Volume 23, Number 3 Summer 2013

Put More Traxion Behind YourMarketing and Publishing Programs

With communications becoming moremultichannel by the minute, Ripon Printersis expanding both the breadth and depth of

its marketing services. Our goal is to be the partneryou rely on not just for print, but also for integratedservices that make your marketing and publishingprograms succeed at the highest levels.

During the past year we’veworked hard to consolidateRipon’s capabilities with thosewe acquired through theTraxiondivision of Sells Printing. Each grouphad some powerful capabilities,so our challenge was to moldthem into a cohesive, streamlinedoffering that includes a well-versedadvisory group that can helpyou apply new concepts of theCommunications Revolution.

The end result

ability to effectively hold down coston printing short runs, provideon-demand options and createhighly targeted content. Yet thereis a wide gulf between having adigital press or two and havingrobust capabilities that can handlesophisticated campaigns and highervolumes. Traxion now featuresa powerhouse of digital printingsystems that can handle virtuallyany project you have. What’s more,we have the ancillary marketingservices that add performance andvalue to your digital print output.

■ Variable Data. The marketingworld knows that the effective useof variable data is a key elementin lifting results from ordinary toextraordinary. It may well becomethe defining factor betweenwinning and losing in a worldwhere consumers on informationoverload look for communicationsthat speak personally to them.Traxion can integrate your datainto marketing materials atwhatever level of sophisticationyou desire. We can also help youcreate mobile engagement that issimple and instantaneous throughQR Codes. Our variable dataprint options enable you to directmobile users to mobile-friendly

is a new and improvedTraxionunder the leadership of JamesLenartz. James and his team havehelped restructure our marketingservices based on currentmarketing trends. We’re unveilingthe services in two phases, andthe focus of this PressLines issueis to familiarize you with Phase I:digital printing, variable data, digitalstorefronts, personalized URLs

(pURLs), campaign analyticsand digital editions.

■ Digital Printing. Withdigital printing playingsuch an important rolein today’s marketing andpublishing strategies,every printer likes totalk about having digitalprint capabilities.Afterall, digital printingforms the core ofmany multichannelcampaigns with its

2 PressLines

Published by Ripon Printers • 656 S. Douglas St., Ripon,WI 54971-0006 • 920-748-3136 • FAX 920-748-3741 • www.riponprinters.com

microsites and landing pages where they findcontent tailored just to them.

■ pURLs. Marketers are continuing to discoverthe value of complementing digital media withemail and direct mail. At the same time, they’reaware that moving from simple personalization tohigher levels of relevance can generate as much as300 percent higher response rates. That’s part ofthe reason why pURLs are fast becoming a favoritetechnique for linking consumers to customizedlanding pages. Traxion’s XMPie® software providesall the background technology you need forsuccessful pURL campaigns. We can also help youwith strategies for reaching different customersegments and develop a plan for integrating pURLswith other media. In short, we’ll collaborate withyou on using pURLs to create more two-wayconversations with your customers that will helpdirect future marketing activities.

■ Digital Storefronts. A wide range of companieswith geographically-dispersed sales and marketingpartners – distributors, agents, franchisees, retailoutlets – are realizing the incredible efficiencies ofbranded digital storefronts. They enable authorizedusers to access an online catalog 24/7, viewdocuments and then order either inventoriedmaterials or create on-demand, variable-dataprint from pre-approved templates that preservebrand integrity. If desired, the storefronts can alsoaccept payment and transmit the order directlyinto the fulfillment system. Gone are the days ofobsolete inventory, stockouts and communicationnightmares. Traxion offers multiple solutions,including the XMPie® uStore® and the KodakInSite Storefront System, to suit any need. Learnhow a digital storefront can make you more marketresponsive as well as cost- and time-effective.

■ Campaign Analytics.Virtually all marketers nowuse some form of campaign analytics to measureperformance. Traxion’s XMPie® PersonalEffect®Analytics lets you track and manage one-to-one multichannel campaigns from your desktopin real-time. It provides an end-to-end solutionto track recipient-level campaign activity acrossall media channels.And our PersonalEffect®Analytics features the uProduce™ MarketingConsole, a graphics-rich, web-based dashboard,

providing detailedcharts and graphs that highlightimportant campaign metrics. By integratingmedia and event information with relevant variableinformation, uProduce™ Marketing Consoleprovides an unprecedented view into campaignperformance through a single, customizable trackinginterface. Savvy use of analytics can help you go wellbeyond an individual campaign, to identifying a newmarket opportunity or driving a decision to invest ina new line of business.

■ Digital Editions. Page-flipping digital editionsthat simulate a print-reading experience aregaining popularity even amidst the proliferation ofpublication apps. Digital editions are highly effectivefor a wide range of uses from extending your reachinternationally too providing a digital option orinstantly fulfilling a publication request. Traxion offersa robust, mobile-enabled and SEO-capable digitaledition in both basic and advanced levels. The basicversion is free to customers who print their catalogor publication at Ripon Printers and the advancedversion is low cost compared to many othersources. With either version, you can also choosefrom a wide range of additional features such astext and picture links, video, social sharing, advancedGoogle Analytics and many others.

Starting the Conversation withTraxionGaining access toTraxion is seamless. You can simplycontact your Ripon Printers sales or customerservice representative or send an email inquiry tosales@riponprinters.com. Your representative willhelp you assess your needs and then bring togetherthe right combination of Traxion resources. RIPON

3PressLines

This newsletter is printed on 80# McCoy MatteText using our Xerox iGen4 digital imaging device.

Andy Lyke

STOP!

It’s a fact that when peopletravel from point A to pointB, they may factor in the

number of times they need tostop along the way, whether it befor legal reasons (say, stop signs)or for personal comfort (foodor bathroom breaks). Amazingly,“stopping” can really help get youto your destination sooner!

I’m really talking about stoppingin business and life … even themany paths we follow each daydoing our job. Over time, weincorporated new steps to oureveryday routines, steps thatseemed so very important (andmay still be important.) However,in our hurry to complete ourcurrent tasks, we often forget tostop and reaffirm that all the stepswe just completed are still relevant.

During a recent meeting, wereviewed our workflow for

processing customer data files forinkjet addressing and entry intothe U.S. Postal System. The stepsrequired to process these files aremore numerous than one might

imagine, especially running differentscenarios to see if there are waysto save customers money forpostage and transportation.

Dennis Darnick, vp ofproduction, asked if there wereany steps we could just stopdoing. The discussion then movedto what parts of the process couldbe done by others. While it couldbe helpful to delegate parts of theprocess, Dennis was seeking whatcould be eliminated. Big difference!

Production/shift reports is anarea where many obsolete

items live and thrive! At somepoint in time, someone wanted areport for some reason. Over time,the report became irrelevant, butkeeps getting processed. And evenprinted out! I know I’ve writtenmore than my share of reportsthat are definitely no longer of anyvalue.

As a member of the localschool board, I know it’s the sameway in education. There are newinitiatives coming down the pipeall the time, and the key is to findways to incorporate these intothe educational process. To ensureteachers will be able to grasp thesenew concepts and incorporatethem into their teaching style, weneed to stop older, no longernecessary practices. Think of aballoon filled with too much air –at some point it’s going to burst.

While improving processesis always a worthy goal,

sometimes taking a moment tostop can help us go faster! RIPON

Build-a-Lope, our new process for creatingcustom paper envelopes (like the one youreceived with PressLines) on the bindery line,

provides many interesting options for marketers andpublishers. Since the stock can be printed off-line, youcan incorporate attention-demanding 4-color processprinting. Or you can use inkjet imaging at the binderyline – or both.

You can also choose from a variety of substratesand sizes to create an even more unique “open-me”

New “Build-a-Lope” Offers Versatility and Performancepresentation. In general, using the paper option givesyou more room for graphics and messaging thanconventional polywraps.

What’s more, you’ll find Build-a-Lopes cost-effective for medium to long runs, while delivering thesustainability advantages of paper products. Use Build-a-Lopes to boost attention and results for your nextmailing. Contact your representative or email sales@riponprinters.com for more information. RIPON

4 PressLines

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Ripon Printers Receives Top Awardsin Two Major Graphic Arts Competitions

MagazineSeries

Premier Print AwardsTHE BENNY,BEST OF CATEGORY Premier Print Awards

THE BENNY,BEST OF CATEGORY

GraphicExcellenceAwardsBEST OFCATEGORY

Web PressPrinting, Coatedor UncoatedPaper (1, 2 or 3 colors)

PremierPrintAwardsCERTIFICATEOF MERIT

Booklets (4 ormore colors)

GraphicExcellence AwardsAWARD OF RECOGNITION

Internal Communications Pieces(4 or more colors)

GraphicExcellence AwardsBEST OF CATEGORYSECOND RUNNER-UP,BEST OF SHOW

In selecting Elite magazine asSecond Runner-Up in Best ofShow, the judges said,“This entryrepresents superior printing.Rich, bright color on all subjects,multiple cross overs, careful equalmargins, crisp clean printing, cleanreverses and perfect registrationkept this entry in the running. Youcouldn’t ask for a better piecewith a combination of printingpress equipment married to createa magnificent product. And itwas achieved in all three piecessubmitted. They are beautifullydone.”

GraphicExcellenceAwardsBEST OFCATEGORY

Fashion/PopularCulture Magazine(printers withmore than 250employees)

The spotlight shined on Ripon Printers and its customers at two recentgraphic arts competitions. The first was the Graphic ExcellenceAwards, sponsored by Great Lakes Graphics Association (GLGA),

which includes printers from Wisconsin, Illinois and Indiana. This was thecompetition’s 14th year, and it attracted nearly 1,000 entries from printers,graphic designers and students from the three states. Along with the threeBest of Category winners featured here, we also earned 17 Awards ofExcellence and two Certificates of Merit.

Then the Premier Print Awards, sponsored by Printing Industriesof America (PIA) and generally considered the most prestigiousinternational print competition, continued the recognition. Now in its

64th year, the competition included 2,800 entries in 112 categories. Entreesoriginated from 13 countries, including China, Mexico and Canada. Ripongarnered two Best of Category “Benny”Awards as well as a Certificate ofMerit. Elite magazine, the winner of two Benny awards, also won two Bestof Category honors and Second Runner-Up Best of Show in the GraphicExcellence Awards. RIPON

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