One of the country’s largest in-plants, University of Oklahoma Printing, Mailing and Document Services is thinking big and taking chances.

By Dawn Greenlaw-Scully

VDP: The Key to Recruitment

Over the past year, the use of variable data printing has increased substantially at the University of Oklahoma. Bringing that about, however, has not been easy.

“The problem is selling the cost of variable data—being able to show that [the] increase in cost per piece is going to give a better return,” relates John Sarantakos, director of Printing, Mailing and Document Services. “You almost have to give it away at first to get people on board.”

Once on board, though, customers can’t get enough, he says. Variable data printing, using the Kodak NexPress 3300, has become key to student recruiting to differentiate the university and to make personal appeals to convince prospective parents and students to choose OU, according to Sarantakos.

“The recruiting arm of the athletic department loves variable data and personalization for high-quality flashy pieces customized for a specific kid or coach,” he adds. “They’ve gone as far as sending packages that include puzzles depicting [the prospect] playing football or basketball.”

As director of Printing, Mailing and Document Services for the University of Oklahoma—renowned for its storied Sooners football team, this year's Big 12 preseason favorite—John Sarantakos is used to thinking big and going long.

"I'm always looking to buy new things, and I'm not afraid to take chances," he declares. "Being a larger operation makes it easier to provide new services. Smaller equipment investments can be made when the ROI may not be as favorable as you might like."