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Web-to-print is transforming the way that marketers, from the smallest to the largest, are viewing print. No longer restricted to online print ordering, technology is radically transforming companies' marketing strategies, offering them everything from centralized brand and document management to 100% personalized and customized marketing collateral with the potential to revolutionize how they communicate with customers.

The education process on Web-to-Print can be tricky, however. What exactly is “Web-to-print” and how do you get your mind around it? Is it production technology? Is it marketing? Is it static? Is it 1:1 and personalized print? Printers often don't know how to get started educating their customers and prospects. Marketers don't always know where to go for the most reliable information.

“Web-to-Print: Transforming Print Management and Marketing,” part of the Marketer's Primer Series, is designed as a standalone primer or as a plug-and-play tool for educating your employees, customers, and prospects. Single-site, enterprise, and vendor/association licenses enable distribution within your company and, for printers, service providers, and vendors, to existing customers. Portions of the content may also be used in sales presentations, seminars, prospecting newsletters, and other marketing touches.

Without over-simplifying, the report provides the basics of Web-to-print as a tool for overhauling document management, marketing, and branding. It examines how Web-to-print is reshaping print marketing by changing cost structures, changing document management models, and driving customization and personalization.

Points are illustrated using best-in-class case studies, hypotheticals, and graphics from actual campaigns in key application categories, including…

* short-run printing and versioning;
* customized marketing collateral with centralized, online control;
* one-off, personalized follow-ups;
* user-generated personalization;
* automated fulfillment;
* true 1:1 print personalization

Report concludes with best practices and strategies for success.

Report Quick Stats:

* 47 pages
* 14 graphics, including sample Web-to-print dashboards, images from real Web-to-print marketing pieces, and pie charts showing industry adoption.
* training and education licenses available for distribution within your company to train your sales force, marketing staff, and customer service reps

Report Content:

The report is broken down into five sections:

Section 1: Defining Web-to-print and look at the major impact it can have on your business.

Section 2: Implications of these capabilities and how they change the way marketers think about their marketing, their cost structures, and even the way they grow their businesses.

Section 3: Key production and implementation issues, including whether or not to bring a W2P solution in-house or outsource it to a printer or marketing services provider. It also addresses concerns about transitioning to digital print.

Section 4: Collection of “best in class” case studies on Web-to-print, broken down by application category, including short-run printing and versioning, customized marketing collateral with centralized, online control, one-off, personalized follow-ups; user-generated personalization; automated fulfillment; and true 1:1 print personalization.

Section 5: Conclusions and wrap up, with some key best practices to help you make the most of any Web-to-print investment.

TABLE OF CONTENTS

Introduction 7

Who’s Using Web-to-Print? 7
Capitalizing on Web-to-Print 8
Restructuring Your Thought Process 9

Section 1: Web-to-Print Basics 12

Defining Web-to-Print 12
Narrowing In: Areas of Biggest Marketing Impact 14
Branded and Permissions-Based Access 14
Centralized User Permissions 15
Central Document Repository 17
Full-Blown Personalization 17
One-Off Personalization 19
Cross-Channel Marketing 19
Simplified Re-Sizing and Repurposing 21
Third-Party Plug-Ins 22
Calculating the Bottom-Line Benefits 22
Time Savings 22
Reduction in Fulfillment Errors 22
Reduction or elimination of error and duplication in design 23
Savings in print and postage costs 23
Faster response time 23
Boosting revenues through relevance 23
Administrative cost reductions 24
Greening your printing 24
Case Studies to Drive It Home 24

Section 2: Changing Business Models 27

Transition to JIT and POD environment 27
Simplifying Targeting 28
Decentralized Marketing 28
Personalized Attention 29
Integration with Multi-Channel Marketing 30
Consistency of Output 32
Green Printing 32

Section 3: Production & Implementation Issues 34

Cost 34
Getting the Buy-In 34
Digital or Offset? 35
Range of Applications 35
Insourcing or Outsourcing the W2P Component? 36
Addressing Digital Press Concerns 37

Section 4: Case Studies in Web-to-Print 40

Application Categories 40
Short-Run Printing & Versioning 40
Customized Marketing Collateral With Centralized, Online
Control
42
One-Off, Personalized Follow-Ups 45
User-Generated Personalization & Fulfillment 46
Automated Fulfillment 48
1:1 Print Personalization 49
What About Databases? 51
Publishing 52
Self-publishing 53
Small, POD Publishers 53
Large, Traditional Publishers 54
Other Publishing 55
Advertising Repurposing 55
Section 5: Critical Success Factors 58
Learning From Those Who’ve Been There 58
For Further Reference 61

About Heidi Tolliver-Nigro 64

TABLE OF GRAPHICS

Printers Offering Web-to-Print Services and the Types of Services
Offered
8
Sample: Web-to-Print Dashboard – 1 10
Sample: Dashboard for a Triggered Multi-Channel, Multi-Touch
Campaign
13
Sample: Web-to-Print Dashboard – 2 15
Sample: Web-to-Print Dashboard – 3 16
Sample: Customizable Web-to-Print Template 18
Sample: Real-Time, Central Dashboard 20
Sample: Customize, Re-Load, Proof 21
Sample: Culinary Inspirations Personalized Mailer 25
What Is Your Preferred Method of Contact for Marketing and
Promotional Purposes?
28
Sample: Personalized URL, 1:1-Driven Follow-Ups 31
Sample: DSM Composite Resins Quarterly Segmented Newsletter 41
Sample: Howard Hanna Real Estate Direct Mailer 43
Sample: Polaris Personalized Follow-Up 45
Sample: Huntington College Personalized Follow-Up 47
Sample: Jay Pontiac-Buick Personalized Mailer 50
Which Type of Hard Copy Direct Mail Would You Prefer to Receive? 52
Sample: Strong Tower Publishing Dashboard 54
Sample: Re-Sizing of a Print Ad Using Web-to-Print 57