Addressing both hardware and software applications, building and managing files and issues regarding mailings, this timely workshop will discuss the current state of digital printing and provide a forecast for its impact on the commercial printing industry. Along with marketing trends, this comprehensive workshop will also approach how we deal with day-to-day issues such as data management and finishing processes. Hands-on sessions will provide real-life examples of best practices for producing digital and variable data printing.
Adding digital print services to your company's offerings will require some changes to your current business methods - and a plan based solely on intuition is almost guaranteed to fail! We will cover the steps required to strategically and profitably implement digital printing and personalized marketing. Learn about various medias available such as VDP, PURLS and email marketing. Find out about new technologies related to mobile phone and social networking marketing strategies.
Selling digital printing is different from selling commodity style offset printing. We’ll discuss the specific customer requirements driving digital print sales, such as quick turnaround, smaller quantities, and variable data. This program will also help you to identify profitable digital print applications. Learn how to track and measure ROI and how to make money using VDP and cross media marketing.
Digital print production and VDP involves many special considerations including file preparation, database management, paper choices, and finishing methods. This program will detail best practices for the production of digital printing and VDP, from layout to acquiring the customer’s file, to managing and updating data through distribution of printed products.
Attendees receive a complimentary copy of "The Handbook for Digital Printing and Variable-Data Printing" by Cal Poly's Penny K. Bennett, Ph.D, a $40 value.
Designers, Print Buyers, Sales and Marketing Personnel, Prepress Professionals, Customer Service Representatives and Printers.
This 2-day format allows participants to get to the workshop location Thursday morning and be back home by Friday evening.
Thursday, February 18
The program runs from Noon to 5 p.m.
Friday, February 19
8 a.m. and close with lunch by 1 p.m.
Penny Bennett
Penny K. Bennett is a Professor in the Graphic Communication Department of California Polytechnic State University in San Luis Obispo, California. She teaches in the areas of digital printing, electronic publishing, digital prepress/printing, consumer packaging and specialty printing. Penny has a Ph. D. in Education from the University of Idaho. Her Master's degree is from University of Nevada, Las Vegas and her Bachelor's degree is from Ferris State University in Big Rapids, Michigan.
Her areas of expertise are in file creation and preparation for successful output, workflow and output issues, packaging, prepress and VDP/digital printing. She has also authored a book titled "The Handbook for Digital Printing and Variable Data Printing" and has published articles in the areas of high-speed inkjet printing, variable data printing and expanded gamut printing.
Penny has been a presenter at a variety of conferences nationally including FFTA Forum, GraphExpo/Print Expos, PIA/GATF Variable Data and Personalization Conference, DSCOOP and the IPA conference. She has also presented at international conferences in Mexico, Puerto Rico and Russia and taught classes in China. She also does consulting in the area of digital printing and variable data printing.
