Commercial Print

Transformation
Program Overview

August, 2009

Global Supply Chain

Services
A New
Value Partner
2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

Commercial Print Transformation

Audience 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 Transformation

Table of Contents

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

2. Governance and Operating Model

3. Workstreams

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

Program Overview

Global Supply Chain

Services
A New
Value Partner
2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

Commercial Print Transformation

Program 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
Decision to move to
A comprehensive program to transform the end to end
Commercial Print and related Document Creation and
Management Processes

Commercial Print Transformation

Program Overview - Scope

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

Office Print
PM: Amy Lodge

Pete Karolczak

HW, Supplies, Services &

Support
Administrative Overhead
IT Management &
Infrastructure
IT Support
End User Productivity
Document Management

Commercial Print
PM: Kirk Hill

Ron Coughlin
Michael Hoffmann

Production Print

Business Print

PM: Amy Lodge

PM: TBD

Jack Faber
Tony Prophet
Neal Woods

Bina Chaurasia

Collateral

Packaging

HR

Direct Marketing

In-the-Box
Documents

Training

Events & Tradeshow

Materials

Translation

Finance

Legal,

Customer Facing Docs

OST

Sales Promo/ Literature

CASS

Marketing Overhead

Sales
Translation

Commercial Print Transformation

Program 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 Transformation

Information Sites
Website:

http://intranet.hp.com/cass/globalprocurement/HorizontalPrintTransformation/Pages/CommercialP

Program Information
Program Contacts
Website Links
SharePoint Site:
http://teams1.sharepoint.hp.com/teams/commercialprint/default.aspx

PMO Calendar
Workstream Dashboards
Workstream Information
Kits

Governance and Operating

Model

Global Supply Chain

Services
A New
Value Partner
2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

Commercial Print Transformation

Governance and Operating Model
Executive Council
Executive Sponsors:
Vyomesh Joshi (VJ) and Pete Bocian
Chair: Rob Falivene
HPT Executive Steering Committee Members:
Pete Karolczak, Michael Hoffmann, Ron Coughlin, Neal
Woods, Tony Prophet, Jack Faber
Commercial Print Segment

Governance
Final Decision-Making/
Investment Approval

Owners: Ron Coughlin & Michael Hoffmann

CPT Steering Committee
Phil 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

Execution
Coordinate Approach /Leverage
Resources / Enable
Implementation

Project Work Streams

Program Management:
Program Leadership: Kirk Hill
Program Management Office: Carolyn Spotts
10

May 10, 2015

Measurements
Relevant Measure, Rigorous
Tracking

Workstreams

Global Supply Chain

Services
A New
Value Partner
2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

Commercial Print Transformation

Workstream Marketing Call to Action

Workstream

Call to Action

Agency
Rightsizing

Compliance

Additional Information

Work with your region procurement

counterpart to plan & execute ASL
reductions and ensure compliance
according to FY '09 objectives.

Approved Supplier Compliance website:

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_measureme
nt/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:

Printing and
Publishing

Translation
Memory
and
Rightsizing

PMV Adoption: Ensure ALL printed

jobs are sent to PMVs 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.

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.

http://intranet.hp.com/cass/procurementcentral/Approve
dSupplierCompliance/Pages/ApprovedSupplierComplianc
e.aspx

http://intranet.hp.com/ipg/ww/ucms/Pages/MiDocsConcen
traSupport.aspx

HP.com team for PRISM/Gemstone and Crystal:

http://intranet.hp.com/marketing/hpcom/capabilities/Pag
es/prism.aspx
Marketing Print and Fulfillment Services program

website:
http://intranet.hp.com/cass/procurementcentral/Marketin
gPrintFulfillmentServices/Pages/WelcometoMarketingPrint
FulfillmentServices.aspx

Translation & Localization website:

http://intranet.hp.com/marketing/hpcom/content/globali
zation/Pages/HPETMA.aspx

Commercial Print Transformation

Agency Rightsizing

Workstream Lead: Lisa Beamguard

Contract SME: Ron Martine
Scope: 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

Metric

Strategy and Objectives

Current Status
FY 09 Target

Cost Savings

# of Creative
Agencies on ASL

Reduce costs by leveraging suppliers and reducing

duplication across BUs and regions, reduction of
agency fees, implementation of consistent pricing
model, and standardizing processes.
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.

ASL % PO Commit Monitor effectiveness of ASL program where

implemented in terms of PO commit
Compliance
For more information, please go to:

$13.8m

<200

90%

YtD Actual
$27.6m
or
200% of
Target!
187

95%

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

Commercial Print Transformation

Compliance

Workstream Lead: Tania Hodge

Scope: 10 Marketing Commodity Codes (See Agency
Rightsizing)

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.

Metric
The Compliance
metrics are
included in each
of the
workstreams.

Strategy and Objectives

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.

Current Status
FY 09 Target

YtD Actual

See Overall CPT

Metrics

See Overall
CPT Metrics

For more information, please go to:

http://teams1.sharepoint.hp.com/teams/print_measurement/default.aspx

Commercial Print Transformation

E2E Process Optimization \ Content

Mgmt. Lead: Teresa Patrick
Workstream
Project Leads: Gayle Guest-Brown, David Sheldon
Project

Strategy and Objectives

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

Publication Manager

Marketing Automation

Implement

2
Metric

Get 90% adoption of identified documents across all BUs by

Q309
Automate datasheets in IPG APJ, TSG EMEA

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
Current Status
systems.
Strategy and Objectives
FY 09
YtD Actual
Target

Cost
Savings

Phase 1: Standardize, Simplify, and Control;

Controlled Content Management and
standard/approved IT systems
Phase 2: Implement Marketing Automation using a
Brand Management tool.

$2.3m

$3.7m
or
160% of
Target!

Commercial Print Transformation

E2E Process Optimization \ Content
Mgmt.
In Scope
Out of Scope
Marketing, 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
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

Software and Services

Commercial Print Transformation

Printing and Publishing
Workstream Lead: John Costes
Print SMEs: Mihaela Condeescu (E-Catalog), Gil Vered (Print on HP)
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

Metric
Cost Savings

Strategy and Objectives

To optimize and standardize the global print and

distribution strategies and tools to support HPs
global marketing business while reducing our
financial exposure.

Current Status
FY 09
Target

YtD Actual

$8.8m

$8.6m
or
97% of
target!

# of PSPs on ASL

Usage of approved suppliers

Consolidation of the number of PSPs

<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%

Aggressive shift to HP technology

Print on HP - % of
Increase our print spend with our IPG customer
Addressable PMV
90%
74%
base
Jobs
Drive as much business as possible to POD
For more information, please go to:
Monitor effectiveness of ASL program where
ASL % PO Commit
http://intranet.hp.com/cass/procurementcentral/MarketingPrintFulfillmentServices/Pages/WelcometoMarketingPrintFulfillmentSer
90%
99%

Commercial Print Transformation

Translation Memory & Rightsizing
Workstream Lead: Deborah Marbach
Rightsizing Scope:

Memory (ETMA) Scope:

Request to stakeholders to use HP Approved

Translation and Localization suppliers for HP projects
(available in SmartBuy)

new solution to enable

pan-HP leverage of
translated content

Style

Marketing

database of translated
words

Translation

HP

It

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

Metric

owned tools and

processes

Strategy and Objectives

Memory Cost
Savings

Rightsizing Cost
Savings

Number of
Translation
Suppliers on ASL

ETMA
implemented
word volume

Reduce cost and improve efficiencies through

Marketing Translation Supplier use of HP
Enterprise Translation Management
Architecture (ETMA)

guides and glossary

for consistent use of HP
branding
work flow
management
is NOT a content
management tool or a
translation vendor

Current Status
FY 09 Target

YtD Actual

$6.7m

$7.3m
or
109% of Target!

Reduction of GSCS expenditure on translation

supplier management

$6.8m

$7.1m
or
104% of Target!

Translation supplier consolidation that meets

global and regional requirements

20

16

40%

30%

Percentage of words translated through ETMA

Monitor
effectiveness
of ASL program where
For
more
information,
go to:
http://intranet.hp.com/marketing/hpcom/content/globalization/Pages/HPETMA.aspx
ASL
% PO
Commit please