1. Marketing Through
Personalized Printing
& Variable Data
Kelly Chapman
Digital Print Production Coordinator

2. What is Variable Data Printing?
• Variable data printing • VDP can incorporate
(VDP) is the ability to customized text, charts,
merge a templated page colors, logos, headlines,
layout with a variety of and other page elements.
customized page Thus you can in turn
elements. create individualized
Letterhead
brochures, catalogs, and
Address
Salutation
direct-mail pieces for
high-impact, 1:1
Body Text
marketing and other
Signature communications.
Eric J. Adams, Personalized Printing for Less, Publish.com

3. Benefits of Variable Data/
Direct Mail Printing
• The Rochester Institute of Technology and
several marketing organizations have
found that personalization is more
effective than forms of mass
communication.
– Response rate avg. increase 34%
– Response time increase 35%

4. Types of Variable Data Printing
• Transactional or statement printing
– Accounts Receivable Bills, W-2’s
• Basic Mail Merge
– Merge letters, addressing postcards, flyers
• 1:1 Marketing Applications
– Informational brochures, newsletters,
donor letters, catalogues

5. Numbering
Sequential Numbering
Tickets,
Surveys,
ID Cards

6. Postcards
Addressing

7. Newsletters Mailing Permit
We can address, attach
mailing permits, saddle-
stitch, fold, and
mail your newsletters
Bar-coded (multiple pages even!)
Address

8. Merge Letters
Letterhead
Address
Salutation
Personalized
Signature

9. 1:1 Marketing –
Printing for an Audience of One
• Variable data marketing works by
recognizing the relevant differences
between people and matching them to
appropriate content and presentation.
Student #1, Lisa
- Interested in Art
- Planning on
starting school Student #2, John
in Fall
- Interested in
Business
- Planning on
starting school
in Spring

10. Sample Project
First_Name Last_Name Enrollment_Term Major_Interest
Database
Lisa Johnson Fall Art
John Doe Spring Business
Kelly Chapman Summer Liberal Arts
Joe Schmoe Fall Engineering Finished Pieces
Susie Smith Winter Mathematics

11. Clean up Your Database –
“Garbage In, Garbage Out”
• If you’re going to build • Tips for cleaning
a document based on databases:
a database, the – Make sure your field
quality of the names are accurate
information that – Eliminate duplicate
appears in the records
document is only as – Correct invalid
good as the database information
itself. – Check spelling

12. Interested? Let us help!
• Start brainstorming! What is my….
– Target audience?
– The aim of my message?
– My budget?
• Call us – we’re here to help!
– Database/Mailing Questions
• Creg Arnold (after 12/20/04)
mailing.services@oregonstate.edu
– Print Merge & Design Questions
• Kelly Chapman, 7-3984
kelly.chapman@oregonstate.edu