Digital Direct to Expand Personalized Color Business, Produce Higher-Value Campaigns With Xerox iGen
"The iGen3 makes us more competitive and allows us to better meet customer demands for full-color, personalized marketing"
HONEY BROOK, Pa., and ROCHESTER, N.Y., June 22, 2004 -- Digital Direct has installed a Xerox (NYSE: XRX) iGen3™ Digital Production Press to expand its full-color variable information - or personalized - print business and to produce higher-value marketing campaigns for customers in automotive, financial, pharmaceutical and other industries. With the iGen3, Digital Direct expects to double its color print volume by year-end.
Prior to installing the digital color press, 60 percent of Digital Direct's business had been devoted to black-and-white printing. According to Dave Mattingly, vice president of operations at Digital Direct, there will now be a significant shift in that percentage as jobs migrate to the iGen3 and some short-run offset printing projects are transferred from its sister company, Tursack Printing.
"With its speed, versatility and image quality that is very close to offset printing, the iGen3 makes us more competitive and allows us to better meet customer demands for full-color, personalized marketing," said Mattingly.
The company anticipates moving many current jobs to the 100 page-per-minute iGen3, including:
Customized financial statements for clients of a large financial services company. Prior to working with Digital Direct, the company printed black-and-white statements on an offset machine for the group's 401(k) funds and sent all 15 versions to customers, regardless of their relevance to each customer. The change from offset to a personalized digital printing workflow saved the financial services company offset printing costs and $160,000 a quarter in postage, in addition to making the information more relevant to the customer. Two million personalized black-and-white sheets per quarter are currently printed, and Digital Direct plans to migrate many of these pages to full-color using the iGen3.
Customized marketing materials for automotive dealerships. Prospective customers receive personalized postcards in the mail, following their visit to the dealership. The postcards feature the vehicle they were interested in, in the color they wanted, in addition to any special financing options available.
Personalized information sheets for a major pharmaceutical company. Pharmaceutical sales representatives log on to a Digital Direct-hosted Web site where they order tailored data sheets for medical offices and specific doctors. This digital workflow enables Digital Direct to receive, print and fulfill 400-500 orders daily.
Digital Direct is the largest digital print and fulfillment operation within Consolidated Graphics, Inc. (NYSE:CGX). A Xerox customer since 1990, Digital Direct currently operates a Xerox DocuColor 6060 Digital Color Press and DocuTech 6135 and 6180 Production Publishers. Digital Direct offers custom programming, digital print on-demand, and full mailing services with an on-site U.S. Postal Service verification station. The company also provides fulfillment services with real-time, on-line inventory management; order placement and tracking.