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      Print Decorating, Binding and Finishing

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        Enews April 2024

        Nobelus Launches a New Tactile Film

        March 28, 2024

        Press release submitted on behalf of Nobelus

        Nobelus, a leading supplier of print web films, thermal laminates, and thermal laminating systems, has launched another unique film for the prime label and flexible packaging markets: FineGrit™ Film. Much like its thermal counterpart, FineGrit Film features a memorable stippled surface that emulates the feel of rough sand. However, this film includes no adhesive layer, making it ideal for prime label converters who use wet lamination and flexible packaging converters who utilize solventless, solvent-based, or water-based lamination.

        Roy Langlois, Product Manager at Nobelus, states, “FineGrit extends our film collection and allows converters to provide brands with a rough-touch finish that sets them apart in an industry where soft-touch finishes are highly popular. We hope this new product will encourage label and flexible packaging converters to explore new market segments and packaging formats.”

        Embossed during the manufacturing process, the rugged feel of FineGrit Film’s surface cannot be worn off through processing, shipping, or repeated handling. The film’s durable design makes it highly resistant to scratching, scuffing, burnishing, and many other types of damage that could impact graphics on print and packaging. The rough-touch finish of FineGrit Film enables converters to offer more diverse labels, stand-up pouches, stick packs, and many other packaging formats.

        “We are excited to offer a unique new finish to an already diverse line of unsupported films,” says John Corely, Nobelus VP of Sales. “FineGrit will enable our customers to better serve brands with packaging that appeals to multiple senses, enhancing the unboxing experience and promoting greater brand loyalty.”

        FineGrit Film is part of the Nobelus Tactile Collection. Sample rolls are available for testing.

        INX to highlight Sustainability and Customer Collaboration at drupa 2024

        March 28, 2024

        Press release submitted on behalf of INX

        With two months remaining before drupa 2024 is held, INX International Ink Co. officials are getting ready for the return of the world’s leading tradeshow for print technologies and graphic communication. One of the leading global ink manufacturers, INX not only will present a broad range of inks, coatings, and color management solutions, but also demonstrate its commitment to sustainability, product innovation, and customer partnerships in Hall 3, Booth E83 at the Dusseldorf Exhibition Centre in Germany, May 28-June 7.

        Renee Schouten, INX Vice President of Marketing, says the company has evolved and made advancements in many key areas since the last live drupa show was held in 2016.

        “With strong leadership and worldwide support from Sakata INX, our capabilities expand every year,” she commented. “New product innovation has always been a top priority, and the recent expansion of our R&D campus was paramount in our efforts to involve sustainability for every new product we have developed since the beginning of this decade. We value our customer partnerships, and drupa is the perfect environment for us to reconnect with them and others.”

        Coloring a safe and sustainable future

        INX has been steadfast in its development of new products and process since introducing the Coloring a Safe and Sustainable Future (CSSF) model in 2020. Delivering innovative, safe, and sustainable solutions for brand owners, customers, and consumers is a top priority. A recent priority assessment project helped identify Environmental, Social, and Governance (ESG) initiatives that were aligned with the CSSF model and integrated into INX’s Sustainability strategy.

        “We recognize that while delivering high quality printing inks, coatings, and services, we have a responsibility to do so in alignment with environment, society, and corporate governance,” stated Schouten. “As an industry leader and a manufacturer of products that serve all of society, we are committed to enhancing and growing our ability to add sustainable value for brand owners, customers, consumers, and our employees.”

        Schouten explained that INX assists brand owners and customers in making products easier to recycle and promotes the development of circular economies. This may include improving functional barriers to enable the use of mono material structures; the use of color fast washable inks such as the GenesisÔ GS washable inks that are easily removed in the recycling process; sustainably sourced natural based inks; and inks and coatings that are designed to be highly robust for multiple re-use and returnable applications.

        Driving future business growth and innovation

        INX’s presence at drupa 2024 will be a touch point for discussions and conversations about future trends and current solutions for the print and packaging industry.

        “In order to advance print and graphic communications for a circular world, we need to work even closer together to test new ideas across the entire industry,” says Shane Bertsch, Senior Vice President of Strategy and Innovation for INX. “Therefore, we want to bring people together in our booth to share and develop innovative ideas to meet future packaging and printing trends.”

        INX also has taken the appropriate steps to strengthen its product pipeline for the future by establishing the INX Venture Capital program in mid-2022. The program has already netted minority investments with five technology and materials science start-ups that have strategic relevance to the printing inks and coatings value chain. The deals impact both conventional and digital platforms, and developments involve a wide range of industry market segments.

        Attendees who want to learn more about all the product offerings and discuss their service and color management needs can schedule a meeting in the INX booth.

        Brodnax 21C Packaging to Enhance the Collectability of Trading Cards with Scodix Embellishments

        March 19, 2024

        Press release submitted on behalf of Scodix

        Scodix, the leading provider of digital print solutions for the graphic arts industry, today announces the sale and installation of a Scodix Ultra 6000, powered by SHD Press to Brodnax 21C Packaging.

        As experts in the high-end trading card market, particularly sports trading cards, Brodnax plans initially to dedicate the Scodix press to this market. The Scodix Ultra 6000, powered by SHD Press is ideally suited to the application as it combines variable data foiling capabilities with intricate detail and fine clarity across a multitude of embellishment effects – including embossed or flat foil, foil-on-foil, and 3D holographic effects.

        “We are able to efficiently and effectively serialize cards with foil and thus enter into the more collectable segment of trading cards,” elaborates Brodnax owner Jim Singer, stating: “There’s not another system on the market with these quality & variable capabilities.”

        Attributing his decision to invest in the Scodix press to its speed and format, Singer adds, “For anyone who understands the numbers, the 41-inch sheet size at 1000 sheets per hour is a serious output that we can really use as we continue to innovate and reinvest in the company. We are expanding the capabilities of our shop to diversify our product portfolio and expand into new service industries and the Scodix system makes the most sense to support that. This machine is critical to the growth of our current client base as well as bringing on new clients and markets.”

        In addition to high-end trading cards Brodnax anticipates using the Scodix Ultra 6000, powered by SHD Press for increasingly complex direct mail campaigns and various other general print applications. Adding foil and other enhancements is a growing trend in direct mail, and Scodix will help Brodnax step into this market.

        A sister company to Brodnax 21C Printing, Brodnax is a family-owned company that offers proprietary technology platforms and warehouse management services in addition to commercial offset, small format and wide format digital printing.

        With a proven track record of successful investing, Singer believes that the company’s latest venture with Scodix technology – following extensive research of industry trends – will ensure that the company remains at the forefront of the industry, providing customers with a wider range of embellishment choices and fast time-to-market.

        “Fully digital and variable sheets flying off the printer can be turned and immediately run through the Scodix without any finishing required, bringing incredible efficiencies and a seamless addition to our workflow,” Singer comments.

        Mark Nixon, Scodix EVP Global Sales & Marketing, adds, “The requirements of quality, detail, variable numbering and multi embellishment that the Brodnax companies demanded presented some challenges. However, the Scodix Ultra 6000, powered by SHD Press and the associated workflow is uniquely equipped to handle them.

        This further cements our position as the #1 provider of digital embellishment to the trading card sector. We are proud to have a leading company, such as Brodnax 21C Packaging, in the Scodix family.”

        Industries Stay Committed to Embellishments

        March 18, 2024

        By Hallie Forcinio, writer, PostPress

        Segments of the printing industry are cautiously optimistic about the next few years. Sales revenue for commercial printing, direct mail, greeting cards, trading cards, and folding cartons and packaging is expected to grow. One contributing factor is the increased use of embellishments, particularly combinations of decorative technologies.

        Brand owners like embellishments because they connect with customers. In the direct mail segment, this success is confirmed by real-world statistics. The US Postal Service (USPS) cites studies showing increases in response rates of 10–30% for mailers using some form of embellishment. Lob, www.lob.com, a direct mail platform, reported its client, Lovesac, achieved a 300% increase in sales after incorporating embellishments like foil printing and textured paper. Who’s Mailing What!, a trade publication, mentions a study where a textured cover letter increased response rates by 52%.

        According to Andrew Schipke, vice president marketing and strategic sales at W+D North America, Inc., another driving force for direct mail is the USPS itself, which has been promoting usage by offering postage discount incentives (5% in 2024). Details about the Promotions & Incentives Programs for First Class® and USPS Marketing Mail® may be found at https://postalpro.usps.com/promotions.

        For greeting cards, embellishments continue to drive sales and pricing as millennials look for differentiated cards that reflect who they are, as well as their relationship with the recipients of their cards.

        Commercial printing

        The commercial printing segment likely declined a bit in 2023, and general periodicals will continue to slide. However, 2024 should show positive growth since it’s an election year. A transition from high-volume jobs to added-value jobs also is occurring. Thus, digital finishing and embellishment will continue to be highly desirable elements because printers win business by setting themselves apart from their competition. “Marketers and brands want differentiation,” explained Thayer Long, president of the Association for Print Technologies.

        Marketers also are dealing with omnichannel campaigns and looking for print support. “This is spurring a trend away from mass production and more toward mass customization – variable print, etc.,” Long said. As a result, printers continue to invest in software and workflow improvements as well as automation, especially on the finishing side of the business, to expand hands-free operation and lower labor requirements. Long also predicts a growing role for artificial intelligence (AI), which already is developing marketing collateral.

        Direct mail

        The USPS reports 56% of the 105 billion pieces of mail it handled in 2023 were marketing pieces. So, it’s no surprise that direct mail has paralleled the strength of the economy even though postage increases have reduced overall mail volumes in recent years.

        Direct mail will continue to grow, particularly as changes in privacy laws limit how search engines use data for retargeting. With less retargeting allowed, marketers will be forced to look for other ways to put their message in front of customers. “Everyone has an address, everyone has a mailbox, everyone has to get mail every day,” explained Long.

        He said this makes direct mail the ideal solution because it offers:

        • “High response rates: Compared to digital ads, direct mail boasts significantly higher response rates, making it attractive for marketers seeking engagement. With digital fatigue on the rise, physical mail can stand out and capture attention effectively.
        • Personalization potential: Advanced data and technology enable highly personalized mail campaigns, leading to increased relevance and impact. This is the next big wave in direct mail and will be driven by new AI and inkjet printing capabilities.
        • An omnichannel integration approach by marketers: When combined with other marketing channels, direct mail can be a powerful part of a comprehensive strategy.”

        Financial services, banking, healthcare, insurance and nonprofits have been the biggest users of high-volume direct mail and rely on it for both customer acquisition and retention. Schipke explained, “With customer acquisition costs on the rise, marketers are using direct mail campaigns strategically as part of an omnichannel campaign to keep existing customers engaged with cross-sells, upsells, education and other value content that keeps the brand top of mind.”

        For most marketers, direct mail delivers the best ROI, response and conversion rates of any marketing channel they use. “As we move forward,” Schipke predicted, “marketers that automate direct mail will reap the benefits of better response rates as the result of being able to create more targeted, personalized and trackable campaigns. We expect AI to play a major role in this automation.” QR codes, personalized URLs and customer activity in a given period are leading measurement tactics used by marketers who automate direct mail for campaign tracking and attribution. This means more 1:1 digitally printed direct mail pieces will find their way into mailboxes.

        Greeting cards

        “The greeting card industry is in a good place,” reported Nora Weiser, executive director of the Greeting Card Association. She explained, “We have a record number of small makers in the industry, and while our largest card buyers by volume, baby boomers, are declining, our largest segment by dollars, millennials, are only now entering their primary card-buying life stages – getting married, having babies and buying a house – as they are now 29-42 years old. The demand for cards has remained strong because millennials have seized onto cards as a key vehicle to further relationships with their friends and family.”

        Unique, differentiated cards targeting this demographic appeal to this growing audience of card buyers. As a result, smaller manufacturers and retailers focused on millennials are seeing the strongest growth. Embellishments provide the type of differentiation they want when seeking that ‘perfect card’ to send to their ‘card-worthy’ friends. “When art, editorial and embellishments come together to create the perfect design for senders to show they were thinking about the recipients and their relationship, the magic happens – and the sale!” Weiser said.

        Based on these trends and millennial preferences, she predicted, mass market card sections in major retailers (e.g., Walmart and Kroger) will shrink, but the number and variety of retailers carrying greeting cards will continue to expand. Embellishments will drive sales and pricing. “Consumers still value the tactile quality of greeting cards as a way to further their key relationships,” Weiser said.

        Despite this positive trend, the greeting card segment faces challenges, with the first being to convince retailers of all sizes and types that greeting cards will sell well for them. Another major hurdle is the health of USPS, which traditionally has delivered nearly 60% of purchased greeting cards to their final recipient. However, Weiser noted, “The rapid price increases, deterioration of service and the inability of USPS to handle thicker, heavier and odd-sized envelopes with the types of unique cards today’s buyers prefer are combining to make it much more difficult for consumers to send the card they want to their friends and family. If that continues, it will put a lot of negative pressure on card sales. It is hard to envision an alternative that can deliver to any household in the US, quickly and at a reasonable price, so our efforts focus on halting the negative slide at USPS.”

        Weiser concluded, “Overall, greeting card volume may remain flat or be slightly down over the next decade, but overall greeting card dollar sales likely will continue to enjoy a slow increase. In short, the next five to 10 years are a good time for small makers and the suppliers that can help them produce unique, differentiated cards for the millennial market. Small retailers that cultivate a strong base of female customers with money and taste and carry greeting cards that cater to them also will do well. As millennials fully enter their prime ‘kin-keeping’ years where card buying peaks, the changes seen over the last 10 years – more differentiated cards, more small makers and more retailers of all types carrying cards – will accelerate, benefitting greeting card makers, manufacturers and retailers alike.”

        Trading cards

        The trading card segment is divided into sports cards and collectible or trading card game cards. Sports cards cover all major US sports plus European football. The collectible and trading card game segment includes Pokémon, Yu-Gi-Oh!, Magic: The Gathering and Marvel Champions. Both segments are experiencing healthy sales and are likely to see high single-digit or low double-digit growth during the next two to five years, according to Stefan Congram, global director – Design Centers & NPI at Cartamundi Group.

        Each card type has a different audience with its own hierarchy of interest from casual to intense. On the game side, for example, casual players enjoy an occasional game. Moving to the next levels of interest, invested players spend a lot of time playing, followed by fanatics. At the top of the hierarchy are ‘whales,’ people with means who will spend almost any amount on something rare. “Rarity and the perception of value are what are driving the markets right now,” Congram said.

        On the sports side, football, baseball and basketball cards are in high demand, with purchases often driven by the desire to acquire a card for a specific player like Victor Wembanyama, the 7-foot, 4-inch French rookie who plays center for the San Antonio Spurs.

        Embellishments, particularly foil supported by gloss or matte elements, are important features on sports and trading card game cards. “Everyone is looking for what’s next and wants something unique, particularly for ‘chase’ cards,” Congram said. In addition, he said, “Serialization is a big draw in both spaces because when you see a numbered card, you know how rare it is.” Serialization also is used for the signature of the artist who created the artwork.

        “We’ve seen a shift toward digital embellishment [serialization and signatures],” Congram said, who predicted this trend will continue and gain momentum due to the large impact it provides.

        Folding carton/packaging

        Extended Producer Responsibility laws in the US may negatively impact folding carton volumes as marketers eliminate the use of folding cartons for some secondary packaging applications, e.g., bottles in cartons. However, any decline is likely to be offset by the adoption of renewable and recyclable folding cartons as an alternative to non-recyclable packaging. As a result, the folding carton market should see steady growth of 5% per year globally and in the US, according to Adam Peek, senior vice president of sales at Meyers, a third-generation family-owned printer with an in-house design studio.

        While the market may be strong, the use of embellishments is under pressure due to cost-control efforts. So, more folding cartons are being printed standard 4-color offset or 7-color ECG (extended color gamut) printing, often in gang runs. “For a lot of brands, digital printing would be best, but there hasn’t been near the adoption rate of digital printing of cartons that we’ve seen for labels, corrugated, shrink sleeves and flexible packaging,” Peek said. However, he predicted, “Quick-turn digital will gain traction if the technology evolves.”

        Either way, embellishments will continue to be an important tool, particularly for printers that can add them with minimal impact on pricing. Marketers need shelf impact to sell products; embellishments deliver that impact.

        Like other segments of the industry, folding carton companies will need to focus on automation, workflows and building relationships up and down the industry (suppliers and customers). Peek said such efforts will be imperative to withstand the economic turbulence on the horizon, which is being driven by China’s aging population and the US debt.

        Whimsical Goat Box Makes Sustainability Statement

        March 18, 2024

        Edited by Erin La Row, editor, PostPress

        When the owners of Big Picture Farm, a small, hillside goat dairy and farmstead confectionery and creamery located in Townshend, Vermont, wanted to create a fun and whimsical milk caramels gift box to add to its Valentine’s collection, owner Louisa Conrad had a design in mind.

        “We wanted to have a box that featured our goat in a field of hearts, so I was imagining the goats browsing on flowers that were magical hearts,” Conrad said.

        Conrad and her husband, Lucas Farrell, turned to Diamond Packaging, located in Rochester, New York, to create a sustainable package that Dennis Bacchetta, marketing director at Diamond, said, “… brings to life the exciting and unpredictable evolution of their products.” The box won bronze for Best Use of Sustainable Design in the Foil & Specialty Effects Association’s 2023 Gold Leaf Awards.

        Sustainability is important to Conrad and Farrell. According to the Big Picture Farm’s website, www.bigpicturefarm.com, whenever possible, they choose high-quality, low-impact methods when it comes to ingredients sourced, feed provided to the animals and grazing systems implemented. They also are committed to solar-powered energy consumption. Recently, Conrad and Farrell transformed their product line into one that is zero-waste and climate-forward.

        Goats are the heart of the Big Picture Farm; they’re part of the family. Founded in 2010, Big Picture Farm is certified Animal-Welfare-Approved, which means it meets rigorous and progressive animal care requirements for its herd of about 40 free-range goats. Each goat on the farm has a name and its own personality, and it is highlighted on the company’s website, complete with photos and bios.

        It’s no surprise that the farm’s goats are an essential part of its marketing strategy. They’re featured on the packaging and even on some of the chocolates. Bacchetta said the graphic design of the award-winning box incorporates a clean, minimalist look that exudes quality and sophistication. Side panels feature hand-drawn sketches of several of the farm’s free-ranging companions.

        Embellishments include shimmering gold and silver foil renditions of two of the farm’s goats that Bacchetta said lend depth and sophistication to the packaging and provide a striking contrast to the matte white finish surrounding it. The foil used was Kurz Luxor (GIO-NB 220) – gold hot foil and Kurz Luxor (Alufin GIO) – silver hot foil.

        “The result is a striking presentation that creates visual interest and contributes to a sweet and rewarding unboxing experience,” Bacchetta said.

        Diamond used a Heidelberg Speedmaster XL 105 offset press in the production of the piece as well as several BOBST machines, including the BOBST BMA foil stamper/embosser, BOBST 102 CER diecutter/blanker/stripper and a BOBST 90 Matic folder/gluer.

        The folding cartons were converted utilizing FSC-certified and recyclable Clearwater Candesce® .024 SBS paperboard and manufactured using 100% clean, renewable wind energy in a Zero Waste to Landfill (ZWL) and carbon-neutral (Scope 1 and Scope 2) facility.

        Bacchetta said the Clearwater Candesce® SBS paperboard was chosen for its environmental attributes and its smooth surface that is tailored to faithfully reproduce the most sophisticated printed images and meet the high demands of flawless hot foil stamping, cold foiling and embossing.

        The standard straight-tuck carton incorporates slit-lock closures and a diecut window on the rear panel to view the products inside. The rear panel quickly communicates the product’s story, benefits and environmental attributes through on-product labeling, including FSC and wind energy logos.

        “Our customers love it!” Conrad said. “It is a big hit around Valentine’s Day, but it’s also subtle and beautiful enough that it can work year-round. Of course, sustainability is number one on our minds as well, and we think our customers appreciate that for sure.”

        Maximizing Website Impact on Sales Funnel, Recruiting Processes

        March 18, 2024

        By Sara Melefsky, digital marketing director, WayPoint Marketing Communications

        Regardless of what type of business, a website should bring in and convert prospective customers and attract new employees. In a world where nearly everything is going digital, a website is more critical than ever. It acts as the hub for all marketing and communications efforts, so it needs to succinctly and effectively tell audiences why they want to work with and for the company. However, before adding troves of content to the website, a business needs to analyze the various steps of its sales funnel and recruiting processes.

        What are the stages of a sales funnel?

        In a typical sales funnel, prospective customers enter the funnel by learning about products or services and then slowly move through the qualification and nurturing phases before making a purchase.

        1. Awareness: This first step of the funnel is initiated when someone learns about a business through advertisements, social media, visiting a booth, online search results or word of mouth.

        2. Engagement: This is considered to be the true start of the funnel. Awareness is nothing more than someone acknowledging that a business exists. Engagement is that same person interacting and showing signs of interest. In this phase, a business begins to see the value of a prospect and the prospect begins to see value in the business. The goal is to have these interested prospects exit this stage by submitting a contact form, following a social media account, subscribing to a newsletter or contacting the business.

        During this phase, consider how to categorize prospects who engage. Will a business note how they first engaged (e.g., tradeshow, website, social media or newsletter)? Will a business categorize them with others based on similar interests? A business also should consider the best way to return the interaction. Do sales representatives personally reach out, visit their facilities or call them? Do marketing managers enter contact information into a newsletter campaign or customer relationship manager (CRM)? Does the marketing team target digital advertisements to the companies or industries? Once the initial engagement begins, the prospect sees potential for a partnership. The contact hopefully will interact more frequently, at which time the contact can be moved further into the funnel, as either a marketing qualified lead (MQL) or a sales qualified lead (SQL).

        3. MQL: A marketing qualified lead is a contact who repeatedly is engaged, shows interest and has been reviewed by the marketing team. This may be a contact who repeatedly opens and engages with a newsletter, submits a contact form or engages on social media. An MQL often is watched more closely as the level of purchasing interest increases.

        4. SQL: A sales qualified lead is a contact who was an MQL and shows growing interest in the business. SQLs are reviewed by the sales team and identified to be true, potential customers – meaning the business’ capabilities align with their needs. In this stage, the sales team will provide quotes and negotiate. If an SQL becomes uninterested, it makes the most sense to hand it back to the marketing team for more nurturing with content. This allows the marketing team to further analyze interest so the sales team can focus its time on more valuable prospects.

        5. Closed: After a customer accepts a proposal or quote, the lead moves into the ‘Closed’ phase.

        How can a website impact the sales funnel?

        A website should be structured and filled with content that delivers value to all visitors – regardless of where they fall within the sales funnel. Gone are the days when a business could control the buyer’s journey and push a prospect through the steps of the sales process. Prospects think differently now and control their buyer journey. A business can, however, supply content so that wherever or however prospects move through the funnel, information they want and need is provided. This will keep them engaged and coming back to the site until they decide to make a purchase.

        1. Awareness: When someone first discovers a business, it’s important to present information about the product and services, business overview, mission and value statements and leadership summaries. Display this information so it is easy to find and understand. Website visitors in this phase haven’t engaged yet, so they won’t hesitate to quickly leave the site if they can’t find or understand what a company does.

        2. Engagement: Once prospects see value in a business, they will begin to engage with the content. This is a great phase of the funnel to introduce a content strategy full of thought-leadership material that is relevant and intriguing – informational-type resources, such as how-to guides, videos, audio/podcast files and answers to frequently asked questions. It’s important to show a company has the answers and expertise, but not push its solution. Successful thought leadership provides a safe place to find answers, not push a product or service. Remember, a trusting relationship still is being built with the prospective customer.

        3. MQL: Once prospects engage with a business, it can implement more technical marketing techniques so they keep coming back. Depending on their behavior on the site and the resources they accessed, a business can launch a retargeting campaign to keep the business in front of them. A business can send them specific, personalized emails with links to more content that is similar to what they previously viewed. The purpose of content in this phase is to capture data and keep visitors engaged.

        4. SQL: By this point, a prospect is interested, so it’s up to the sales team to take it from here with quoting, negotiating and closing the deal. The marketing team supports sales efforts, perhaps with an online resource center of case studies, client testimonials or technical sheets for the sales team to reference.

        5. Closed: The prospect now is a customer. But that doesn’t mean the website’s job is done. It can house a portal where customers access the onboarding documents, project-specific files and communications. Also, the prospect’s business logo can be added to a ‘Customer’ section of the website and maybe a testimonial can be provided about working with the business. This would showcase the breadth of experience to a new round of prospects.

        How can a website improve recruiting?

        Beyond supporting the sales processes, a website also should support recruiting activities. Potential employees look at a company’s website for information prior to applying for an open position. They want to know the history of the company, leadership team, company culture and values, employee benefits, testimonials and more. Applicants even may look for pictures that showcase the facilities and staff. If possible, don’t use stock photos. Use pictures of staff, team gatherings and production facilities to give a true representation of the company and help fulfill the applicants’ need to trust the business. They want to begin building a relationship with the company – even before the business knows they want a career. A website can accomplish all these goals with a ‘Career’ or ‘About Us’ page.

        Additionally, applicants should be able to access job opportunities at the facility and apply via the website. The application process should be streamlined and not require significant steps or complicated forms. Once applicants realize they can trust the business, they research open jobs and, hopefully, begin applying.

        In conclusion

        A website has the potential to be a powerhouse for attracting new customers and employees. It’s the place that houses all strategic activities through a diverse library of resources. It should track visitor behavior and data, store and report contact or subscription forms, attract new employees, repeatedly engage prospects until they become customers and, perhaps, house a customer portal.

        When a company fills its website with content that covers the sales and recruiting processes and structures it so information easily is accessible, the company will begin to see the value. There is a reason many manufacturers are investing in strategic, well-rounded websites – they realize that without them, they won’t remain competitive and can’t capture the attention of modern-day customers.

        Sara Melefsky is the digital marketing director at WayPoint Marketing Communications, a marketing agency that partners with small- to medium-sized businesses to help them reach their goals through strategic marketing and communications programs. Melefsky boasts a background with over 20 years of B2B digital and traditional marketing experience. Her diverse skill set includes campaign strategy, project management and execution, graphic design, print and digital marketing, community relations and advertising. A firm believer that a solid marketing approach is the cornerstone of any successful business, Melefsky emphasizes the importance of constant evaluation and tweaking to adapt to the ever-changing industry environment.

        More information: www.waypointmc.com
        Reprinted with permission from The American Mold Builder.

        Importance of Workflow Software for Binding/Finishing

        December 11, 2023

        Edited by Erin La Row, editor, PostPress

        Investing in workflow management software to connect binding/finishing operations helps streamline specific tasks of the production processes, increasing efficiency and minimizing the chance for costly errors.

        PostPress posed questions to these industry experts – Andrew Bailes-Collins, head of product management, Ultimate TechnoGraphics, Inc.; Yashi Potdar, workflow solutions analyst, Standard Finishing Systems; Carlo Ruas, partner, Taktiful Software Solutions; and Mauro Valle, solutions manager, SigmaLine & Connex Workflow, Müller Martini – to gain a better understanding of how workflow management software is helping to improve outcomes from the printing to the finishing/binding environments.

        Improving communication

        The development of these applications mainly was triggered by the prepress departments that were being modernized and digitized quickly, Ruas explained. Workflow management software could help prevent or avoid errors along the processes, which were mainly caused by human factors. “It is well known that errors in prepress will have a direct impact on subsequent processes, such as printing or finishing, since all three are interrelated,” he said. “It is for this reason that the evolution of these developments has maintained among its principles the automation with which production errors are minimized by seeking to anticipate them.”

        Bailes-Collins agreed. “It could be argued that prepress is more important than the actual press in a lot of scenarios. As the prepress department imposes the pages for the press, it’s the information that’s generated by prepress that is used to set up the finishing equipment, including embellishment, and this normally is achieved by JDF [job definition format]communication or by placing barcodes on the printed media.”

        The development of new finishing systems is a challenge for workflow software today. These technologies are not yet compatible with XJDF [exchange job definition format, which is a subset of JDF], which keeps them excluded from management software and means the processes involved for the adjustment and set-up of the equipment still are manual and prone to errors. “The challenges that these new finishing technologies pose in terms of their integration into a workflow still are very varied since it is necessary to first document and define the variables of the processes involved so that they can be integrated into the XJDF format,” Potdar said.

        Many print providers identify the finishing process as a bottleneck in their operations, especially as job runs get shorter, he added. Finishing equipment often doesn’t run at press speed, and there often are multiple machines that need to be set up to complete the finishing on a job – such as a booklet application requiring cutting, cover sheet insertion, saddlestitching and trimming.

        “When the printing environment isn’t communicating with the finishing environment, it places more burden on operators to keep track of which jobs are being processed and when. This introduces inefficiencies in the form of wasted time and human error, especially as experienced operators become scarcer,” Potdar said. “When the press and the finishing are in communication through workflow software, there is less friction in processing applications.”

        Valle said with shorter production runs, makeready times become more crucial by passing the information from the digitally printed product to the binding equipment. He added “You drastically reduce the makeready times by eliminating operator input.”

        Important considerations

        Compatibility is the most important element of workflow software for communicating between the printing and binding/finishing processes, according to Potdar. She said manufacturers incorporate proprietary software within their equipment that can manage the workflow within that specific piece of equipment.

        “A press may use one type of software and the finishing equipment may use another. For an end-to-end workflow solution, the workflow software must be able to communicate with all these different machines,” Potdar said. “Luckily, this isn’t as complicated as it once was. Advancements in workflow software have improved compatibility across systems so providers can implement a true end-to-end workflow.”

        Another factor that plays a role in why the adoption of finishing automation through workflow management software still is slow compared to the adoption of other technologies is that many print shops still have older finishing equipment that is not compatible with JDF.

        “It is no less important to highlight the need to continue with the dissemination and training of XJDF to catalyze its adoption, which will indirectly promote new finishing developments to also include compatibility with the XJDF format in their systems,” Ruas said.

        Bailes-Collins believes connectivity and open communication are key considerations. The ability to work with open standards is important, he said, as all of the individual applications in a print production workflow need to communicate with each other using standards such as JDF, XJDF, XML (extensible markup language), JMF (job messaging format) APIs (application programming interface) and JSON (JavaScript object notation). “To be honest, a company doesn’t need to understand these formats as they are under the hood and transparent to the users – they just ‘work,’” He said. “But as they are the building blocks of connected workflow solutions, companies should ensure anything they buy is ‘open’ and they are not locking themselves into a single solution or vendor.”

        “So-called ‘islands of automation,’ where solutions provide automation within themselves but cannot openly communicate with other software or hardware in the production environment, are to be avoided,” Bailes-Collins said. “Open end-to-end communication is what the market is demanding. Proprietary systems and formats can create dead ends in modern production. If you are buying a new piece of finishing equipment, ask if it can be connected to your network, if it’s driven externally by JDF or some other method, and about integrations that already exist at customer sites. Prepare for the future.”

        Overcoming challenges

        Companies get overwhelmed when talking about software tools, Potdar said. “Introducing a new workflow solution into an operation will require training operators and staff, which intimidates many print providers. Also, setting up end-to-end integration is a large, though cost-effective, investment, and it requires buy-in from executives and managers from across an organization to work to its fullest potential,” she added.

        Even with improvements in software compatibility, some organizations will still require some manual customization from their software providers to automate all their processes, which can further affect costs.

        Ruas explained that equipment manufacturers are free to integrate into their workflow software proprietary data exchange formats for intercommunication of their systems, and it is quite possible that they could deliver some additional features to those that XDJF could naturally deliver. However, he added, this would only be feasible when a printer has decided to work with systems from the same brand/manufacturer.

        “The real challenge faced when implementing workflow management software would not directly be related to manufacturers’ proprietary interchange formats,” Ruas said. “An example worth mentioning is the rapid adoption of the PDF format which, since it became available in 1993, has rapidly replaced other formats used in prepress environments and now is accepted as the standard format for sending electronic files for printing. The modernization of the installed plant of prepress devices and their compatibility with the PDF format allowed this file format to be integrated as a technical standard.”

        Valle said he has observed that as companies try to move into the digital space, not many people have embraced the JDF standard. “Many customers do not have the required upfront data to push downstream to optimize their production runs. This means that they still are leaving a lot of manual work for operators,” he said.

        In some cases, automation can be viewed as a threat if not explained properly. “Any automation project requires a change of mindset,” Bailes-Collins said. “The whole team should feel that they are involved in the project. Automation is a company-wide initiative, so everyone should be included with clear messaging about why it’s happening and what the goals are.”

        Recommendations

        As companies begin the implementation process, it’s important to set clear goals for the company and include representation from each department on the implementation team. Bailes-Collins advised, “Don’t try to bite off more than you can chew. And don’t overcomplicate things.” Any automation project is best done in small, bite-sized pieces, he said, adding that “Too often the focus is too small and, when you want to achieve end-to-end automation, you can end up having to replace small pieces if you don’t keep the end goal in sight. Automate in step but with a clear end goal in mind.”

        Valle said a lot depends on and starts from the customer entry and the file submission that is going to be printed. “It is important to have that data upfront. Knowing how the product will be finished (such as paper type, binding methods, etc.) and having a good management information system (MIS) are crucial to passing all the information downstream to the bindery,” he said. “Having the ability to receive feedback from the printing and post-press equipment also is important.”

        Potdar said the most important thing is for companies to look at their entire operation holistically, from intake to shipping, adding, “Many companies try to simply connect existing, separate workflows, and this is where problems can arise. A holistic view of operations not only helps identify inefficiencies and redundancies up front but allows companies to build in capacity and capabilities for the future instead of only working with what already exists in their shop.”

        Take a holistic view but then focus on one area, perhaps the biggest bottleneck or the place where the company will get the greatest return on investment. “Do that first and then move on to the next area and so on,” Bailes-Collins said. “Learn as you go. Keep the scope of project tightly focused and don’t fall into the trap of adding and adding functionality. You will never finish your first step if you do that.”

        Another tip is to nominate an “automation champion” in the company to drive the project forward and manage it. “Give that person the time to step outside his or her daily work to focus on the project and make it happen,” Bailes-Collins advised.

        Whether or not there’s a benefit of having a workflow software platform for separate trade binding/finishing operations depends on the company, according to Potdar, who said print service providers that do high-volume, long-run applications will benefit the most from end-to-end automation and workflow solutions. Smaller print service providers that work on a lot of short-run jobs may find that separate workflow solutions work best for their operations.

        “Incorporating workflow automation software even in just binding/finishing can automate the finishing process, including machine set-up, which is helpful to reduce dependency on skilled labor, reduce errors and improve overall production,” she said. “Again, the key is to evaluate the entire operation when considering the addition of workflow solutions to find the best configuration for each specific business.”

        Future of workflow management

        Valle foresees a better MIS in the future. “I think the impact is going to be a better MIS system that fully understands the process from order entry to printing, binding and down to shipping, where they can utilize and take advantage of the available standards, such as JDF and JMF,” he said.

        “The current trend in the adoption of artificial intelligence tools across industries undoubtedly will have an impact and future changes on what we currently know of as XJDF,” Ruas said. “Workflow tools will be able to anticipate with greater certainty problems related to finishing processes which would help production processes to be further optimized.”

        Also not new, but a growing trend Bailes-Collins sees is the ability for two-way communication between the finishing and the upstream systems. “Whether this is related to analytics relating to machine performance, or information regarding the progress and status of each job, this will enable real-time status data for managers, production planners and even customers to know what is where, if it’s on schedule or late,” he said.

        As a work mix becomes more dynamic on the press and runs get shorter, Bailes-Collins said finishing automation also must be more dynamic in set-up and operation.

        “Therefore, we expect to see more JDF automation, as a JDF set of instructions is job-specific and does not rely on a set-up on the finishing device,” he said. “In short, you won’t need any set-ups, and each job can have a different finishing set-up that automatically is controlled by accompanying JDF instructions.”

        Potdar said she expects to see further improvements in compatibility to make integrations even more painless and cost effective. Many software providers are moving to cloud-based models so that print service providers can access data from anywhere, even across multiple business locations, to optimize operations on the go. She added, “We expect both print manufacturers and finishing manufacturers to continue to incorporate even more advanced automation, including robotics, predictive maintenance and data analytics, into their equipment and software to push the capabilities of workflow solutions even further.”

        PostPress would like to thank Andrew Bailes-Collins with Ultimate TechnoGraphics, Inc., www.imposition.com; Yashi Potdar with Standard Finishing Systems, www.sdmc.com; Carlo Ruas with Taktiful, www.taktiful.com; and Mauro Valle with Müller Martini, www.mullermartini.com, for their assistance with this article.

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