Signature January/February 2015 - 33

"Each association has a unique
and specific set of goals," says
Andrew Shackelford, sales
executive at Walsworth.
"Some are looking to
maximize advertiser engagement, while others
need to increase member
retention. Some have continuous, multi-platform publishing initiatives they need assistance with. The printer's job is
to provide its partners with the
best possible solutions that realize
meaningful results."

"Provide us
with a schedule
and honor your
commitments
within it."

"Know that
we want to help
you achieve your
goals."

As an extension of your publishing team,
today's printer is focused on helping you
accomplish your business goals, so make
sure you communicate to your team what
your goals are. Providing national-level
printing quality on-time and on-budget
will always be necessary. But more experienced and capable printers will offer you
actionable solutions outside of traditional
ink on paper.

Since each print run is a custom-manufacturing job, with hundreds of variables
that will affect the delivery date, your
association printer needs to know the
exact dates for each and every step of the
process, which include:
n■ When will you upload files and mail
lists?
n■ When will you approve the proof?
n■ When do you need advance copies?
n■ When must the piece be in the hands
of your members?
n■ When must samples arrive?
Perhaps equally as important, your
printer needs you to honor your commitments within that schedule. Regardless of whether your printer offers flexible
production scheduling, if you miss a date,
you can't always assume that your printer
can make it up. Acknowledge when you
are late, and ask them how your being late
will affect the overall schedule.
Paul Bozuwa, Sheridan's chief sales
officer, offers this guidance, "Provide us

with complete sets of files, print runs,
and label files simultaneously. This allows
us to schedule your job much more efficiently."

"Invest your
time in
a great hire."

When it comes to publishing, hiring
great talent is one of your association's
most important - and least understood
- responsibilities. Finding, evaluating,
and hiring publication staff like writers,
editors, designers, and sales professionals
involves a great deal of time. As a valued
team member, your printer would appreciate receiving the same due diligence
afforded to finding your creative staff.
David O'Donley, vice president of sales
& marketing for Ovid Bell Press, offers a
few items worth considering when hiring
your printing partner:
n■ Are they centrally located and ideally
suited to enter your publication into
the postal stream and ship to all national locations?
n■ Is the executive management team
at one location? If so, this will allow
them to quickly make decisions that
benefit you. Is direct access to the
highest management personnel important for you and your team?
n■ Can they assure that your association
will work with the same customer
service representative and plant
support people for all of your work?
n■ Does their portfolio or reference list
include long-term customers?
n■ What is the employee turnover in
customer service and in the plant?
Paul Bozuwa, Sheridan's chief sales
officer, adds that it's also important for
JANUARY/FEBRUARY 16

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Table of Contents for the Digital Edition of Signature January/February 2015

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