and eliminating the need to add staff. The newsletter information had a guaranteed and timely distribution since it was now mailed directly to plan participants. Finally, while the cost of full-color digital printing is more on a per-image or per-page basis, the page count was cut in half. A transaction document was transformed into a “transeducational” offering.
- People:
- Field Marianne Gaige
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 barb@pellowandpartners.com (Mobile, 585-734-2228)
