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DIGITAL digest

March 2008

There was no big surprise in the results of another instant poll, which found that audience members ranked access to the case studies as the PODi membership benefit with the greatest value. Recognizing this, the organization arranged tours of three local printing businesses as a preview to the conference. The owners of each were on hand to discuss their digital printing experiences, successes and challenges.

Giving a jolt to the final day, Rick Smith, CEO of TASER International, discussed how his company has been conducting extremely successful personalized marketing campaigns for its “electronic control devices,” as he called them.

The campaign has included postcards, e-mail messaging and print ads to drive prospects to a Website. Smith was joined on stage by Rod Key, president of R and R Images in Phoenix, who helped explain the technology challenges involved from the service provider perspective.

A free download of the Taser/ R and R Images case study was made available at .

Best of the Best Practices

Winners of the PODi Best Practices Awards for 2008 were recently announced at the group’s AppForum digital printing conference in Las Vegas. The awards recognize outstanding examples of digital printing and variable data strategies in three categories:

Collateral Management: Align Technology—working with the e-Integrity agency, a division of print provider Integrity Graphics, the medical device company created a Web-to-print system to improve and standardize the creation and printing of marketing materials for its Invisalign orthodontic product. The collateral system reduced costs by $380,000 and cut production time from 45 to 15 days.

Direct Marketing: Broadridge Financial Solutions—adding targeted personalization to its retirement plan enrollment campaign has helped boost overall plan participation by 6.5 percent, with 16.6 percent of eligible non-participants enrolling. The multi-touch program has increased assets under management by more than $2 million annually.

Self-Promotion: AlphaGraphics in Billings, MT—this franchise was recognized for DirectHit, a variable data campaign it sent to prospects that had a response rate of more than 37 percent and brought in eight new programs within just two months of its launch. The Heins Creative agency assisted with the campaign.

digital bytes

HOUSTON—Personix, a business unit of Fiserv Inc., is the first site in the United States to install an InfoPrint 5000 color ink-jet printing system from InfoPrint Solutions. The company, which is a provider of business-critical communications, purchased the device to produce full-color statements.

WASHINGTON, DC—All current operations of the Networked Graphic Production (NGP) Partners process integration and automation initiative are to be absorbed by CIP4 (The International Cooperation for the Integration of the Processes in Prepress, Press and Postpress) under an agreement reached by the two organizations.

NEW YORK—XMPie has donated its uDirect Standard variable data software to the Graphic Communications Management program at Georgia Southern University in Statesboro.


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