DIGITAL digest

PODi Forum in Vegas Flush With VDP Applications

LAS VEGAS—The numbers five and 10 would seem to be lucky for PODi, the Digital Printing Initiative. As the organization marks its 10th anniversary, the 2006 PODi Applications Forum recently drew some 300 attendees to this fifth in the series of annual conferences dedicated to digital printing, with an emphasis on variable data.

This year, the forum was expanded to include four tracks—Small Business, Marketing Best Practices, Advanced Business Strategies, and Operations & Processes. Pricing strategies, ROI, good data-bases and effective marketing were common themes across the tracks.

One of the first sessions featured the presentation of the PODi Best Practices Award winners for 2006. This annual awards program recognizes outstanding innovations and results achieved using digital printing technology. A winner was named in each of four application categories.

One to One Gulfcoast teamed up with Out-of-Door Academy to produce a personalized fundraising postcard for the school that was judged tops among the Small Business entries. The mailing was done to prime parents for a telephone solicitation campaign, which realized a 42 percent increase in donations compared to the previous year.

In the Direct Marketing category, Inter-State Studio was recognized for the personalized school photo flyer with a built-in ordering envelope that it developed to sell prints of the student photos it takes twice in a school year. This effort led the studio’s parent company to create a new Convertible Brands division that offers pre-converted roll stocks (with adhesives, perfs, etc.) and templates that can be used to produce digitally printed specialty items, such as pocket folders.

MFS Investment Management worked with Bowne Marketing & Business Communications to deploy a Web-to-print solution for producing customized 401(k) sales proposals that earned top honors in Collateral Management. Bowne was able to charge the client a fee to develop the system, along with an ongoing monthly management fee and per-page charge.

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