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Emailing Insertion Orders in Bursts from MPE


The Company

Since 1969, Carmichael Lynch (CL) has been a leader in the advertising industry, catering to the campaign needs of brands including A.G. Edwards, Harley Davidson, and Porsche. Recipients of many industry awards, the agency recently earned the prestigious O’Toole Award, Gold EFFIE Award, and Cannes Lion. Attributing partly to their success, CL realizes the advantage of innovation and quick B2B response by streamlining their business processes with automation.

The Problem

Carmichael Lynch employees found the use of multi-part forms time and resource-consuming. Preprinted forms were also costly and limiting, and the printers involved were noisy and high maintenance. Carmichael Lynch was interested in moving away from a paper-based workflow to an electronic workflow. Users at CL required the ability to send orders via both fax and email from their DSI Datatrak database with as little manual intervention as possible.

The Solution

In April 1995, Carmichael Lynch received a shipment of AventX MPE from STR Software to demo on their system. Exceeding their expectations for automating document delivery, management purchased the solution just one month later.

After adding the Tractor Supply Company as a client, CL began utilizing AventX as a more efficient way to send insertion orders due to their client’s high volume of circulars. Today, CL is pleased to have eliminated many processes involving manual document delivery, achieving significant time and resource savings. The agency’s AventX solution is primarily used in bursts several times per month, at volumes as high as 1,400 pages per run for a single client.

CL’s technology department later made the decision to add AventX Mail and a FAXCOM 3100 two-channel server to their existing solution. With the upgrade to AventX 6.0, CL was able to overcome Datatrak’s limitation of being unable to include email addresses as a destination. Now, an email delivery confirmation is sent to applicable users, a configurable add-on with no programming modifications required.

Doug Kieser, System Programmer for CL, attests that users are also reaping the benefits of dynamically named PO’s and insertion orders, resulting in straightforward detection of each document. Additionally, with the add-on of AventX Archiving Solution in December 2005, a PDF duplicate version of any faxed or emailed dynamically-named order is now saved on a file server, providing a permanent audit trail.

Carmichael Lynch’s IT Director, Steve Diedrich, affirms, “STR Software opened up our eyes with this solution. We started with just one objective, but it soon became apparent that AventX offered so much more. An insertion order electronic document delivery solution is like gold for any agency or media buying firm with a high-volume media client. For us, that solution is AventX.”

STR Software specializes in document delivery solutions for email, fax, and internet fax. The AventX Product Suite integrates with internally-developed and host ERP applications including Oracle EBS, SAP, PeopleSoft, JD Edwards, IFAS, EAS, and more in UNIX, Linux, MPE, and Windows environments.


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