Washington State University: Ever Green

A SCHOOL located in the southeastern part of the Evergreen State might be expected to maintain a green state of mind. And, indeed, Pullman-based Washington State University (WSU) prioritizes university-wide social responsibility, conservation and environmental practices.

So, it's not surprising that WSU's University Publishing office has established its own sustainability program, which promotes responsible usage of paper and other printing resources. Nor would it be unusual for the publishing agency to garner support from customers and colleagues on campus.

Still, who'd have thought that, in 2008, WSU's College of Business would dedicate the entire back cover of its annual magazine to University Publishing in recognition of one of the in-plant's green initiatives? Don't business majors typically focus on monetary shades of green?

Well...no, especially in a business college led by an environmentally enlightened dean.

"Their response was really heartwarming," says Steven Rigby, University Publishing's director of Printing Services. "They probably could have sold that page as advertising."

Why the kudos? University Publishing had been awarded Forest Stewardship Council (FSC) chain-of-custody certification, which recognizes the in-plant's correct use of FSC-certified paper and allows the agency to use the FSC logo on print jobs.

"We were the first university in-plant in the nation to achieve certification," Rigby notes.

The in-plant began the process in 2007, when a paper merchant told Rigby about the Rainforest Alliance's SmartWood program for FSC forest management certification.

"I contacted SmartWood and found that the program just rang true with some of our overarching goals and processes," he recalls.

The most difficult part of the FSC certification process was the paperwork involved.

"We were already buying and using FSC-certified papers, but we didn't know how to understand and prepare the forms," Rigby remembers. "Once we figured that out and had our systems in place, it's been a pretty easy process to maintain."

Workflow Adjustments

The in-plant did have to adjust its workflow to accommodate program requirements.

"We had to adapt our job ticket, specifying that we're using certified paper, which follows a job all the way through the shop," Rigby explains. "Invoices also need to specify FSC, and paperwork from vendors must maintain that chain of custody."

In addition, the in-plant now uses green signs to denote pressroom areas that are accepted as part of the FSC chain.

"We also reorganized our warehouse a little, putting FSC- and non-FSC-certified papers in separate areas," Rigby adds.

Now, the in-plant is heading into its third year of the certification program, and is preparing for its annual audit. As part of the process, the in-plant must submit certain jobs to SmartWood for approval.

"It's very simple," Rigby declares. "We [e-mail] them a PDF proof that shows the use of the FSC logo, along with a form that describes the project, the paper we are using, and which version of the logo we are using." SmartWood then signs off on the job via e-mail, generally within two hours.

"I keep all approvals in a folder on my computer for the audit," he adds.

Rigby acknowledges that certification has come with a price tag, costing about $4,000 the first year, slightly more the second year, and "about the same" this year. And payment comes right out of the budget of the self-sustaining in-plant.

"Some people might not think it's worth it, but we work in the state of Washington, known as a green state, and we value environmental responsibility within the industry," he declares. "Plus, when you factor out that investment over 4,000 to 5,000 jobs a year, it doesn't seem too expensive."

"We are non-profit," adds Mary Read, director of University Publishing. "Our mission is to support the university in its teaching, research, outreach and economic development activities—and we want to accomplish that in a sustainable fashion."

Support for Sustainability

The publishing agency is receiving a lot of support in return. "There are a lot of environmentally minded people on campus and, when we told them what we were doing, they were extremely interested," Rigby remarks.

University Publishing held seminars explaining the certification program and the role it plays in creating sustainable publications. Apparently, the agency got its message across.

"There used to be a big push for us just to use recycled paper," Rigby recalls. "When we described FSC and sustainable forestry, customers became equally concerned about FSC-certified [that is, responsibly produced] paper and what's best for the environment.

"We've done an excellent job of educating our clientele," he continues. "Now, people ask, 'This is going to be FSC, right?' It's a matter of pride for customers to see their publications printed with the FSC-certified logo."

Rigby calculates that about 40 to 50 percent of the in-plant's jobs are considered for printing with the FSC logo, pointing out that using the logo isn't appropriate in certain cases, such as on business cards.

"Regardless, we're using almost 100-percent FSC-certified paper," he asserts.

Spreading the Green Message

The agency also promotes overall sustainability through seminars.

"We suggest some things customers can do to assist us, and we let them know what we're doing for them," Rigby reports. Items of interest have included soy-based inks, low-VOC solvents, paper and plate recycling and digital printing. The in-plant strives to help customers help themselves.

"We've tried to suggest ways that customers can get their message out while saving money on printing," Rigby explains. "For example, they can make a postcard a little smaller to get more cards on a sheet, change the page size of a publication, or take a four-color job down to two-color printing."

Other seminars have focused on mailing and postage, and on Web publishing.

"The Web publishing seminar, hosted by Web Services Manager Ed Sala, was very successful in educating communications officers about available Web resources," Read remarks.

Capitalizing on E-communications

In 2009, the university adopted an "all-electronic" internal communications program.

"The faculty and staff newspaper was converted to electronic delivery, and [University Publishing's] Web Services unit worked closely with central IT to develop a robust system for design and delivery of HTML e-mail communications," she continues. "Our Web unit has doubled in size in the last two to three years, offering everything from basic e-mails, to content management systems, to entire Web site development."

The unit continues to adapt to other university needs as well, recently assuming responsibility for student mail and Cougar Express Mail located within the main copy center on campus.

The number and range of seminars that University Publishing offers reflects the depth and breadth of the in-plant's services.

"We're a very progressive operation," Read attests. "We invest in new technology and are fortunate to have dedicated, effective staff who have eagerly cross-trained to adapt to changes in the industry."

"We started offering Web services six to seven years ago, and now we have a fully integrated cross-media operation with Web and print complementing each other on many projects," Rigby concurs.

A Well-equipped In-plant

The multi-faceted facility employs 53 full-time and 27 part-time staff members. Although primarily a Heidelberg offset shop, the in-plant also operates an HP Indigo digital press. In August 2008, it installed Océ equipment featuring the Copy Press technology. Another recent addition is a PSI digital envelope press, which allows use of variable data for message customization on the outside of the envelope.

The university works closely with its parent organization, University Relations, to assure brand integrity, so all printing comes through University Publishing.

"We broker out some work, like the alumni magazine, which is printed on a web press," Rigby clarifies. "When we do send work out, we give preference to FSC-certified vendors, although it's not a requirement.

"Even though people at the university are required to come to us, we want them to want to come to us," he stresses. It's that attitude—backed by technology, training and an environmental conscience—that earned University Publishing the IPMA Management Award in 2000, 2006, and again in 2009.

Perhaps inspired by University Publishing's success with sustainability, other in-plants have been showing interest in WSU's activities.

"About 30 different universities have contacted me about the FSC certification program," Rigby reveals. "And I'm more than willing to share what I have learned. Sustainability is important, and we want people to succeed." IPG

Read more about University Publishing's sustainability program at publishing.wsu.edu/sustain