Timing is Everything

Never before has timing been as important in launching a marketing campaign and maintaining customer communications as the here and NOW. With today’s flood of communications and endless messages, maybe what is said matters less than WHEN it’s said.

Consider the significance of this for a moment. Much of the focus as writers, promoters and marketers tends to be on the messaging, but how much attention is currently paid to things like time of day when messages are sent – and more importantly, when they are received?

As real time communication tools like Twitter and status updates on Facebook and LinkedIn and mobile messaging take top priority in fully integrated communication campaigns, the question of WHEN is obviously going to continue becoming more and more significant.

With these real time platforms, readers rarely give a second glance – most blasts, updates or texts are skimmed right away or junked. Given this, you want your message to hit when your audience is the most receptive – including the right day and the right time.

Is it possible to determine this information or is it too dynamic? It depends. Studies exist with benchmarks for best days of the week produce the best open or click rates. These are aggregate numbers across thousands of senders, however, so be leery of the data, because data alone doesn’t take into account your particular call to action, target audience, or recipient behavior.

So…maybe what’s best is conducting your own study. Start with your best guesses based on what you know of your audience, emails and organization and then test to find best days and time combinations from there. Don’t forget to weigh those options against your call to action.

For instance, if your call to action is related to a purchase, obviously you want to consider your audience’s pay periods. If your call is time sensitive, then calendaring is imperative.

Keeping detailed records is what’s going to make or break this methodology. You must have a good system for tracking your end results and then USE the data for future decision-making.

Remember, real-time communications is intended to help messaging be more relevant to your customer. If you’re able to graph and predict more successful times for sending out various pieces of your campaign, obviously you’ll be more successful and ahead of the competition.

Image: stefanomaggi

Bored With Your Marketing Campaign?

Seeing the same marketing collateral day in and day out might get boring as a company insider, but is it actually boring to your audience? That’s the operative question here. Before going to the drawing board and reinventing your image, ask your design and executive teams the following questions:

1. Is your campaign fully integrated? i.e. does your logo appear on all materials in accordance with your style guidelines? i.e. does your campaign cover all markets such as print, viral, social, etc.? Do you and your printer have full and complete brand control?

2. Does your campaign reflect your company’s environmental philosophy? i.e. Are you using recycled paper with a credentialed printer?

3. Are you seeing quantitative results with the current campaign? i.e. are sales up, is your service being used, are you competing strongly in your industry? Does your printer provide full records management that allows you to track collateral usage as a productivity indicator?

4. Are your materials being created uniformly, efficiently and in a cost productive manner? i.e. are you using a print house that uses a marketing supply chain management system?

5. And lastly, are you unique to your specific niche market? i.e. are you trying to be everything to everyone or are you staying within your market purview and business competency?

These five questions are VITALLY important to the decision making process involved with creating, maintaining, altering or completely reinventing a current marketing campaign. Obviously budget is a huge factor, as is timing.

So, if your answer to any of the above questions is ‘NO’ then boredom might not be the only ill effect of your current identity. In fact, it might be time to check the budget, ramp up the design team and get your print shop account rep on the calendar.

If this seems overwhelming, remember that effective marketing is often what separates rapidly growing companies from those slower growing or even stalled companies within like industries. If you expect your business to continually grow, you must be or become an effective marketer, advertiser and promoter of your business.

Be smart – understand your position in the market place, research your campaign, think it through for execution and longevity, test it, and implement it fully! Keep in mind, you’re likely to grow your business to the extent that you master your marketing campaign. Visit us at Prisma Graphic to learn more.

Door Hangers – The Underdog of Direct Mail

What is your company’s customary and acceptable lead generation cost? Chances are it’s more than eight cents per lead. If you don’t know this cost, do some research and find out, it’s critical to the bottom line of any direct mail strategy.

A unique and often overlooked component to a successful direct mail campaign that is SUPER CHEAP and SUPER EFFECTIVE is door hangers. Some door hangers are as cheap as eight cents per hanger, meaning that you could get your message to 100,000 targeted customers for about $800. Not too shabby, right?

So let’s talk door hangers. Pricing on hangers is no doubt attractive – but keep in mind that the hangers reflect your company, so make sure they aren’t so cheap that they’re trashed before read. It’s also important to determine quantity up front since you’re hanger will be cheaper to print based on a higher print run. Maybe printing enough for two campaigns works for you, just think ahead to stay ahead on pricing.

Design is the most critical aspect of an effective door hanger. Once it touches a prospective customer’s hand, it must catch their eye long enough for them to grasp either a WIFM (What’s In If For Me) or a call to action. Either way, the message must be clear, simple, vibrant and catchy.

The job of door hanger designer is to get customers to read it. You must grab the attention of the customer immediately and: 1) provide a solution to their problems; and 2) have a call to action. Don’t bog your door hanger design with distracting imagery that gets in the way of the message. After all, the purpose of a door hanger is to motivate a response from the customer, not to get a blue ribbon for your design.

Once hooked, copy needs to be brief, concise, and compelling. Using the back side is a great way to visually support your copy/call to action. Use large visuals here like a map, coupon, logo, etc. Stick to sound bites here, not sentences.

Still not convinced that door hangers do the trick? Think about it logistically…door hangers don’t get lost in the pile of junk mail from traditional mail sources. And better yet, recipients are clustered geographically by countless combinations of profiling labels such as income level, education, gender, age, etc. Odds are, that your message will be individually handled by a prospect, unlike any other direct mail component.

Comprehensive print shops offer various services to assist in making a successful door hanging campaign. Most print houses even have templates if interested in a more independent route. Remember, once the perfected door hanger is in hand, don’t waste it on an under-researched demographic. Make sure you’ve done your homework so recipients actually need your service/product.

Last step – ah! Dissemination. If you’re not lucky enough to have a large group of loyal friends or a massive family, many such distribution agencies specialize in this area. Check with your print shop once again, they are your expert advisor!

4 x 6 Postcard Template

Postcard Advertising is one of the most affordable means of marketing your business, new products or announcing a sale or special promotion. Our 4 x 6 postcard is compact and extremely effective at getting the Return on Investment (ROI) you need. The ideal size for special events, invitations, and promotions. A 4×6 postcard qualifies for First Class Presorted Postcard rates so you make a huge impact on your clients, not your budget. To help support our graphic designers we have a 4×6 postcard template that you can download for free. This template includes the safe area, cut lines, and bleeds.

Download Template (front and back .eps file)

University of Phoenix Case Study

Integrated Marketing Case Study: University of Phoenix

Client Objective/Goal: To successfully integrate client-supplied initial contact information, gathered through mail-in, call-in and on-line sources, into follow-up direct mail pieces customized for each prospect; including name, gender, nearest campuses and programs of interest. The ultimate goal is to increase interest and enrollment opportunities by making each message more relevant to the individual.

Prisma Graphic Solution: Developed web-to-print products that incorporate the initial contact information into a variable data print (VDP) direct mail application, to individually address each prospect and provide multiple communication methods to further the relationship. This dynamic approach has not only provided the client with a substantial cost-savings through automation, it has allowed them to make their message relevant to each prospect. Moreover, it has expanded the client’s ability to provide and gather more information to help satisfy demand through traditional and/or online course offerings.

University of Phoenix Case Study

Top 10 Ways Print Helps You Prosper.

Why Print

At one time or another we all have taken printing for granted. Perhaps because print has been the world’s number on communication medium for so long, we tend to overlook its impact and power. That oversight could be detrimental to the success of a marketing campaign, a product launch or a branding initiative trying to make connections. Consumers trust print, feel comfortable using it and are unable to fast forward past it. Electronic content comes and goes and when it’s gone, your message disappears with it. Print, on the other hand, is there for the long run.

Prisma Graphic Services and Capabilities

 

 

 

 

Prisma Graphic has the following services and capabilities.

Equipment List

Electronic Prepress

• (1) Magnus 800 Platesetter with 5 Autoloader/Cassettes
• (1) Creo Trendsetter Spectrum Platesetter
• (9) Mac Work Stations
• (9) PC Work Stations
• (6) PREPS Imposition Stations
• (2) Prinergy JVX 10.4 Ripping & Trapping Systems
• Prinergy Stochastic Screener
• Prinergy – PDF Workflow
• Kodak – FM Staccato Screening
• Canon Color ImpoProofer Automated
• 2-sided proofer with Color Management
• Canon ImagePrograf Contract Color Proofer with Kodak Color Management
• Epson Inkjet Color 9900 Proofer 44”
•  (2) Sherpa 2-Sided Proofers
• HP DesignJet 5500 Proofer
• Pictoral Proofer (11” x 17” max)
• Multiple CD/DVD Burners
• Rimage Premium CD/DVD PlexWriter (6 Unit) High-Speed
• Eversmart Pro2 Flatbed Scanner (11.5” x 17” original input)
• X RITE PlateScope (Plate Quality/Process Control)
• X RITE Spectrodensitometer (Proofing, Plating, Press Profiling Process Control)
• Eye One Color Calibration System
• Profile Maker Pro (Color Profiling system)
• Complete Up to date Software and Font Library
• All files archived on DAT and DVD
• Mirrored 3T Raid Dell Servers & Gigabit Speed Network
• E. Quix & High Speed Network Server
• FTP Server
• (2) CIP3 Servers
• Kodak ColorTune Proofing Server
• Prinergy 1.6 Remote Proofing Server
• Kodak InSite – Customer Job Interface 

Bindery

• (2) Heidelberg Cylinder Press; Sheet Size: 22 x 30”
• Brausse – 22 1/2 x 29” Die Cut, Emboss and Foil Stamp
• Kluge EHD – 14 x 20” Die Cut, Emboss and Foil Stamp
• Baum Lawson MPU, 47” Paper Cutter (Micro-cut)
• Polar 52” EMC Paper Cutter (Micro-cut)
• (2) Saber^® 54” Cutter w/ Baumann Jogger
• Mueller Martini Saddle Stitcher   10 Stations w/ Cover Feeder & 3-Knife Trimmer
• (2) Mueller Martini Saddle Stitcher   6 Stations /Cover Feeder w/ 3-Knife Trimmer
• Perfect Binder 18”
• Rollem TR, 35” Perforating & Scoring
• Rollem TR, 40” Perforating & Scoring
• MBO B26S Perfection Folder 26 x 40”; 32-Page
• MBO B23 Folder 20 x 26”; 8-Page
• MBO B32 S Perfection Folder 32 x 40”; 8-Page
• Stahl Folder 30 x 40” 16-Page Folder
• Kluge Pocket Folder Gluer w/Final Fold Ability
• Challenge Paper Drill, 5-Hole
• (1) Auto Shrink Wrap Packager
• (3) Semi-Auto Shrink Wrap Packager

Presses (Web, Sheetfed & Digital)

• M-130 Heidelberg 38 inch, 5 Color Heatset Web with Color Control System CCS Loop
• Combo Folder – Sheeter – Pattern Perforator    Maximum Sheet:  22.75 x 38 inches, Maximum Image Area:  22.5 x 37.5 inches
• Color King 36 inch, 2 Color Web Press / Combo Folder  Maximum Sheet:  22.75 x 36 inches, Maximum Image Area:  22.5 x 35.5 inches
• Akiyama 40 inch, 5 Color Perfector with Color Control System CCS Loop Maximum Sheet:  28 x 40 inches,  Maximum Image Area: 27.5 x 39.5 inches
•  (2) Akiyama 40 inch, 6 Color w/ Aqueous Coater,  Maximum Sheet:  28 x 40 inches,   Maximum Image Area:  27.5.  X 39.5 inches
• Mitsubishi 28 inch, 6 Color w/ Aqueous Coater,    Maximum Sheet:  20 x 28 inches,    Maximum Image Area:  19.5 x 27.5 inches
• Ryobi True 2 Color (Best for Registration and Solids),  Maximum Sheet:  12 x 18 inches,  Maximum Image Area: 11.5 x 17.5 inches
• (2) AB Dick 2 Color Replicator,  Maximum Sheet:  12 x 18 inches,  Maximum Image Area: 11.5 x 17.5 inches
• Halm Jet 2C Color Perfector Envelope Press,    Maximum Sheet:  13 x 18 inches, Maximum Image Area: 11 x 17 inches
• HP Indigo 5000 4 Color Press   Maximum Sheet:  12 x 18 inches,  Maximum Image Area: 11.6 x 17.2 inches
• C6500 Digital 4 Color Copier/Press,   Maximum Sheet:  12 x 18 inches,  Maximum Image Area: 11.6 x 17.2 inches

Fulfillment

• Pick and Pack
• Package and Distribution
• On-line Customized Inventory Management
• Cycle Count

 Mailing Services

Our Mailing Department offers a fully integrated service, which
is completely in-house, and configured to suit any requirements.
These services include data acquisition and management, CASS
certification, NCOA service, DPV validation. Prisma can customize
any mailing program to satisfy the needs of our clients.

 Dokshop.com (Web-to-Print Solution)

A unique business-to-business product that enables users to order,
personalize, proof and manage print materials online.  Its parameter-
based programming allows customization with various user options
and controls. Each site can be specifically tailored to fulfill any client’s
needs.

____________________________________________________

 Offset Printing Services:

•  Sheetfed: Medium Quantity Print Runs
•  Jprint 5C Perfector Press with Color Control System CCL
• Sheetfed: Large Quantity Print Runs with our new Control System CCL
•  Heatset Web: Large Quantity Print runs with Color
• Open Web: Short and Large Print runs

  Digital Printing:

•  Including Variable Data
•  Indigo Short Quantity Print runs, Up to 12”x18”, Including Variable Data with Inline Finishing
•  Konica Minolta Quantity Print runs, Up to 12”x18″
•  41”X72” Large Format-Short Quantity Print runs

Prepress  

•  State-of-the-Art Computer Hardware,
•  Software & Color Correction & Image Manipulation
•  Hi-res Canon Kodak Proofs
•  HP Ink Jet & Laser Proofs, Sherpa Digital Proofs
•  Prinergy Ripping & Trapping
•  Prinergy –FM Segundo Stochastic Screening
•  Kodak Remote Proofing
•  Kodak-FM Staccato Screening
•  Prinergy PDF Workflow
• SSL Secured FTP Site
• Direct-to-Plate Magnus 800

  Design & Production 

•  Outside agency support
•  Supplement In-house Creative Staff
• Develop Original Concepts 
• Follow Existing Corporate Graphic Standards

 CD/DVD Duplicating

•  Data Duplication 
• Thermal Label Printing

Bindery

• Folding 
• Scoring 
• Perforating 
• Stitching 
• Perfect Bind 
• Die Cutting 
• Embossing 
• Foil Stamping 
• Gluing
• Drilling
• Mounting
• Sequential Numbering

  DOKSHOP: Online e-Commerce Website

• Pre-approved Products
•  Brand consistency
• Static and Dynamic Fields
• Instant Online PDF ApprovalView Order Status and History
• Customizable Shipping

State-of-the-Art Warehouse Facility

• Product Inventory Storage
• Clearly Labeled Product with Scannable Bar Codes

 Fulfillment  

• Computerized Pick & Pac
• Build Kits of Various Configurations Requirements
• Bulk or Custom Packaging to Fit your Unique
• Ship to Single or Multiple Locations

Mailing, Shipping & Receiving

• CASS Certified Mailing Services
• Database Management
• Inserting
• 1st Class, Standard Presort
• Bulk Mail with FedEx Overnight
• 2-day or Ground Shipping
• Common Carrier

 

Contact Prisma Graphic for a quote on all your printing, design and mailing needs.

 

A commerical printer, much more than ink on paper.

Prisma Graphic:   Paving the Way to a marketing solutions provider.

 

To compete as a traditional commercial printer in today’s economic climate and evolving market takes vision. For Prisma Graphic, that vision has been to provide unmatched customer service, consider every client a partner and offer economical marketing solutions beyond ink on paper.

 Prisma started as a boutique print shop over 29 years ago, and in 2000 the privately-held company transferred ownership to Bob Anderson. Rather than remaining a great traditional printer, Bob has worked to transform Prisma into an all-inclusive print and marketing solutions provider to help clients improve, implement and execute their marketing efforts. Ever since the transition, the company has experienced 15-20% annual growth each year.

 Our staff views every project as an opportunity to further the success of our clients’ image, initiatives and marketing  goals. From our 82,000 square foot facility in Phoenix, we provide design support, heat-set web, sheetfed, variable data printing, full bindery, fulfillment services and complete direct mailing. Additionally, Prisma has a proprietary online product called dokshop – a dynamic online solution enabling our clients to brand manage, distribute products worldwide and print on demand at their convenience. We are also very proud of our green initiatives, which include recycling paper, cardboard, ink cans and drums and printing with vegetable and soy-based inks.

 We know you have many choices when it comes to printing. Give Prisma a call today at 800 379-5777 to discuss your next print marketing solution – See firsthand what it really means to Print Smart.

Web to Print: The DokShop Solution

WEB TO PRINT: The DokShop Solution

 For some years now discerning print buyers have been charged with reducing costs, saving time and improving results, all the while saddled with tight marketing budgets based on revenue generation. While some marketers have turned towards alternative media to help meet their defined objectives, others simply started cutting back their efforts altogether. Those that have experimented with multi-channel communications, especially the integration of print and the Internet, have found they did not need to stray too far to get results. And really, with so many companies falling well short of their sales objectives today, no one can afford to scale back any part of their marketing efforts.

 A September 2008 Epsilon survey of top Chief Marketing Officers reported that over 94% of the respondents said they feel “a tough economic period is precisely the time when marketing plays a key role.” By investing in proven strategies and collateral-based marketing materials, companies can sustain basic marketing efforts that continue revenue flowing even through economic downturns. This notion can be substantiated considering the CMO Council’s 2008 Marketing Outlook that said events and trade shows, direct marketing, sales support materials, and online marketing were at the top of marketers’ investment lists.

 Generally speaking, collateral-based materials have always been centered in corporate marketing departments where brand standards, timing, costs and other critical aspects of marketing campaigns can be closely monitored. With the time, expense and headcount required to maintain this control, however, many have looked to their vendors for solutions. Meeting these demands on time, with ease, and at reasonable prices can be difficult; especially for those vendors unwilling to evolve. Many traditional printers have yet to embrace the web-to-print relationship, maybe for fear of losing the customer to the convenience of the Internet, or simply due to a lack of technological confidence or knowledge.

 “In today’s business environment, being able to provide traditional print, as well as a robust web-to-print solution, is crucial to the future success of any commercial printer,” according to Bob Anderson, President of Prisma Graphic Corporation. Launched almost 9 years ago, Prisma’s industry-leading, online solution called dokshop has become an integral part of the company’s business and appeal. “Most of our clients really understand the importance of an online application like this right from the start,” says Anderson. “Our dokshop system alleviates the majority of the day-to-day costs and headaches of corporately-managed marketing efforts; helps to explain why it has become the fastest growing component of our company.”

 Dokshop Defined

 Prisma Graphic developed dokshop.com as an online solution to support company-specific ordering sites that are tailored and personalized to meet the individual needs of each client. More specifically, dokshop sites enable clients to easily manage and distribute valuable corporate marketing assets; direct mailers, sales sheets, brochures, image or logo libraries, advertisements and email blasts, for example. These products can be produced statically or variably and either printed on demand and/or distributed electronically or by any common carrier. More importantly, the basic functionality of these sites gives complete control to the client to decide who can order, how often, how much and how each order is cost accounted.

 Prisma Graphic promotes these fully-customizable, web-to-print solution sites to clients looking to save time and money in the marketing process. With complete personalization options, dokshop can mirror a corporation’s centralized marketing department and help to lower basic administrative costs. Ultimately, dokshop’s very existence is to help marketers maintain brand standards, manage multiple location orders and total inventory, minimize collateral waste and economically distribute assets quickly and efficiently.

 Orders placed through dokshop typically ship within 1-to-4 working days from the time of receipt – a fraction of the time needed for a traditional order. Since introduced in 2001, dokshop has enabled businesses around the country to launch worldwide marketing campaigns much more efficiently. Today, dokshop supports nearly 235 clients with over 32,000 users and continues to grow.

 Simply put, dokshop allows Prisma Graphic to offer their clients the products and services they need, when they need it and how they need it. Please contact your current Prisma Sales Representative, or Bob Anderson now to find out how this dynamic web-to-print solution can benefit your company (800 379-5777 or  roberta@prismagraphic.com ).

  “What brought Avnet to Prisma in 2000 was the need for a quick turnaround on a specialty order of embossed business cards. I am pleased to say we have been married like ink to paper with them ever since. Prisma not only upholds our project deadlines but also meets our time, cost and quality standards. Needless to say, when they launched their dynamic online ordering site, we were the first in line. Their dokshop system has helped us control brand consistency across our 300 world-wide locations, streamline our print buying process and manage our company collateral; supporting our company-wide green initiative. Our business relationship has significantly grown and strengthened over the years, as they continue to work with us and our ever-evolving needs. The key to their success is their friendly service, ideas and consistent effort to support our programs.”

 Al Maag,   Chief Communications Officer, Avnet

With operations in 73 countries, Avnet has become one of the world’s largest technology distributors of electronic components, embedded subsystems, enterprise computing products and solutions. Their corporate social responsibility strives to make a difference in their employees, community, industry and the environment.

In 2008, Avnet was recognized in the list of “America’s Most Admired Companies” by Fortune magazine – ranking first in many categories and second overall.

 “As a large organization, one of the biggest struggles we face, as do many large organizations, is maintaining brand consistency. We also have the added challenge of supporting multiple locations throughout the country, which can be both time consuming and costly. A couple of years ago, Prisma set us up with a dokshop site, which streamlined our ordering process while allowing us to maintain our brand throughout our nearly 200 locations. Our dokshop site has made it easy for our locations to utilize corporate-approved materials, rather than relying on their own collateral.”

 Darin Hancock,  Marketing Manager, University of Phoenix

In the past 30 years, University of Phoenix has helped transform the landscape of higher education by making it easily accessible for working students. The University is accredited by The Higher Learning Commission and is a member of the North Central Association (ncahlc.org). University of Phoenix offers a wide variety of degree programs at the Associate’s, Bachelor’s, Master’s and Doctorial levels and in fields such as business, technology, health care and education to name a few.

Print Smart: The Rewards of Being Green

Print Smart: The Rewards of Being Green

Despite the growth and popularity of the Internet as a marketing tool, the mailbox continues to be the preferred communication channel for information, promotions and announcements. According to a study by International Communications Research1, 70% of consumers prefer direct mail compared to 18% who prefer email.

 As consumer concern for the environment increases, so has sensitivity toward direct mail and its perceived negative impact. While direct mail accounts for only 2% of the country’s municipal waste, it is still a concern for businesses that use direct mail as a marketing strategy.

 So, what can marketers do to accommodate today’s consumers? Print Smart. For Sherri May & Company, a mailing proponent that specializes in direct marketing, being green is the positive result of simply printing smart. “We’ve been the most successful when we focus on delivering the right message, to the right audience, at the right time, using the most energy and cost-efficient means possible. Green production is a win-win all the way around,” explains Sherri May.

 To address the growing concerns of the environment and the impact of direct mail, the Direct Marketing Association, Pitney Bowes and the United States Postal Service have all published practical steps to become more efficient in direct mail and thus more environmentally responsible.

 Data Management – Reducing Undeliverable Mail

Each year almost 60 billion pieces of direct mail end up in landfills. By working with a partner who understands how to minimize undeliverable records and optimize the production process in general, you can save as much as 30% on each and every mailing. Incorporating USPS endorsed NCOAlink® software, Intelligent Mail® and OneCode ACSTM into the data process will ensure accuracy, helping to maximize ROI while maintaining good environmental stewardship.

 FSC Certified versus Traditional Recycled Paper

Besides positively positioning your company’s image, for little or no additional cost, using an FSC Certified paper helps reduce global warming, save forests, conserve water and lower emission of toxic pollutants. Moreover, using a recycled FSC Certified paper supports municipal recycling collection programs and diverts usable materials from incinerators and landfills.

 Generally speaking, the benefits of using a traditional recycled paper are more of a perception than a reality. Many countries continue to destroy rain forests for the hemp needed to produce the original papers used in the recycling process today. In fact, recycling traditional paper actually depletes more in fossil fuel and other non-renewable resources in the collection, fabrication and delivery than it saves for the environment. The FSC Certification demonstrates that your finished product was produced from start-to-finish, using sources and methods that promote responsible forest management worldwide.

 Manage the Mailbox

When possible, try to consolidate your message into fewer mailings. Instead of mailing monthly, consider mailing quarterly and augmenting the effort with opt-in, personalized phone and/or email communications. Combine multiple messages into a single envelope and always utilize the front and back of each insert. “Companies that are able to coordinate all their mailings through a single internal point person, do a great job of managing the customer mailbox. Customer perception can turn negative when they receive multiple mailings from the same company within a short period of time,” says Sherri May. These minor adjustments will stretch your marketing dollars and help to reduce your company’s impact on the environment.

 Manage the Message

Making an impression is sometimes easier than most people think. Minor size adjustments, self-mailers versus envelope mailers and even using a pre-printed corporate mailing permit instead of stamps, can all extend the budget of a direct mail piece. This creative thinking not only improves efficiency, but also inherently applies eco-friendly practices.

 Poly versus Poly-Less Envelopes

Implementing the use of a window envelope is a smart way to retain personalization, yet avoid the extra cost of match mailing. Also, by using poly-less window envelopes, especially on larger quantities, you can reduce production costs while making these envelopes easier for consumers to recycle.

 Vegetable/Soy or Petroleum Inks

The increasing demand for a front-to-back eco-friendly process has made vegetable and soy-based inks more cost-effective than ever before. Today, these inks are very competitively priced against petroleum-based inks, and customers appreciate receiving printed pieces from those who demonstrate a commitment to the environment.

Always Consider the Combo

Printing one project at a time is always more costly than printing multiple projects at once. Although that’s not always possible, a strategic approach to your next staggered, multiple-piece campaign could save your company thousands of dollars, while also reducing the manufacturing waste of the overall campaign.

 Become an Environ-mail-ist

Employing these simple initiatives into your direct mail strategy can improve your company’s image, will be good for your budget and ultimately good for our planet. Print Smart is more than a philosophy for Sherri May & Company and Prisma Graphic. We all have a responsibility to our clients and to our shared environment. Plus, if we’re able to reduce a carbon footprint along the way… we all win!

 Contact Sherri May & Company today to discuss everything from data optimization, mailbox management and how to develop a results-driven direct mail campaign that positively impacts our environment. Call 602 547-7020 or visit  www.sherrimayco.com . 

 1 International Communications Research (ICR) study dated 6/11/2007

2 The Truth About Green, February 2008, © Pitney Bowes Inc.

3 Forest Stewardship Council, see  www.fsc.org  for more information

 Mailing Made Simple

Over the years it became increasingly clear that print buyers were becoming tired and often frustrated managing multiple vendors in the direct mail process. This is especially true considering the everyday pressure to find ways of improving speed to market, while reducing costs at the same time.

 In response, Prisma Graphic hired a mailing expert, invested in the equipment and launched an in-house mailing department almost three years ago. This move quickly became an invaluable addition to our service offerings.  We have been able to shorten turnaround times and reduce overall project costs for our clients.  Today, our mailing department drops over 1.5 million pieces per month and continues to grow in output.

Advantages of a Knowledgeable One-Stop-Shop:

•          Start-to-finish quality control by a trusted contact

•            Improved speed to market

•          Waste reduction by using USPS endorsed NCOAlink®, Intelligent Mail® and OneCode ACSTM processes

•            Availability of saturation or demographic-specific list purchases

•            Promotional results tracking

 To find out how Prisma can help you reduce costs and make
your next direct mail project seamless, contact your a Sales Representative, or John Pisauro at 800 379-5777 or johnp@prismagraphic.com.

Sustainable Actions

Everyday at Prisma Graphic, we search for ways to step a little softer on the earth. From the inks we use and the paper suppliers we support, to the design of our 82,000 square foot facility and the company-wide recycling program, we are proud to say we have successfully implemented one of the most aggressive sustainability programs in our industry.

Most of our success and efforts are thanks to our General Manager, Alan McAbee. His 29+ years of seasoned commercial printing experience and devotion to sustainability have benefited Prisma, as well as the green initiatives of some of our clients, Arizona State University in particular. Truth be told, Alan is always willing to discuss current trends and real-world sustainability applications with anyone who shares his passion.

Prisma’s initiatives include:

•            Vegetable and soy-based inks

•            Energy-efficient equipment

•          Low-wattage halogen bulbs used in offices

•            Recycled shipping cartons

•            Recycle paper, aluminum and cardboard

•          FSC Certified & FSC Certified recycled paper

•          Trip Reduction Program (rewards for use of alternative transportation)

•          Eco-friendly floor mats, cleaning and restroom supplies

•          High efficiency HVAC units

 For more information about sustainability or to learn how Prisma can help with your efforts, please contact a Sales Representative, or Alan at 800 379-5777 or  alanm@prismagraphic.com.