Enterprise Content Management Strategy for Publishers Clearing House

Enterprise Content Management Strategy- Publishers Clearing House

Publishers Clearing House (PCH) is a leading multi-channel direct marketer of value-based consumer products and magazines and a respected leader in the direct marketing industry. Founded in 1953 as a magazine circulation agency selling discounted subscriptions by direct mail, its business has broadened since 1985 to include a wide variety of merchandise that now accounts for well over half of the company’s sales. The company’s name is synonymous with the sweepstakes which PCH uses to draw attention to discounted magazine deals and product offers.

The Challenge

In the past, PCH’s Web and print publishing efforts were supported by separate processes, technology and staff. PCH management declared a corporate initiative to improve the way in which the company publishes content across media channels.

Print Publishing Issues

The Creative Group at PCH consists of copy writers and designers who collaborate to create product print ads. Designers create product print ads using QuarkXPress. In the past, both copy writers and designers manually typed in product information, including SKUs, product descriptions and pricing, directly into the QuarkXPress layout files. The final, approved content was stored in these documents, making reuse very difficult.

Additionally, too many people were involved in the ad creation workflow, and accountability was poorly defined. Each print product ad went through excessive review rounds, including review by PCH’s Legal department. Furthermore, marketing staff more often than not requested changes in each round. The creative group would make the requested edits in QuarkXPress and the ads would circulate to marketing staff for review again to ensure that edits were made correctly. This slowed the entire production process, put pressure on the production studio to speed up quality assurance, and caused a backlog on work for future ads.  

Once ads were approved by marketing, the Production Studio performed prepress checks then created final output files in PDF format.

Online/Web Publishing Issues

The Web Creative team at PCH supports the three main areas that comprise the company’s online presence: House Emails, Microsites & Acquisitions, and Lead Generation. Nearly every product that is promoted in print is also promoted online.

Once product ads were approved for print, the Web creative team would copy and paste content from the final PDF files to different fields within the company’s proprietary Web content management system. This manually copied content was not reviewed by the legal or marketing departments as it was assumed that the copy had already been approved during the print publishing workflow.

In addition, the photographs that were optimized for print ads were often inappropriate for Web use. Web creative staff needed to manually crop out backgrounds and other design elements that work in print yet detract from the actual product in a Web advertisement.

Management was looking to eliminate the duplicate efforts for print and Web ad creation and reduce the ad revision cycles. By streamlining workflow, management hoped that PCH could then create a larger volume of print and Web ads without adding staff.

PCH looked to DPCI to help define an enterprise content management strategy and make recommendations on the changes that PCH would need to make to support the company’s multi-channel publishing goals.

The Solution

DPCI led a series of discovery meetings with all departments involved in the creation and approval of product ads for both print and Web channels. This provided DPCI consultants with an in-depth understanding of the people, processes and systems in place and was used by DPCI to develop workflow and technology recommendations for PCH.

DPCI recommended a product information management system as the key component to PCH’s go-forward multi-channel publishing strategy. DPCI proposed that the development and management of all product copy for both print and Web in one central repository would help to reduce revision cycles caused by incorrect product copy and would eliminate the duplicate efforts for the creation of Web ads. This product information management system would be the single place for writing and approving creative product copy, enabling the Web creative team to begin production earlier in the process and mitigating the risk of publishing incorrect product information. Implementation of a product information management system would allow PCH staff to create content once for use in multiple media while providing the foundation needed for PCH to efficiently produce a higher quantity of ads in both Web and print format.

DPCI also proposed a reorganization of PCH’s design and copyedit staff into subject matter teams to streamline and improve the product ad creation process for both Web and print ads. The new structure would provide a defined reporting hierarchy with assigned accountability, build subject matter expertise and, and help keep staff members focused on their responsibilities.

The Results

PCH management agreed that getting product information into a central place in reuse-optimized form was the first step towards meeting their multi-channel publishing goals. After the assessment, DPCI continued working with PCH to elicit and document solution requirements for the product information management system, then used those requirements to help the company evaluate commercially available products. DPCI managed the vendor evaluation process to help PCH select the system that would best suit PCH’s multi-channel publishing needs.

Next, PCH hired DPCI to provide project management services for the pilot implementation of the EnterWorks Enable Product Information Management, the system PCH found that best supported the company’s requirements. DPCI's PMI-certified project manager helped PCH plan the pilot program, manage the timelines and deliverables of both PCH and the vendor, communicate and interpret stakeholder requirements for the vendor, elicit feedback from the stakeholders, and ensure that the implementation was meeting management's objectives.

The pilot of EnterWorks Enable allowed PCH management and staff to explore the feature set of the system and fine-tune their new multi-channel publishing workflow. DPCI’s project management services and subject matter expertise helped bridge the gap between PCH and the vendor so that PCH management could focus on change management practices to ease user adoption of the new technology and workflows. PCH management continues to evaluate the full potential of the system and further improve the supporting processes and organizational structure in an effort to better position the company to capitalize on new changes and developments in the marketplace.

"DPCI was an essential partner in the successful completion of our enterprise content management project which provides PCH with a much more efficient creative operating environment, one that enables efficient use of product related creative assets across all channels and optimizes the staff resources involved in the process,“ explained Craig Anderson, Senior VP, Operations and Marketing Services at Publishers Clearing House. “The benefits of the final implementation will be important to the successful growth of our online marketing efforts that promote merchandise sales."

Email this   Print this
Working with DPCI on our DAM project has been a pleasure. They’ve helped in every phase: strategy, discovery, selection, pilot, assessment, refinement, and rollout.
John Dougherty
Hachette Filipacchi Media
With the K4 implementation, DPCI enabled us to modernize our workflow operations, tightly integrate editorial and production activities, and most importantly put out quality journalism for our readers.
Jonathan Angier
Duke University
With DPCI, we saved over $3 million in one year with a new workflow automation system.
Steve Greenberg
Publishers Clearing House
DPCI delivered a solution which has improved the way we deliver our content online.
Peter MacLeod
Fast Company
We have worked with DPCI over the past 5 years for support, integration and development. DPCI really knows the publishing business, has great resources, and a terrific response time whenever we need them. We have used similar publishing technology companies and can honestly say DPCI has been the best integration partner we've had.
Jeff Fass
DPCI is fast and responsive to everything we ask for.
Mark Rice
Graphic Systems
DPCI staff approached our goals with a confidence and an authoritative discipline that was instrumental in our success. I have always ascribed to the proposition that it is the players on the field that lead to successes and you certainly put your best team forward.
Larry Tunks
Congressional Quarterly
I’m very happy and my customer is very happy. DPCI did a tremendous amount of due diligence and spent a great deal of time at our client observing how they worked. They made the transition from paper a far easier process than it might have been.
Brendan Tween
Cossette USA
The RFP process that DPCI managed for our client was an extremely well-managed process from our point of view. The DPCI team's thoroughness gave us a great opportunity to show off the full range of what we can do.
Jon Schupp
DPCI delivered an XML multi-channel publishing solution that enables us to standardize on a single format for both print and web publishing.
Steve Spink
DPCI has been a true pleasure to work with. Their willingness to modify their approach and work environment to best fit the culture and needs of our organization has helped ensure the success of all our engagements.
Sean McKenzie
Comcast Cable Corporation
With technology projects, the software and hardware usually get all the attention, but none of it works without the right people. DPCI is about as easy to work with as a tech vendor can be.
Sal Alfano
Hanley Wood
DPCI’s understanding of DAM was critical to ascertaining which vendor was the right fit for us and for helping us to define a focused DAM strategy.
Maggie Carbonnel
Royal Caribbean/Celebrity Cruise Lines
DPCI not only understood our client's needs, but more importantly helped frame the entire DAM strategy that ultimately guided the RFP and vendor selection process.
Sarah Cambria
Arnold Worldwide
The DPCI team understood the challenges of the project and delivered exceptional results. We look forward to working with them on other projects in the future.
Michael Mainiero
New York University Langone Medical Center
DPCI managed to assemble a complex site in record time. Despite the compressed timeframe, their quality of work was exceptional. Best of all, they made our front-end design look terrific. I look forward to collaborating with them again.
Sean Oakes
Sean Oakes Studios
DPCI quickly helped us distill our organization's specific needs for digital asset management. DPCI's subject matter expertise helped us not only identify the appropriate vendor, but more importantly, provided us a way of thinking about implementing DAM that will help us get the most out of our investment.
Roger Hirschkind
Scientific American
Working with DPCI on such a tight timeline to launch a site of this complexity has been remarkable. From the moment we began working with them, their attention to our needs and acumen for cutting edge technology has far exceeded our expectations.
Jim McDonald
PV Media Group (www.breakingnews.com)
DPCI’s domain expertise helped us consolidate our publishing activities and streamline our processes. The new system not only provides a higher quality product and enhanced customer satisfaction, it also has helped reduce the costs associated with publishing content to multiple mediums.
Mike Child
They have a proven track record of turning my ideas into reality, and suggesting a few of their own. I have worked with DPCI for more than ten, very successful, years.
Robert Cacace
Alliance for Children and Families
I’ve turned to DPCI many times for help with complex digital publishing projects. Their team always makes me feel like I’m working with a partner — not a vendor.
Chris Herring
NBC Universal
DPCI delivered exactly what was defined and asked of them. Their project manager was very accessible and understood the desired outcome of the project.
Anna Murray
TimeOut New York
Thank you DPCI for all your help. Your knowledge and skills are exceptional, and we would recommend DPCI's services to anyone. It's been a real pleasure working with you, and we look forward to the next opportunity to work with DPCI again.
Anita Osterhaug
Interweave Press
Following DPCI's proven methodology of careful requirements gathering, process and resource evaluation, and analysis, DPCI helped us transform the publishing infrastructure. more
Alex Lorberg
Daily Racing Form
Simply put, DPCI provides more than development and integration services. They are a high-performing, strategic partner that helps SGS win in the marketplace. They are superlative in their class against their competition, regularly scoring higher in our annual assessments. more
Douglas Liles
Southern Graphics Systems
DPCI has turned several of our complex proposals into flawless websites. They really understand our needs and it's refreshing to collaborate with such a skillful and reliable team.
Daniel Wild
New York University Langone Medical Center
Working with DPCI has enabled us to utilize cutting edge technology without complexity and empowers the entire team at the Department of Pathology with new tools to deliver insightful research, patient information, and educational programs. The new site rocks.
David B. Roth
New York University Langone Medical Center
DPCI’s subject matter expertise helped us to design a scalable publishing solution to meet our ever-changing direct marketing and customer communication needs.
Sean McKenzie
Comcast Cable Corporation
With the assistance of DPCI in the implementation of the K4 Publishing System version 6, we were able to reduce production time and take a book that was going to be late to press and actually turn it around on time. DPCI has been a great partner for VHL to help us transform the way we bring our books to market.
Marta Kimball
Vista Higher Learning
DPCI was an essential partner in the successful completion of our enterprise content management project.
Craig Anderson
Publishers Clearing House
DPCI helped us get up and running with our Drupal donation processing system. They set us up with a sound framework and process that has served us well to this day. They have been a key partner in our success.
Sean Powell
Production Management Group
The new content management system rollout was the best technology release I have ever experienced.
Leela de Kretser
From guiding us through the requirements phase and developing the system, to helping manage the initiative, DPCI has been a great partner for us. The new content management system implementation was a huge project that has been a major success.
Marque Staneluis
The new content management system allows us to do our work faster. Editors can now focus on writing and enriching stories, rather than spending time fighting with an inefficient system.
Jim Scott
DPCI's knowledge and understanding of our needs saved us countless hours of frustration and testing in dealing with the entitlement process. Our App was submitted to Apple on time only because of their involvement.
Mike Shoemaker
Cities West Publishing
As a result of the terrific work conducted by DPCI staff on our analysis project, we will be looking to them to assist us with future initiatives.
Aiden Colie
Scholastic Inc.
DPCI's domain expertise, guidance and professionalism helped us to meet our Website redesign goals. more
Frank Costello
MPA - The Association of Magazine Media
DPCI has been great to work with. The training and service they provide is top-notch. Customer support is amazing, they get back to you quick and get your questions answered.
Maryanne Stebbins
I found DPCI to be a true resource and business partner. The personal attention, responsiveness, expertise, and professionalism they provided me and my team were outstanding. This project would not have been done as quickly or as successfully without DPCI’s participation.
Wayne Vincent
McGraw-Hill Education
What a great learning experience! DPCI held our hand throughout the entire process, consulted on and researched any specific issues we had, customized the training and consultation to fit our particular needs, and were always available to us when we needed their help.
Kim Duclos
National Student Clearinghouse
I would absolutely recommend DPCI as a resource for supporting first-time publishers to publish their apps, as well as to provide ongoing support. This is a world where products and processes require frequent updates due to evolving technology.
Eileen Cunningham
Diablo Custom Publishing
The DPCI team has worked well with our technology-challenged staff for nearly ten years. Joozer Tohfafarosh and his team have provided much-needed expertise and are willing to be flexible based on our budget, schedule and operational needs.
Judith Michael
Jobson Healthcare Information (JHI)
DPCI provided swift response, training, and consultation on our rapidly changing requirements, allowing us to better mobilize volunteers to meet the most pressing needs of the community.
Steve Streicher
New York Cares
Overall I am very satisfied with the degree of training I received from DPCI. Their timely support and guidance on troubleshooting questions and issues as they arose was immaculate and highly professional.
Barry Costa
University of Connecticut
The DPCI team was very patient with me as I was learning. Anton clearly answered my questions and helped me as I struggled through until things “clicked.” The information he gave me helped me clearly understand the key DPS features in InDesign.
Colleen Casper
The International Society of Automation (ISA)
DPCI was key to the successful and timely creation of our first Adobe DPS app. The DPCI team is not only responsive and knowledgeable, but they were extremely patient and helpful in revising our app to meet our business needs while adhering to Apple’s app approval requirements.
Anne Jackley
Working with DPCI to simplify our production workflow not only saved our editors countless hours of work. It has been a critical step in future-proofing the magazine's content formats for new digital products.
Lynda Hammes
Foreign Affairs
DPCI is one of the best full service web design companies I have ever worked with. Their team's open, but investigatory perspective put the user experience at the center of the development focus for our site redesign; without sacrificing our staff's needs on the content management side. more
Sandy Jimenez
MPA - The Association of Magazine Media
DPCI prototyped and rolled out an iOS version of our magazine and worked with our team to integrate this into our editorial and production processes. We have come to rely on DPCI’s judgment and expertise. They have become a valuable resource and an important extension of our team. more
Kathy Marrone
The McCall Pattern Company

Drupal Association Organization Member

Press Release

Award Program Showcases Outstanding Examples of Digital Experience Delivery; Winners to be Unveiled at Acquia Engage 2017 more