A Recipe for Success

Klepec recalled a specific creative solution that his team worked on for shoe giant Nike when the company was promoting its Nike Town stores in conjunction with the New York City Marathon. Nike executives wanted a piece that had space allotted for individual runners to write a person's name (i.e., the person honored by the race). Runners could then remove the top sheet, which was made into a label, and place it on the "dedication wall." Verbiage for the racer was printed under the liner of the integrated label. Most received the message: "Go to the third floor to redeem your prize," and a few contained the message: "You have won ... ."

"Nike's challenge was to find someone that could print the label, so when removed you could read what was under it as well as creating variable messages. We produced these on our rotary presses," Klepec explained. "The neat thing about this project—other than solving the problem for the client—was they came back to us a couple of days later and needed 500 more, which we produced digitally. Our unique lineup of machines and personnel allowed us to meet the customer's needs for a single product utilizing multiple pieces of equipment all under one roof. The customer was extremely happy with the results."

AmeriPrint also has been successful with promotional applications, and St. Onge continues to see an increase in demand. One AmeriPrint-produced product that stood out was a four-color promotional flier incorporating both a loyalty member card and two key ring tags. "This piece is imaged on high-speed laser printers and processed through automated mailing equipment. This document also produced higher than expected results for the end-user," he said.

With any product, there is always room for improvement and integrated solutions are no exception. Several issues can hamper the production processes of integrated items. Klepec cited liner availability, turn times on the delivery of the liner and cut-off capability on company machines as some examples. To help lower production costs, Wright Business Graphics is putting its software offerings to use.