Integrated Media Campaign--- Complete Turnkey Solution

Client: Nickelodeon Publishing Group

Topic of Interest: Using variable data and digital print to drive sales. 

Program Objectives: Develop an automated turnkey solution for Nickelodeon Publishing Group to create custom published magazines for their customers.

The purpose of the turnkey solution provided by Rex Three was to create a seamless production process that required little to no involvement from Nickelodeon’s product development team. This included everything from order entry and data management, to print production, fulfillment and payment collection.

Magazine Content: Each personalized magazine was printed with facts about the child, along with a picture and name of the particular child. The three variable components (name, personal facts, and picture of child) were integrated into print through the appropriate use of Rex Three’s print on demand technologies.

Program Audience: Parents, grandparents, aunts, uncles and/or friends of the child they were ordering the magazine for.

Scope of Program: Parents, family members or friends were asked to complete an order form, which was made available in Nickelodeon Magazines, as well as in a variety of other mediums. The order form included specific questions about their child to capture text about their favorite things to incorporate into the storyboard.

Once the form was completed, the Rex Three facility received the order form along with a full-face photograph of the child, and a payment by check or credit card prior to production. Soon thereafter, Rex began the creation of a dynamic storyboard that would feature the child as the focal point of the story.

Rex Three produced books with themes that included characters from Blues Clues and Dora the Explorer. Customers who participated had the option of making this selection in the beginning of the order process.

Production Support: The Nickelodeon product development team was assigned to work with a production coordinator, backed by a support team of prepress operations who serviced the fluctuating demands of the Nickelodeon project. These individuals participated in frequent conference calls and roundtable meetings with corporate. They were knowledgeable about the Rex technologies, and answered simple to complex questions about the progress of the project.

Workflow:

1) Rex received orders directly from Nickelodeon customers either manually or through an online vehicle. Orders must have included a full-face picture of their child, along with an order form highlighting personal information about the child’s favorite snack, nursery rhyme, color, drink, animal, character, and their parents’ and/or siblings’ names.

This text was then incorporated throughout the storyboard to achieve a completely customized publication for the child.
2) Rex manually input data to record and access the information easily while in production.

3) Rex stored and scanned all photos to create a clipping path for the child’s silhouette.

4) Rex uploaded each photo to a Digital Asset Management System with a unique file name identifier, ensuring accuracy and efficiency.

5) Rex batch processed the files for high volume printing.

6) Rex printed 4-4 page text forms and 1-4 page cover form using the digital NexPress.

7) Rex then stacked two separate feeder trays that read each barcode on the text and cover form to ensure that all pages were saddle stitched together in the correct sequence.

8) Rex placed final printed magazine in an envelope and delivered to the postal office.

9) Rex showcased custom revenue and shipping reports online for Nickelodeon’s product development team to closely monitor the campaign, allowing them to make better business/ marketing decisions as the campaign progressed.

Conclusion: Nickelodeon contracted Rex Three to provide an automated “turnkey” solution that required product development to have little to no involvement in order inputs, print production, fulfillment, and payment collections.

Nickelodeon received revenue reports on a monthly basis.

The program produced an average of 1,000 to 1,500 custom magazines every month, while peaking higher numbers during promotional campaigns that were managed by Nickelodeon.