Recently DSM Composite Resins, European market leader in structural resins, recognized that they had a significant collateral management problem. For a variety of reasons including mergers, acquisitions and product changes, their printed material quickly became outdated and obsolete. Equally troubling to the firm was the fact that large amounts of collateral material was being discarded without ever being used.

Objectives

• Provide up-to-date material in all relevant languages
• Reduce waste and offset printing costs
• Reduce design costs through Publishing-on-Demand technology
• Customize and localize information to match audience needs

Significant results reported

• DSM experienced a 70% reduction in print costs by eliminating overstocking and on-demand costs
• Design-to-Print costs fell by 60% because of the use of templates with effective content management rather than the conventional process
• Copy writing time is 20% faster, because only a limited amount of translation and customization needs to be reviewed
• DSM has not been able to quantify the benefit of the more proactive and diverse range of applications of collateral, but they say it's significant

DSM sales teams work with clients in changing and dynamic international markets. Historically, DSM utilized an optimized offset printing solution.  A system they described as very conventional.  The downside to this solution was two fold; collateral was highly 'perishable' and very limited diversification. Most collateral was only published in English. 

To solve these challenges, Cordeo proposed the development of a 'publish on demand' (POD) system to enable DSM to create brochures with significant levels of variability for text and image components. As part of this POD system, Cordeo also developed a marketing portal with additional functionality to manage online all collateral.

Operationally, the process creates a very smooth and seamless experience.  From  design files, templates are created that are loaded on the marketing portal. DSM sales personnel can access the portal via the Internet. With these templates, DSM can quicly create new files such as translations and localisations, numerous product line-specific images, and open text portions to enter customized information specific to the local market The templates, images, and prior developed text blocks are all managed within the XLdoc Content Manager.

All print ready files are stored in the XLdoc Document Ordering module, which is integrated with the Content Manager. At this point, sales and marketing personnel from DSM can specify quantities and locations for the distribution of the ordered materials.  This system interfaces directly with the printer of choice through Ted Gigaprint’s DocuTraffic order system.

When a DSM representative has completed their online order request, the XLdoc Document Ordering application generates an XML order that supplies the DocuTraffic order management system of Ted-Gigaprint with all order information. The high resolution, print ready PDF file will be automatically downloaded form Cordeo’s ftp server. Additionally, DocuTraffic helps Ted-Gigaprint manage total workflow of all DSM projects in terms of priority, logistics, and costing.  The added benefit is that DocuTraffic allows the client and agency to track the project status online.

As a result of this program installation, DSM Composite Resins has realized improvements in cost and time savings as well as marketing activity.  Cost savings result from fewer interactions with designers and much less wasted collateral stock.  Timewise, they no longer need to go back and forth with copy writers, designers, and coordinators. Marketing demonstrates one of the greatest benefits as DSM's Kadri Vunder Fontana commented: "because the creation process is so easy we are more proactive in customizing our marketing materials to our clients in ways never previously imagined."

DSM Composite Resins

DSM Composite Resins is the European market leader in innovative unsaturated polyester resins, high performance gelcoats, and sizings & binders to industrial customers. It is part of DSM, a global producer of high quality biotechnological and chemical products for the life science industry and specialty materials markets.

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