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| Ryland Homes Case Study |
Problem |
Ryland Homes needed to print customized collateral for each of its 42
communities in the Dallas-Fort Worth area. The company wanted to more
effectively manage the printing process and provide collateral to its
geographically dispersed sales counselors in a timely manner. This would
help Ryland Homes move inventory faster, increase referrals and improve
customer satisfaction. In June 2006, Ryland Homes contracted Cross
Media to create a solution. |
| Solutions |
Communication Platform
Cross Media created a communication platform to streamline Ryland
Homes´ internal and external marketing communications. This
comprehensive solution
helps the company generate new sales, while
saving valuable time and money.
Using the Cross Media communication platform, the company´s sales
counselors can order approved collateral materials online. These materials
can be customized to fit the local needs of each of Ryland Homes´ 42
communities.
And where sales counselors used to wait for four to six weeks before receiving new printed materials, they now can get collateral into prospects´
hands in a week − or even on demand.
Revenue and Loyalty Generation
Cross Media also implemented variable and one-to-one marketing
products to create measureable results for Ryland Homes. For example,
sales counselors can develop personalized door hangers for a move-up
program, postcards for radius mailers, and even customized floor plans
for prospective buyer follow-up.
An online database offers valuable opt-in prospect marketing data
through
forms and surveys for instant lead distribution. And through a tie-in with
micro websites, the datable collects critical information on prospects.
Web-to-Print
The web-to-print solution developed by Cross Media links Ryland Homes
staff with service providers, such as commercial printers and graphics
designers, for complete campaign, program and communication
management. The Web-to-Print center is capable of creating one-to-one
marketing communications, thanks to variable data file composition and
direct-to-press ordering.
This solution also allows No Touch Print − from customers to desktop to
the
press− and features web-enabled corporate store catalogs. The Web-
to-Print
solution can integrate with several common ERP solutions (Ariba,
SAP, Oracle), as well as content management, accounting and shop floor
systems.
Variable Data Printing − Create Once, Print Many
With variable data printing, Ryland Homes can Create Once, Print Many.
The solution offers:
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1) Auto-page insertion capabilities
2) Database merge/upload capabilities
3) Text flow and wrap
4) Live content preview
5) Multi-page capabilities
6) Image and text variables
7) User-level control for font type, style, size, drop-shadow, underline, etc.
8) Template creation from any .pdf |
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Custom Reporting |
| Cross Media also developed custom reports, including:
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1)Management Summary Report
2) Variance Analysis Report
3) Number System Generated Reorders
4) Cost Analysis
5) Inventory Analysis
6) Catalog Snapshot
7) Inactive Inventory
8) Print One Summary |
Results |
Cross Media became Ryland Homes´ one-stop-shop for development of
direct mail, brochures, letters, post cards, customized neighborhood
newsletters and employee retention programs. Ryland Homes also counts
on Cross Media for management of the corporate store, promotional
program development and consulting, list management, and print and
fulfillment of print pieces.
Ryland Homes has streamlined and reduced mailings through targeted
and automated marketing campaigns, as well as through personalized
marketing collateral that is customized online for individual neighborhoods
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Sales associates and realtors can now quickly and easily order post
cards,
thank you cards or any marketing collateral corporate makes
available.
By generating marketing campaigns online with a single company, Ryland
Homes reduced the number of suppliers it had to manage while also in
their supply chain, while lowering printing and document costs. Cost
reductions per product ranged from 1 percent to 15 percent, for an
estimated total cost
savings of approximately $100,000 the first year.
These solutions by Cross Media have also saved significant time for the
company. In the past, administrators in the Ryland Homes marketing
department had to place all of the company´ s orders for print collateral. But
since the new system was implemented, marketing administrators place
less than 1 percent of orders.
With these new online marketing capabilities in place, the Ryland Homes
marketing department now has more time to research the competition and
plan strategic marketing campaigns. Marketing administrators now spend
two days a week conducting market surveys and site checks, increasing
their market awareness.
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