Randy is the Vice
President of Marketing for a national medical supply company. One of his
department's responsibilities is to provide customized marketing
collateral to support the efforts of the national sales force.
As a devoted team
of marketing professionals, his staff has fallen into a pattern of
fielding telephone call requests, creating customized graphic
presentations, printing individual posters and fliers on the office
laser printer and overnighting the materials. The staff had become
"printers" and no longer had the time to focus on strategic business
Randy was faced
with the challenge of continuing to provide scalable resources to
the sales force, while refocusing the efforts of his staff on
strategic measures. A colleague recommended the services of Harris
Interactive Media to engineer a method for improved process
management. With a standard set of product offerings and an adequate
sampling of requests, the first step was to organize a template.
Given the geographic diversity of the sales force, the most
efficient medium of access was the Internet. A website was created
that enables the sales representatives to peruse a catalog of 36
different templates via Online Collateral Management (OCM).
representatives browse the online catalog, select and configure the
items they want, review an online proof and place their order for
printing. The requests are automatically scheduled, the formatted
files are placed in a queue, printed and shipped within 48 hours.
Randy's staff is
back on strategy building activity instead of handling printing
requests. The sales representatives enjoy the ability to customize their
collateral, while the marketing group maintains content integrity of the
message. Production costs have been reduced and preprinted inventory
along with storage fees have been eliminated.