AN INTRO TO

PLANNING A SUCCESSFUL PRINT PROJECT

An introductory guide to balancing the cost, schedule, specifications, and quality to ensure a successful print

project.

SHAUN CALDWELL- Owner of Charlotte Print -

A Publication of

LOGO

TABLE OF CONTENTS

Introduction

Chapter 1: Audience

Chapter 2 : Medium

Chapter 3 : Budget

Chapter 4 : Schedule

Chapter 5 : Specifications

Chapter 6 : Optional Services

Chapter 7 : Assembling a Team

Conclusionf t

Executive Summary

Planning a successful print project can be a balancing act between cost, schedule, specifications, and quality. Whether starting a monthly newsletter, updating existing sales literature, introducing a new corporate brand, expanding direct mail marketing, or freshening up a few office forms, the key is to start the process early and determine up front which tasks you can accomplish yourself and which will require the help of a professional. In this white paper, we’ll look at some of the specific items you’ll want to keep in mind as you develop your printing project.

f t

CHAPTER

1Audience

Audience

The first step to any successful print campaign is determining the audience and honing a message that will reach them in the best way possible.

Start by asking yourself three key questions:-- Who am I planning to reach with this print piece?-- What am I trying to say?-- How can I connect with this audience most

effectively?

Knowing who your intended audience is (customers, prospects, etc.) and what preferences they have will go a long way in deciding not only the content of your message but also its format (brochure, newsletter, postcard, flyer, etc.) and delivery method (direct mail, sales handout, trade show, statement stuffer, etc.).

f t

f t

“The three things that make up successful marketing: The Right Message, The Right Markets and The Right Media.

-Dan Kennedy,

Founder GKIC

”

-Source

CHAPTER

2Medium

Medium

Once you know who your audience is and what it is you want to say, the next step is determining the best medium for reaching that audience effectively.

In some cases, you might already know what you want printed. For example, you might be planning a trade show and need handouts produced. Or you’re updating your corporate identity and need letterhead, envelopes, office forms, or other stationery created.

In other cases, however, you may want some guidance. For example, say you want to keep in touch with your existing customers with an ongoing message that positions you as an expert in your field. What’s more, you want to provide a value-added service that will help encourage brand loyalty. In that case, a monthly newsletter, filled with tips and information relevant to your customers’ needs, might be the way to go.

Or perhaps you want to target new customers with a quick, eye-catching piece that encourages them to take action in some way. For this, you might consider a full-color postcard with a coupon, QR code, or personal URL that leads to a landing page where they can learn more aboutyour company and take advantage of special pricing.

f t

CHAPTER

3Budget

Budget

With the basics in place, now it’s time to talk about the budget. Oftentimes, the budget will determine how far you can go with certain options, such as bleeds, finishes, paper and ink selections, color options, and more.

While a larger budget will provide greater flexibility, that doesn’t mean a small budget has to produce a less desirable result. Getting your printer involved early in the planning will go a long way in minimizing costs, maximizing impact, and eliminating unforeseen production issues and cost overruns that might otherwise occur.

In many cases, we can offer guidance and tips that will save you time, ensure print quality, and make things run more smoothly when it comes time to move your project from layout and design into production.

If this is your first foray into print or you have only limited experience and need help setting realistic budgetary expectations, a local designer or more seasoned colleague may also prove avaluable resource in helping you during this initial planning phase.

f t

CHAPTER

4Schedule

Schedule

In a perfect world, you’d have plenty of time to plan, design, and produce your project in a relaxed, unhurried way. Unfortunately, this is not a perfect world. We realize that schedules don’t always follow an ideal blueprint. When things go sideways, we can accommodate even the tightest time lines.

Of course, rush orders often include rush charges, so planning a realistic schedule and sticking to it are essential to protecting not only your own sanity, but also your bottom line.

As with your budget, including your printer and others who will be involved in production (designers, art directors, etc.) early in the planning process is essential to setting a realistic and reasonable schedule.

Knowing ahead of time when to expect your order will help your printer schedule its production in the most cost-effective way possible, saving you money and helping to ensure your deadlines are met.

f t

CHAPTER

5Specifications

Specifications

Do you know how many copies you plan to print? What’s its anticipated shelf life? How about the dimensions of your finished piece or the ink colors you plan to use? These and other production-related questions can have a major effect on both your schedule and your budget. That’s why it’s so important to determine as much as you can up front during the initial planning stages.

For example, if you’re planning to use your printed piece for a long time (such as a letterhead or envelopes), or to reuse it for multiple mailings or various purposes (such as a trade show handout, front counter display, and flyer), ordering larger quantities can often lead to per-unitsavings, since setup costs are fixed, no matter how many items are printed. The same is true for variable data printing. Preprinting shells with the common elements in place and leaving whitespace for the variable elements will go a long way toward saving you money in the long run.

Likewise, the dimensions of your project can affect what equipment your printer will need to use to produce your final product. They can also affect paper costs. Postcards, for example, can be sized to get printed two, three, or even four to a sheet, helping to reduce cost and production time.

f t

CHAPTER

6Optional Services

Optional Services

Many print pieces require additional services beyond just printing. For example, business cards need to be cut and boxed after they are printed. Newsletters and brochures need to be folded. Direct mail pieces need to be collated, stuffed, sealed, and mailed. Booklets need to be collatedand bound. Each of these services will add to the cost and production time for your project.

Beyond these basic bindery, finishing, and mailing tasks, you may have other special considerations unique to your specific piece. For instance, you may decide you want the image on the cover of your brochure to extend all the way to the edge of the page. This is called a bleed, and it will require printing on a larger sheet of paper that is then cut down to size after it has been printed. This process will add to your cost and production time.

Custom page sizes, special inks, ultraviolet (UV) coatings, varnishes, and unique cuts and folds are just a few of the many other options you may be considering as you plan your project. All of these can add beauty, durability, and value to your project, but each must be accounted for inyour budget and timetable.

f t

CHAPTER

7Assembling a Team

Assembling a Team

From planning and pre-production to printing and fulfillment, managing a successful print project requires a team effort. Decide up front who will perform each task along the way. For example...

-- Will you be using an outside designer or doing it yourself?

-- Will you employ an advertising/marketing agency?-- How will you choose a printer?-- And what about fulfillment (if your project requires

mailing)?

Our printing firm is equipped to handle each of these tasks effectively. We can help you plan your project, design it, print it, and mail it (as needed), saving you time and money. We also have extensive experience working with outside designers, agencies, and production houses, if you opt to go a different route.

f t

Conclusion

Successful print projects don’t just happen: They require careful planning and preparation, every step of the way. From understanding your audience and choosing your medium, to budgeting, scheduling, execution, and assembling the right team for the job, we hope you’ll take the information we’ve provided here and use it to turn your next print project into something you’ll be proud to call your own.

f t

EASILY PLAN YOUR NEXT PRINT PROJECT WITH CHARLOTTE

PRINT

Charlotte Print’s design and production teams allow you to easily put together

entire print campaigns optimized for conversion within hours. Sign up for a

free consultation to see how.

A Publication of

LOGO

CHAT NOW