cpt program overview aug09 web

© 2006 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

Commercial Print Transformation Program Overview

August, 2009

Global Supply Chain Services “A New

Value Partner”

Commercial Print TransformationAudience and Objectives

Audience: Global CPT Stakeholders

Objectives: The purpose of this slide deck is to provide an overview and insight into the Commercial Print Transformation program. It will also provide helpful information and links to additional tools and resources.

Commercial Print TransformationTable of Contents

1. Program Overview Opportunity, Scope, Benefits, Website, SharePoint Site

2. Governance and Operating Model3. Workstreams

Agency Rightsizing Compliance End-to-End Process and Content Management Printing and Publishing Translation Memory and Rightsizing


Program Overview


Value Partner”

Commercial Print TransformationProgram Overview – HP Opportunity

HP spends millions on customer facing documents (sales literature, direct marketing, events, sales promotions) and related overhead

We have a significant opportunity to:

• Address marketing effectiveness and efficiency• Transform our business processes and IT infrastructure• Create a flexible and adaptive marketing collateral process• Personalize and expand our customer reach• Demonstrate the use of HP digital printing assets

A comprehensive program to transform the end to end Commercial Print and related Document Creation and

Management Processes

Decision to move to

6

Horizontal Print Transformation

Executive Sponsors: Vyomesh Joshi (VJ), Pete Bocian Steering Committee: Rob Falivene (Chair), Pete Karolczak, Michael Hoffmann,

Ron Coughlin, Tony Prophet, Neal Woods, Jack Faber

Commercial Print TransformationProgram Overview - Scope

HW, Supplies, Services & Support

Administrative Overhead

IT Management & Infrastructure

IT Support

End User Productivity

Document Management

Collateral

Direct Marketing

Events & Tradeshow Materials

Customer Facing Docs

Sales Promo/ Literature

Marketing Overhead

Office PrintPM: Amy Lodge

Commercial PrintPM: Kirk Hill

Pete Karolczak

HR

Training

Legal,

Finance

OST

CASS

Sales

Translation

Bina Chaurasia

Business PrintPM: TBD

Production PrintPM: Amy Lodge

Jack FaberTony

ProphetNeal Woods

Packaging

In-the-Box Documents

Translation

Ron CoughlinMichael Hoffmann

Commercial Print TransformationProgram Overview - Benefits to HP• Marketing:

− Efficiency and productivity improvements− Cost savings resulting in freeing-up resources for high-impact

marketing− Will add ‘capability development’ in core marketing areas

• Global Supply Chain Services:− Focused vendor management with fewer suppliers− Better pricing by global leverage of volume

• IPG GSB:− Increase use of digital technologies in HP commercial print− Showcase HP collateral that is printed on HP equipment

• Customers:− HP as a showcase of digital transformation− New services and implementation of proven methodologies

• IT:− Simplified architecture with standardized applications− Compliance management

Commercial Print TransformationInformation Sites

Website:http://intranet.hp.com/cass/globalprocurement/HorizontalPrintTransformation/Pages/CommercialPrint.aspxWebsite:http://intranet.hp.com/cass/globalprocurement/HorizontalPrintTransformation/Pages/CommercialPrint.aspx

Program Information Program Contacts Website Links

Program Information Program Contacts Website Links

SharePoint Site:http://teams1.sharepoint.hp.com/teams/commercialprint/default.aspxSharePoint Site:http://teams1.sharepoint.hp.com/teams/commercialprint/default.aspx

PMO Calendar Workstream Dashboards Workstream Information Kits

PMO Calendar Workstream Dashboards Workstream Information Kits


Governance and Operating Model


Value Partner”

10 April 21, 2023

Commercial Print TransformationGovernance and Operating Model

Executive Council Executive Council

Commercial Print Segment

Owners: Ron Coughlin & Michael Hoffmann Commercial Print Segment

Owners: Ron Coughlin & Michael Hoffmann

GovernanceFinal Decision-Making/Investment Approval

ExecutionCoordinate Approach /Leverage

Resources / Enable Implementation

CPT Steering CommitteePhil Darnell (IPG-M), Anne Anderson (TSG-M), Jeff Vidinghoff (Corp-M), John Dayan (PSG-M), Becky

Cornett (GSCS), Marchelle Zinola (GSCS), Kirk Hill (GSCS)

CPT Steering CommitteePhil Darnell (IPG-M), Anne Anderson (TSG-M), Jeff Vidinghoff (Corp-M), John Dayan (PSG-M), Becky

Cornett (GSCS), Marchelle Zinola (GSCS), Kirk Hill (GSCS)

IT GSCS Marketing IPG LES

Project Work Streams

Program Management:Program Leadership: Kirk Hill

Program Management Office: Carolyn SpottsMeasurements

Relevant Measure, Rigorous Tracking

Executive Sponsors: Vyomesh Joshi (VJ) and Pete Bocian

Chair: Rob FaliveneHPT Executive Steering Committee Members:

Pete Karolczak, Michael Hoffmann, Ron Coughlin, Neal Woods, Tony Prophet, Jack Faber

Executive Sponsors: Vyomesh Joshi (VJ) and Pete Bocian

Chair: Rob FaliveneHPT Executive Steering Committee Members:

Pete Karolczak, Michael Hoffmann, Ron Coughlin, Neal Woods, Tony Prophet, Jack Faber


Workstreams


Value Partner”

Commercial Print Transformation Workstream Marketing ‘Call to Action’Workstream Call to Action Additional Information

Agency Rightsizing

• Work with your region procurement counterpart to plan & execute ASL reductions and ensure compliance according to FY '09 objectives.

Approved Supplier Compliance website:

http://intranet.hp.com/cass/procurementcentral/ApprovedSupplierCompliance/Pages/ApprovedSupplierCompliance.aspx

Compliance • Plan, Do, Check, Act - For the in-scope Commodity Codes, review the metrics and reports available to track overall program Compliance.

Reporting and Metrics SharePoint:http://teams1.sharepoint.hp.com/teams/print_measurement/default.aspx

E2E Process Optimization & Content Management

• Marketing Communications specialists & their agencies must use of standardized content management systems such as Concentra, PIT, PRISM/Crystal/Gemstone in all cases.

uCM support website for PIT and Concentra: http://intranet.hp.com/ipg/ww/ucms/Pages/MiDocsConcentraSupport.aspx

HP.com team for PRISM/Gemstone and Crystal: http://intranet.hp.com/marketing/hpcom/capabilities/Pages/prism.aspxPrinting and

Publishing

• PMV Adoption: Ensure ALL printed jobs are sent to PMV’s by the Marketing organizations and creative agencies (where applicable).

• Print on HP: Ensure that all the PMV jobs are printed on HP equipment whenever applicable.

Marketing Print and Fulfillment Services program website:

http://intranet.hp.com/cass/procurementcentral/MarketingPrintFulfillmentServices/Pages/WelcometoMarketingPrintFulfillmentServices.aspx

Translation Memoryand Rightsizing

• Place orders for translation services only through approved translation suppliers starting in Q3 '09.

• All HP approved translation suppliers will use the Enterprise Translation Management Architecture (ETMA) for all translations starting in Q3 '09.

Translation & Localization website:http://intranet.hp.com/marketing/hpcom/content/globalization/Pages/HPETMA.aspx

Commercial Print Transformation Agency Rightsizing

Metric Strategy and Objectives Current Status

FY 09 Target YtD Actual

Cost Savings • Reduce costs by leveraging suppliers and reducing duplication across BU’s and regions, reduction of agency fees, implementation of consistent pricing model, and standardizing processes.

$13.8m

$27.6mor

200% of Target!

# of Creative Agencies on ASL

• Significantly reduce total number of marketing suppliers, globally, from >1400 to less than <400 in phase one and continue to “right size” to less than 200 suppliers for phase two.

<200 187

ASL % PO Commit Compliance

• Monitor effectiveness of ASL program where implemented in terms of PO commit

90% 95%

Workstream Lead: Lisa BeamguardContract SME: Ron MartineWorkstream Lead: Lisa BeamguardContract SME: Ron MartineScope: 10 Marketing Commodity Codes

• Collateral Design and Graphic Design • Direct Marketing Services

• Content Development Copywriting and Editing

• Event Collateral and Signage

• Creative – Integrated Marketing • Merchandising Point of Sales

• Customer Reference Slides • Message Development Creation

• Customer Success Story Case Study • Sales and Partner Communications

For more information, please go to: http://intranet.hp.com/cass/procurementcentral/ApprovedSupplierCompliance/Pages/ApprovedSupplierCompliance.aspxFor more information, please go to: http://intranet.hp.com/cass/procurementcentral/ApprovedSupplierCompliance/Pages/ApprovedSupplierCompliance.aspx

Commercial Print Transformation Compliance

Metric Strategy and ObjectivesCurrent Status


The Compliance metrics are

included in each of the

workstreams.

• Reduce complexity of managing supplier base• Increase ease of use – simplification of users environment

to enable higher compliance• Ability to capture and manage overall HP spend (PO commit

and Invoice) for a particular product or service• Systemized Reports – easily report spend and GL data for

key groups/areas in a consistent and repeatable manner.

See Overall CPT Metrics

See Overall CPT Metrics

Workstream Lead: Tania HodgeWorkstream Lead: Tania Hodge

For more information, please go to:http://teams1.sharepoint.hp.com/teams/print_measurement/default.aspxFor more information, please go to:http://teams1.sharepoint.hp.com/teams/print_measurement/default.aspx

This workstream is responsible for establishing mechanisms to measure,

manage, communicate and enhance compliance towards

approved HP Commercial Print suppliers and programs to increase overall leverage.

This workstream is responsible for establishing mechanisms to measure,

manage, communicate and enhance compliance towards

approved HP Commercial Print suppliers and programs to increase overall leverage.

Scope: 10 Marketing Commodity Codes (See Agency Rightsizing)

Commercial Print Transformation E2E Process Optimization \ Content Mgmt.

Project Strategy and Objectives

1

Content Management • Standardize and simplify the marketing content system to fully leverage the HP internal IT POR tools. Store HP content internally, document current BU marketing publishing processes and design future state system maps.

Concentra Adoption • Get 90% adoption of identified documents across all BU’s by Q3’09

Publication Manager • Automate datasheets in IPG APJ, TSG EMEA

2

Marketing Automation

• Implement a pan-Hp brand tool, integrated with other key web publishing systems. On-board the Omnicom Collaboratory and then as Phase 2, integrate with HP IT systems.


FY 09 Target

YtD Actual

CostSavings

Phase 1: Standardize, Simplify, and Control; Controlled Content Management and standard/approved IT systemsPhase 2: Implement Marketing Automation using a “Brand Management” tool.

$2.3m

$3.7mor

160% of Target!

Workstream Lead: Teresa PatrickProject Leads: Gayle Guest-Brown, David SheldonWorkstream Lead: Teresa PatrickProject Leads: Gayle Guest-Brown, David Sheldon

Commercial Print Transformation E2E Process Optimization \ Content Mgmt.In Scope Out of ScopeMarketing, all regions (and some linkages to sales) – Americas (including Canada/LAR), APJ, EMEA

Support Linkages

IPG, PSG, TSG Learning Products, In-The-Box materials

Brand activation deliverables: Advertising, Interactive Web, Direct Marketing, Events, Merchandising, AR/PR (secondary)

Sales Tools: Sell up Sheets, Data Sheets, Brochures/Catalogs, SW/HW IRG, Supplies, Compatibility, Pre-Sales Materials

Products, Solutions and Supplies Software and Services

DIGITAL AND PRINT publishing (video, web, audio, as well as all print)

Raw content capture, content storage, content retrieval, deliverable creation processes, deliverable storage and search, publishing linkages for digital and print

HP Internal marketing, agencies, channel and sales (as it relates to marketing/sales interface)

Assessment, Design, Execution, and Operationalization (including measures) for all projects

Commercial Print Transformation Printing and Publishing


FY 09 Target

YtD Actual

Cost Savings • To optimize and standardize the global print and distribution strategies and tools to support HP’s global marketing business while reducing our financial exposure.

$8.8m

$8.6mor

97% of target!

# of PSP’s on ASL • Usage of approved suppliers• Consolidation of the number of PSP’s <120 73

Usage of Print Supply Chain

• Print Supply Chain optimization• Increased usage of Web to Print, Print on

Demand, Print on HP 90% 62%

Print on HP - % of Addressable PMV Jobs

• Aggressive shift to HP technology• Increase our print spend with our IPG customer base• Drive as much business as possible to POD

90% 74%



90% 99%

Workstream Lead: John CostesPrint SME’s: Mihaela Condeescu (E-Catalog), Gil Vered (Print on HP)Workstream Lead: John CostesPrint SME’s: Mihaela Condeescu (E-Catalog), Gil Vered (Print on HP)

For more information, please go to:http://intranet.hp.com/cass/procurementcentral/MarketingPrintFulfillmentServices/Pages/WelcometoMarketingPrintFulfillmentServices.aspx

For more information, please go to:http://intranet.hp.com/cass/procurementcentral/MarketingPrintFulfillmentServices/Pages/WelcometoMarketingPrintFulfillmentServices.aspx

Scope:

• Sales Literature • Business Publications (annual reports, magazines, etc.)

• Direct Marketing • Employee Publications (posters, benefits, career development, etc.)

• Events • Specialty printing (wide format banners, silk screen, etc.)

• Sales Promotions • Warehouse and fulfillment

Commercial Print Transformation Translation Memory & Rightsizing



Memory Cost Savings

• Reduce cost and improve efficiencies through Marketing Translation Supplier use of HP Enterprise Translation Management Architecture (ETMA)

$6.7m$7.3m

or109% of Target!

Rightsizing Cost Savings

• Reduction of GSCS expenditure on translation supplier management $6.8m

$7.1mor

104% of Target!

Number of Translation Suppliers on ASL

• Translation supplier consolidation that meets global and regional requirements 20 16

ETMA implemented word volume

• Percentage of words translated through ETMA40% 30%



90% 95%

Workstream Lead: Deborah MarbachWorkstream Lead: Deborah MarbachRightsizing Scope: Memory (ETMA) Scope: • Request to stakeholders to use HP Approved Translation and Localization suppliers for HP projects (available in SmartBuy)

•A new solution to enable pan-HP leverage of translated content

•Style guides and glossary for consistent use of HP branding

• Marketing Approved Translation Suppliers:Global: ACG AMS: Translations.com, VistaTec, WeLocalize, Les Communications, SDL, Editema, Global Translations EMEA: TheBigWord, TransPerfect, WordBank APJ: Acroware, Den, Kawamura, PMG, Linguitronics

•A database of translated words

•Translation work flow management

•HP owned tools and processes

•It is NOT a content management tool or a translation vendor

For more information, please go to: http://intranet.hp.com/marketing/hpcom/content/globalization/Pages/HPETMA.aspxFor more information, please go to: http://intranet.hp.com/marketing/hpcom/content/globalization/Pages/HPETMA.aspx

cpt program overview aug09 web

Documents

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helpful information

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focused vendor management