CCU Students Visit Flottman
A group of Journalism and Public Relations students from Cincinnati Christian University (CCU) visited the Flottman Company, Inc. in Crestview Hills, Ken. earlier this month, for a presentation about direct mail, which highlighted some of the latest, personalized technologies including pURL's and QR Codes.
The Flottman Company, Inc. is one of the region's largest full-service graphic communications firms. Company leaders Tom Flottman, CEO; Ed McMasters, Director of Marketing and Communications and Steve Imholt, Sales; led the hour-long presentation detailing the current uses of Direct Mail as part of the larger Multi-Media Communications Strategy. By understanding the role of Direct Mail in communicating targeted messages, the students were able to draw parallels to their journalism studies emphasizing precision communication. The presentation included; how to analyze the target audience, structure multiple communication channels and implement succinct messaging. Advancements in Variable-Data Printing enable complete personalization of the message and tailoring of the imagery to fulfill specific requests. Success is measurable via results, achieved through a definitive call to action that drives recipients to interact with their own personal, customizable, micro website. This integration of Direct Mail with the Internet allows for data collection, data verification and continuation of brand messaging. The individualization of Direct Mail Communications and interconnectivity to the Internet are the takeaways that will influence these students and their application of journalism and public relations immediately upon graduation. Following the presentation, Flottman took students on a tour of the facility.
"We are excited that the students have had the opportunity to learn about the latest technologies and we were glad to be able to share with them some of the most innovative strategies in Direct Mail, such as pURL's and QR Codes," said Tom Flottman, CEO, Flottman Company. "During their visit, the students gained exclusive insight about personalization, which is beyond valuable in capturing a reader's attention and increasing response rates."
"It was a fascinating experience. It was one of the most compelling Direct Mail presentations that I have ever witnessed," said senior Andy Waugh, Biblical Studies major, CCU.
Sophomore Lindsey Stenger, Communications major, CCU agreed that the visit was worthwhile. "It was exciting to go behind the scenes at the Flottman Company," said Stenger. "I can't believe all of the different machines they have to use for everything they do."
Reflecting on their visit, the students also observed the value of the personal relationships at a company level, when they saw Flottman interacting with a number of employees as he walked through the plant.
"You can tell that the employees are treated like family," said junior Hannah Friskney, who is studying Communication Arts and Psychology at the university. "Mr. Flottman took the time to talk and joke with employees as we toured the facility."