Craftline Printing First U.S. installation of the Nexpress S3000 Press with Inline Roll Feeder Option
ROCHESTER, N.Y., Dec. 3—When Larry Lengacher of Craftline Printing visited the Kodak booth at the On Demand Conference and Expo in Boston last April, he saw exactly what he needed to expand his variable data printing (VDP) capability from black and white to full color. Shortly after the show, he purchased a KODAK NEXPRESS S3000 Digital Production Color Press with the inline roll feeder option.
Craftline serves as the first U.S. installation of the NEXPRESS S3000 Press with inline roll feeder and utilizes the system to provide a fully advanced color VDP solution. The NEXPRESS S3000 Press helps Craftline increase the ROI and effectiveness of its customers’ communication materials by reaching audiences with messages that are relevant to an individual’s unique needs and interests.
A $35 million company with 300 employees, Craftline’s biggest customer is one of the largest healthcare companies in the United States. Craftline produces millions of printed materials every year for the organization. Craftline combines the latest in digital print, Web and data modeling using lifecycle information—the recipient’s age, income, ethnicity and other relevant data—to vary text and photos on each individual printed piece.
“Craftline has a unique capability to capture data and use it in VDP applications that target each recipient,” said Lengacher. “We previously used this capability only for black and white text and photos. Now, in the next few months, we’ll print millions of pieces, and we’ll swap color images on each piece. This can make a big difference in the response our client receives for each mailing.”
In addition, the NEXPRESS Press prints a barcode on each reply card that contains the mailing name, lead name, agent, and the lead’s unique lifecycle information. When the recipients send back the cards to request more information, the cards are scanned into Craftline’s proprietary lead generation system. That information is then sent over the Internet to the mailing agent’s leads dashboard in the proper ZIP codes or demographic segments.