G&C Direct Mail Marketing Grows Business Using Screen Truepress Jet520
ROLLING MEADOWS, IL—April 1, 2013—At G&C Direct Mail Marketing, the operative word in full variable data printing capabilities is “full,” as in full-color, full-digital production and full-speed ahead.
Prior to installing the Screen Truepress Jet520 inkjet web press in December 2012, the Dallas-based direct mail business digitally overprinted names, addresses and various custom elements onto color forms originally created at other shops.
“We didn’t have continuous printing capabilities, either offset or inkjet,” noted Fernando Guzman, president. “To stay ahead of the competition and better meet our clients’ marketing needs, we wanted to be able to produce everything in-house—what we call ‘turnkey.’”
That meant going to full-color, high-speed inkjet, according to Guzman.
“Now we can print five million pieces filled with color text and graphics targeted to the recipients and switch to a different 1,000-piece project on demand,” he said. “Our turnaround on jobs is faster and cheaper than employing digital offset printers or conventional methods.”
Guzman, along with his brother, Gene, and a colleague, Mark Cowell, formed G&C in 1999. The three men acquired a few machines required to launch a direct mail agency. The company, housed in a 30,000-square-foot facility, has since boosted its employment and client rosters, added high-tech mailing equipment and invested in a fulfillment center.
The move into print production occurred in 2009, when the outfit that G&C had relied on for digital printing decided to close its doors. G&C took over the business’ assets, including two black-and-white laser printers, a monochrome digital printer and two full-color digital printers, as well as hiring former members of its staff to run the printers.
Anything that saves money and time in production without sacrificing quality is a welcome addition to the 35-employee operation.
“Because the Truepress Jet520 quickly prints static and dynamic content on the fly in one pass, it eliminates the expense of preprinting forms in advance,” Guzman relayed. “There are no preprinted offset shells to inventory, which is basically money sitting on the floor in anticipation of a future job.”