Baesman Installs MBO Rollfed Digital Finishing Line for Direct Mail Printing
MBO America, a leader in advanced post-press finishing equipment, announces that Baesman Group, a full-service printing operation in Hilliard, Ohio, has made a significant investment in a second MBO Rollfed Digital Finishing Line. Baesman’s direct mail business is growing rapidly and the new finishing line will efficiently process their increased volume and reduce operating costs.
“Since 2019, our direct mail volume has increased 40% with a significant shift to letter packs. Last year we processed 82 million pieces of mail,” said Andrew Dawson, Vice President, Print Operations. The greater volume is due in part to the installation over two years ago of a Screen TruePress 520 HD inkjet web press that produces fully variable print in high-definition color.
Baesman Group's production facility.
Growing demand means the company is adding a third shift to the press. "We fully expect the demand for personalization in our direct mail programs to increase, because the majority of today's consumers say they are more likely to respond to direct mail if it's personalized. In fact, 76% of today's consumers expect personalized messages and response rates average much higher in direct mail than they do in digital channels, which is likely a result of overwhelming digital fatigue," said Rachel Iannarino, Vice President, Marketing and Client Experience.
As volumes grew, so did the mix of work, which requires different finishing modules in multiple configurations to be able to produce. “We go from postcards to letters, back to self-mailers, and we’re also gluing inline. The modular design of MBO’s finishing systems gives us the flexibility we need to provide unique work for each client.”
Baesman Group's rollfed digital finishing line from MBO.
To manage the greater volume, Baesman purchased a second high-productivity MBO Rollfed Digital Finishing Line that includes the UW 23 unwinder, the SVC 525 sheeter, the DFW 780 folder, and the ASP 66 L shingle stream delivery.
MBO America offers a modular approach to finishing with a wide range of world-class options. Finishing lines can be customized with specific modules to meet the requirements of any printing operation.
This is the second line MBO Rollfed Digital Finishing Line for Baesman. The first line, which included a DPS 60 dynamic perf and score unit, was purchased in 2021 and is now operating at capacity. Since installation, Baesman has eliminated a significant number of touchpoints from its direct mail production process.
“Before changing to a white paper digital work environment with our new Screen inkjet press, we were using a litho shell workflow. This meant we were taking litho shells to the bindery, sizing them down on a guillotine cutter, imprinting them in an offline process, then back to folding, and finally inserting in the lettershop. We were touching them 4-5 times before shipment. Now all variable work from the web press prints roll-to-roll for the best press efficiency possible, then straight to the rollfed finishing line. Folded letter pieces go straight to the inserter, finished postcards and self-mailers go straight to the mail stream, and our touches are minimized,” said Dawson.
The improved efficiencies added up to 40% to 50% fewer hours to get a job done and a 25% reduction in turnaround time. With the second line, Dawson expects a further 10% to 15% increase in efficiencies. To channel work even more efficiently, the new line will be set up for letter work and the original line will be dedicated to postcards and self-mailers. “Now that we have increased our output needs, we have been able to channel like work to specific lines. One line can be set up and favor the modules used for letterfolds and similar inserted products, the other line will favor the modules used for post cards and self-mailer style products, further increasing our efficiency,” said Dawson.
The Baesman Group's lobby wall.
Baesman also reports that the operating methods and controls used on the new equipment is making it easier to find labor and staff. It’s much easier to train new operators on a digital line with touchscreen activation controls than on older manual devices, eliminating some of the strain of labor shortages.
“Baesman is a diverse and forward-thinking shop. Its digital direct mail operation is charting a profitable new path for the company, and we’re pleased to be part of this journey with them,” said Lance Martin, Vice President of Marketing, MBO America. “Baesman is a perfect example of a company designing their new direct mail workflow to touch it once to print and once to finish, reducing operating costs and increasing profitability.”
The preceding press release was provided by a company unaffiliated with Printing Impressions. The views expressed within do not directly reflect the thoughts or opinions of the staff of Printing Impressions.
