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.

Common Applications

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.

• Sales handouts—Different buyers have different priorities. If a customer's primary consideration is price, it makes sense to generate sales materials that stress the cost effectiveness of a company's product. Other buyers may be more interested in speed, accuracy, quality or other concerns. A company that collects this kind of information, either verbally or from a form, can generate sales materials that tout the advantages of its products for each specific customer.

• Training manuals—Training companies and training departments can customize manuals and handouts depending upon the job description of those taking the course and/or the client company.

• User and operations manuals—Today most operations manuals are designed to support product lines with several models and many optional features. Often users have to read through a long list to get to the section that can help answer their questions. In-plants can score points with both sales and customer service departments by offering to produce manuals that contain only the features and options each customer requested. This type of documentation allows a large company to treat each customer like an individual, which can boost sales and reduce questions and complaints.

• Support for multiple languages—Fulfilling document requests in several languages is also an option. Product literature, marketing brochures and employee handbooks can be automatically output in the desired language indicated on the request form.

Network Resources

These capabilities sound terrific, but practical usage demands that the system offer rapid processing, and support the printer's rated speed. First, users create a form, much like a page design layout, that graphically assigns where variable information will be inserted.

Conditional "if-then" instructions define conditions that call for specific variable information to be inserted. Users can insert or remove information, graphics and signatures and select special paper stocks, stapling and other printing options.

The best solutions, such as PlanetPress, do not attempt to change the in-plant's host application. A small PostScript file is compiled by the software and stored on the printer's hard drive. A trigger is added to the variable data stream at the time of print, calling the correct Intelligent Form. Because ASCII text is used, this ensures the smallest file is possible from the host application to the printer. The job starts printing when the data hits the printer.