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Strategic Marketing Solutions

The first rule of effective direct mail marketing is to have a clean dataset - a record of names, addresses and other contact information that is accurate. Often, we find datasets that have been compiled from multiple sources and have duplicate entries throughout the file. If the data is in a spreadsheet, like Microsoft Excel, simple sorting is sometimes enough to identify duplicate entries and remove them. But other times, like when the dataset is very large or the duplicates aren't obvious, it requires some advanced filtering techniques to clean up the dataset.

In this video from Tech Republic, Bill Detwiler shows you three advanced techniques for sorting through your spreadsheet data to identify and remove duplicates. If you have questions about how to compile your dataset for direct mail marketing, or if you need help sorting through the data you have, contact us and we'll help you "sort it out."

Posted by Kent Callison | Topic: Marketing

Your brand and visual identity is how people recognize you in the marketplace. Maintaining a consistent look and feel of your brand is critical to making sure customers recognize your product or service and feel comfortable doing business with you.  To ensure your visual brand or logo is always consistent, develop-and adhere to-a written policy of graphic standards. 
 
Large corporations and universities, for example, typically manage all marketing efforts through a central communications department to ensure the organization's brand is always consistent. But what if you are a small business? How can you make sure your brand is always on point?

Begin by engaging a graphic design firm to create your logo. In addition, request documentation of graphic standards and brand guidelines to govern the use of your visual identity.  Train anyone who communicates on behalf of your organization to follow these guidelines explicitly, including the specifications for the size, color, font and dimensions of the company logo. For print communication, specifications can include what color and quality of paper the company logo will be printed on, including standard formats for flyers, newsletters, letterhead, brochures, business cards and postcards. 
 
By standardizing the use of your brand and visual identity across all marketing channels, you present a uniform appearance that communicates effectively with all audiences and maintains a consistent image for your organization.

Posted by Kent Callison | Topic: Graphic Design

Print Grows Trees

November 24th, 2010

With the renewed emphasis on environmental stewardship many have assumed, incorrectly, that printing has a negative impact on the sustainability of forests.  A new educational campaign, however, is spreading the word that "Print Grows Trees" by illustrating how a vibrant print industry is the critical link to making sure private woodland owners continue to use their land for the development of forests, instead of selling the land to industries that may negatively impact our fragile ecosystem.

"In a world bombarded by electronic images and media, many forget the value of print to our society. It contributes in economic, social and environmental ways that have not been clearly represented to the public. 'Print Grows Trees' concentrates on the environmental, because the misconception that if we stop using print we'll save trees, has had a critical impact on not only the print industry, but also on the private landowners who are the keepers of America's trees. We just want people to make their communications' decisions based on facts." 

- J. Albert Maddox, Chairman, Print Grows Trees.

Learn more about how the printing industry is making a significant contribution to the sustainability of forests and protecting woodlands from clear-cutting and conversion to environmentally irresponsible uses at the Print Grows Trees website.

Posted by Kent Callison | Topic: Printing

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