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Session Descriptions
Track 1: Is TransPromo Right for
My Organization?
Session 1: TransPromo 101
“TransPromo” is a new concept that is generating a lot of buzz. But,
what is TransPromo exactly? Why is it something you should consider?
And why should it be important to you now? In this session speakers
will define the TransPromo opportunity giving attendees a deeper
understanding of its reach, its cost-savings benefits, and the
revenue generation opportunity.
Speakers: Mike O'Leary, Director of
Document Outsourcing, InfoTrends
Matt Swain, Senior Research Analyst, InfoTrends
Session 3: TransPromo – The
Extended Definition
TransPromo messaging can be promotional, as the name suggests;
however, it can also be educational, informational, serve as a
notification, or be used as a custom publishing platform.
One
company that is using TransPromo beyond the “promo” is Sun Life
Financial. Using Prinova’s Integrated ApproachTM
and
messagepointTM
marketing message management software solution, Sun Life Financial
created “my statement”, a full-color, personalized retirement plan
statement that provides members with a clear, concise snapshot of
their plan. Attend this session to hear from Nick Romano, President
& CEO of Prinova and Nadia Darwish, VP Client Relations &
Educational Services of Sun Life Financial on how TransPromo
communications can be used to enhance customer correspondence.
Speakers: Nick Romano, President & CEO,
Prinova
Nadia Darwish, VP Client Relations & Educational Services, Sun Life
Financial
Session 5: What Does a TransPromo
Strategy Look Like?
If you add TransPromo into the marketing mix, how would you
integrate it? You would likely start by laying out a TransPromo
strategy. In this session, speakers will provide sample TransPromo
strategies and explain the factors that played a part in the
strategy design.
Speakers: Chris Nicholson, Director
Strategic Communications, Humana
Pat McGrew, Data-Driven Communication Segment Evangelist, Kodak
Session 7: Understanding Data
When collected and used correctly, data can be a powerful tool.
Understanding the data that drives TransPromo, and the resulting
personalization opportunities is imperative to campaign
effectiveness. This session will focus on important considerations
when deciding which customer information to collect, how to append
data to increase relevance of the offer, and real-world examples
from a company that has increased its return on investment through a
better understanding of data.
Speaker: Kevin Klein, Director Production
Intelligence Consulting, Pitney Bowes Emtex Software
Alan Kraft, President, Media Horizon Management
Session 9: Enabling Multi-Channel
Communications Using Quick Response Codes
Today’s consumer is inundated with marketing messages. A successful
marketer needs to use a combination of channels to be most
effective. Blending print, Web, and e-mail, and even mobile devices
together in an integrated TransPromo campaign allows marketers to
collect more customer data for use in the next stage, track
responses with personalized URLs, and learn which channel is most
likely to generate results. This session focuses on effectively
using TransPromo as a multi-channel enabler.
Speaker: Joe Barber, Chief QR Officer, COPI
Session 11: Color, and the Indirect
Route of Persuasion
Color has been proven to increase participation, enhance learning,
and increase a consumer’s willingness to read. The proper use of
color in your TransPromo documents requires an understanding of why
and how color works. Too much color can be distracting and make a
statement look more like an over-the-top advertisement. Not enough
color and you miss out on its attention grabbing advantages. This
session will provide a brief overview of how color influences
behavior and how marketers can take advantage of those innate
responses to drive results.
Speakers: Mike Bryant, Marketing Analytics
Practicing Leader, InfoPrint Solutions
Teresa Zweiner, Vice President of Product Management, Output
Solutions, CSG Systems
Session 13: The SMB Market: Does
TransPromo Fit?
Many think of TransPromo as something that can only be implemented
within large corporations. However, there are thousands of small-
and medium-sized businesses that send out bills and statements each
month that can reap the benefits from implementing TransPromo into
their communications strategy, from doctors to local auto repair
shops. This market presents an opportunity for service providers
interested in getting into TransPromo, as well as software vendors.
This session will include insight from businesses, service
providers, and vendors on how TransPromo can be effective for small-
and medium-sized businesses.
Speakers: David Murphy, VP of Marketing,
RISO
Mike Beard, Director of Sales, ObjectifLune
Session 15: Opportunities in
e-Presentment
TransPromo is not relegated to print. In fact, as companies migrate
to a TransPromo approach in print, they are also making the shift in
their electronic documents. A great example of this is Mercedes-Benz
Financial, who pushed the envelope in bringing full color statements
to their entire customer base as an early adopter to ink jet
technology, as well as being the first auto financing company to
offer “push” access to e-bills using secure email delivery
technology that attaches a password-protected statement to an email.
Attend this session to learn how Mercedes-Benz Financial amplifies
their exceptional brand experience through statement delivery
options, the look and feel of the statements and the offers
presented. Those that are interested in electronic billing and
secure email delivery will particularly find this session useful.
Speakers: Debbie Miglaw, Director Product
Management, DST Output
Session 17: The Outsourcing Option
To Outsource or Not to Outsource?... that is the question. Producing
TransPromo documents in-house requires careful evaluation of
existing document management and production processes – not only in
terms of dollars, but also in terms of time, human resources,
equipment resources and physical resources. Partnering with an
outside provider to produce your TransPromo documents can provide
tactical and strategic advantages. This session will discuss the
outsourcing opportunity, discuss important questions to ask when
making the outsourcing decision, and provide insight on how to be
successful with an outsourcing partner.
Moderator: Frank Casale, Founder & CEO, The
Outsourcing Institute
Speakers: William Chan, Billing Manager, Broadview
Tom Prendergast, Operations Manager, NEC Financial
Track 2: Executing TransPromo
Session 2: Organizational
Alignment: The Decision-Making Process
Before deciding to launch a TransPromo initiative, you will need the
support of several key resources throughout your organization. Two
departments that don’t always have much interaction with each other–
marketing and information technology – will need to work together.
In addition, TransPromo touches data analytics, design, operations,
production, and certainly your company’s executive team. This
session will outline who to engage, how to approach them, and
ultimately, best practices for achieving organizational alignment.
Speakers: Danny Mertens, Business
Development Manager, Xeikon
Per Larrson, Parajett
Session 4: Defining Business
Objectives
Once you have made the decision to move forward with TransPromo, it
is important to define your company’s business objectives. Often, a
leading justification for migrating to TransPromo communications is
an overall reduction in cost with a simultaneous increase in the
campaign effectiveness. In the case of Broadview Networks, one key
business objective was to create a seamless branding transition from
their prior corporate identity to the new Broadview Networks brand.
Attend this session to learn about general strategies for defining
TransPromo business objectives and then hear directly from Broadview
Networks on their successes with TransPromo as a viable solution.
Speakers: Larry Beasley, Vice President of
Marketing and Corporate Planning, Cathedral Corporation
William Chan, Billing Manager, Broadview
Session 6: Data Protection and
Privacy Considerations
Data is essential to making TransPromo communications personalized
and relevant for the recipient, but what are key considerations when
using customer data? What information should be used for relevant
messaging and when does it go to far and make consumers
uncomfortable? This session will highlight an organization with
expertise on effectively using sensitive customer data for
TransPromo communications while adhering to important data
protection and privacy guidelines.
Speaker:
Jerry Cerasale, VP of Government Affairs, DMA
Session 8: Analysis of Current
Communications: Building a Message Matrix
Marketers strive to remain in constant communication with their
customers using both direct and mass marketing, but typical
marketing campaigns don’t always work. Because 95% of transaction
documents are opened and reviewed, TransPromo communications offer
an opportunity to reach your customers on established intervals. For
instance, as a telecommunications company, you know when your
customer’s service contract is due for renewal, so you can begin the
customer retention messaging through on-statement promotions. This
session will demonstrate how to build a message matrix to optimize
relevance through intelligent timing of TransPromo messaging.
Speaker: Mike Goodnough, Principal, Emerge
Partner
Session 10: An Offer Strategy that
Works
Traditional inserts are more easily dismissed as advertising than a
message printed beside personal information from a trusted source.
Because of this, marketers need to adjust their offer strategies
appropriately. This session will focus on building targeted messages
that will make TransPromo messaging effective as an educational,
informational, and promotional delivery form.
Speakers: Rich Hoffman, VP of Technical &
Operations, OSG Billing
Tom Prendergast, Operations Manager, NEC Financial
Session 12: Design Considerations
for TransPromo
The success of TransPromo is as much about the document design as
anything. The critical information needs to be easy to find, with an
appropriate balance between statement messaging and white space
management. This session will focus on key design considerations to
optimize the effectiveness of TransPromo documents.
Speakers: Elizabeth Gooding, Insight Forums
Steve Keca, Director Product Development, RR Donnelley
Peter Karavos, President & CEO, Simplified Communications
Session 14: Managing TransPromo
Good project management is an integral part of the success of any
campaign launch, and implementing TransPromo is no different. The
project manager will need to work with all related facets of the
effort to keep the implementation running smoothly. This session
will focus on how to effective management of a single TransPromo
effort, as well as management of an ongoing campaign.
Speakers:
Fernando Alperowitch, HP
Hynde Fonseca Neto, Account Project Manager, Bradesco
Session 16: TransPromo Bringing it
All Together
Join Don
McKenzie, President & CEO of Direct Group, in this dynamic session
on how the Direct Group is leveraging the latest technologies
available – including new inkjet variable MICR printing capabilities
– that allow marketers to fully capitalize on the potential of
TransPromo marketing. He will address the challenges and
opportunities marketers encounter when integrating TransPromo into
their multichannel marketing campaigns, and share some examples of
successful TransPromo initiatives.
Speakers:
Don McKenzie, President & CEO,
Direct Group
Guy Broadhurst, Oce
Session 18: Tools and Technologies
for the Future
Now that we have an understanding of what technology is here today,
and how to implement it, let’s look at some of the tools and
technologies that will bring us to the next level of TransPromo.
This session will focus on how to augment your TransPromo campaigns
with technologies that are just taking off.
Speaker: Jim Hamilton, Group Director,
InfoTrends
Alex Sumarta, Director, InfoTrends
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