Product category:
Printing Companies: General Commercial
News Release from: St Ives Plc | Subject: Printing and direct mail distribution
Edited by the Printingtalk Editorial
Team on 02 May 2008
St Ives Mantains Weight Watchers'
Monthly Mailings
St Ives Direct is printing and distributing the personalised Monthly Pass membership for the UK's Weight Watchers weight management organisation.
The direct mail and commercial print division of St Ives is producing the Monthly Pass, which combines weekly meeting membership, with Weight Watchers' online weight loss services, Weight Watchers Esource, for those seeking to lose weight and maintain that loss Each Monthly Pass is personalised with the recipient's full name and membership details
This article was originally published on Printingtalk on 31 May 2004 at 8.00am (UK)
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It is sent along with a personalised letter and in the first month of membership the customer also receives an additional welcome booklet.
The card gives the member unlimited access to Weight Watchers meetings, as well as free access to the online resources, which provide tools, services and hints and tips throughout the week.
Simon Khan, an account director at St Ives Direct, said: "We are printing approximately 5,000 new cards each day for delivery in the UK and 3,500 new cards for delivery in Germany.
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We receive the member data from Weight Watchers US operations every evening, which is automatically processed and sorted overnight.
First thing in the morning the data is sent to the presses and printed, followed by distribution." He explained: "We were really excited to be involved with Weight Watchers and help launch Monthly Pass.
It's already proving a really successful product and we are working to align our group services to meet Weight Watchers' needs." Each member pays GBP17.95 for every month's membership.
Weight Watchers Monthly Pass Scheme is said to have been well received by members in the USA, which encouraged the organisation to roll out the programme in the UK and Germany last year.
To appeal to the German market the British mailing was adapted to reflect the look and feel of a German direct mail piece, the print and fulfilment of which St Ives Direct also handles.
Weight Watchers plans for other European countries to adopt the programme in the future.
Audrey O'Brien, head of service innovation at Weight Watchers UK, commented: "We are working to contemporise the service we offer to our members and want to be able to develop the range of weight loss tools we provide.
Our research shows that members who attend meetings and use our internet weight loss companion, Esource, lose 50 per cent more weight than those just attending meetings.
By combining both of these products with Monthly Pass, we aim to help more of our members achieve their weight loss goals." And she continued: "When we launched Monthly Pass in the UK last year, this was a completely new product for us.
We wanted a print service provider that specialises in the delivery of high quality direct mail on a regular basis, and that could promptly deal with the huge amount of data transfer to meet our deadlines.
As a result of the pitch process we really felt St Ives Direct had an understanding of who our members are and the company could appreciate their specific needs." Weight Watchers is also using St Ives Direct to print promotions that are inserted in to the Monthly Pass mailing, saving on postage costs and utilising St Ives' distribution and added value services.
O'Brien said: "Keeping these mailings together provides us with lots of efficiency and ensures our members benefit from receiving one piece of communication.
For me, it really works as I have one point of contact, which makes communication so much easier and having that relationship with a supplier means I get the peace of mind that the job is being done and being done well." She explained: "Additionally St Ives shares our desire to push innovation further in the future, we are looking at the potential benefits its online management system could offer, including data management and increased brand consistency.".
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