Variable Data Printing

Globalization, technology, and the Internet have led to a dramatic shift in strategy toward the integration of the many forms that media can take in an effort to better serve customer requirements and to continue engaging customers in ways that appeal to them. QR codes on print material would be one example of integrated marketing to be used by a local hospital, Thomas Jefferson University Hospital.

How Thomas Jefferson University Hospital is using Integrated Marketing

Jeff, a leading health care provider in Philadelphia, is showing the way again with the development of a mobile website to help their patients make an appointment, get to the appointment with directions to their many locations, find parking, restaurants, local attractions and more. Their mobile website is content rich, consumer-friendly and very convenient. Driving potential consumers to the mobile website is done by integrating print advertising and QR code technology.

A QR code is a 2 dimensional bar code that can contain a URL or other information and can be read by a smartphone, camera phone, some web cams on laptops and other mobile devices. It links the printed page with electronic media. Download a mobile barcode reading application to your phone, scan the code with the camera on your mobile device; it reads the information and takes you to their mobile website.

Jefferson places QR codes in ads and on printed materials to make it easier for their patients to get information they need quickly with the convenience of viewing it on their mobile phone – anytime, any place.

Need directions? Trying to find parking? Looking for something to eat around the area? Go to http://www.jeffersonhospital.org/mobile/ and see all of this information and much more now available to view on your mobile smartphone.

This is the last topic of our series about Variable Marketing and it’s probably one of the most complex. Keeping up with the mail requirements at the U.S. Postal Services can definitely be a daunting task. So, our final tip is to make sure you understand U.S. Postal Service Mail Requirements.

TIP #12: Understanding U.S Postal Services Mail Requirements.

Tying it all together and making sure all of the details work cohesively takes experience and up-to-date knowledge of the industry. It’s important to choose a printing company, like CRW Graphics, that maintains this knowledge to ensure prompt distribution of your marketing piece, as well as being able to save money on mass mailings in a variety of ways.

One example of the USPS requirements is for records to be delivered in zip code order. So how do you accomplish that? Your printer can do this by printing the pieces in zip code order and keeping them that way. If your project is not being delivered via the U.S. Mail, your project still might need to be organized in some way, like alphabetically for easy distribution at an event. This can be done prior to the printing so when the finished project comes out it’s organized intelligently for you. Saves time. Saves money.

Another big misunderstanding that often gets missed during the design process is that the piece doesn’t fit the USPS size specifications and the post office won’t mail it or the cost to mail it that way increases exorbitantly. Working with a direct mail shop that maintains the USPS mail requirements is important. Utilize your mail shop’s knowledge to avoid any possible errors on your end before you start designing the project. It’s always great to run the concept by different departments prior to designing and implementing the project because it allows you to gain valuable and accurate insight that can add or take away from the effectiveness of the piece. But at least you can fix or improve it before going to production.