ImageSet Digital: A Field Report
On April 16 @ 2:30 p.m., the DIGM 3350 class visited ImageSet Digital. The digital printing company is located at 6611 Portwest Dr, near I-10 and the 610 Loop. I use to work down the street on Old Katy Road so I knew exactly where it was located Debbie Briggs, our tour guide, introduced herself and told us about her history in the printing industry. She started when the Linotype process was being used. (We saw this type of press at the Museum of Printing History.) She talked about how the industry has changed over the years and how she has adapted herself to embrace these changes. She also told us with technology comes more automation and less to do. So she has expanded her business services to include marketing.
Our first stop was the Customer Service department. This is where the company’s process begins; when a customer calls a CSR (customer Service representative) and asks for a quote. Once a job starts so does its tracking. Debbie explained to us that a CSR role is the best for getting exposure to all departments.
The Press Room was next. It was a lot smaller compared to last week’s web-fed environment but it seems just as loud. ImageSet Digital is an all Indigo shop. When they went to buy this press, the manufacturer insisted that they buy two presses, so that they would not go down. The Indigo prints a 13″ x 19” sheet. Debbie said the industry is moving toward this larger format. The press uses “liquid toner”; which is toner suspended in oil. We were introduced to Jose, who worked for Indigo. It was reiterated that presses are more automated now and how providing more services would set you apart from the competition.
The Bindery was our next stop. Of course, there was an employee working the cutting machine because most everything had to be trimmed (being printed on a large format). She listed all their bindery elements, which are comparable to what we had seen on other field trips.
Our last stop was the warehouse. In a room off to the side was ImadeSet’s new digital envelope press. Debbie was very proud of it and how it would provide customer with even more personalized marketing messages using variable data printing. She told us that part of the year; the warehouse was a mini M.D. Anderson card shop. Since 2006, The Children’s Art Project partnered with ImageSet to create an online catalogue based on web-to-print technology. Customers could pick a design, create a message, pick a font and color for their message, add signatures or logos and address individual envelopes with name and address in their color choice. Then proof the card and envelop online. That year, turnaround time and errors were reduced; creating a large savings for the Children’s Art Project.
I would choose to have a product printed by the digital printing process utilized by the ImageSet. The files printed on the Indigo are amazing. I have been interested in cross-media marketing for some time now. It validates my understanding of technologies that are up and coming.
This trip reinforced my understanding of how printing and marketing go hand in hand. Digital printing and variable data printing data provides a very personalize, one-to-one messages that can be used to send the receiver to a personalize URL to learn more. There is a higher response rate foe these campaigns. This was my favorite trip and I would love to work at a place like this in the future.
- HP Announces First HP Indigo 10000 Customer (whattheythink.com)
- HP Drives Record Results at drupa 2012 (whattheythink.com)
- Digital printing pioneer upends the industry, again (timesofisrael.com)
- Black River Imaging to Integrate HP Indigo 7600 Digital Press (prweb.com)
- HP Expands Print and Mobile Offerings for HP MagCloud (sys-con.com)
Posted on June 18, 2012, in Asides, Design Attributes, Digital Media, Printing, School and tagged Customer Service, Graphics, Indigo, Printing, Publishing and Printing, Variable data printing. Bookmark the permalink. Leave a comment.