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CitiStreet: Print-on-Demand Allows Multi-level Customized Communications Program

Press release from the issuing company

QUINCY, Mass.--Nov. 4, 2003--CitiStreet has launched an enhanced print-on-demand solution that allows increased flexibility in customizing, targeting and personalizing communication materials. "This technology gives us the ability to provide materials tailored to multiple levels - customized for the employer, targeted to the life cycle or plan participation level of the employee, and personalized with individual data," said Sandy McCarthy, president, Defined Contribution Services. "This powerful combination makes communications more meaningful and, ultimately, more effective." CitiStreet's solution employs advanced content management and digital print technology to produce communications that are customized with plan information and relevant photography, colors and headlines. Materials can be targeted to a group of participants, with photos and message tailored to a common factor of the group, such as participation level, division or demographic profile. For example, investing information can be tailored for Baby Boomers, Generation Xers and the so-called Silent Generation of elderly Americans, which studies show to have distinctly different attitudes and approaches to saving and investing. "We recognize that the more we target campaigns and personalize communications, the greater success we will have in educating and helping plan participants meet their retirement goals," said Lisa Margeson, CitiStreet senior vice president of communications. CitiStreet worked with the W.A. Wilde Company of Holliston, Mass., to implement the online system. W.A. Wilde will also be digitally printing the materials. "A cost-effective alternative to traditional printing, print-on-demand allows production of high-quality materials using digital printing technology," notes Craig Blake, account director for Wilde. "In addition to storing images and text electronically for timely production, this technology uses database information to retrieve and compile the most relevant information to target recipients, thus increasing response rates." The print-on-demand technology eliminates the need to pre-print inventory, and making changes to materials is quick and easy at both the global level, such as when there is a change in pension law, and at the employer level, when there is a change to a plan. "The beauty of our enhanced print-on-demand solution is that it puts us in a much better position to provide timely and cost-efficient communication materials that speak, in words and pictures, directly to a group of participants and, ultimately, to an individual," said Margeson. "In the defined contribution industry, standard materials branded with a client's logo is often the norm, and personalization is limited to statements and statement-like projection reports," said McCarthy. "What CitiStreet can now provide are customized, targeted and personalized materials for every life cycle of a participant, from pre-enrollment education kits to near-retirement communications."