CASE STUDIES
Challenge:
LNP Media Group’s total market coverage (TMC) product, Pocket, is a weekly zoned mailing of circulars to over 100,000 addresses in Lancaster County. Pocket is a highly effective product for advertisers. However, in the first year of its existence, high costs and slow service from the previous printer made Pocket unprofitable for LNP Media Group. LNP Media Group needed a printing and mailing facility to handle this challenging product at an affordable price.
Pocket Requires:
Printing
Weekly printing of the Pocket jacket, with different ads each week. The jacket is printed on Mondays and delivered to homes (with insertions) the following Wednesday.
Insertion
There can be upwards of 10 different circulars per week, all with different insertion zone requirements.
Addressing/Labeling
The previous printer printed addresses on labels then applied the labels to the jacket. Susquehanna Printing switched to inkjetting the addresses directly on the jacket.
Mailing
Pocket must be mailed on time to be in-home every Wednesday of the year. Address data is sorted by carrier route and delivered to multiple local post offices.
Results:
Susquehanna Printing was able to reduce the cost per piece by 50%, from 10 cents to 5 cents per piece, through greater efficiencies in all areas.
%
Reduced Cost Per Piece
Some of the cost savings provided by Susquehanna Printing include:
Printing
Changed from 60# coated paper to 50# insert jacket paper.
Insertion
Automated the insertion process using the high-speed Alphaline inserter. The previous printer had used temp workers to do manual insertion.
Addressing/Labeling
The previous printer printed addresses on labels then applied the labels to the jacket. Susquehanna Printing switched to inkjetting the addresses directly on the jacket.
Mailing
Susquehanna Printing was able to reduce annual postage costs for Pocket by $40,000 due to the knowledge and experience of their mailing team members. And, because Susquehanna Printing has an on-site Detached Mail Unit (DMU) and an on-site postal clerk, they are able to certify the mailing in-house. This means Susquehanna Printing delivers pre-certified pallets of Pocket to multiple post offices (DDU’s) in Lancaster County, ready to go directly into the mail stream.
In addition to the cost savings, Susquehanna Printing also lightened the workload for LNP Media Group staff by handling do-not-mail requests and by instituting quarterly list updates for delivery sequence file (DSF) processing. The previous printer had required LNP Media Group to manage do-not mails and also required weekly file uploads and did not do DSF processing.
The switch to Susquehanna Printing made Pocket profitable, while relieving workload on LNP Media Group staff, making this project a complete success.
Distribution
Our direct mail team can assist you with choosing the best postal delivery option for your campaign to ensure timeliest delivery with greatest cost savings. If you don’t have your own mailing list, we can procure a highly targeted list of relevant recipients who will be interested in your message. Whether you are mailing locally, in Lancaster County PA, or mailing nationally, our team will ensure the best possible postal process for your postcard campaign.
