Marketing Services Providers: Separating the Contenders from the Pretenders

What does it take to justify that MSP tag? A dedicated team, a plan, a course of execution and a healthy dose of cross-media.

Schnoll relates a story about a New England franchise printer (yup, a franchise printer) that came to the rescue of a certain local, prestigious medical school that had a great deal of data, but apparently didn't know how to best leverage the information. Saturation mailings dealing with medical specializations were sent to the masses, which proved to be a waste of time and money for the university. The printer was able to better segment the mailings, incorporate microsites and generally tailor the messages in a more personal way.