Build a Better In-Plant - 4 Valuable Tips

Develop Your Value Proposition, Become the Data Integration Expert for Marketing and IT, Plus More Valuable Tips

  • Elisha Kasinskas
  • |
  • February 14, 2016

We're all pushed to the max with daily operations. Making sure we take the right actions to develop our variable products for those we serve is serious. Below are four tips to get you moving and how conversations from departments seeking your guidance might sound.

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4 Tips for Building a Better In-Plant

1. Develop Your Value Proposition
The value proposition to the departments you serve of variable, versioned and customization services is indisputable. There is more demand than ever. Desktop publishing created an opportunity for many without professional creative training to produce variable documents. The in-plant can provide guidance and support.

"My biggest struggle as a Marketing Manager is trying to break through the clutter. For the most part, my only option is 'one size fits all' messaging. If you had opportunities for me I'd be willing to listen even if it was a journey we embarked on together."

2. Become the Data Integration Expert for Marketing and IT
CEOs have concluded that marketing and IT have to work together to produce value out of customer data. Get involved in those discussions. You can be the one to help them make it happen in practical ways. Take time to become an expert on data integration into your printed pieces.

"In IT, we are buried in tons of data. No one ever asks me to put it to use, yet the opportunity exists; maybe we should talk some time."

3. Communicate Marketing Research You Read

Marketing Research undeniably is proving that there is increased customer response and interest when printed information is personalized and tied to other media channels with QR codes, PURLs and GURLs (general url). Mobile integration with your printed pieces has to be a part of your strategy.

"The new President of the University is pushing us in Admissions for an increase in prospective student quality. I am so busy with my job that I don't have the time to keep up with all the changes. Do you have something like a 'lunch and learn' session? Vendors call me about this stuff. Can we save cost and 'keep it in the family?' I sure could use some advice."

4. Move with Urgency and Leverage Your Expert Vendors
This is not a FAD. It is not going away. Shorter print runs and customized print runs have taken over the industry. You need to get moving and make sure your department has the solutions and skill levels ready to contribute.

"As the CEO of the company, you know that I have instructed all departments to rethink how we approach the market. In other areas of our business we have always received great advice from our supplier partner that has helped us in many ways. If we gave your department a forum would you have some rough ideas that we could take advantage of? Have you spent any time talking with RSA about new ways to communicate?"

Want additional in-plant insights to build a better in-plant today? Sign up for our Quarterly Tips Newsletter.


About the Author

Elisha Kasinskas

Elisha Kasinskas is Rochester Software Associates' (RSA) award-winning Marketing Director. She is responsible for all marketing, public relations, social media and communications, and community building for the firm. Ms. Kasinskas joined RSA in 2010. She is a Marketing veteran with over 20 years of experience in sales, product management, and marketing in leading product and service business to business and business to consumer firms, including Pinnacle (Birds Eye) Foods, Global Crossing, Windstream Communications, HSBC, and a number of regional high tech firms. She holds a Rochester Institute of Technology MBA, and a BS in Marketing from Radford University. Ms. Kasinskas is a frequent moderator for industry speaking sessions. She was awarded the 2015 In-Plant Printing and Mailing Association (IPMA) Outstanding contributor award, is a 2015 OutputLinks Women of Distinction inductee, and has secured multiple awards from the American Marketing Association (AMA) for recent work at RSA.

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