Green Printing and Fulfilment in Dallas

Digital versus Offset

What's the difference between digital printing and offset printing?  Well, besides being done on different machines, the processes are quite different.  However, digital quality seems to be catching up.

"Recently I showed a client two samples of printing done using the two processes," Jennifer Beaty said. "He really had a hard time telling the difference between the two."

Jennifer is the managing partner of Executive Press, a full-service printing and direct-mail company based in Richardson, Texas. Executive Press provides both digital and offset services to their customers.

"We really have both processes because they are needed in different situations," Jennifer continued.  "smaller quantities and tighter deadlines are a better fit for digital and larger format and special treatments, such as full-bleed covers, are better when done on an offset press."

While the final products are produced on different machines, the design and file preparation is becoming more alike.  As we talked about in an earlier post, digital computer files are now used to produce plates for offset presses.  In the digital printing version, files go straight to the digital press for production.

A short list of reasons to use offset printing:

• When colors of inks have to match another project.
• Oversized or full-bleed projects like a folder or special cover.
• Large runs of the final product, usually over 1,000 copies.

A similar list for digitally printed projects:

• Shorter runs (as few as 10).
• Short deadlines and quick turnaround.
• When similar projects have also been done digitally so as to match one another.

For more information on when and how to choose digital versus offset printing, please call Jennifer or the team at Executive Press at 214-217-7000 or visit their website.

The Executive Pressman

The Elements of Direct-Mail Marketing

When it comes to direct-mail marketing, there are several things to think about as you put together a successful program:

• What is your offer?
• Do you have a targeted list?
• What does your package look like? Is it appealing?
• Have you tested it?

Unless you know what your specific offer is, don't create a mail piece. Example offers include: half price, buy one get one free or 50% off. The more specific you can be, the more return you will get.

The more you know about your list and the more accurate and up to date it is, the more return and response you will get.

Consider the shape and size of your package or piece with reference to US Mail regulations as well as memorability. Color, shape, size are all important. Think "will this get past the executive's secretary?"

Trying things out in advance of the actual mailing is key to success. Just like a car test drive, if you can send a sample to 5 or 10 test subjects and record their responses, you can be assured that the item will work.

For more information about successful direct-mail campaigns, call Jennifer Beaty at Executive Press, 214-217-7000. Or check out this story on Answers.com, which was the inspiration for this post.

The Executive Pressman

Executive Press Appreciates Labor-Saving Features of New Suprasetter

Running cleaner and greener is a long-term goal of Executive Press. Since we replaced a violet Platesetter with a Suprastter A75 thermal computer-to-plate device from Heidelberg we have been both.

Used to image Heidelberg Saphira Chemfree plates for the company’s four offset presses, including a 6-color Speedmaster SM 74 and 4-color Printmaster GTO, the new Suprasetter “fell right in line with our workflow,” said General Manager David Allen. Most impressive to Allen and his team is the automatic top-loading capability of the new platesetter, which provides fully automated plate loading and slip sheet removal that permits mostly unattended operation of the unit.

Executive Press has a longstanding commitment to green printing. Accordingly, the company has converted to soy-based inks and prints on post-consumer waste recycled or FSC-certified paper, unless our customers specify otherwise. The company has implemented proven systems in its production area to reduce energy usage while recycling all paper and aluminum plates used in the printing process.

The new Suprasetter contributes to this effort with its own set of environmental credentials. Consuming 0.7 kilowatts per hour, the Suprasetter A75 platesetter draws around five times less power and generates around five times less waste heat than comparable models from other manufacturers.

“Heidelberg equipment is simply the best there is, and their service technicians are well-trained, knowledgeable and persistent,” Allen said. “There’s none better.”

Approaching a quarter-century in business, $2.5 million Executive Press currently employs a staff of 12, and serves real estate and building clients and a variety of associations doing business in North Texas.

The Executive Pressman

Making Premiums Work for You

There are any number of ways to get visibility for your company. One of the most direct is using premiums or branded giveaways.

But simple it is not.

"We work with a number of premium suppliers here in the North Texas area," Jennifer Beaty said. Jennifer is the managing partner of Executive Press, a marketing and printing company based in Richardson, Texas. "They all tell us the same thing: you get remembered by being in front of people each and every day."

Premiums include the typical pens, shirts and hats. But they can be more than that.

"We provided reflective stickers for breaker boxes," Whitey Thomas of WT Promotions said. "That way when the lights go out, the customer knows who to call."

Even in the usual places your items need to be branded.

"I want my customer's names in front of their clients every day," Judy Smith of Promo Pizazz said. "It's all about repetition."

Key things to look for in promotional items:

• Are they useful to the client?
• Is the brand name prominent?
• Is it durable and lasting?
• Will the client comment on it?
• Is it integrated into a larger program? That is, does it fit a theme or is it tied to your company somehow?
  

"The best promo items are the ones your client thanks you for later," Jennifer continued. "Whether it is a useful or fun item, it has to be memorable."

For more ideas or to reach Jennifer or one of her North Dallas Chamber (NDCC) colleagues, call 214-217-7000.

The Executive Pressman