Case-by-Case Results
Strategy
Not Everyone in the Target Market is a Target
A PSA client proposed a direct marketing campaign to over 2,000,000 Hispanics in a major North American city. PSA Directo analyzed the proposal and the data underlying the assumptions and found that three quarters of this population were highly unlikely to respond to the offer. The strategy was reworked to include only this more precisely targeted audience. Result: 65 percent cost savings, significantly higher response rates, and increased ROI.
Data
How Many Proofs?
Want a challenge? Try doing what PSA did for one of its clients who required analysis and proofing for some 1800 laser proofs for a drop of 3,000,000 pieces. Flawless and on time – that’s PSA.
You Want it When?
In a deeply competitive environment a company was responding to market changes much too slowly to remain competitive. New marketing programs took months to launch, used multiple database vendors, and were subjected to a costly structured pricing schedule. The unsatisfactory result was draining marketing resources and failing to accomplish business goals.
PSA solution architects and technology team analyzed the situation and developed a web based database solution that allowed the client to respond to market changes in hours and launch new marketing programs within days. Result: Reduced cycle time, reduced cost, increased competitiveness, and complexity simplified.
Creative
How to Hit Multiple Targets Without Breaking the Bank
PSA worked with a banking client whose advertising agency developed an ambitious plan to hit over 900 distinct target audiences with a single campaign. Production creative costs were way out of budget. The PSA creative staff and project management team put their heads together and came up with a plan that leveraged production technology to drive costs down by over $380,000. The marketing initiative hit all its many targets precisely and PSA kept the budget in balance.
Too Much of a Good Thing Can be Costly
A PSA advertising agency client obtained the enviable task of creating over 200 newspaper ads every two weeks. With a staff of 35 the agency met expectations until the market changed and their client required 700 versions of the advertisements weekly. Using Marketing On Demand (MOD) solutions from PSA three designers are now able to generate the 700 versions in less than eight hours. Complexity simplified, ROI improved, case closed.
You Can’t Hold a TV Offer in Your Hand
The client’s agency developed a brilliant national direct response campaign for TV and radio but lacked the expertise to create a complementary direct marketing print component. PSA reviewed the campaign and developed a direct mail package that mirrored the electronic media campaign and resulted in a much more effective campaign – and significantly improved response rate.
Innovation
Only a Profitable Response is a Great Response
A PSA agency client created a direct marketing package that delivered excellent response – unfortunately the cost of the package nearly eliminated the profit margin. PSA stepped in with a redesigned package with a dozen innovative changes. The PSA design approximated the response from the original design and saves the happy PSA client over $6,000,000 a year.
Two Minus One Equals Three
A Banking Client of PSA was disappointed with declining responses to its control piece. To meet their budgets they added more and more recipient names. Their list broker was happy to oblige and their printer appreciated the additional volume.
After analyzing the data PSA took on the challenge and shocked the client with a solution that called for less, not more, mailings. The data showed that over 28 percent of the recipients did not qualify and would not respond to the offer. Mailing less however usually means per piece costs go up. PSA came up with a technology-based solution that drove the per-piece price down. Result: Postage not spent, Production costs down, ROI up – complexity simplified.
Sourcing
Do You Go Broke When Your Printer Does? Not with PSA.
Printers are going out of business at an alarming rate. These include both regional and national powerhouses in addition to the less well known. Sometimes these printers make arrangements to see to it that their clients are not impacted by their financial collapse but not always. Too often clients find themselves at the mercy of the same financial conditions afflicting their printing vendor.
PSA carefully monitors the financial stability of its production partners. It takes robust financial health to become a certified member of the Galileo Network. But achieving that status is not enough – even in these difficult financial times Galileo members are recertified annually. Each year a few members lose their prestigious membership due to declining financial stability. The standards are high for a very good reason – PSA takes responsibility for the continuing reliability of its partners in order to protect PSA clients.
Project Management
Big Savings from Smart Thinking
A high-end exclusive provider of USDA prime beef wanted to transition from paper gift certificates to gift cards. This e-retailer had no stores; they sold only in catalogues and online, which created marketing and creative challenges.
PSA researched the client’s culture, and business processes inside and out and put together different creative options.
The winning marketing package included a combination catalogue and gift card carrier. The carrier was launched in time for the 2008 winter holiday season, producing a 125% sales increase in gift cards over the traditional paper gift certificates of the previous year. The client will be launching two additional gift card options for the 2009 holiday season.
Production
Day One, National Launch, Mission-Critical Rebranding – Do you know where your direct marketing package is?
It was imperative for a PSA client to reach all its far-flung business units and customers with the same message on the same day. A new acquisition was being rebranded and repositioned, changes in the new image continued right up to the last moment. Production art was three weeks late. PSA utilized the nearly limitless resources of its Galileo Network to respond to the client needs. Multiple production facilities were called into play; a team of PSA project managers worked on site with the client and at each of the production facilities – the deadline was met, the results were right on target, and the project was under budget.
Logistics
There is More Than One Way to Optimize Postal Spend
A leading Medical Non-Profit Organization typically used traditional mail to send out their donor solicitations; they wanted to optimize postal spend in order to reduce costs and increase ROI.
PSA evaluated various ways to optimize postal spend compared to a traditional presort - including BMC/SCF optimization, BMC/SCF optimization with copalletization, and BMC/SCF optimization with copalletization and comingling.
Based on the over 2.7MM pieces in the mailing, PSA found savings of over $31,000 for BMC/SCF Optimization, over $55,500 for BMC/SCF with copalletization and $68,000 for BMC/SCF with copalletization and comingling.
You can Save My Company How Much?
A banking client of PSA created a high profile direct marketing package that delivered excellent response – unfortunately the cost of shipping the package was astronomical. PSA created a redesigned package that mimicked the original design but saved the client over $3.00 in shipping costs per piece! PSA’s design delivered identical responses from the original design and saved the happy PSA client over $6,900,000 in that mailing alone.
Analytics
You Can’t Manage What You Can’t Measure
A large insurance company was experiencing difficulties validating input and output data counts specific to SOP requirements which hindered the confirmation of appropriate record distribution across package codes.
PSA modified the programming to provide a report on Pre-Cass promo code counts for approval prior to any data processing, post pre-sort package for approval after data processing, and reports that provided a file of all records that dropped out between the Pre-Cass report and the Post Pre-sort report.
PSA provided a step-by-step approval process during the data processing procedures and was able to accurately confirm record distribution across package codes.