In-plants Can Perform Variable Data Printing
By adding software to PostScript page printers variable data can be merged with static information and graphics.
The next step in the print-on-demand evolution is the creation of personalized documents with customized content. Traditionally, companies have had to send this kind of work to outside suppliers with expensive, specialized equipment. Today, the in-plant can supply variable data printing using popular PostScript printers.
We are not talking about simple mail/merge capabilities, but production-level variable printing. How can this complex workflow be implemented using existing equipment? The secret lies in combining networked printers with flexible, third-party software. This new software is an adaptation of forms software that permits the merging of variable data with static information and graphics.
Let's use PlanetPress 2.0 as an example. Marketed by Objectif Lune USA of Rutherford, N.J., this software is part of a suite of products originally designed to eliminate the need for pre-printed forms. But its functionality is ideal for in-plants that need to create customized documents for internal and external users. Using this software, in-plants can quickly and easily personalize marketing documents and all correspondence for employees, customers and prospects.
Applications are almost endless, but let's examine a few that are common to most in-plants.
• Direct mail—In-plants can create direct mail campaigns that not only include variable name and address information, but also include specialized content designed to appeal to different demographic profiles.
• Marketing materials—Cover letters, proposals and other marketing materials can be easily adapted to take advantage of these new capabilities. Content can be targeted to match the recipient's job description, as identified by SIC code descriptions or staff titles. Graphics are also interchangeable. So if a company wants to target firms in several industries for a new product or service, it can customize charts and text to the needs of each industry.