Brian Wolfenden

MARKETERS RECOGNIZE that smaller, more targeted campaigns achieve a greater return on investment. Successful in-plants are aiding the marketing process by providing both versioning and personalization. • Versioning is when a similar piece is printed for multiple audiences. For example: a four-page company newsletter for a large corporation where the inside content is common to all versions but the front cover contains specific information for each location or division. Using versioning, each group receives relevant news about their company and job. • Personalization takes this a step further: each piece is customized for the recipient. Simple personalization often includes the person’s name and a personal URL