In-plant Newsletters

Newsletters can be inexpensive revenue generators. These three in-plants have had great success using them as marketing tools.

By MIKE LLEWELLYN &012;One self-promotion technique that many in-plant managers have found indispensible has been the newsletter.

"It's a cornerstone of our overall marketing strategy," notes Kelly Kellerman, marketing director for the State of Washington, Department of Printing Services. "It's our best way of reaching our customers."

At Arizona State University, Bob Lane agrees.

"It's an important tool for making sure the administration knows we're here," says Lane, assistant director of Document Production Services.

Both managers say the newsletter should not only contain information, but should demonstrate to customers what your shop can do. Kellerman's in-plant prints the document on a variety of papers to show customers their choices.

She says she writes the content, but runs it past upper management to be checked for accuracy.

The reason her newsletter, called "Print Works," has been so successful, Kellerman says, is that it is 100 percent customer-focused, and doesn't simply trumpet the latest news at the in-plant. Some of her most popular articles have tried to make life a little easier for her customers.

"Last issue we did one on how to make PDF files, and that was a big hit," she says. "We also did one on paper basics, and that's gotten a lot of people to say 'Oh, I love that!' "

She says that she has received numerous orders from new customers as a direct result of the newsletter.

"We do CD replications, and most people hadn't though of it," she says. "Several folks called the day after the newsletter went out with orders."

Likewise, down at Louisiana State University, Ken Watson, manager of marketing & special projects for LSU Graphic Services, says the quarterly newsletter he produces brings in a lot of inquiries.

"I usually get between four to six calls per week from prospective customers inquiring about our services." he says. "The [story] ideas usually come from our department managers. I'll ask for a rough draft of what they would like to see in the next edition, then I go for it."

Popular topics have been new services, new employees and helpful hints for bulk mailing, he says. About 1,500 newsletters are printed on an offset press, Watson says.

"Our newsletter is colorful, four to six colors, printed on beautiful stock and professionally done," he adds. "It is a reflection of who we are and what we do."

ASU produces about 500 full-color copies of its newsletter, "The Source," on an Agfa Chromapress digital press and also posts the document on the Web. Lane makes sure his shop's newsletter contains everything customers need to know and that it's presented as attractively as possible. He suggests including pieces of advice, a message from the director and anything new or special happening in the shop.

One thing Kelly Kellerman finds especially helpful is the inclusion of reader response cards in the newsletter. She says that not only do they provide interesting commentary on the newsletter, but they generate valuable feedback on customer perception of the in-plant.

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Ten Tips For A Successful Newsletter

1. Make sure your newsletter demonstrates your capabilities and reflects your focus on quality.

2. Use a variety of papers to pique customer interest.

3. Talk to everyone in your shop to find out what's new in their areas.

4. Pay careful attention to what customers say they wish they knew.

5. Run articles on services your customers may not know you provide.

6. Include reader response cards.

7. Make sure it's fun and easy to read.

8. Have your employees check it for accuracy.

9. Avoid using it to make a hard sell. Treat it as an informational tool to benefit customers.

10. Put it on the Web.