How programmatic printing helped lock in students who missed graduation shows

What do creative student virtual exhibit, teamwork, and personalized digital programmatic printing have in common? It turns out that these three elements combined were essential elements that played a role in the success of The Drum and Canon’s ‘Class of 2021’ project with a lens.

Following the launch of Part 1 last week – which introduced viewers to the main participants who benefited from Project Class of 2021 – in Part 2 of the docuseries, we take a look behind the curtain of how this The project came to life by exploring the technology that helped drive the user experience (UX), the personalized print journey, and the different mechanics used along the way.

The Drum Co-Founder and Editor-in-Chief Gordon Young chats with Walter Young, Marketing Program Manager, EMEA CP Marketing at Canon, to learn more about the technology, processes and support for Professional Services Canon CP which ran in the background to ensure the programmatic print aspect of the campaign tied everything together seamlessly.

Combining two different types of technologies – customer relationship management (CRM) and the ability to produce personalized digital printing in real time – this video examines the integration between CRM data, based on browsing habits and location. geolocation of the recipient, and how that was used to trigger personalized printed assets that could be delivered to different users.

Shot on location at Severn’s printing facilities, we hear from the team behind the digital printing element of the project, who discuss how processes and automations enabled what was a very complex job with a deadline of ‘Tight execution to be simple and efficient – delivering 2,800 people, personalized postcards to visitors to the Class of 2021 exhibition and bridging the gap between online browsing activities and assets printed with QR code to spur action .

Gordon Young also shares insight into The Drum’s experience throughout the project – and explains how it affected every part of the business, from editorial teams and data, web development, marketing and production. printed.

Watch “Class of 2021: The Making of” Part 2 above.

Did you miss part 1? Don’t worry, you can catch up here.

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