Campaign VDP Platform
A high-volume Variable Data Printing (VDP) platform designed to automate the creation, assignment, and planning of direct mail postcard campaigns. The system dynamically generates personalized print-ready files based on segmentation rules and campaign configurations, significantly reducing manual workload in campaign preparation and execution.
Project Overview
Understanding the Project
The Goal
Develop a scalable platform capable of managing large-scale direct mail campaigns by automating postcard generation, segmentation, file preparation, and production planning for high-volume mailing operations.
The Challenge
Designing a system capable of handling highly segmented mailing campaigns while automatically generating accurate, press-ready files at scale. The platform needed to support campaigns that could exceed 2–3 million postcards, ensuring reliability, performance, and precise data handling without manual intervention.
My Role
Full-Stack Developer responsible for system architecture, dynamic file generation logic, campaign automation workflows, and scalable infrastructure to support high-volume VDP operations.
Role
Full-Stack Developer
Timeline
2020
Platform
Web
Team
Solo
Screenshots
Visual Showcase
Variable data postcard editor interface
Administrative campaign sections
What I Built
- Developed a campaign management dashboard using React and Redux.
- Built a dynamic postcard editor supporting variable marketing fields.
- Implemented Excel upload and export features for bulk campaign processing.
- Designed backend APIs to manage campaign segmentation and drop scheduling.
- Created data models for multi-state and ZIP code targeting.
- Implemented automated totals calculation for production metrics.
- Built authentication and role-based access for administrative users.
- Deployed and maintained the platform on AWS infrastructure.
Tech Stack
Frontend
Backend
Database
Cloud & Infrastructure
Architecture Design Decisions
These decisions were intentional to ensure the site feels professional, calm, and easy to navigate:
- Modular campaign architecture allowing reuse of base templates
- Separation between campaign setup, production dashboard, and editor workflow
- Excel import/export integration for bulk data handling
- Dynamic variable data fields for flexible marketing customization
- Real-time totals calculation for production and drop scheduling
- Structured segmentation by state, market, and ZIP code
Results & Learnings
The platform significantly reduced the client’s manual workload in campaign creation, assignment, and planning. By automating segmentation and print-ready file generation, it streamlined operations for large-scale campaigns that could exceed 2–3 million postcards, improving efficiency, consistency, and production turnaround times.