As communications move beyond print, you must reposition your in-plant and expand its expertise.

By Jim Hamilton and Matt Swain

In-plants vs. Print-for-pay Operations

Figure 1:
Services Offered by In-plants and Print-for-pay Operations

• High-speed Black-and-white Printing
In-plant — 84.8%
Print-for-pay — 67.2%
• Digital Color Printing
In-plant — 80.4%
Print-for-pay — 79.4%
• Variable Data Printing
In-plant — 54.3%
Print-for-pay — 69.5%
• Direct Marketing Campaign Management
In-plant — 26.3%
Print-for-pay — 43.1%
• Digital Asset Management
In-plant — 29.5%
Print-for-pay — 42.4%

Figure 2:
Comparative Data for In-plants and Print-for-pay Operations

• Provide Mailing Services
In-plant — 62.6%
Print-for-pay — 74.9%
• Variable Insertion Capability
In-plant — 45.2%
Print-for-pay — 53.3%
• Ink-jet Addressing Capability
In-plant — 64.5%
Print-for-pay — 72.3%
• Familiarity with Transpromo
In-plant — 40.9%
Print-for-pay — 48%
• Positioned as a Marketing Services Provider
In-plant — 30.3%
Print-for-pay — 45.8%

WE LIVE in a multi-channel world where print is just one component of customer communications. As an in-plant printer in difficult economic times, you should consider how you can provide additional value to your organization. This may be through mailing and fulfillment services or a greater focus on applications that go into the mail stream—like direct mail, transaction and transpromo—using a personalized (1:1) communications strategy.

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Jim Hamilton Author's page Jim Hamilton is group director responsible for InfoTrends’ Production consulting services in the areas of production digital printing, wide-format signage, labels and packaging, functional and industrial printing, production workflow and variable data tools, document outsourcing, digital marketing and media, customer communications, and business development. Hamilton is responsible for conducting graphic arts market research, market forecasting, custom consulting projects, and creating editorial content for product and market analysis reports.

Matt Swain Author's page

Matt Swain is a recognized Customer Communications industry thought leader. From delivering keynotes around the world to defining best practices, hundreds of well-known companies have relied on Matt’s expertise and research for their current and future omni-channel communication initiatives.

As Managing Director and Practice Lead for Broadridge Communications Consulting, Matt brings invaluable market research and consulting expertise to clients relative to benchmarking, customer experience optimization, and digital transformation.

Prior to joining Broadridge, Matt spent more than a decade at Keypoint Intelligence – InfoTrends where he was a member of the senior management team with global responsibility for Business Development and Customer Communications advisory services. Matt is a graduate of Rochester Institute of Technology and holds a Master’s degree in Print Media.

Positioning Your In-plant For The Future