ACUP Webinar Draws Large Crowd

DESPITE THE cancellation of the ACUP conference, ACUP lived on this year in a Webinar that attracted more than 100 in-plant managers from around the world. IPG partnered with the Association of College and University Printers to bring about the event, held on what would have been the last day of the ACUP conference.
Three of the speakers who were scheduled to talk at ACUP gave their presentations online. Then, to replicate some of the free-flowing shop talk that is ACUP's hallmark, three past ACUP hosts held a lively roundtable discussion about the latest developments in their shops.

The Webinar's attendee list was impressive, with managers tuning in from as far away as Scotland, Newfoundland and Alaska. Questions poured in for the speakers.

The 90-minute Webinar was sponsored by Avanti, HP, Océ, Presstek, Ricoh and Technifold and moderated by IPG Editor Bob Neubauer along with ACUP President Richard Griffin.

The first speaker was Dwayne Magee, director of the Messiah College Press, in Grantham, Pa. His presentation on "Instilling Drive, Spirit and Enthusiasm in your Employees" included ideas on how to motivate employees by helping them understand the significance of their work. His in-plant invites customers to production meetings to explain how the in-plant's work inspires their work—for example, how a booklet the shop produced helps teach children in a Third World country.

Griffin spoke next, revealing "The Secret of Good Customer Service." The director of Printing at Central Piedmont Community College related the story of Howard the piano technician. Griffin encountered Howard once and was impressed by how, even though he was not a salesman, he took the time to understand his customers' needs, gave them his undivided attention and knew exactly what he was talking about. That led to Griffin's central point about what makes a great customer service provider:

"You know your stuff and you know that you know your stuff," he said. Enthusiasm comes naturally to those who know their stuff, he said.

Integral to University Communications

One of the most popular segments was a talk by Lisa Hoover, director of Bucknell University Administrative Services, who described how her in-plant was given responsibility for design and print production of all university publications. In the past, she said, the university had both an in-plant and a publications/marketing department. The in-plant, because it offered everything from design to printing and fulfillment, offered a more complete solution for customers.

So when the administration reviewed all print communication services on campus, they saw that the in-plant provided one-stop shopping and took the time to understand customers' workflows and missions. In the end, Administration reorganized the communications division and routed all university publications to the in-plant.

Today, the in-plant reports to the vice president of communications and works closely with writers and the Web team on the school's strategic communications plan. In addition to saving money and improving the quality of publications, the in-plant now ensures that branding is applied consistently.

A Spirited Roundtable

Following Hoover's presentation, past ACUP hosts Rick Wise (University of Missouri), Tom Tozier (University of Colorado) and Jennifer Bowers (Florida State University) held a roundtable discussion. They were joined by the three other speakers for an informal conversation that often felt as though the six were chatting around a table.

Bowers noted that times have been tough for her in-plant, but because her shop merged with mail—an essential function—the university continues to support the in-plant. Tozier added that having mailing responsibilities has helped bring more print work into his in-plant.

Sustainability was a hot topic. Tozier said his shop is marketing its "green" efforts, such as using Océ equipment that he says uses 47 percent less energy. He combats outsourcing by stressing that outside printers must use fuel to deliver finished jobs, increasing the carbon footprint.

Bowers noted that students now expect their universities to practice sustainability and are driving it. In-plants, Tozier added, should make themselves the campus experts on sustainability. Both he and Hoover said they have joined campus sustainability groups.

Wise talked about rebranding the in-plant to include more than just print. He is expanding his in-plant's existing prepress capabilities to include Web design so the in-plant can handle e-invitations, e-newsletters, PURLs and the like. He wants to expand the perception of the in-plant beyond just providing print, and may consider changing the name of Printing Services.

Tozier agreed, saying in-plants need to evolve into multi-channel marketing providers. Bowers added that, if in-plants don't become experts in digital communications their upper management will look at the bottom line and ask "What are you giving to us?"

On another note, Griffin presented an idea that has gotten his in-plant a lot of positive attention, even from the college president. His shop provides free resume printing for students. This service links the in-plant directly to the core mission of the college. The shop uses good quality paper left over from other jobs.

"The benefits have been incredible," Griffin noted.

Overall, the Webinar generated a lot of enthusiasm among listeners. As for ACUP, Griffin says it will definitely take place in 2010, even if he has to scale it down due to the continuation of economy-related travel bans. A poll conducted during the Webinar revealed that 18 percent plan to attend next year no matter what, 29 percent will attend if travel bans are lifted and 12 percent feel that if the venue is moved from Myrtle Beach to Charlotte, where Griffin's college is located, it will look better to their administrations and increase the likelihood they can attend.

Based on the enthusiasm ACUP members have always shown for their association, and the high marks they gave to this Webinar, ACUP 2010 will be a success no matter how many are able to attend. IPG