Definition:
Increased document value through personalization, customization and rich graphic design The VIPP application was developed in the Lytrod Software’s Proform Designer, the leading GUI in Xerox’s VIPP Made Easy workflow. The Lytrod DeskTop Designer was used to easily and rapidly create the data-driven “template” that VIPP will use in production to create each targeted recipient’s message for the retailer’s personalized marketing campaign. This full-color, one-page, 8-1/2 x 11” tumble-duplex application includes rich, high-resolution, variable graphics that are customized for each recipient.

Business Problem:
Auto dealership needs an effective direct mail piece that combines high-quality manufacturer’s graphics and text with information about local prospects and customers. The company is also seeking increased returns on their investments in direct mail campaigns

Business Process:
With the Lytrod Designers, users can quickly set up conditional logic that calls and assembles text, photos and graphics to create a customized mailer that markets to an audience of one. The marketing concept involves three car brands: Avari, Tamer and Mitro. The mailers contain content from two sources: manufacturer and dealer. The manufacturer provides car images, branding and logo, headline and sub-head copy and car description. The dealer data includes customer name and address, leasing plan options and pricing, incentives, location map, leasing manager photo and contact information, and dealer logo. This personalized mailer combines the manufacturer-supplied information with customer- and dealer-specific content. Delimited data from the dealership database drives high-speed production printing on a VIPP-enabled Xerox DocuColor machine.

Xerox Value Proposition to Customer vs. Competition:
Dynamic document construction (DDC), Xerox’s unique “just send the data” workflow, has been made far easier to implement with a range of VIPP Made Easy tools¾in this case Lytrod’s DeskTop Designer. VIPP offers unsurpassed production flexibility and control. By keeping data and format separate until the moment of production, documents are run at the printer’s rated speed. Full-color, duplex VIPP personalized document production on Xerox DocuColor printers quickly results in thousands of effective one-to-one marketing pieces being delivered by mail.