Printers' Self-Promotion Contest -- Getting the Word Out
Wise reports that the entire project was produced in-house. The film was output on a Screen MTR 1120 imagesetter using Fuji brand film at 175 line screen. Printing was performed on a six-color, 28˝ Komori Lithrone sheetfed press.
The cover page of the calendar features various photos of Lou with his family, parachuting from an airplane and, fitting the theme of the piece, eating. Lou's wife Donna provided Crestec with some of his favorite recipes, which are highlighted each month—the first being "Mary Calenda's Minestrone Soup," a recipe from Lou's grandmother dating back about 100 years.
Tropical in Maryland
Back at its startup in 1983, Victor Graphics selected the pineapple as its company logo. Since then, recalls Thomas H. Hicks, company president, all of Victor's promotional activity has become centered on and identified with this symbol of hospitality. Now, direct mail pieces, essentially gifts, are sent to prospects and customers—all with the pineapple theme.
"All are related to a particular benefit—faster schedules, competitive prices, assured quality, etc.," Hicks explains. "These items end up in customers' offices, cubicals, halls and homes." These promotional pieces range could be just about anything—from a pineapple piggy bank to pineapple pot holders.
Beyond the give-aways, Victor Graphics publishes a newsletter, The Pineapple Review, which highlights employee news, equipment announcements and other information pertaining to the company.
But one of the most popular tie-ins was the creation of Captain Pine-apple, a superhero who appears at trade shows, hosts company functions and sends 8x10˝ photos to customers, vendors, prospects and competitors. He stands beside Victor Graphics' 22-foot rooftop pineapple, a well-known landmark for travelers along Interstate 95.
Pushing New Media
Advance Business Graphics,
Mira Loma, CA
As the printing industry goes through a transitional period, moving from offering traditionally printed jobs to new media products, so too do the materials used in marketing the new capabilities. One company that offers non-traditional commercial printing services, Advance Business Graphics, has produced a multimedia marketing kit that matches its multimedia offerings.