Making the Switch In Santa Fe
Located about four miles from the state capitol building in Santa Fe, N.M., the state's Printing & Graphic Services operation has been serving New Mexico for a quarter century. For most of that time, the shop has focused on black-and-white reproduction of business cards, letterhead and forms. High-quality color work, however, was eluding it, and as the demand for this work increased, the in-plant found itself losing business.
When Manager Bob Mesch arrived five years ago, he saw right away that the in-plant needed to make some changes to stay viable. It had to increase both its revenue and product offerings, and that meant adding digital capabilities.
"Very quickly I had to introduce some technology," he says. The shop, he adds, had not invested in new equipment in 12 years.
It was time.
Now, after several equipment upgrades—including the recent addition of a Kodak Magnus 400 II Quantum computer-to-plate (CTP) system—the 16-employee in-plant is tackling some of the state's most color-critical work.
To promote its transformation, Printing & Graphic Services has just launched a branding campaign with the slogan "Make the Switch. Support New Mexico. Print in New Mexico."
"Now that we have more overall capabilities, we feel it's important to promote and gain a new identity," he explains.
The in-plant's Web site is being updated to reflect its new capabilities, and Mesch is making the rounds to different agencies armed with marketing materials. His message: the in-plant can offer lower prices and higher quality than outside printers. Not only that, he says, the in-plant's staff actually takes the time to consult with agencies and teach them how to provide PDFs with embedded fonts so their jobs can run smoothly. This is better service than any outside printer is providing, he contends.
The Impact of Color
Bob has served as editor of In-plant Impressions since October of 1994. Prior to that he served for three years as managing editor of Printing Impressions, a commercial printing publication. Mr. Neubauer is very active in the U.S. in-plant industry. He attends all the major in-plant conferences and has visited nearly 170 in-plant operations around the world. He has given presentations to numerous in-plant groups in the U.S., Canada and Australia, including the Association of College and University Printers and the In-plant Printing and Mailing Association. He also coordinates the annual In-Print contest, co-sponsored by IPMA and In-plant Impressions.