realbusinessLooking to win in an upside-down economy?

Information overload? Tame it.

New technology for simple productivity gains

Behind the scenes at Notre Dame

Tradition by the numbers

The Xerox magazine for real business results

Special edition Notre Dame vs. Boston College October 24th, 2009

© Michael & Susan Bennett, Lighthouse Imaging

digital

Xerox production digital color technology puts printing company, we’ve got a digital press to

Digital color is a winning formula for increasing profit and revenue. And no one is better qualified to add to your digital capabilities than someone with a proven

track record. Over half of the world’s color pages are printed on Xerox digital color presses. That’s more than twice the nearest competitor. Our industry-leading

xerox.com/printing 1-800-ASK-XEROX

© 2009 Xerox Corporation. All rights reserved. Xerox®, the sphere of connectivity design and There’s a new way to look at it® are trademarks of Xerox Corporation in the United States and/or other countries.

win

you ahead of the pack. No matter what size your drive your business. There’s a new way to look at it.®

products have helped hundreds of small commercial printers on the road to greater digital color profits. But what really separates us from the pack is the way our

service and support team steers you to cost-effective color solutions that best fit your company’s needs. And that makes Xerox digital color technology a win for everyone.

development tools

How proven business solutions can boost profits

12 TheNewGreenImperative Keyconsiderationsforsustainable,greenoperations

16 AHotTrend:Transpromo Whetherit’saddingrelevant,promotionalmessages tobillsandstatementsorpersonalizingdirectmail withtransactionaldata,thecombinationofmarketing messagesandtransactionaldatadeliversresults

24 One-to-OneMarketingHasArrived Leveragingthecontinuumforgrowthandprofit

34 StrikingGoldThroughtheMail TakeadvantageoftheIntelligentMailBarcode

successful partnerships

Improving formats for digital printing gets results

20 InvestinginaTotalSolution PNCGlobalInvestmentServicinginvestsin astate-of-the-artfacilityandleading-edge equipmentfromXeroxandStandard FinishingSystems

30 FindingtheRightMatch CGSORISandXeroxpartnertoproduce

high-qualityconsistentcolorattheJarvisPress

33 BehindtheScenesatNotreDame Xeroxchangesthegame

36 PartnersinColor Parallelendeavorsyieldunparalleledcolor

Table of conTenTs

4 · real business

WelcometoourspecialeditionofReal Business Magazine.We’regladyoucouldjoinushereinSouthBendtoseeoneofcollegefootball’sgreatrivalriesinaction—NotreDamevs.BostonCollege.Bothteamsalwaysbringtheirbesttothefield.Anditiscriticalthatwedothesameforyou.

InthiscustomizedversionofReal Business Magazine,we’redemonstratingXerox’son-demandprintingcapabilities.You’llfindinformationonourlong-standingpartnershipwiththeFightingIrish,aswellasinsightsonhowtocompeteandwinintoday’schallengingeconomy.

Oneofthekeystosuccessisbuildingandmaintainingdeepbusinessrelationships—thekindthatconnectcoachesandplayers,studentsandteachers,fansandtheirfavoriteteams.

ThegreatNotreDamefootballcoachKnuteRockneoncesaid,“Alotofpeopleseemtothinkthereissomesortofmagicinmakingawinningfootballteam.Thereisn’t,butthere’splentyofwork.”Thissameprincipleextendspastthefootballfieldandintothebusinessworld.We’rereadytoworkhardtosupportyourbusinessandestablishawinningrelationship.That’swhatI’mcheeringfor!

Best,

DougLordPresident,NorthAmericanSolutionsGroupXeroxCorporation

real business · 5

table of contents

office productivity

26 MeetingToday’sBusinessChallengesHead-on:Your New Workplace™

YourNewWorkplace™isfilledwithinnovativenewproductsanddesignedtosavemanpower,timeandmoneythroughimprovedefficiencyandproductivity

digital design

More efficient digital processes to maximize efficiency and profitability

10 DigitalPrintingProvidesSolutionsInaToughEconomy

Howtotakeadvantageofdigitalprinting’scost-efficienciesandunparalleledflexibilitywhilerespondingtoatighteningeconomyandeventighteroperatingbudgets

publisherRonBrent

editorJohnAhlman

associate editorErinEagan

advertisingKenWaddellsales@rbpub.com608-241-8777

circulationRachelSpahr

production directorChadGriepentrog

design TiffanyFalknerGregMiddleton,KelliCooke

rb publishing inc.2901InternationalLaneMadison,WI53704-3128Phone:608-241-8777Fax:608-241-8666E-mail:rbpub@rbpub.comWeb:www.rbpub.com

PublishedbyRBPublishinginaffiliationwithXeroxCorporateMarketingServices,800SaltRoadWebster,NY14580www.xerox.com

©2009byRBPublishingandXeroxCorporation.Allrightsreserved.Nothingmaybereproducedin whole or part without written permissionof the publisher. Any correspondence senttoReal Business,RBPublishing Inc.,or its staffbecomes the property of RB Publishing Inc.Advertisements in this magazine do notconstitute an endorsement by RB Publishing

Inc. or Xerox. The articles in this magazinerepresent the views of the authors andnot those of RB Publishing Inc. or Xerox. RBPublishing Inc. and Xerox expressly disclaimany liability for the products or services soldor otherwise endorsed by other vendorsincludedinthismagazine.

Real Business is published to inform andeducate graphic arts and informationtechnology executives, in-house printingprofessionals and marketing and financeexecutives about the power and value ofnetworkeddigitaldocumentsthroughdigitalprinting. Reprints are available throughFosteReprints at 866-879-9144. Copyright

40 TheDigitalCell DuploColorFinishersaccountfor50percent increaseindirectmarketer’s“digitalcell”productivity

streamlined workflow

Why joint ventures are vital for the success of your business

32 GuidingtheWay Guidingpotentialadoptersthroughthenecessary stepssotheycanbuildandlauncheffective transpromomarketingprograms

38 AspenMarketing Puttingautomotivedealersinthedriver’sseatbyusing Xeroxtechnologytohelpenticecarbuyerswith customizeddirect-mailpieces

the publishing team

6 · real business

Printed on a Xerox Digital Production Printer using genuine Xerox supplies.

real business · 7

PHASER® 8860 Color Printer

Black-and-white prints used to have one big advantage over color. Cost. But now, Xerox levels the playing field with the Phaser 8860 network color printer. It prints color for the exact same price you’ve always paid to print in black and white. Print speed is exactly the same as black and white, too:

30 ppm. The solid-ink Phaser 8860 is surprising in other ways, too: it saves up to 50% on color consumables over 3 years* and creates 90% less waste than typical color laser printers. So don’t shy away from color, embrace it. After all, it’s a move any budget can easily accommodate. Brilliant.

© 2009 Xerox Corporation. All rights reserved. Xerox ®, the sphere of connectivity design, Phaser® and Xerox Color. It makes business sense. are trademarks of Xerox Corporation in the United States and/or other countries. *Based on a 4,000 page print volume per month when compared to HP and Lexmark using own-brand consumables.

xerox.com/checkmate 1-800-ASK-XEROX

winning color

Xerox announces color prints for the same price as black and white. Now with the Phaser® 8860, making

the move to color really is a no-brainer. Checkmate. Xerox Color. It makes business sense.™

8 · real business

Knowledge ispower.Buttoomuch informationcanmakeyoufeelpowerless—and unproductive. Take a look at the statistics. We’relosing time and money every day. Weneed tofind better ways toprocessandutilizethisdelugeofinformation.

$6.5B in productivity per year is lost due to information overload.(Basex,2008)

42 percent of people accidentallyuse the wrong information at leastonceperweek.(Accenture,2007)

53 percent believe less than halfof the information they receive isvaluable.(Accenture,2007)

28percentofthetypicalworkdayiswastedbyinterruptionscausedbyunnecessaryinformation.(Basex)

Atypicalenterprisespendsbetween3and5percentofitsrevenuemanagingdocuments.That’softenhigherthanwhattheyinvestinR&D.(Xeroxinternalstudy)

Sowhat’saworkertodo?Disconnectthecellphone?Boycottvoicemail?ThrowthePDAoutthewindow?Asworkersresolvetoregainsanity in2009,wheredotheygoforanswerstoquestionsabout

how to cope with informationoverload?

Formorethan30years,Xeroxsocialscientistshavebeenstudyinghowworkers communicate, organizeand generally get things done. In

fact,theypioneeredthescienceofethnography,whereresearcherstrackthehabitsofworkersastheygoabouttheirday.

$6.5b in producTiviTy per year is losT due To informaTion overload. —Basex, 2008

overloadedwiTh informaTion

get back to business in 2009

real business · 9

InspiredbytheirFuture of Workstudy,hereareninetipstohelpyousavetimeandmanageinformationoverload.

�Breathe. Itmaysoundsimple,butnotenoughpeopletakethetimetodoit.Soschedulebreaksintoyourdailyworkingroutine.It helps productivity—even stepping away from your desk for amoment. Even a quick nap helps you regenerate and be moreproductive.Researchsupportsthis,weswear.

�Simplify� Your� Schedule.� Try scheduling all of your meetingsonspecificdayssoyouhavemoretimeonnon-meetingdaystoprocess information coming in—it’s much easier to focus whenyoudon’thaveameetingloomingin20minutes.

�Back�It�Up.�No information isworsethantoomuch.Makesureyouhaveasolutioninplaceforregularbackup.

�De-clutter� Your� Desktop� (both� of� them). File, pile or tosspapers as soon as you receive them. Scan and save importantdocuments to reduce desktop clutter instead of filing. On yourcomputer, consider getting rid of folders altogether and usingdesktopsearchenginestofindthingswhenyouneedthem.

�Touch�It�Once.�Oftenwewastetimedealingwiththesamepieceofinformationagainandagain.Respondassoonasyoureceiveit,putitinitsfileordeleteit/shreditthefirsttimeyoutouchit.

�Forget�the�Free�Stuff.� Itcomesataprice(e-mailgarbageandunsolicitedoffers).Choosequalityoverquantity.Manageyourbillsandaccountsonlineandsignupforthedo-not-call listsandtheno-junkmaillists.

Use�Your�Tools.�Makeuseofyourphoneforgettingtherightinfoattherighttime.Forinstance,youdon’thavetowastetimeprintingmapsifyoucanaccessthemfromyourphone.GPSphoneshavethesmartstogiveyoutherightinformationbasedonyouractuallocation.

RSS�Reprieve.Signupforanaggregator.Ithelpsyouseeallyournewsinoneplace.

Manage� Mobile� Madness.� Use a mobile device with e-mailsupport to make hours away from your desk more productive.Keepingtrackofe-mailthroughoutthedaycanhelpyouanticipatefuturework,andtakecareofmini-projectsastheyariseinsteadofwaitinguntillatertosiftthroughahugepileofe-mail.

“Tackling information overload is important for most globalbusinesses today, tomorrow and five years from now,” said JennyPerotti,ethnographer in theXerox InnovationGroup. “Ourfindingswill help people around the world leverage the tools they havetodayandplanstrategiesandtechniquesthatwillenableeffectivecollaborationandinformationmanagementinthefuture.”

After launching the “sharing” era with the first xerographic copier70 years ago, Xerox now helps customers navigate the flood ofinformation.LearnmoreabouthowXeroxhaskeptpacewithinnovationsthathelpclearthepathbetweenpaperanddigitalcontent,cutthroughtheclutter and make information relevantagain,visit:http://www.infooverload.com.

Corporations, small businesses, hospitals, schools and otherorganizationsallsufferfromvarioussymptomsofinformationoverload.Here’showXeroxisgettingtotherootoftheproblemandhelpingyougetbacktowork.

Putting Documents to Work for You

Making Documents Smarter: Why shouldn’t a document organize,update, route or protect itself? Xerox researchers are inventingtechnologies that eliminate routine or tedious information tasks,makingiteasiertonavigatethefloodofinformation.

Clearing the Paper Path: Businesses are executing complex tasksuniquetotheirneedsdirectlyfromtheMFPtouchscreenwithXerox’sEIPsoftwareplatform.Forexample,DeltaFundinginNewYorkmovesstacksofmortgagedocumentsfromdesktoptoarecordsmanagementsystemwiththepushofabutton.

Taking the Pain out of Paperwork

Bottom-Line Impact: Xeroxreducesadministrativecostsina400-bedhospitalnearly15percentbyconvertingupto75percentofitspatientpaperworktodigitaldocuments.

Improving Productivity: Xerox enterprise content managementreduced student registration at the Wilkes-Barre School District inPennsylvaniafromtwoweeksperchildtojust30minutes.

Saving Time: Using Xerox DocuShare® CPX, Pennsylvania-basedPhysiciansEndoscopy,L.L.C.,redirectednearly100hoursofemployeetimeeachmonthfromprocessingbillingpaperworktomorebusiness-criticalactivities.

Cutting through the Clutter

Keeping Marketing Material out of the Trash: The Maine Officeof Tourism increased revenue from state visitors by 23.4 percent byworkingwithXerox toaddcolorand reengineerbrochures tomakecustomermailingsmoretargetedandrelevant.

Helping Small Businesses Stand Out: With potential customersoverwhelmedbymessagesfromdifferentsources,howdoesasmallbusiness grab attention on a shoestring budget? Watson Realty inFlorida knew color would get potential home buyers’ attention, butthecostwasoutrageous,untilitswitchedtoXerox’sproprietarysolidinktechnology.Thecostofprintingincolordropped80percent.

Trimming the Junk Mail Stack: Personalized messages on bills,statements and invoices incent people to read what they wouldnormally“junk.”XeroxandOSGBillingServicesdrovea30percentspikeinsales forawirelessprovider inNorthCarolinawithhighlightcolorandcustomizedmessagingonaninvoicepromotion.

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how XeroX is helping wiTh informaTion overload ••••

overloaded

10 · real business

Catch your breath. The New Year is here, and many prognosticatorssaythat, likeauldlangsyne,thegrimeconomyoflate2008won’tbeforgotten—orleftbehind—anytimesoon.Whatcanweexpectin2009,especiallyintheprintingindustry,whichalreadywashyper-competitiveevenbeforetherecentlossofconfidenceinglobalmarkets?

The most optimistic views are couched in reminders that in crisesthereisopportunity.“Theeconomyissomethingweshouldnavigate,not something we should fear,” exhorted Dr. Joe Webb, directorof WhatTheyThink.com’s Economics and Research Center, at “TheOpportunitiesPanelLunch”presentedatGraphExpobyXeroxandthePrintingIndustriesofAmerica.

“It’seasyforpeopletobeobsessedwitheconomicnews,”heexplained.“Butdoittounderstandyourcustomersandnewneedstheymighthave.Fewtimescomealonglikethis,whenyoucanliftanorganization’sburdensandhelptheminauniqueandcompellingway.”

Onecertainty:theopportunityinprint—themeanstohelpcustomersin a “unique and compelling way”—is digital, and digital color inparticular. While most of the printmarketofferslowsingle-digitgrowthat best, digital color still is expectedto follow an 11 percent compoundannualgrowthrate(CAGR)from2007to2012,to$66.4billioninretailvalueof print, according to the InfoTrends2007–2012 U.S. Print-on-DemandMarketForecast.

Further,digital’sadvantagescomeintosharpfocusinatighteconomy.Namely,digitalpermitsmarketers,creativesandprintbuyerstobettercontrol their inventory, eliminating costly waste and warehousing,to generate more and higher-quality responses for a better returnon investment, and to integrate strategically with new media foreven better results. Additionally, in an era when environmentalsustainability is highly valued, digital print offers the greenest printoptionavailable.

Let’sbeclear.Thisisachallengingtimeforprint.Butwebelievethatprinters can succeed by making innovative, strategic use of digitalprinting and related value-added services targeted to help theircustomerssucceed.

Digital Printing Goes Mainstream

Bymostmeasures,today’sdigitalprintingisamainstreammedium.A2008surveybyGraphic Design USAmagazinefoundthat77percentof creatives specify, recommend, approve or buy short-run digitalprinting—more than three times greater than in 2002, when 24percentdid.

Printers,too,aremorelikelytodeploydigitalprintingthaneverbefore.TheNationalAssociation forPrintingLeadership (NAPL) foundthat79percentofprintingcompaniessaydigitalprintingismakingapositivecontributiontotheirbusinesses,accordingtoits2007–08DigitalServicesStudy.Apositive impactalsowasreportedby60percent forWeb-to-printservicesandby57percentforone-to-onemarketingservices.

Another NAPL study, conducted inOctober2008on2009capitalinvestmentpriorities, found only two equipmentcategorieswereprioritiesformorethanhalf of printing companies surveyed.They are digital printing, variable andone-to-one services (54 percent) andbindery and finishing equipment and

systems(55percent),whichoftencomplementdigitalprinting.

Andwhileoffset lithographystillaccounts formostof today’sprint,thesurveyfounditwilldiminish,onaverage,from69percentofprintvolume to 56 percent by 2010. In contrast, digital and value-addedservices—suchas fulfillment,mailinganddatabasemanagement—areexpectedtoriseto38percentfrom25percent.

The economy is someThing we should navigaTe noT someThing we should fear —Dr. Joe Webb

digiTal prinTing

“The economy is something we should navigate, not something we should fear,” said Dr. Joe Webb of WhatTheyThink.com, far left, at “The Opportunities Panel Lunch” presented at Graph Expo by Xerox and the Printing Industries of America. Other participants were panelists Gina Testa of Xerox and Larry Zusman of XMPie, and the author, who hosted the event.

digiTal has become a mainsTream prinT medium in recenT years, and iT promises To be even more valuable as prinT buyers’ purse sTrings TighTen •••• By Gavin Jordan-Smith

in a Tough economy

real business · 11

Yet the real story is that volume growth is greatest among hybridshopsofferingbothoffsetanddigital.Byofferingone-stopshopping,hybrids expand their businesses with existing customers, an easiertaskthanbuildinganewcustomerbase.Oneresult:thepopulationofhybridshopsisgrowingata40percentCAGRfrom2002to2012comparedto6percentforanalog-onlycompaniesand8percentfordigital-only,accordingtoI.T.Strategies.

An Industry Redefined

These trends are evidence of an industry redefining itself. Thedriving forces are electronic alternatives to print, digital enablers tonewservicesandanewbreedofinnovativecompetitors.Traditionalprinters are becoming marketing services providers. Creativemarketingshops,prepressandtradehouses,andother traditionallynon-printoperationsnowofferhigh-qualitydigitalprinting.NewandoldfirmsalikearedoingbusinessworldwideviatheWeb.

The fundamental structure of the print industry is changing,independentoftheusualupsanddownsoftheregularbusinesscycle.Increasingly,theprintproviders’traditionaldifferentiators—impeccablequality,highreliability,fastturnsandexceptionalcustomercare—arethepriceofmarketentry.Printprovidersneedtorespond,saidAndrewD. Paparozzi, chief economist, NAPL, because, “In an industry that isbeingredefined,noriskisgreaterthandoingnothing.”

Many leading companies are responding by using digital-basedservices in new ways to differentiate their businesses in what wecall The New Business of Printing®. They offer a broader range ofservices to give their clients more options. They become single-sourceproviders,fromcreationtoproductiontomailing,tomakelifeeasier forclients.And theydevelopabetterunderstandingof theircustomers’ businesses, so they can apply the new services to helptheircustomerssucceed.

For these leaders, digital print doesn’t replace offset. Rather, theircustomers are communicating differently, with multiple media,includingbothdigitalandoffset.

Delivering Digital Value

Building a successful business that responds to these changesrequiresaddingvaluetoprintinnumerousways.Weborderingandarchivingcanaddconvenienceandcostcontrolsforclients.Variableinformation uses relevant personalization to boost response ratesand revenuegeneration.Mailingservicesoptimizepostalcostsanddeliveryschedules.Environmentallysustainableprintservices—suchasuseofrecycledandgreen-certifiedpapers,andnon-carbon-basedenergysources—cansupportaclient’senvironmentalcommitments,whilemakingapositivecontributiontosociety.

Propersupportofthesecustomervaluesalsorequiresinvestmentsinsupporting equipment, skills and knowledge. Together, these clientneeds and print establishment assets are the sources of value thatunderliesuccessfulhigh-valueprintapplications.Alignthemwell,andyoucandelivervaluetoyourcustomerandprofittoyourcompany.

Digital print offers three main paths of differentiation, which arefleshedoutwithvariousancillaryservices:

•Lower-cost alternatives to offset printing for short runs and fastturnarounds(printondemand);

•Using tools such as XMPie software to deliver on the uniquecapabilitiesofdigitalprinting,suchaspersonalizationandseamlessintegrationwiththeWebtoincreasevalueandeffectivenessorlowercosts;and

•Blendeddigitalandoffsetservicesthatappealtoone-stopshoppers.

Theapplicationswherethesevaluesaredrivingthehighestgrowtharedirectmailandmarketingcollaterals.Digitalcolorisexpectedtoaccount for 40 percent of direct mail pages by 2021, from about 6percentin2006,accordingtoCaslon&Company.ServiceproviderscandifferentiatebyusingtheWeb,e-mailandtelemarketingtodevelopcross-mediaprograms,andbyapplyingexpertiseinlistselection,datamanagementandmailingservices.

Digital color printing of collaterals is projected for similarly rapidgrowth,fromlessthan5percentoftoday’svolumetoabout60percentin 2021, according to Caslon, driven by efficiencies in Web-to-printprocesses.Printprovidersbenefitbecauseoncethesesystemsareinplace,customerstypicallystickwiththem,resultinginapredictable,annuityrevenuestream.

Otherhigh-growth,high-volumeapplicationsfordigitalcolorincludenewsletters,businessidentitymaterials,digitalbooksandtransactionaldocuments,suchasbillsandstatements.

Wherever the volume derives, rest assured that the industry willundergocontinualchange.Tosucceedyoumustfindtheequilibriumbetween selling, manufacturing and customer demand to deliverefficiencies,highqualityandcost-effectivenessbothforyouandyourclient.Andyoumustregularlyadjusttotheever-changinglandscape.

Oddsaregoodthatdigitalcolorprintingwillfigureprominentlyinthesecalculationsforyearstocome—especiallyinthesechallengingtimes.

Gavin Jordan-Smith is Vice President, Commercial Print and Prepress Segments, Worldwide Graphic Communications Industry Business, Production Systems Group, Xerox Corporation. He can be reached at Gavin.Smith@xerox.com.

By 2021, 40 percent of direct mail and more than half of all marketing collaterals will be produced on digital color printing devices.

the NEW green imperaTive

12 · real business

Key consideraTions for susTainable, green operaTions ••••

Developinganenvironmentallysustainable,“green”operationisbecominganimperativeforgraphiccommunicationsbusinesses.Moreandmorecustomerswantit.Yourcommunityandtheearthneedit.Andyouremployeesbothwantitandneedit.Manyrallyaroundgreeninitiativesandallbenefitfromaworkenvironmentthatisoptimizedforhealthandsafety.

Yourbusinesscanbenefit,too.Youmaywinbidsbaseduponyourgreen capabilities. Some sustainability initiatives reduce operatingcosts. A strong commitment can provide a differentiator in themarketplaceandboostyourimageasagoodcorporatecitizen,whilemeetingyourcustomers’demands.Inarecentsurveyof800printersbyReedBusinessResearchandco-sponsoredbyDayInternational/FlintGroupandXeroxCorporation,75percentofprintproviderssaidcustomerattentiontosustainableprintwasontherise.

Yetforsome,thebestreasonforcontributingtowardtheearth’ssustainabilityisasimplebeliefthatit’stherightthingtodo.Here’sa brief overview of the many ways green initiatives can play ingraphiccommunicationsbusinesses.

Make a Green Plan

A commitment to sustainability begins with a plan. It shouldcomprehendyourenvironmentalimpactandestablishtimetablesforachievingvariousgoalsforrecycling,reducingwaste,re-use,carbonfootprintreductionandotherinitiatives.Astaffmembershouldbemaderesponsiblefortrackingprogress.

A good resource for learning what’s possible is the SustainableGreen Printing Partnership, a partnership of the PIA/GATF, theSpecialty Graphic Imaging Association and the FlexographicTechnical Association (www.sgppartnership.org). The group isa source of information on sustainable business practices andhas developed some standard definitions for green printing. Itprovidesbenchmarkingtools,verificationofsustainablebusiness

practicesbasedonitspublishedcriteria,andpublicrecognitionofthosewhoareverifiedas“SustainableGreenPrinters.”

YoualsoshouldconsiderISO14001certification,whichspecifiesrequirements for an environmental management systemaddressing areas an organization has control over and caninfluence. For more information, visit www.iso14000-iso14001-environmental-management.com.

More ambitious is the U.S. Environmental Protection Agency’sClimate Leaders program, which requires companies to setaggressive goals for reducing their impact on the environmentandtoannuallyreportprogress.Onlyahandfulofprintcompaniesbelong.Moreinformationisavailableatwww.epa.gov/stateply.

Paper and Ink Practices

Youcanhaveanenvironmentalimpactwithyourpapersuppliesin three ways: by recycling your paper waste, by moving topaperless proofing and workflow systems and by giving yourcustomersgreenpaperchoices.Thesechoices includerecycledpaper, sourcing your paper from manufacturers with certifiedenvironmentallysustainablesupplychainsandhavingyourownshopcertifiedforitsgreenroleinthesupplychain.

The most widely recognized global certification agency is TheForestStewardshipCouncil,aglobalnot-for-profitorganizationthatpromotes responsible management of the world’s forests (www.fsc.org). Itcertifiesenvironmentallysustainablepracticesforforests,paper manufacturers, printers, and others who work with woodproducts.XeroxCorporation,forexample,hasFSC“chainofcustody”certification,meaningthatthesourceofthepaperwemanufacturecanbetracedtooperationsusingsustainableforestrypractices.

Avoidpapersthatusethehazardouschemicalchlorineasableachingagent. Ink materials also are a concern. Vegetable- and soy-based

real business · 13

By Gavin Jordan-Smith

Xerox offers tips on developing an environmentally friendly print shop in the “How Green is Your Print Shop?” collateral.

14 · real business

Most parts on the Xerox iGen4™ Press can be recycled or remanufactured, and more than 80 percent of its waste can be reused or sent back to the manufacturer.

EarthColor production offices in Parsippany, New Jersey were recently environmentally redesigned with tiles and laminates that use recycled content and low VOCs; reduced VOC-paints, coating and adhesives; energy-efficient T8 fluorescent lighting; and a heating, ventilating and air conditioning system. The company, a Xerox Premier Partner, used LEED-EB (Leadership in Energy and Environmental Design, Existing Building) for guidance.

inksaremoreenvironmentallyfriendlythanpetroleum-basedinks,andtheymakepapereasiertorecycle.Xeroxtonersarenon-toxic,sotheygeneratenohazardouswaste,andweenablerecyclingofmosttonercartridgesandbottles,reducingoverallwaste.

Green Equipment Choices

Digital printing equipment is not only the best source of businessgrowthamongprinting technologies, it’salso thegreenest.Digitalusesfewersolventsthanmostoffsetpresses,andthefewhazardousmaterials they employ have been—or are being—phased out bymanymanufacturers.

Further, digital processes result in less waste than other technologies.Print-on-demandpracticesdeliveronlythenumberofpiecesrequired,cutting energy use for warehousing and reducing waste by as muchas 30 percent. Distribute-and-print networks do the same overlong distances—and also reduce energy-intensive transportation.Personalizedprintingfurthercutspagevolumesbytargetinginformationmoreprecisely.

Whenyou’reintheequipmentmarket,lookforproductsthatareEnergyStar-complianttoconserveenergyandreduceassociatedgreenhousegasemissions.WeestimatethattheannualsavingsfromXeroxEnergyStar-qualified equipment installed in customer sites is equivalent tolightingnearlyonemillionU.S.homesforayear.

In addition, seek equipment that is designed for remanufacturingorrecycling.Forexample,mostpartsontheXeroxiGen3andiGen4DigitalProductionPressescanberecycledor remanufactured,andmorethan80percentofthewastetheyproducecanbereusedorreturnedtothemanufacturer.

Youmayalsoprefertodobusinesswithsupplierswhohavedemonstratedlongstandingcommitmentstogreenbusinesspractices.Asksuppliersabouttheircommitmenttoenvironmentalsustainability.Xeroxhasrunaleadershipenvironmentalprogramsincetheearly1960s,andwewererecentlynamedtotheDowJonesSustainabilityNorthAmerica Index,recognizingoureconomic,environmentalandsocialperformance.

Green Plant Operations

Yourphysicalplant’sdesignandthechoicesyoumakeinoperatingithavesignificantenvironmentalconsequences.

A green design or makeover can control your energy costs anddeliver an optimally safe and comfortable work environment. Install

environmentallyfriendlylightingsystems,improveyourinsulation,sealyourwindowsandexhaustunits,upgradeyourhumiditycontrolsandthermostats. Re-distribute heated air from your printing equipmentto other parts of the building. Establish policies that reduce energyconsumption,suchaspoweringdownequipmentwhennotinuse.

Consider buying renewable solar and wind energy to power yourplant operations. The cost is typically slightly more than standardservice,butthevaluetoyourpublicimage—andtheenvironment—makesthisaworthwhilepropositionforsome.

MonitoringyourVOC(volatileorganiccompound)emissionlevelsandmakingeffortstoreducethemisasmartbusinesspracticethatmaintainsthesafestpossibleenvironmentforemployeesandyourcommunity.Insome areas, such monitoring is a regulatory requirement, and if yourlocalregulatoryagencydoesn’trequireitnow,theylikelywillsoon.Forafewthousanddollars,anengineeringfirmcantestyourplant,identifyyourhigher riskVOCsandoffer recommendationson improvingyoursituation.Annualchecksarerecommended.

Someof themostambitiousfirmsalsosetgoals for reducingtheiroverall carbon footprint, by tracking and reducing greenhousegas emissions from their plant, office, shipping and transportationservices,andotheroperations.

Lead Your Clients and Employees

Yourclientsandemployees,too,arelookingforwaystoimprovetheirenvironmentalimpact,andyoucanhelp.

Helpyourclientstoconceiveandexecutedesignsthatusegreenmaterialsandhaveafriendlyimpactontheenvironment.Giveyouremployeesacompany-organizedcarpool,ortipsonhowtoapplysomeoftheplant’senvironmentallyfriendlyprogramstotheirhomes,oropportunitiestodogreenvolunteeringinthecommunity.

Done“right,”greeninitiativescanbenefityourcompany,youremployees,yourcustomers,yourcommunityandtheworld.Andthat’ssomethingyoucanbeunequivocallyproudof.

Gavin Jordan-Smith is Vice President, Commercial Print and Prepress Segments, Worldwide Graphic Communications Industry Business, Production Systems Group, Xerox Corporation. He can be reached at Gavin.Smith@xerox.com.

To learn more about Xerox sustainability programs, visit: www.xerox.com/environment.

real business · 15

Organizations waste millions on managing the flow of documents from digital to paper and back again. Xerox Global Services professionals create efficiencies by streamlining those processes, upgrading document technologies and finding better ways for people and their resources to work together. For example, our document assessments examine workflow and technology

compatibility across your enterprise. Once our analysis is done, we offer a comprehensive range of document services and outsourcing to optimize your assets and improve business performance. Our methods have helped Owens Corning, InterContinental Hotels Group (IHG) and others realize millions. For a complete portfolio of our services and case studies, visit us today at xerox.com/millions.

Xerox Global Services professionals can transform your firm’s document processes to create revenue while driving up productivity. Result? Improved top and

bottom lines. There’s a new way to look at it.

xerox.com/millions 1-800-ASK-XEROX

© 2009 Xerox Corporation. All rights reserved. Xerox®, the sphere of connectivity design and There’s a new way to look at it® are trademarks of Xerox Corporation in the United States and/or other countries.

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ot

16 · real business

trend: transpromo

wheTher iT’s adding relevanT, promoTional messages To bills and sTaTemenTs or personalizing direcT mail wiTh TransacTional daTa, The combinaTion of marKeTing messages and TransacTional daTa delivers resulTs •••• By Shelley Sweeney

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real business · 17

It’staken30years,butprintapplicationsthatmixpromotionalmessagingandtransactionaldatafinallyareconsidereda“hotindustrytrend.”

Transpromo, as the application is widely known, is projected forastonishing91percentcompoundannualgrowth from2006 to2010,according to InfoTrends, the Newton, Massachusetts-based marketresearch and strategic consulting firm. This means that digital colorpagesdevotedtotheapplicationwillgrowfrom1.6billionin2006to21.8billionin2010.

Why now? Digital color printing technology is a key enabler. Most oftoday’sbillsandstatementsareprintedonmonochromedigitalprinters,oftenusingoffset-producedletterhead.Marketinginsertsareproducedseparately.Today’sdigitalprintingsystemscanboostcommunicationsimpactwithstrategicuseofcolorandpersonalizationandstreamlineproductionwithone-passprintingthatalsoincludes“inserts”aspartofthebillorstatement.Digitalsystemscomingoutinthenextfewyearswillbuildonthesecapabilitiesbyboostingproductionspeedandreducingcosts,fromtoday’sbesttotalcostofoperationoffivecentsperpagetoanewlowoflessthantwocents,accordingtoInfoTreands.

Anotherfactoristheever-risingcostofpostage,whichleadscompaniestoscrutinizeandadjusttheirmailingstrategies,tocutcostsandboosttheimpactofthemailtheydosend.Manyfirmsareawakeningtoanunderstanding that bills and statements are the most widely readcustomer documents the enterprise produces. Ninety-five percentof these transactional documents are opened and read, accordingto InfoTrends. The firm further found that 63 percent of customersprefer statements that include personalized, relevant offers in thesame document to traditional statements that arrive with inserts. Soincorporating promotional messaging into a transactional documentcannotonlygenerateahigherreadrateforthemarketingmessagebutboostthedocument’sappeal,aswell.

And on the flip side, transactional data also is proving to beextremelyvaluableforcreatingindividuallyrelevantdirectmailofferswithmorerelevantmessagesthatincreaseresponseratesandreturnoninvestment.

Here’s a brief look at how several leading print providers and theircustomersarecapitalizingontheseopportunities.

Generating 20 Percent Annual Growth

Nearly every transactional document that Rome, New York-basedCathedral Corporation (www.cathedralcorporation.com) producesincludes promotional messaging, according to Marianne W. Gaige,President and Chief Operating Officer, Cathedral Corporation. AndCathedral produces a lot of transactional documents, on its Xerox

digital printing systems—about 58 percent of the company’s$20 million business revolves around bills, statements and othertransactionalpieces,bothinprintandelectronicform.

“Peoplereadtheirstatements,andifyouincludetrulypersonalizedandtargetedmessagesandcompellingoffers,thosewillberead,too,”Gaigesaid.“Forexample,ifabankstatementsays,‘IknowyouhaveaCDthat’smaturing,sohere’sanewCDwithafavorablerate,’thatmessage tells the customer, ‘Hey, I know you. You’re my customer,andhere’ssomethingthatmayberightforyou.’Youcan’tgetmorepersonalandrelevantthanthat.”

AmongCathedral’sclientsthatareusingstatementsforpromotionsistheUMassFIVECollegeFederalCreditUnion,amember-owned,not-for-profit,financialservicesinstitutionbasedinHadley,Massachusetts.Last year, some UMassFIVE College marketing efforts were madeexclusively through statements, enabling the credit union to tracktheirsuccess.

Earlyintheyear,managementsoughtmoreautoandhomeequityloansthroughpromotionsinstatements.Theeffortwassosuccessfulthat, later in the year, management sought to replenish deposits.WithintwoweeksofmakingitsfirstCDofferviastatements,membersdeposited$2.5million.

Successes like these helped drive 20 percent growth in transactional-promotional business at Cathedral last year. “I believe you can’t over-communicatetoyourcustomers,”Gaigesaid.“Wesellthevalueofprintandelectroniccommunicationstohelporganizationsgrow.Wetellthemyoucanandshouldmakeyourstatementintoamarketingdocument.”

155 Percent Boost in Contributions

The Solidarity Fund QFL (www.fondsftq.com) recently usedtransactionalcustomerdatainadirectmailcampaigntopersonalizethe ways shareholders can benefit from making regular, monthlycontributions. Among the results: a 155 percent increase in thenumber of shareholders who switched from annual lump sumpaymentstomonthly,automaticpayments,whichhelpensurelong-term,sustainablegrowthforthefund.

The Solidarity Fund, a registered retirement savings plan thatinvests inQuebec-basedcompanies,ranthecampaignasatestbytheXerox1:1Lab,at the invitationof the fund’sprintprovider,CGI.The test compared results generated with a highly personalizedmarketingpiecetothoseofasimilar,non-personalizedcontrolpiece.Personalization included appeals to invest based upon age andgender,graphschartingtheinvestment’shypotheticalgrowthbaseduponageandpastcontributionsandexamplesof localbusinessesthathavebenefitedfromfundinvestments.

trend: transpromo

“if a banK sTaTemenT says, ‘i Know you have a cd ThaT’s maTuring, so here’s a new cd wiTh a favorable raTe,’ ThaT message Tells The cusTomer, ‘hey, i Know you. you’re my cusTomer, and here’s someThing ThaT may be righT for you.’ you can’T geT more personal and relevanT Than ThaT.”

—Marianne W. Gaige, President and Chief Operating Officer, Cathedral Corporation

18 · real business

“Thelargenumberofvariablesenabledustoadaptalmosteverylineofourdocumenttoeachindividual’sspecificsituation,suchthateachshareholderwouldbeabletoseethevalueofouroffer,”FrédériqueChatain-Collinet,ManagementConsultantat the fund’sShareholderProjectsBranch.“[It’s]averypowerfulmarketingtoolthatwasmuchmoreeffectivethanourtraditionaltools.”

Otherresultsincludeda3Xincreaseinreactivationofpayrolldeductionplansamongpeoplewhohaddroppedtheminthelastsixmonths

and a cost reduction of 17 percent. Ultimately, fund managementcametorecognizethepowerofitsinformationonshareholders.“Wecan now confidently foresee using the Xerox 1:1 Lab approach toproduceotherhighlypersonalizedcommunicationsonawidescale,”said Sylvie Laferrière, Project Coordinator for Shareholder Projects,SolidarityFundQFL.

New Printer Having Big Impact

Anothercompanythatisseeingbrighterpossibilitiesonthehorizonis Stralfors (www.stralfors.com/en), a provider of solutions for theefficient communication of business-critical information, based inLjungby,Sweden.Thecompany is testing theXerox490/980ColorContinuousFeedPrintingSystem,whichprintsasmanyas986imagesperminuteforU.S.letter-sizepagesand900imagesperminutefor

A4 sizes, in high-quality color on a range of light to heavyweightpaperstocks.

The company produces about one of every three mailings tohouseholdsinScandinaviaandisusingthenewsystemtoproducesome of its largest mailings, such as statements and invoices forbanks, utilities and loyalty clubs and other business-to-consumercompanies. In response to customer demand, many of these full-colorbusinessdocumentsincorporatemarketingmessages.

“These customers tell us that the invoice or the bank statement isthedocumentthat isactuallyread,so ifyouwanttocommunicatesomething important, put it on a transactional document,” saidHakanLarson,TechnicalDirector,Stralfors.

While“printingincolorisnothingnew,”Larsonsaid,theXerox490/980is helping Stralfors produce transactional-promotional documentsonalargerscalethaneverbefore.“Thisisthefirstprinterinfullcolorthatissuitedforindustrialprint,”hesaid.“Wethinkitwillhaveamajorimpactontheindustry.”

Shelley Sweeney is the Vice President/General Manager of the Data Processing Service Bureau and Direct Mail Segment for the Worldwide Graphic Communications Business, Xerox Corporation. She can be reached at Shelley.Sweeney@xerox.com.

The Solidarity Funds mailing used graphs charting the hypothetical growth of a shareholder’s investment based upon age and past contributions to show that regular monthly investments usually generate better results.

Among the new digital color printing devices expected to drive the trend toward incorporating marketing messages in bills and statement is the Xerox490/980 Color Continuous Feed Printing System, which is currently in use at Stralfors.

Marianne W. Gaige is President and Chief Operating Officer, Cathedral Corporation, which prints UMassFive College Federal Credit Union member statements in one pass on its Xerox DocuTech 180 Highlight Color printing system. The box at the top right of the statement points readers to promotional offers inside.

publishing technologies international | www.cgs-oris.com

ORIS

GO BEYOND

»ORIS MEDIA FACTORY« »ORIS PROFESSIONAL

PROOFING PAPERS«

»ORIS HYBRID PROOFING« »ORIS CERTIFIED SUITE«

pnc global invesTmenT servicing invesTs in a sTaTe-of-The-arT faciliTy and leading-edge equipmenT from XeroX corporaTion and sTandard finishing sysTems •••• By Gretchen A. Peck

total solutioninvesTing in a

20 · real business

In the business of financial and investment printing, there’s nomargin of error in content and no flexibility in deadline. Just askColeman F. Nee, Jr., the Vice President and Senior Director for PNCGlobalInvestmentServicing,AdvancedOutputSolutions,Lynnfield,Massachusetts,whoestimatesthatapproximately95percentoftheprint work produced by the operations he oversees is both time-sensitiveanddeadline-critical.

“Wehaveoneoftwodeadlines,”heconfides.“It’seithersameday,orit’snext-day.Ourdeadlinesarereallydrivenbyregulatoryguidelines.Wemustconfirmamutualfundtradewithin48hours.Wehaveto,bylaw…Weareahighlymonitored,frequentlyauditedoperation.”

Inadditiontomanagingtheprintoperations,Neeheadsupmailing,as well, comprising an insertion department—equipped with 22machines capable of folding and inserting as many as a millionenvelopesadayduringpeakperiods—awarehouseandaninventory-

controlgroup.Thecooperativedepartmentsarestaffedbymorethan200employees—folksnowsettledintorefurbishedsurroundings.

“We have invested in a redesign of the facility, upgraded someexistingequipmentandpurchasedsomenewequipment.It’sbeenaverysuccessfultransitionforus,”Neeremarks.

The sheer volume of print that travels through the operation isimpressive, particularly when 95 percent of the work is regulatory-controlled documentation with variable-data customization. “Wemail about 150 million envelopes each year,” Nee estimates. “On adailybasis,it’snotunusualforustomailoutabout400,000to500,000piecesofmail.”

The content for these mailings originates at any of 250departments—or “clients”—within thebroader institution.Contentcomes into prepress in electronic form and is normalized to print-readydocumentsbeforethey’refedtothecenter’sprintengines—manyofwhicharenew.

“ we mail abouT 150 million envelopes each year. on a daily basis, iT’s noT unusual for us To mail ouT abouT 400,000 To 500,000 pieces of mail.”

— Coleman F. Nee, Jr., the Vice President and Senior Director for PNC Global Investment Servicing, Advanced Output Solutions

real business · 21

More Bang for the Buck

“Currently,wehavebothcut-sheetandcontinuous-feedequipment,”Neeexplains.“Alittlemorethanayearago,we’dpurchasedsixXeroxDocuPrint 525 Continuous Feed Printers, which also required pre-andpost-finishingequipment,includingcutters.

“Priortothat,ourmainstayhadalwaysbeencut-sheetprinters,”Neerecalls. “The continuous-feed printers, however, allow us to reachspeeds of up to eight timesthe speed of any cut-sheetmachine we’ve had. Backin July of 2007, we replacedtwo aging continuous-feedmachines with six of theseXeroxDocuPrint525s.”

Nee reports that there’s anuntruth often perpetuatedin the print industry: Thatcontinuous-feed print requiresa sacrifice in quality onlycapablewithacut-sheetengine.“It’sjusttheopposite,”heconfides.“Hands down, the quality of these continuous-feed machines isbetter, not worse, than the cut-sheet alternatives. We’re gettingbetterquality,becausetheresolutionisbetter,”hemarvels.

“Intermsofoutput, it’sonemachinegeneratingtheoutputofeightcut-sheetdevices,andthatmeansoneoperatorversuseightoperators.When you take that into consideration for three shifts, it’s a hugesavingsinmanpower,”Neeadds.“Fromaspacestandpoint,thereisnocomparison.I’vegotteneconomiesofscale,andI’vesavedspace.”

PNC Global Investment Servicing complemented the continuous-feed printers with Hunkeler pre- and post-processing systemssuppliedbyXeroxpartner,StandardFinishingSystems.

The Standard Hunkeler Roll-to-Stack Solution features several keycomponents, including theUW6UnwindModule,which feeds themediaintotheprintengine.Onthebackend,thesolutionfeaturesa Hunkeler WM6 slit/merge module and CS6 cutting system thatproduces clean, accurate cuts at precise angles. Setup and cuttingadjustments may be made by operators via a display panel, anddynamic changes in cutting length can be driven automaticallybased on UP3i barcode data. The CS6 also features an integrateddiverterthatseparateswastefromtheproductionoutput.

Rounding out the Standard Hunkeler Roll-to-Stack Solution is anSE6OffsetModule,whichoffsetstacksthepagesontheflybeforepassingthemalongtotheLS6StackerModule.

“StandardHunkelerpre-andpost-processingequipmentisruggedlydesignedandconstructedfor24/7reliability,”notesJohanLaurent,Standard Hunkeler Business Manager. “This is essential for mission-criticalprintoperationslikethatofPNCGlobalInvestmentServicing.

“Thisequipmentprovidessuperiorrotarycuttingforclean,accuratecutsandextremelyhigh-qualitystacksforreliable,error-freeinserting.CombinedwithexcellentXeroxservicesupport,we’veensuredthatPNCmeets theirproductionwindowsandgetseverystatement inthemailontime.”

Thetotalsolutions—theXeroxprintenginescomplementedbytheStandard Hunkeler equipment—have exceeded the print team’sexpectations,accordingtoNee:“Withouroldprinters,weoftenhadproblemswiththecutters.Wehadjamsanddowntimeandwastedpaper that we simply could not afford. “But from the moment weturnedonthisnewequipment,itworkedbetterthanweexpected,”hecontinues.“Wewereonthelookoutforproblemswiththecutters,butwedidn’texperienceany.”

In addition, Nee notes that hisoperation just completed abeta test on a brand new Xeroxmodel—the Xerox DocuPrint1300 Sedona with a StandardHunkeler Gen6 Roll-to-Stacksystem.“MyguysfellinlovewiththenewGen6StandardHunkelerequipment, and they wanted tohave the latest and greatest incutters,”Neeexplains.

Neesaysthattherearechecksandbalancesthroughouttheprint-to-mailworkflow.“AnADF[AutomaticDocumentFactory]systemkeepstrackofallour jobs,”heexplains.“Everyjobissignedoffonbyeachoperator.Theysignoffonitbeforeforwarding it to our ‘work-release’ managers. They are responsibleforanumberofthings,includingmakingsurethatthejobhasbeenprintedontherightstockandreviewingthequalityoftheprintonthepaper.Then itgoes toamanager in the insertiondepartment.These are all manual reviews. We have human eyes looking at theworkateverystepoftheprocess.”

Service Before Price

ThoughColemanNeesayshe’sperpetuallyinsearchofthelatestandgreatestinprintandfinishingequipment,thereareotherfactorsthatweighmoreheavilyinhistechnologicaldilemmas.

“The highest priority for me is service,” he asserts. “We realize thateverysinglepieceofequipmentthatwepurchaseisgoingtobreakdownatsomepointintime.Wecanacceptthat.Butweneedtoknowthatthevendorisgoingtobetherewhenitdoes,andproactivelygetusbackupandrunning.

“Canapieceofequipment fulfillouroutputneeds?”Neeponders.“Wedoatremendousamountofduediligencebeforewemakeanypurchase—even with existing partners that we may already havesome history with. Every single time we purchase a new piece ofequipment—foranythingthatcostsmorethan$50,000—wegooutforbid.

“Andwemayhaveasmanyasfivebiddersvyingforthesale…Priceisadeterminingfactor,yetit’snotthenumber-oneornumber-twofactor.Rather,it’sservice,capabilityandthenprice,”Neeconcludes.“It’sallaboutpickingtherightpartners.”

For more information, visit www.standardregister.com.

As the category leader in color page volume, Xerox offers a range of digital printing solutions that can grow your profits and your customer base. Over half of the world’s color pages

are printed on Xerox digital color presses, which is more than twice the nearest competitor. Even the smallest commercial printers have come to rely on us because we offer the broadest

xerox.com/printing 1-800-ASK-XEROX

© 2009 Xerox Corporation. All rights reserved. Xerox®, the sphere of connectivity design and There’s a new way to look at it® are trademarks of Xerox Corporation in the United States and/or other countries.

To navigate a perfect course in digital printing,more than half the production color digital

portfolio of digital color presses—industry-leading products ranging from the Xerox 700 to the iGen4,TM with unparalleled image quality. In addition, we offer award-winning service

and support, partnering with you every step of the way to help maximize your profit potential. Now is the time to attract more color digital business and watch your profits soar.

follow the leader. Xerox digital presses produce pages worldwide. There’s a new way to look at it®.

24 · real business

leveraging The conTinuum for growTh and profiT •••• By Larry Zusman

arrivedone-To-one marKeTing

has

AccordingtoanInfoTrendsStudy(“TheFutureofDirectMail,2006”),directmarketing,whichisatapproximatelya4.5percentcompoundannualgrowthrate(CAGR)isprojectedtocontinuethislevelofgrowthoverthenext10years.Coincidentwiththerise indirectmarketingis the increase inbothprintondemandandvariableprinting,andtogether, they are slated to account for over 170B color and black-and-whiteimpressions.

Thequestionthatmarketersandtheiradvertisingagenciescontinuetoaskis:Whatisfuelingthesteadyriseincreationandimplementationofwhatiscommonlyreferredtoasone-to-onemarketingprograms?The answer is: We are. The same InfoTrends study showed thatconsumers prefer—by twice as much—highly personal messagesover mailings with only a name and address. Non-personalizedmessageswerepreferredbylessthan18percentofrespondents.

Clearly,thereisgreatinterestinusingpersonalizedcommunicationswith relevant text, images and graphics to gain attention, increasereadership and, most importantly, evoke action. And now, withthe emergence of powerful web-enabled marketing programsand integrated cross-media communications, the worlds of printand electronic media are coming together to generate significantmeasurableimprovementinachievingbusinessobjectives.

Buthowdomarketersgetstartedandwhatare thestrategies thatmustbeemployedtorealizethesegains?

Thefirststepincreatingandimplementingaone-to-onemarketingcampaignistorealizethattherearesteps.Therearemanydifferenttypesofmarketingmaterialsandprogramsthatcanbedeployed,and

understandingthecontextandcomplexityofthesecandramaticallyimproveyourchancesofsuccess.

Let’sstartatthebeginning,ormoreaccuratelywhatcouldbereferredto as “E-Z” personalization. When the landscape of personalizedprint programs is examined, many involve materials as simple astwo-sided, full-colorpostcards.Theycanbeas“one-to-one”asanyother collateral, are economical and can oftentimes break throughmarketingclutterwithcleverimagerythatisimmediatelyseenbytherecipient,incontrasttoenvelopeshidingyourmessages.Inadditionto postcards, there are numerous applications to use personalizedcontent in calendars, newsletters and even sales and marketingmaterials.Interestingly,although“versioned”marketingmaterialsareusuallynotthoughtofasone-to-one,theseprogramsoftentimesleadtomoreadvancedone-to-oneprograms.So,startingwithversioningisagreatplacetoexperimentwiththeseprograms.

Anemergingcategoryofone-to-onemarketingcanbecalled“image-intensive communications” and includes applications using moreadvanceddatabases,oftentimesrelational,andrichVIcontent.Thesejobshaveimagesthatchangeforeithersmallgroupsofrecipientsoronerecipientatatime.Also,theycanincorporatespecialVIcapabilities,suchasimagepersonalizationanddata-drivengraphics.

The next step up in the one-to-one marketing continuum is webstorefronts and custom sites that drive one-to-one marketingprograms.Thejobsthataredrivenfromthesesitescanrangefromverysimpleonestothosewithmanyvariablesandrichimagecontent.These sites typically contain additional web capabilities, such as

This image personalization campaign features personalized images incorporating the recipient’s first name, last name, initials, and company. Additionally, gender determined the color used for the personalized bottle image.

an infoTrends sTudy showed ThaT consumers prefer—by Twice as much —highly personal messages over mailings wiTh only a name and address. non-personalized messages were preferred by less Than 18 percenT.

real business · 25

ordering,creditcardprocessingandinvoicing.Whenevaluatingthetype of website that you need, there are two main types of thesesolutions:“off-the-shelf”andcustom.Thefirstcontainsmanyofthemostcommon featuresused for theseprograms.Customsitesuseflexible, front-end architectures (i.e. Microsoft .net) connected to arobustback-endVDPengineusingAPIs.

One-to-one cross-media publishing, the top of the continuum,includesthemostrobustpersonalizationprogramswithintegratedprint, web and email campaigns. Although not always the case,oftentimes these projects involve more complex VI and largeproduction requirements. It is these multi-phase, multi-channelcampaigns that fully leverage the response-generating capabilitiesof using relevant data with high-quality creative in a closed-loopmarketingprogram.

Ofgreatimportanceistheabilitytosee—inrealtime—howwellacampaignisworkingandexactlywhereitneedsrefinement.Somecross-media solutions track alleventsofthecampaign,whetherprint-,web-,email-orevenSMS-related. With them, you cancreate detailed reports, such asa list of those that respondedto the call-to-action only afterreceivinganemail.Also,youcantrackallthevariabledataandeasilydissect populations based on the offer they received and othercampaign-specific data. Providers able to show their clients thislevelofanalysisandworkwith themon refinements foroptimumresultsdevelopstrategic,profitablerelationships,whichofferaclearcompetitiveadvantage.

Hereisanexampleofwhatoneofthesecampaignsmightentail.Theinitialcommunicationcouldbeapostcardoremailwithcustomer-specific personalization based on previous knowledge of therecipient.Thecall-to-actionisavisittoaResponseURL(RURL)ontheweb, which might include a survey that gathers more informationabouttherecipientandincludesanoffer.Thenewdataissavedbacktothedatabaseinreal-time,andathankyouletterissentbymailoremail.Throughoutallofthis,marketersareprovidedwitharesponsetracking dashboard that gives them real-time information on theprogressofthecampaignindetailedreports,allowingthemtoadjustcontent, messaging, the offer or other elements of the campaign,literallyon-the-fly.

Solutions that support the creation and implementation of thesecampaigns have a variety of pros and cons. The most importantquestions to ask any service provider of these programs are thefollowing:

1.Isthesystemflexibleenoughtosupportdesignanddatabaseeditsandadditions?

2.Canthesystemgrowas Iexpandthetypeandscopeofone-to-onemarketingcampaignsimplemented?

3.Doestheproductionmanagementsystemandprintdeviceallowforfast,on-timedeliveryofhigh-qualitypromotionalmaterials?

Formarketing,creativeservicefirmsandserviceprovidersinterestedinimplementingsuccessfulone-to-onemarketing,thesolutioncan

be found in the XMPie variable datapublishing suite. This comprehensivesolution provides a scalable, flexibleplatform for creating, implementingand managing any type of one-to-one marketing program alongthe continuum, including E-Zpersonalization, image intensivecommunications,webstorefrontsandcross-mediapublishingwithextensiveresponse tracking. Unique to XMPie,thecross-mediasolutionensuresthateach typeofmedia is fully leveraged

and integrated with each other. For example, variable print andwebcampaignshaveno limitationsondesignandarebothdrivenfromthesamedatabase.Andtoensurehigh-qualityeverytime,thesystemisfullycompatiblewiththeentirefleetofXeroxdigitalcolorandmonochromepresses.

One-to-one communications has finally arrived. By using whatyou know about your customers, and learning more, you can takefull advantage of this exciting and powerful marketing strategy torealize—andinmanycasesexceed—yourbusinessobjectives.

Larry Zusman is currently Manager, Worldwide Marketing, XMPie, Inc., a division of Xerox Corporation. Previously, he has held executive management positions in creative services, corporate and print service provider companies. He speaks around the globe on one-to-one marketing and writes frequently for many publications in the graphic arts industry.

26 · real business

meeTing Today’s business challenges head-on:

real business · 27

Fact: The average office worKer spends up To 45 percenT of The day worKing wiTh documenTs.

—Xerox

your new

Workplace™

Today’sbusinessworldisdrivenbyknowledge.Databecomessharedinformation which then turns into valuable, actionable knowledgefasterthaneverbefore.Anditallhappensinthecontextoftheever-present challenges to do more with less, get it done faster, moreproductivelyandsustainably,allatthesametime.

Fortunately, Xerox understands the real-word demands of today’sbusiness environment like no one else. That’s why we’ve createdYour New Workplace (www.xerox.com/yournewworkplace) to helpbusinesseslikeyoursaddresschallengessuchas:

Getting Integrated: Howdoyouintegrateandmanageallofyourtechnology?

Being Productive: How do you domorewithless?

Staying Secure: How secure is thecritical information throughout yourentireofficenetwork?

Going Green: Are you helping theenvironmentorhurtingit?

Looking Colorful: How can yourbusinessstandapartfromthecrowd?

Bybringingpeople,processesandtechnologytogether,Xeroxcanhelpyoucreatetheidealsolutionforthedemandsofyourbusinesstoday.

Integrating and Managing Technology

From laptops, cell phones and PDAs to fax machines, printers andscanners,businessestodaymustmakeawidevarietyoftechnologiesworktogetherinordertogetworkdone.What’scriticalisconnectingtherightinformationtotherightpeopleattherighttime.

Fact: Abusinessofabout1,000employeestypicallyhas150ormoreprinters (Source: “Why MFPs Matter to IT,” Xerox white paper). Andforeverydollarthatabusinessspendsonitsprinters,multifunctionaldevices (MFDs) and other output assets, almost 10 times is spenton soft costs, such as IT support, administration and documentmanagement. This adds up quickly with many types of networkdevicestomanageandmaintain.

Xerox can help you maximize the technology investments you’vealreadymade,byidentifyingexistingdevicesandutilizationpatterns,determining the optimal mix and configuration of devices, andproviding the tools you need to proactively manage your entireprintenvironment.Regardlessofmanufacturer,Xeroxcanhelpyoumanage your entire print environment, and show how efficientlyyour resources are being used—to increase productivity, controlcosts,andgetthebestreturnonyourinvestment.

Doing More with Less

Fact: Theaverageofficeworkerspendsupto45percentofthedayworking with documents (according to Xerox). Since labor is the

major portion of overhead in mostbusinesses, optimizing the officeproductivity of employees is criticalto controlling costs and improvingprofitability.Makingsureyouhavetherightdevicesisjustthefirststep.Xeroxeasy-to-use management tools giveusers control over their documentoutput, so they can spend less time

“chasingpaper”andmoretimefocusedonyourbusiness—meetingyourcustomers’needsandgrowingyourbusiness.

One reason Xerox technology helps create a more productiveworkplace is intelligent technology—which brings functionalitycloser to the end users—so they spend less time getting to thedevice they need. Such features let users sidestep some of thecommon frustrating and time-consuming headaches that occur intheofficewhenprintjobsareheldup.Forexample,inabusyofficeenvironment, where as many as 30 to 40 jobs are in queue at theprinter,insteadofwastingtripstotheprinterormakingunnecessaryreprints,userscancheckjobstatusfromtheirdesktop.

Other examples of intelligent technology include Print-Aroundcapability,whichenablesaXeroxMFDtobypassonejobinfavorofthenextoneinthequeue,whichkeepstheworkflowing.FollowMeprintingletsusersselectanydeviceintheworkplaceandprintwithdocumentsecurity.XeroxSmartKitsgiveusersthekeycomponentstoresolvemanyproblemswithouthavingtowaitforITorserviceto

Fact: a medium sized business doing $10 million a year spends from $200,000 To $300,000 a year on documenT-relaTed eXpenses

— Infotrends, 2004 Document Tracking/ Document Assessment Surveys

28 · real business

fixthemachine. In fact,SmartKitseliminatetheneedforatrainedtechnician in up to 40 percent of the cases—maximizing workerproductivity.Xerox’sadvanced“load-while-run”featureevenallowsyou to keep printing while solid ink is being replenished, againavoidinginterruptingtheflowofwork.

It’s estimated that the typical IT department spends 15 percent ofitstimeonprintermanagementalone. CentreWare®WeballowsITadministrators to remotely manage networked output devices. Byavoiding the need for IT to physically go to each location, and byproactivelymanagingsuppliesanddevicestatus,officeemployeesminimize their downtime, while the IT department benefits fromimprovedproductivityandprofitability.

Fact: A medium-sized businessdoing $10 million a year spendsfrom$200,000to$300,000ayearondocument-relatedexpenses(Source:Infotrends,2004DocumentTracking/DocumentAssessmentSurveys).Andasbudgetstighten,“doingmorewithless”translatesto“reducingcosts.”

Xerox has the expertise and theresources to help you identify yourdocument-related expenses—and then identify opportunities forreducing them. In fact, we’ve helped many companies reduce theirannual document-related costs by as much as 30 percent by usingourprovenprocessestoassesscurrentcosts,trackcostmanagementperformanceandimprovecostpredictability.

Protecting Information throughout Your Network

With our comprehensive document security approach, we focusondocument,deviceandsystemssecurity.Xeroxcanhelpyoulockdownconfidential information.Wegiveyou the toolsyouneed torestrictaccess,trackusageandprotectyourdataeveryday.

CapabilitiessuchasSecurePrintallowyoutomaintaincontroloverprinteddocuments,releasingthemonlyafteraPINcodeisentered.XeroxDocuShare®isanaward-winning*softwarethatallowsyoutocentrally store and manage critical business documents from thepointofcreation. Information is secureandavailableonly to thosewhoaregiventheappropriateaccesslevels.

Helping to nurture a greener world

AtXerox,wearereducingourgreenhousegasemissions,integratingenergy-efficienttoolsinourfacilities,reusingandrecyclingmore.Buttherealtestofourcommitmentishowwehelpourcustomerswhoaregoinggreenintheirworkplaces.

How can you work smarter, faster and better in ways that are goodforyourbottom lineandgood for theenvironment?XeroxcanhelpyouimproveenergyefficiencythroughtheuseofourENERGYSTAR®certifieddevices.WecanalsohelpyoureducewastewithproductssuchasSolidInk,andrecyclewithprogramslikeXeroxGreenWorldAlliance.

Differentiation—Putting Your Company’s Best Foot Forward

More than ever, companies need to optimize every customer andprospect encounter they have. The quality of your market-facingdocumentscanhelpdifferentiateyourbusinessandenableyoutocommunicate more persuasively with customers and prospects,portrayyourbrandmoreconsistently,improvecustomersatisfactionandultimately,attractmorebusiness.

AccordingtoastudydonebyLoyolaMarymountUniversity,businesscommunicationsthatusecolorresultinimprovedbrandrecognitionand sales, more favorable first impressions and fewer errors. But for

many companies the enthusiasmabout color is tempered by practicalconcernsoveritscostandeaseofuse.

By making color printing moreaffordableandflexible,Xeroxenablesyou to present your corporatebrand—and with it the capabilitiesof your company—in the best lightpossible. With the only devices inthe market that deliver up to 2400x 2400 dpi resolution, the industry’s

largestselectionofPantone-matchingproducts,andthefirstprinterto provide color output for the price of black and white, colorinnovations fromXerox leadthecharge inensuringthataffordablehigh-qualitycolorisarealityintoday’sofficeenvironment.

TwoXeroxcolorinnovationsareindustryfirsts:SolidInktechnology,whichprovidesconsistentcolorfromfirsttolastprint,andEAtoner,whichdeliversagraphicartslevelofimagequalitywhileproducingsharper,moreconsistentcolorprintsusinglesstoner.

Tailoringyourmarketingmessagesforeachrecipientusingvariabledata brings greater relevance to your marketing, helping yourmessages stand apart from the clutter, and can increase response.Xerox’svariableprintingsolution,XMPie®,letsyouexpandyourreachwithone-to-onemarketingcampaignsthatcanincludeprint,e-mail,onlineandmobile,usingvariableimages,graphicsandmessagestogettheattentionofyourtargetaudience.

There’s No Better Time

Keepingupwiththedemandsofbusinesstodayrequiresnewanddifferentapproachesthaneverbefore—justasfastastheworkplaceandbusinessworldevolve,we’redevelopingnewtechnologytohelpyourbusinesskeeppace.Drivenbyaheritageof innovation,we’realwayslookingforwardandusingourinnovationtodevelopthenewproductsandsolutionsthathelpourcustomersstayahead.

The technology and experience to transform your workplace into an environment that helps you meet today’s challenges are here. Visit us and learn more at www.xerox.com/yournewworkplace.

* BLI Buyer’s Lab, “Outstanding Enterprise Content Managment Solution,” Spring 2008

solid edge

real business · 29

You’re looking at solid ink blocks, a unique color technology that delivers unrivaled print quality with

exceptional speed. Another solid reason for choosing us.Xerox Color. It makes business sense.™

With Xerox solid ink technology, you’re ahead of the curve. Developed for businesses wanting affordable color printing, our blocks of solid ink produce brilliant quality color no matter what you’re printing: reports, charts or graphics. Color quality remains superior no matter what you print on: paper, card, even recycled stock. You get true, beautifully

saturated color that’s consistent from first print to last. Best of all, there are no messy cartridges to deal with, so it’s easy to use and maintain, producing 90% less waste.* Solid ink technology is available across a range of Xerox printers and multifunction systems. Every single one gives you solid Xerox advantages: speed, ease of use and quality.

© 2009 Xerox Corporation. All rights reserved. Xerox®, the sphere of connectivity design and Xerox Color. It makes business sense. are trademarks of Xerox Corporation in the United States and/or other countries. *Compared with a typical laser product.

Xerox solid ink color printers and multifunction systems

xerox.com/frugalcolor 1-800-ASK-XEROX

The righT maTch

cgs oris and XeroX corporaTion parTner To produce high-qualiTy consisTenT color aT The jarvis press •••• By Nancy Nitchcock

30 · real business

Auto companies spend countless hours and dollars designingtrendsetting new car colors every year to inspire buyers. Printprovidersthenfacethechallengeofreproducingthosecoolcolors,suchasHonda’s“GalaxyGrayMetallic”andFord’s“VistaBlueMetallic.”Fortunately,whenTheJarvisPress,aDallas-basedcommercialprinter,recentlyreceivedajobfromanautomanufacturertoproducedirectmailbrochures, it reliedonORIScolor-managementsolutions fromCGS Publishing Technologies to precisely match each carefullycraftedcarcolors.

Xerox and CGS Collaborate

Last Spring, Xerox Corporation announced that CGS had beenapproved for distribution within The Xerox Connection. XeroxselectedORISPressMatchertointegratewithXeroxiGen3andXeroxDocuColorpressesandappointedCGSasaXeroxBusinessPartner.ORISPressMatcherenablesXeroxuserstoautomaticallycreatehigh-qualitycolorfilesformultiplepressconditions.Usingtheadvancedcolormappingprocessappliedtowideformatoutput(digitalprintersanddigitalpresses)Xeroxcustomerscanproducelong-runfirstprintsonasheet-fedpressandshort-runreprintsonaXeroxdigitalpress.

Using the collaborated solution, Jarvis printed 180,000 four-pagefolding Memorial Day brochures on their Xerox iGen3 DigitalProduction Press, and the client was delighted with the qualityresults.“ThepieceforMemorialDayhadaverypatrioticfeeltoitwithflagsandcars,”saysCorySawatzki,ManagerofGraphicTechnologies

at The Jarvis Press. “We’re dealing with a spectrum of colors: reds,whites,blues,greensandgraybalancesforsilverstobestrepresentwhattheywantedtodo.WewereabletouseORIStocalibratetheircolortoapointwheretheadagencywasextremelyhappywiththeresults.Theylovedit.”

Increased Expectations for Digital

TheJarvisPresswasfoundedin1951byBillJarvis.Itwasacquiredin1994byConsolidatedGraphics(CGX),oneoftheleadinggeneralcommercialprinting companies in North America with 70 printing businessesstrategicallylocatedacross27statesandinCanada.AfterfiveyearsofoperatingaXerox iGen3digitalproductionpress,Jarvis recognizedthat its customers expected higher quality from digital printing.“Ad agencies today are getting a lot smarter about how they’redealing with their color management,” says Sawatzki. “They’reeducatedonwhatcolorisandwhatcolorstandardsare.Becauseofthat,youhavetobeabletoofferthemaviableandeducatedsolutionforcolormanagement.

“Thelevelofqualitythatwasstartingtobeexpectedfromdigitalwasmuchhigherandgrowingonadailybasis,”addsSawatzki.“Wehadtolookintoawaytolockincolorconsistencyandcolorquality.WetestedacoupleofproductsandfoundthatORISwasfairlysimpletouse,wascost-effectiveanddidthejobbetterthanmostallothersystemswefound.”simpletouse,wascost-effectiveanddidthejobbetterthanmostallothersystemswefound.”

Producing High-Quality Consistent Color

The Jarvis Press implemented a color management system thatincludes ORIS Press Matcher, ORIS Certified Proof and ORIS ColorTunerPro.ORISPressMatcherenablesJarvistoproducehigh-qualityconsistentandrepeatablecoloronmultiplepresses—itsiGen3,anEpson9800 inkjet printerand its conventional presses. ORIS PressMatcher produces high-resolution files for any output device byusinghotfolderstotransportandprocessthefiles.ORISColorTunerProenablesJarvistoproducecontractqualityproofsonitsEpson9800 inkjet printer. And ORIS Certified Proof provides trackableresultsforallproofs.

Thesystemincludestesttargetsthatarecolorpatchesprintedonthesideoftheproof.Anoperatoruseshandheldspectralmeasuringdevices to scan the target and the software matches the targetto color characterization data for SWOP and other standards. Anautomatichotfolder-basedworkflowincreasesefficiencyandRIP-readyfilesincreasespeeds.

Color Matching Digital with Offset Print

Inadditiontoneedinghigherqualitydigitalprinting,Jarvisneededto match its digital color to its offset presses. The print provideroperates threesix-coloroffset40-inchpresses—twowithcoaters,andahalfweb. In itsdigitaldepartment,Jarvisprintedmorethan7.5millionimpressionsonitsiGen3lastyear.Tohandlethatvolume,thecompanyjust installedaXeroxiGen390thatoutputsto5,400full-colorimpressionsperhour.

Time and Paper Savings

Withthesystemcalibratingcolorsbasedonmeasurements,Jarvissavessignificantoperatorandpresstime.Ittakesaboutone-fifththetimetocalibratethepressandrunproofs,saysSawatzki.Inaddition,by not having to run so many iterations of proofs, the companysignificantlycutspaperwaste.

“ORISimprovedourcurrentworkflow,itimprovedhowwedothings,andwegetbetterquality,”concludesSawatzki.“Theplacewhereitreturnsitselfisinfuturework.Wecansellit.Wecangooutandsaythatwe’recalibratedasclosetoG7orGracolaswecanpossiblybeonadigitalpress.Wecanalsosellthefactthatwecanstaystable:aproofthatIshowyoutodaywilllooklikesomethingIshowyouamonthfromnow.”

For more information, visit the Consolidated Graphics website at www.cgx.com.

real business · 31

“ ad agencies Today are geTTing a loT smarTer abouT how They’re dealing wiTh Their color managemenT. They’re educaTed on whaT color is and whaT color sTandards are. because of ThaT, you have To be able To offer Them a viable and educaTed soluTion for color managemenT.”

—Cory Sawatzki, Manager of Graphic Technologies, The Jarvis Press

guiding poTenTial adopTers Through The necessary sTeps so They can build and launch effecTive Transpromo marKeTing programs •••• By Scott Baker

32 · real business

Transpromo is more than a different type of documentapplication. It’s a breakthrough marketing platform madepossible by a serendipitous set of circumstances: increasingpostal costs; multi-channel communications facilitated bycheapbandwidth;lotsofweb-savvy,mobile-savvyconsumers;high-quality, full-color digital printers capable of both high-speedproductionandlowcost;sophisticatedVDPsoftwarefordeeppersonalization;data tools to leveragebusiness insightsfrom transaction and CRM databases; and in the U.S., theDoNotCalllist.

Transpromo communications are a persuasive way to engagecustomersinachaoticmarketplace,butwhetheryouareaservicebureau or a marketing professional, this approach may still beunfamiliarterritory.Thetranspromocampaigncycledefinesthecomponents of a complete transpromo marketing platform. Itservesasaguidethatsavestimeandreducesmissteps.

Transpromoisacomplexmixofstatements,directmarketing,graphic arts, color and more—all combined in one criticalcommunications document. From strategy and planningto response and tracking, from design and composition todigital production, it requires professional skill sets at eachstage. Realistically, most people aren’t experts in all areas, sotranspromodemandsalevelofcollaborationmostapplicationsdon’tapproach.

In any collaboration, all parties have to understand the goalandwhatitwilltaketogetthere.Thechallengeforbuildersoftranspromosolutionsistoshowcustomersandpartnershowallthepiecesworktogether.Fortranspromoteams,thecampaigncycleisaroadmaptosoftware,hardwareandinfrastructure.

Collaboration spreads the workload to the most appropriateresources. However, since no one person is an expert in allstagesoftranspromo,experiencedpartnersmustsupportkeypieces in the process chain. When technology providers andinternal resources work together, companies accelerate theirtranspromodevelopmentandspendlesstimestrugglingwithintegration. Companies like GMC Software Technology andXeroxCorporationhaveworkedthrougheveryelementinthecampaign cycle, as they partner to help companies mastertranspromostrategies.

GMC has unique expertise integrating elements of thetranspromo process into compelling ROI-driven applications.GMC PrintNet software has helped some companiesgenerate transaction statements and led others to mastersophisticated personalized direct marketing. Now, the GMCcomposition platform brings both applications together intotranspromoworkflow.

Forexample,thetranspromosolutionfieldedbyOniya-ShapiraonbehalfofalargecreditcardproviderinIsraelisabestpracticeof planning and executing a successful transpromo marketingprogram. Oniya-Shapira is one of the largest digital color sitesin the world, printing over 500,000 full-color pages daily. Theyspecialize in statements and bills for banks, insurance andtelecommunicationscompanies.UsingGMCPrintNet software,theyproduceabouteightmilliontranspromostatementpagespermonth.

Marketersknowthat full-colordocumentshavegreater impactthan monochrome pieces. As you gain confidence withtranspromostatements,you’llwanttoaddcolor.Digitalprintingtechnologies—both cut sheet and continuous form—offerplenty of choices. Many vendors factor migration paths intotheirproductlines,makingiteasiertomovetothenextlevelasconfidenceandvolumegrow.

Transactiondocumentsarethemostrelevantandpersonalizedofallcustomercommunications.Infact,thetransactiondocumentisoneofthefewvehicleswherecustomersexpecttoreceiveandreadthedocumentsandmessaging.Ifthegoalofenterprisemarketingcommunicationsistofosterrelevant,bi-directionalconversationswithcustomers,usingthetransactiondocumentasamarketingcommunicationsplatformwillbecomea“no-brainer.”

The big challenge—and the big opportunity—is to guidepotential adopters through the necessary collaborative stepsso they can build and launch effective transpromo programs.With the transpromo campaign cycle as a road map, andexperienced partners as collaborators, transpromo statementscanhelpcompaniesachieveanew levelofpersonalizedcolorcommunicationsandmarketdifferentiation.

Scott Baker is Vice President, Worldwide Business Development, GMC Software Technology. Contact him at s.baker@gmc.net.

guidingthe way

Behind the Scenes at

real business · 33

Xerox changes the gameIt started as a business relationship: one organization needing aservice,theotherprovidingit.WhenNotreDameUniversityrealizeditneededtoimproveitsstudentprintprocessesandbettermanageinformation, itconsultedXeroxforasolution. ItwasthenthatJerryMurray,aNotreDamealumandvicepresidentofproductmarketingfor Xerox production systems, teamed up with a co-workerandfellowNotreDamealum,tocreateastudentprintnetwork.

While Murray and his co-worker were working on the project,they explored new concepts and discovered an opportunity tostrengthen the relationship between Xerox and Notre Dame. “Ourfirsteffortbeyondhelpingthemwiththestudentprintnetworkwasto lookatwhatNotreDamestands forandwhatXeroxstands for,”Murraysays. “Wethoughtthereweresomesynergiesbetweenthetwoorganizations.Bothhaveamutualcommitment toexcellence,globalizationanddiversity.”

Xerox took a closer look at the university’s programs and saw thattheengineeringschoolwastryingtoincreaseandretainthenumberof women in engineering. To support the program’s goals. “WeworkedwiththeXeroxFoundationandwiththeuniversity,andwebeganprovidingscholarshipsonanannualbasis,”Murraysays.“Therelationshipstartedtobuild.”

Xerox also set up recruitment activities at Notre Dame. Throughits career center, Xerox posts job and internship opportunities.“We recruit both engineering and business students from theuniversity,”Murraysays.

Beyond working directly with students, Xerox management teammembersserveonadvisoryboardsatNotreDame.MarkEnzien,vicepresident, Platform Development Unit, serves on the EngineeringSchool’sAdvisoryBoard.

Although the relationship is strong today, it took a lot of time andefforttobuild—it’sarelationshipofmorethan10years.“Thesearethings that might not happen when you’re just about business,”Murraysays.“Itisthepowerofbuildingpartnershipsandrelationshipswiththestrengthsofdifferentorganizations.

noTre dame

notre dame alums at workAfter her junior year at Notre Dame, Rebecca Hainley interned at Xerox, working on the Xerox® iGen3® Digital Press—Xerox’s flagship product. Xerox recruited Hainley, a mechanical engineering major, during a visit to the campus.

As a member of Notre Dame’s Society of Women Engineers (SWE-ND), Hainley saw the internship as a great opportunity. She says SWE-ND—sponsored through the Women in Engineering program, the group that actually receives the Xerox scholarships—offers a strong support network, one that follows through at Xerox. “I definitely see women, diversity at Xerox,” she says. “Both my manager and my manager’s manager are female. It’s just good to see women in engineering succeed.”

While interning, Hainley had the opportunity to meet Notre Dame alumni working at Xerox. Annie Fitzpatrick, an engineer in Xerox production systems group, became a mentor.

After working over the summer of 2005, Hainley was offered a position in Rochester. Although she took time to balance other options, she ultimately returned to the same group she interned with as an engineer on the fuser subsystem for the iGen3. “I think having other Notre Dame people around, aside from the educational background, gives you a sense of familiarity,” Hainley says.

Although she works on the process side of a technical group, she’s interested in working on design and structures someday.

In the meantime—Hainley is working on a master’s in mechanical engineering at the Rochester Institute of Technology through Xerox’s graduate studies program.

TaKe advanTage of The inTelligenT mail barcode •••• By Dave McOlgan and Evonne McMinn

34 · real business

The United States Postal Service has launched plans to reform thepostalsystem,andtheimpendingchangeswillaffectyourmailstream.Manymailersfeeltheyaregettingthe“shaft”fromtheUSPSbecausethisnewbarcoderequirement isaffectingtheirtechnologybudget,legacysystems,businessapplications,documentcreation,letterhead,envelope supplies and much more. In actuality, the Intelligent MailBarcode(IMB)offersmorethansavingsformailerswhotakeadvantageofitsintelligence.We’llexplorethepathstochangeandthebenefitsofsnailmailwithdigitalpower.MakingtherightdecisionsnowaboutIMBisthesmartthingtodoandcanbea“GoldMine”formailers.

WhatistheIMB?TheUSPS,inanattempttocontrolcostsandincreaseservices,hasintroducedtheIntelligentMailBarcode.TheIMBisadatarichbarcodethatallowsforgreatervisibilityintothemailstream.TheIMBwillbeavailableformailersseekingpostaldiscountsbeginningMay 2009 with the postal service announcing a rate split betweenthetwooptionsinthefallof2009.The“Full”serviceoptionrequiresthe IMBtobeappliedtoallmailpieces, traysandthesubmissionofelectronic mail documentation. While “Full” service IMB presentschallengestomailers,thesavingsandintelligenceprovidesmanygreatbenefits.While“Basic”serviceIMBisonlyappliedonthemailpieceandrequires less involvementandminimaleffort to implement, itofferslessintelligenceandeventuallyfewersavings.

GOLDStrikingThrough The mail

“ inTelligenT mail is liKe having a gps sysTem for mail.”—Postmaster General John E. Potter

real business · 35

Whatarethepathstochange?TherearefourbasicpathstochoosefrominordertoimplementtheIMB,aprocessthatstartsbyevaluatingyourcurrentsituation.

1. Legacy Integration—Legacy systems with the ability tointegrate software capable of producing the IMB as part of legacydatawouldprovidethemaximumIMBbenefits.Thiswouldrequiresoftware that could read data, certify the mailing using CASS andPAVE technology ,and apply the IMB barcode. The advantage toleveraging IMB technology at this point in your mailstream is theabilitytousethe full rangeof intelligenceofferedwiththe IMB.SowhataretheadvantagesofIMBimplementationatthispointinthemailer’s process? Integrity ofdataallowsforfewermistakesin barcoding. Addresscorrections are easier withelectronic address changeservice called OneCode ACS,and the USPS will provideaddress corrections free ofcharge for the first two notices of any name and address. Visibilityinto the mailstream makes it easier for mailers to track and tracemailpiecesandpredictdelivery,decreasecostandimprovecustomerservice and loyalty. TransPromo opportunities like combining anorganization’s regular transactional documents with promotionalmessages exist at the legacy integration level along with theopportunitytotargetpromotionalmessagingtocustomer’sspecifictastebyusinginformationfromcustomerdatabasestodoselectiveinsertingbasedontheirpasttransactionhistories.WhenthesoftwareusedtoimplementtheIMBalsoallowsformailpieceredesign,mailershavetheabilitytotakeadvantageofspecificTransPromomarketingmessagesappliedtoallorcertainmailpiecesandselectiveinsertinginto mailpieces. Marketing can see when mailpieces have beendelivered allowing them to measure company performance, planbetterfollow-upactivitiesandseewhenbusinessreplymailcardsarebeingreturnedinthemail.

2. Print Stream Integration—Print stream integrationhappens as data is being sent to the print engine. Software canbe used to read data, certify the mailing using CASS and PAVEtechnologyandapplytheIMBbarcode.Theadvantageisnochangeto data application is required and implementation takes place onthe production line with fewer IT resources. However, since thisdataissenttotheprintengine,thereislittleornovisibilityintothemailstreamandnoTransPromoopportunities.

3. Multi-Line Optical Character Readers (MLOCR)—MLOCR may be an option for mailers who cannot change legacysystems or integrate with software. With MLOCR, which are high-tech scanner and sorters, mailers are able to have their data read,certify themailingusingCASSandPAVEtechnologyandspraythe

IMBbarcodedirectlyontotheenvelope.Theadvantageisnochangetodataapplications,andtheentireprocessishandledatonepointwithin the production cycle. But there are disadvantages to thissolution:sinceyouwillbe limitedtothe“Basic”service IMBoption,youwillhavenovisibilityintothemailstreamfortraceandtrackingpurposes, no selective inserting or Transpromo opportunities andlittleornosavings.

4. Outsourcing—Outsourcingyourstatementstoathird-partyvendormayalsocomplywiththeIMBrequirements.Manyoutsourcecompanies today have the ability to pick up your outgoing mail,readandvalidatetheaddress,sprayonthebarcode,sortthemailing

into the correct trays anddeliver to the post office.The main benefits are: easyto comply with the USPSIMB requirement, no newequipment,andnoemployeeor IT resources involved.Disadvantages are: mailers

lose control of their mail, limited to the “Basic” service IMB option,novisibilityofmailintothemailstream,noTranspromoopportunitiesexists,andlittleornosavings.

Snail Mail with Digital Power“IntelligentMailislikehavingaGPSsystemformail,”saysPostmasterGeneral JohnE.Potter, (http://www.usps.com/mailpro/2007/janfeb/page11.htm).The“Full”service IMBoption is “SnailMailwithDigitalPower,” which provides mailers with address correction service(OneCode ACS), better delivery rates, visibility into the mailstream,deliveryconfirmation,allowsfortrackandtraceoflostmailpiecesandhelpstopreventfraud.MailerswillalsobeabletocutcostsnotonlyinpostagesavingsbutinregenerationandmailingofstatementsstillinUSPStransit.Transpromoopportunitiesavailablewith“Full”serviceIMBatthelegacyintegrationphasegivesmailersawaytosendverypersonalizedtargetedmessagesthatmatchtheirspecifictasteandbuying habits. This has been proven to increase sales, customerloyalty,andsatisfaction.

The“Full”serviceIMBoptionwilldefinitelybethebestoptionformostmailerswantingtoreceivethemaximumamountinpostaldiscountsandtakefulladvantageofitsintelligence.Properplanningcanbea“GoldMine”ofbenefitsformailerswhorealizetheopportunitytogetonboardnowbyimplementingtheIMBratherthansufferthe“shaft”fromtheirindifference.

Dave McOlgan is Senior VP/Sales and Marketing and Evonne McMinn is Marketing Support for Syntel, LLC. For more information, email sales@syntelllc.com or call 870-268-5336.

GOLD

parallel endeavors yield unparalleled color •••• By Joanna Sluja

parTners in

36 · real business

In a world of increasing automation, companies are constantlydevelopingnewer,faster,betterwaystoprovidehigherqualityandmorevaluablesolutionsfortheircustomers.Customersarebecomingmore and more technologically savvy, demanding exceptionalqualitywhilewantingitfasterandforareasonableprice.Customersare lookingnot just forproducts,but for solutions to improve theproductivity of their product. Solutions require interdependenciesand interaction of products from varied vendors. In most cases,companiesdonotachievethissuccessininnovationandincreasingdeliveryofqualitybythemselves.Itisoftentheeffortsbymorethanonecompanythatprovidemaximumimpactandthemostvalue.

This is the case with Xerox Corporation and X-Rite/Pantone. Twocompanies that have the “X factor” that makes them great apart,butevenbetterwhenleveragingtheirrespectivetechnologiesandcorecompetencies.Eachhaveuniqueofferingsandcorestrengthsthat,whencombined,deliverasuperiorsolutionforthecustomer,

notonlymeetingtheirneeds,butexceedingthem.Xerox’sstrengthresides in the delivery of quality digital printing, leading the wayin digital printing innovation. X-Rite/Pantone, the leader in colormanagement and color control, provides the solutions needed todeliverprecisecolor,accuratelyandseamlessly.

Managing Spot Colors

Customersofdigitalprintingexpressedadegreeof importance inmatching PANTONE MATCHING SYSTEM Colors. To maintain theirfidelity, Pantone, Inc., a wholly-owned subsidiary of X-Rite, hasworked with Xerox for years to ensure that Xerox digital printingsystems provide optimal color output of PANTONE MATCHINGSYSTEMColors.Manyof thesesolidPANTONEColorsdesigned fortraditionaloffsetprintingcanbedifficult,ifnotimpossible,tomatchinCMYKsincetheirgamutliesbeyondtherangecapableinCMYK.

The “X FacTor”

Great apart, but even better when leveraging their respective technologies and core competencies

XeroX corporaTion—leading the way in digital printing innovation

X-riTe/panTone—the leader in color management and color control

in may of 2008, at the request of pantone customers, the goeguide and goesticks were introduced on uncoated stock. additional implementations include:

•••GoeColorlibrarieswereaddedtothePANTONEColorCue2.1,aportablehandhelddevicethatletsyouclickonanycolorthatinspiresyouandmatchtoaPANTONEColor.

••• TheirinkformulationswereaddedtoPANTONEformulascale3formeasuringtheexactproportionsofinkstoprintaGoeColor.

••• CoatedanduncoatedlibrarieswereaddedtoPANTONEColorMunkiCreate.ColorMunkiCreatesoftwareprovidestoolstocreate,manage,search,verifyandsharecolorpaletteswhileenablingaccuratecolorviewingwiththeincludedmonitorcalibrator.ColorMunkiDesignincludesaninnovativeandversatiledevicethatmeasurescolorandperformsmonitorcalibrationandprinterprofiling.

real business · 37

Tosolvethisproblem,manyXeroxcoloroutputdevicesarePantone-licensed. This means customers can trust that the PANTONE Colortheyselectwillbereproducedwiththehighestdegreeofaccuracypossible.Pantone-licensedXeroxdigitalpressesenableoptimalcolorrenderingsof1,089solidPANTONEColorsthroughtheuseofexpertlytunedPANTONEColorLookupTables(LUT)engineeredbythecolorspecialistsatPantone.TheLUTisaspeciallycreatedsetofoptimizedcolor data based on press specifications, such as driver/RIP, devicesettings,inkset,colorengineandpaperstock.

Sinceeachspecificcolorisindividuallyvisuallyevaluatedandadjusted,Pantone can assure the best possible match under the specificprinting conditions used for each device. This Pantone-licensedprocess means you obtain the most accurate and consistent colorreproductionofsolidPANTONEColorsthatistechnicallypossible.

The PANTONE Goe System

While Xerox was engineering the iGen4, Pantone was busydeveloping a new color system. In September 2007, Pantoneintroduced the PANTONE Goe System of 2,058 spot colors in fanguide and chip format printed on coated paper. This new spotcolorsystemcombinesthebestfeaturesofthevintage45year-oldPANTONE MATCHING SYSTEM with advanced features thataddresstheprintingneedsoftodayandthoseofthefuture.ThenumberofcolorsintheGoeSystemisnearlydoublethe1,114containedinthePANTONEMATCHINGSYSTEM.Whenusedtogether,thetwosystemsofferdesigners3,172solidcolorchoices.GoeColorsarechromaticallyarrangedbycolorfamily,haveauniquenamingconventionandareprinted with uniform ink film thickness to support simplified colormatchingonatraditionalpress.

TheportablefanGoeGuidemakesiteasytoselectandcommunicateGoeColorsworldwide.Thetwo-volumeGoeSticksprovidethecolorsin the world-renown chip format, but with the added efficiency ofadhesivebackingthateliminatesperforationtabsandkeepsthehostpageintact.Aminiaturecontractwhensuppliedwithajob,achipwillensuredesignerandprinterareinsyncwithcolorexpectations.HelpfuldesigntoolssuppliedwithGoeSticksincludeapaletteplaygroundforexperimentingwithcolorpalettesandpalettecardsforsharingthemwith clients, printers and other stakeholders. Products are availableindividuallyorshipintheaward-winningGoeCubestorageanddisplaycasewhenpurchasedasacompletesystem.

Since the introduction of Goe, continual partnerships anddevelopmentshaveoccurredtosatisfycustomerneeds.Frominkandsoftwaremanufacturerstomanufacturersofcoloroutputdeviceslike

Xerox,anentirenetworkhasevolvedtosupporttheGoeSystem.ToenablecolorselectionwithinAdobeCreativeSuiteproducts,PantonehasdevelopedaGoedigitalcolorlibrarydownloadavailablefreeatwww.pantone.com/goe.AsimpleinstallmakesselectingGoeColorsaseasyasselectingcolorfromanyothercolorlibrary.

Butwithallthis,onequestionstillloomedlarge.HowwilltheGoespotcolors print in four-color process? To answer this question, PantonehasnowintroducedtomarketthePANTONEGoeBridgecoatedguide.From this single guide, users can select and specify the 2,058 solidGoeColors,viewthemnexttotheirCMYKequivalentscompletewithscreentintpercentages,andapplythesRGBandHTMLdataprovidedtooptimizeviewingofthesolidGoeColorson-screenandtheweb.Theguideeliminatesuncertaintyandsetscriticalcolorexpectationsregardingwhatisachievableandwhatisnotinprocessprinting.

Goe Xerox

XeroxandX-Rite/Pantoneknowthatcolorfidelitymatterstoyou.TheXeroxiGen4willshortlysupportboththePANTONEGoeandPANTONEMATCHING SYSTEM. This technology convergence of the iGen4 andPANTONEColorSystemswilldeliveranewworldofcoloroptions.LookforadditionaliGen4colorspecificationtoolscomingsoon.

For more information, please visit www.pantone.com.

38 · real business

XeroX Technology helps enTice car buyers wiTh cusTomized direcT-mail pieces

Company adds three Xerox® iGen4™ Presses to meet high color quality standards and tight turnaround demands.

Increasedattention on theauto industryanda tighteconomy hascarbuyersscrutinizingpurchasingdecisionsmorethaneverbefore.AspenMarketing,thelargestprivately-heldmarketingservicesfirmintheU.S.,isusingXeroxdigitaltechnologytohelpdealershipsincreasefloortrafficandpromoteclientloyaltythroughpersonalizeddirect-marketingmaterialssuchaspostcards,lettersandinvitations.

To quickly create these high-quality marketing pieces, AspenMarketing operates a digital fleet of nine Xerox devices includingthreeXeroxiGen4PressesandsixDocuTech®HighlightColorSystems.ThecompanyalsousesXeroxFreeFlow®WebServices,poweredbyPress-sense,tostreamlineitsonlineordersubmissionprocess.

TheiGen4pressdeliversprecisecolormatchingcriticaltothefirm’sclientbaseofseveralthousandautomobiledealershipsandseveralOEM’s(GM,Kia,Nissan,Infinity,andVW)wholooktoAspenMarketingtoconsistentlymaintaintheintegrityofcorporatebrands.

Aspen MarketingPuts automotive Dealers in Driver’s seat

real business · 39

“ With the Xerox® iGen4™ Press, I can turn around a direct-mail piece in the same day that the order was placed. We couldn’t do that without digital printing technology.”

—PatrickJ.O’RahillyPresidentandCEOAspenMarketing

Aspen Marketing also helps its automobile clients foster customerloyaltythroughitsproprietarySmartTouch2.0program.TheprogramusesvariabledatasoftwareandXeroxdigitalprintingtechnologytocreatedirect-mailpiecesforscheduledservicessuchasmaintenanceappointments and oil changes. The customized communicationscontain tailored information such as customer data, recent serviceappointmentsandimagesincludingvehiclemodels.

The company also uses its digitally-produced, direct-to-consumercommunications for several Fortune 100 companies. Forthe diagnostics division of Roche, Aspen Marketing produces aweekly mailing that reiterates key elements of a service call. Thismailing requires 700 document versions impacting 42 unique mailpackageversions.

Withmorethan800employeesnationwide,AspenMarketingoffersanextensivearrayofintegratedcapabilitiesincludingadvanceddataanalytics, strategic planning, digital interactive, social marketing,directmarketing,experientialmarketingandpromotionalproductstotheirclientsintheautomotive,telecommunications,pharmaceuticalandfinancialservicesindustries.

For more information, please visit www.AspenMS.com

duplo color finishers accounT for 50 percenT increase in direcT marKeTer’s “digiTal cell” producTiviTy •••• By Mari Ikeda

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40 · real business

OperatingunderparentcompanyTenenz,Inc.’sumbrella,subsidiariesTax-AidandHGFormsprovideover1,700differentproductsdirectedto small- and medium-sized tax and accounting firms. Producedmostly in-house, up to 50 percent of their product offerings arecustomizedwithafirm’scontactinformation.Ownedbylong-timepartnersRobertTennerandSteveEnzler,Tenenzhassucceeded ingrowingtheirbusinessthroughtheyearsbyfocusingonexpandingtheircorporatecapabilitiesbyacquiringothercompanieswithintheirverticalmarket.InadditiontoTax-AidandHGForms,Tenenzrecentlypurchased a local company whose primary focus was full-colorbusinesscard,brochure,flyer,andpostcardprinting.Traditionallyanoffsetprinterproducingtheproductstheysell,Tenenzbeganlooking

into the digital printing arena as their product offerings becamemore diverse. Doing a great deal of very short-run customizationjobs,inparticularvariabledatanewsletters,waswhatreallygottheball rolling towards going digital. With a digital color productionpressbutwithnodigitalfinishingcapabilities,thecompanyquicklyexperiencedabottleneckintheirworkflow.

ApartfromTenenz’scorebusinessinproducingtaxandaccountingproducts such as worksheets, forms, and presentation materials,typical applications include short-run business cards, postcards,newsletters and folders. With orders of customized newsletters,businesscardsandpostcardsincreasingyetwithnodigitalfinishing

a nicKname used aT Tenenz, inc., The “digiTal cell” is The highly efficienT and compacT, digiTal prinTing and finishing uniT wiThin The company, which produces cusTomized newsleTTers, business cards, posTcards and specialTy producTs for The TaX and accounTing indusTries.

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real business · 41

capabilities,jobshadtobefinishedonacutterinaseparatebinderydepartment,thuscreatingdelays inorderprocessing.ChadYancey,OperationsManageratTenenzstates,“Ourfinishingprocesswasveryinefficient due to the fact that products had to be removed fromour digital press and carted across the warehouse to the binderydepartmenttobecutonourPOLARcutter—andthenbacktothedigitalareatobepackagedandshipped.“Thisprocessprovedtobeverytime-consumingand,inturn,wastedvaluableprofits.

OutlookingforUVcoatingcapabilitiestooffervalue-addedservicestotheirclients,TenenzhappenedtovisitaparticularcompanywithUVequipmentwhowasalsorunningnotone,butfourDuploDC-645Slitter/Cutter/Creasers.SoimpressedwiththeDC-645,Tenenzplacedanorder foronewithina fewdays.Printing thousandsofbusinesscards daily, a solution for slitting them efficiently was needed. TheDC-645 produces professional quality, full-bleed applications by

slitting,cuttingandcreasingdigitallyprinteddocumentsinasinglepass.Ithastheabilitytoreadprintedimagesandautomaticallyadjustandcompensateforthecommonproblemofimageshift.Itslits,cutsandcreasesdocumentsinpreciselytherightplacearoundtheimageeverytime,reducingwasteandensuringhighqualityandoptimumproductivity.Forcreasing,theDC-645usesachannelcreasermethodversusascoringmethodwhichusesarollerwheel.Withaheavydutycycleandtheabilitytomanageheaviersubstrates (upto350gsm)and larger sheet sizes, the DC-645 has the first and only ultrasonicdoubledetectionsensorinthemarket,arejecttray,andiscapableofcuttingfull-bleed,30-upbusinesscardsona14-inchx20-inchsheetsizewithanoptionalbusinesscardmodule.

For their UV coating needs, Tenenz decided to purchase Duplo’sUltra205AUVCoater.TheUltra205Aisafullyautomatic,user-friendlycoaterwhichcost-effectivelyaddshigh-quality,gloss,orsatinfinishestoanarrayofdigitallyprinteddocumentsupto20_inchesinwidth.Since Tenenz produces customized folder applications for theirtax and accounting clients, they chose this larger format 20_-inchmodeltoUVcoatthefolders. “ObviouslywhenyouareUVcoatingsomething,itmakestheproductlook10timesbetter.AfterlookingatseveralUVcoaters,thesmallfootprintoftheUltra205Awaswhatreallyappealedtoourcompany,”statesYancey.Atjustovereight-feetlong,theUltra205Aisverycompactandportablecomparedtoothercoaterswhichtheyconsidered,someaslongas30feet.CEcertifiedand UL pending, the Ultra 205A has several efficiency enhancingfeaturessuchasa largeLCDtouchscreenpanelcapableofstoringupto50jobsinmemory,ameteringrollerspeedadjustmentwhichevenlysetsthelevelofcoatingrequired,andabuilt-inselfcleaningsystem which readies the coater for shutdown in less than fiveminutesensuringpost-productionworkisgreatlyreduced.

“We are very satisfied with the functions and ease-of-use of theDuplo equipment; they are very user-friendly. The training processwas very minimal, maybe an hour on the Ultra 205A and DC-645,”

statesYancey.Withtheirdigitalcolorproductionpress,DC-645Slitter/Cutter/Creaser,andUltra205AUVCoater,Tenenz’sclose-knit,digitalcellwasupandefficientlyrunningwithonestaffmembercapableofoperatingall functionsandequipmentwithinthatcell.FinishingofbusinesscardsandpostcardshasdrasticallyimprovedsinceacquiringtheDC-645.Theyhavedoubledtheirbusinesscardfinishingvolumewithinaneight-hourshift.WithnewUVcoatingcapabilities,Tenenzisalsoabletoofferthisvalue-addedserviceontheirfinishedpieces,making them significantly more attractive, as well as protectingthem from fingerprints and scratching. “All our Duplo equipmenthasexceededourexpectations.Ithinkwehaveseenourproductionoutput increase by approximately 50 percent since creating ourdigitalcellwiththeDuploequipment,”saysYancey.

ServicesupportonDuploequipmenthasalsobeenaverypositiveexperienceforTenenz.“Ifyouhaveapieceofequipmentyoucannot

operateorcan’t learn tooperate,youhavedowntime,andthat’sahugeproblem.OurDuploDealer,AmericanOfficeSystems,hasbeenawonderfulpartnerandhasalwaysbeenveryhelpfulandresponsiveto our needs. Obviously nothing is going to work perfectly all thetime,but ifwe’vehadanyserviceissuesonourequipment,they’realwaysontopofitandouthererightaway,”commentsYancey.

Throughkeenstrategiestoexpanditscompany’scapabilities,directmarketer Tenenz has grown its business significantly by not onlyoffering traditional tax and accounting forms, but short-run, high-quality customized products which are produced in their moderndigitalcell.Keepingabreastofthelatestdigitalprintingandfinishingtechnologiesiswhataccountsforitssuccessnowandintothefuture.Fondlynamed“thedigitalcell,”thiscompactunitisthedrivingforceofthetechnologicallyadvancedofferingsofTenenz,Inc.

For more information, please visit www.duplousa.com.

NationalChampionshipsmost of any school

All-TimeVictoriessecond-most in college football

All-TimeWinPercentagesecond highest in college football

HeismanTrophyWinnersmost of any school

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29

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BowlGamesBCS appearances in two of the last four years

ConsensusAll-Americansmost in college football

CollegeFootballHallofFamersmost of any school

All-TimeNFLDraftPicksmost of any school

Notre DametraDition by The numbers

Notre Dame

Personalized messages could boost your response rate by as much as 44%, and combined with color, you could see a jump as high as 135% over black & white. To put this kind of power into your communications, you need Xerox digital color technology. It turns variable data into targeted 1-to-1 messages with speed

and accuracy. Color is always vibrant and attention-getting. What’s more, Xerox digital color presses handle all kinds of stock and stock sizes without losing speed. So you stay on time and on budget. To accomplish all this, ask your print provider about Xerox color technology. We’ll put you right on target.

xerox.com/creativeservices 1-800-ASK-XEROX

© 2009 Xerox Corporation. All rights reserved. Xerox®, the sphere of connectivity design and There’s a new way to look at it® are trademarks of Xerox Corporation in the United States and/or other countries.

Your target? Blue-haired adults, 18 to 81. Your creative ally? Xerox digital color technology.

It creates spectacular personalized messages in no time. Xerox Color. It makes business sense.

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©2009 Xerox Corporation. All rights reserved. Xerox® and the sphere of connectivity design are trademarks of Xerox Corporation in the United States and/or other countries.

It’s how your company can stay ahead of the game.

In business there’s one thing that remains constant. Change. If you want to keep the pace, only the best document solutions, services and equipment will do. Work in an office? Consider adding multifunction devices to get more done in less space. Run a print shop?

Xerox workflow, business development and technology solutions can boost your productivity and profitability. Or maybe your enterprise needs document outsourcing services, so you can focus on what you do best. Whatever your game, we have you covered.