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Xerox Shows Power of Personalization at DMA 09 Conference


SAN DIEGO.- When it comes to showcasing the power of personalized direct marketing, Xerox Corporation (NYSE: XRX) knows the best proof point is a successful campaign, or in this case, 16 of them. At this week’s Direct Marketing Association annual conference, Xerox is highlighting revenue-producing, personalized direct-marketing customer campaigns that deliver double-digit response rates.

“Personalized, full-color direct-marketing campaigns are recession fighters; we’ve seen our customers and their clients succeed in these tough economic times with highly-targeted, customized projects that touch the consumer in a personal, direct way,” said Shelley Sweeney, vice president, Direct Mail and Service Bureau Segment, Xerox Corporation.

Sixteen members of Xerox’s Premier Partners Global Network, a community of more than 800 leading digital communications services providers, are displaying their marketing campaigns and discussing the benefits of personalization with attendees in Xerox’s booth (No. 2113). Participants include: Anderson Direct Marketing, Aspen Marketing Services, Associates Graphic Services, Avanzado, Budco, Cathedral Corporation, DME, EOS, EU Services, FSSI, Lexinet, The Mahoney Company, Mar Graphics, Quantum Group, Specialist Printing & Direct Mail and The Total Mailing System.

A sampling of the Premier Partners’ marketing campaigns on display - all printed on Xerox iGen3™ Digital Production Presses - include:

* Cathedral Corporation- planned and produced a full-color direct-mail marketing program for prospective students of San Antonio-based St. Mary’s University. The project was personalized by gender, residency, desired course of study and activities and generated a 40 percent increase in inquiries from interested students.
* Quantum Group - developed a personalized variable postcard campaign, including a PURL Web site link and fulfillment kit for a medical testing company. The campaign increased responses from 4,000 the previous year to more than 16,000 through the use of personalization.
* The Total Mailing System - created an online ordering system for a senior living facility allowing them to produce daily personalized direct-marketing pieces targeting new residents at 400 different retirement settings. Produced on demand, the pieces invited residents to attend a variety of different events - from jazz shows to educational health programs - and led to an increase in attendance up to 25 percent.

XMPie®’s Innovation Showcase will also be featured. The presentation allows attendees to experience a multi-phase, multi-touch point, viral cross-media campaign developed right in front of their eyes. The finished campaign incorporates marketing tactics for customer acquisition and retention, as well as up- and cross-selling.


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