58 ■ October 5, 2010 • GRAPH EXPO
Official Show Daily • Cygnus Graphics Media
Commercial Print Shop Gets Personal with Its Customers
Xerox XMPie software helps to produce eye-catching, award-winning marketing campaign
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stablished in 1983, Progres- sive Communications, a divi- sion of the Taylor Corpora- tion, offers commercial print-
ing, design, and mailing and fulfilment. Located in Lake Mary, FL, it began as a newsletter publishing company 27 years ago, growing into a full-service market- ing company employing 135. Progres- sive creates customized solutions for a wide range of clients in its 74,000 sq. ft. production facility. After investing in brand-new Xerox
iGen4 (Booths 400, 600) digital presses, Progressive was excited to get the word out to its customers and prospects that it was now on the cutting edge of digital printing services. Management knew it had to impress and inspire the recipient by demonstrating the full capabilities and print quality of the iGen4, while showcasing the potential of digital print.
Personalization is key Progressive developed a highly cus-
tomized, 1:1 direct marketing cam- paign consisting of a mailer, initial e-mail, personalized URL, confirma- tion e-mail and fulfillment calendar. The front of the mailer included a gender-specific silhouette image and the recipient’s first name. The back included the recipient’s last name, their sales rep’s contact information, a per- sonalised image, personalized URL and a QR code for greater convenience. But the real attention-grabber was the fulfilment piece—an ultra-person- alized, 12-month calendar printed on 100-pound Velvet Text. In addition to using several variable, gender-driven photos throughout, each month’s visual in some way incorporated the recipi- ent’s name in the picture. For example, October featured the recipient’s name
carved in a Halloween
pumpkin while February saw it printed on a Valen- tine’s Day candy heart. Progressive brought per- sonalized project
with a host of Xerox and partner
solutions.
to life It used
XMPie extensively (includ- ing uDirect Pro, uPlan, uImage, uProduce, uCre- ative XM and Marketing Console) to drive its variable text and imagery into layouts composed using Adobe InDesign, and printed every piece on a Xerox iGen4 digital press with a Xerox FreeFlow print server.
Progressive Communications created a person- alized calendar to show off its new Xerox and XMPie technology.
Real business results The attention and recognition gar- nered by Progressive’s personalized campaign translated into real business
results. To date, it has enjoyed a nearly 17% response rate, 11.5% registration rate, yielding a 68.49% conversion rate. The popularity of the personalized calendars is growing exponentially and orders continue to pour in as custom- ers share them with their coworkers. Progressive Communications has even considered the idea of creating a store- front to take its calendars to market.
Six Partners to Showcase Standard Feeding and Finishing Soutions
Hunkeler unwinders, rewinders, cutters, double-cutters, and stackers operating throughout GRAPH EXPO
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tandard Finishing Systems (Booths 1244, 1644) is show- ing a diverse range of roll-fed solutions for the continuous-
feed digital print market. Standard Hun- keler unwinders, rewinders, cutters, dou- ble-cutters and stackers will be operating throughout the halls at GRAPH EXPO. Designed to work with high-speed digi- tal printers at up to 720 feet/minute, with superior paper handling performance on a wide range of substrates, and cross-web chip-outs for full-color bleeds, Hunkeler solutions are being shown with industry- leading printer vendors including HP, InfoPrint Solutions, Kodak, Océ, Screen, and Xerox. The new Hunkeler PP6 perforat- ing and punching module has been designed for in-line finishing of paper rolls with tractor hole punching, cross- web fan-fold perforation, and file hole punching. The new PP6 is placed between the UW6 Unwinder and the continuous feed printer, and can print a register mark for precise registration of image on the processed sheet. The POPP7 unwinder and rewinder
is being shown for the first time in North America at GRAPH EXPO. This roll-to-roll solution allows for rolls up to 30" wide to be processed at speeds up to 720 fpm, and handles a wide range of paper stocks with ease. The core-driven rewinder produces tight, accurate rolls for problem-free down- stream processing.
In-line saddlestitching In-line saddlestitching from a roll is also being demonstrated. The Horizon StitchLiner 6000 Digital is fronted by Hunkeler unwinding and rotary cutting technology that has been tightly inte- grated with the Horizon saddlestitch- ing platform, allowing customers to proceed from roll to finished booklets in one process with no intervention or manual touchpoints.
As part of this solution, the Hunkel- er CS6 cutter features an innovative new interface that allows for job stor- age, quick changeover, and automatic retrieval of job settings and informa- tion. The system is being shown with a product catalog pre-printed on the
Hewlett Packard T200 inkjet press, and a cosmetics brochure pre-printed on the Screen Truepress Jet520 inkjet press. This Roll-to-Booklet solution is also being demonstrated in Océ Booth 1217. This in-line solution is the result of close technical cooperation between Horizon, a leading postpress equip- ment manufacturer, and Hunkeler, a premier supplier of paper handling products for continuous-feed digital presses. Standard represents both lines exclusively in North America. “The marriage of legendary Horizon and Hunkeler engineering, from one trusted supplier, brings new levels of integration and performance to every high-speed continuous-feed production print platform, both black-and-white and color,” says David Reny, Executive VP, Standard Finishing Systems. “Cus- tomers have been asking for highly- reliable in-line finishing to help them eliminate manual touch-points and off- line steps. New developments such as the StitchLiner 6000 Digital will help commercial printers, direct mailers,
financial printers, publishers, banks, utilities and service bureaus achieve production cost models that have been out of reach with existing technology.”
A bounty of partnerships Standard Hunkeler “huncolor ready” feeding and finishing solutions is being shown with six industry leading printer vendors throughout the halls at GRAPH EXPO. Standard is demon- strating its Roll-to-Stack solution at Hewlett Packard (Booth 1200), Screen (Booth 1637), and Xerox (Booths 400, 600). Featuring the Standard Hunkeler CS6 Rotary Cutter and LS6 Non-Stop Stacker, Standard’s Roll-to-Stack solu- tion delivers up to 1,650 straight and fully-separated book blocks per hour, for easy transfer to near-line finish- ing. Standard Hunkeler Roll-to-Roll configurations is also running with InfoPrint Solutions Company (Booth 2017), Kodak (Booth 1227), and Screen (Booth 1637). And the Stan- dard Horizon StitchLiner 6000 Digital Roll-to-Booklet solution is being dem- onstrated with Océ (Booth 1217).
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