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Greater New York PCC January 19, 2011 . Jody Berenblatt. In 2007, HACOA introduced $300 DIY keyboard: saw included. Who are you ?. Where you stand depends on where you sit?. The Knowledge Leak . Organizational Assets Relational Capital: suppliers, partners, clients

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Presentation Transcript
who are you
Who are you ?

Where you stand depends on where you sit?

the knowledge leak
The Knowledge Leak
  • Organizational Assets
    • Relational Capital: suppliers, partners, clients
    • Organizational Capital: collective know-how (systems, policies, intellectual property)
    • Human Capital: the sum total of useful knowledge of individual employees

Source: The Wright Stuff, Insight2foresight.com

Formerly Head of Innovation for Royal Mail

operational partnership
Prepare the Mailing File

Name and Address for Production

Mail.dat or Postal Wizard for USPS Mail Acceptance

Design the Mailpiece/Parcel with postal mailing category in mind.

Mail Tracking, Reporting & Reconciliation

Operational Partnership

Trust

slide10
What ?
  • List Brokerage
  • Merge/Purge, CRM, DB host
  • Software as a Service
  • Art/Copy, Creative Agency
  • Paper Merchant
  • Printer/Mailshop/Trucker
  • Mail Tracking
  • Return Mail
slide11
How ?
  • How many different categories of companies and how many different actual companies are involved in one direct mail campaign – it can range from one to very many.
  • The Mail Owner needs to designate an entity to orchestrate the information flow process so that all interdependencies are identified and managed for each mailing
better faster cheaper
Better, Faster, Cheaper
  • Is it better, faster, or cheaper to find an external source?
    • Internal sources may be your only choice.
  • Sometimes you can get better responsiveness from external suppliers than you can from internal resources.
    • Insourcing is the ultimate in taking ownership
stay focused
Stay Focused

How to stay on course amidst considerable turnover in people, in ideas ?

Educate/Level set new stakeholders

Getting the buy-in “What’s in it for them ?”

Everything takes longer than you think it will…

Project Management. Open up new Lines of Communication.

Regularly report out status to stakeholders and management

In a tumltuous uncertain world, we need to support the business while staying in sync with the evolution of the USPS (strategically, operationally and technically).

slide17
http://www.slideshare.net/MediaFront/2011-things-to-think-about-for-brands-and-marketershttp://www.slideshare.net/MediaFront/2011-things-to-think-about-for-brands-and-marketers
    • Ted.com (slide 22)
  • http://www.slideshare.net/polarpaul/creative-direct-mail