ROYAL IMPRESSIONS -- Getting With The Program
The printer now is looking to sell that press, though, in part because of its latest and greatest step forward. Royal Impressions served as an alpha test site for the Xerox DocuColor iGen3 digital color production press, DeSantis recounts, despite being an underdog during the selection process.
"Two things were against us—our location and size. We didn't fit the profile Xerox had in mind," the company president explains. "The reason they chose us was because of the complex solutions we'd been delivering for our clients. When it comes to customized, integrated marketing programs, there are not a lot of companies with the case studies we have to show.
"Also, we understand both sheetfed and digital printing," he continues. "That was of value to Xerox because its concept for this machine is to transfer work from offset to digital production, in addition to doing variable printing."
DeSantis says he has been impressed with the level of investment Xerox has made in the iGen3. Royal Impressions has made a pretty big commitment of its own, as well. Along with investing time and money, it had to allow technicians to all but live at the facility and built walls around the machine to provide privacy and a controlled production environment.
What made the endeavor worth the investments was how integral the capability is to the printer's strategic plan. "We did a lot of research into where we should go as a company. Royal Impressions no longer is a printer; it has become a graphic communications firm," he explains.
Documents Get Smart
"We want to help clients communicate better by managing their data and enabling them to disseminate messages to a printed page and electronically, via e-mail and Websites. We're looking to produce smart documents," DeSantis says.
The iGen3 filled a hole that had been developing in the shop's capabilities. "We had programs emerging with volumes that the 2060s no longer could handle from two perspectives—speed and cost," the company exec explains. "If you're doing volume work, the cost to produce each piece is much lower on the iGen3. Also, it offers offset-like quality. I'm not going to claim it matches offset, but it comes much closer."