A year after the United States Post Office (USPS) increased rates, they are attempting to do it again. Honoring a promise to raise 2010 rates, the USPS is pushing for a rate increase in January.  The new postal rates will need to be approved by a special panel of five-people called the Postal Regulatory Commission (PRC). The proposed rate increase is more than ten times the rate of inflation and not permissible by law without PRC approval.

The fact of the matter is that a large increase could have devastating effects of the future of the postal system. It is true that the USPS lost $3.8 billion last year, but by bringing about such a large increase the USPS will only experience lower volumes, putting them in an even worse position.

At Kopytek we understand that something must be done because of the great shortfall the USPS is experiencing, but raising rates is not the answer. Instead, the USPS needs to reexamine its business model and adjust accordingly. A few months ago the, the USPS was the subject of hot debate for proposing cutting Saturday service. While this is not ideal, printers and marketers nationwide have been preparing for changes in service for some time. The common feeling among printers is that cutbacks to the mail service are acceptable as long as they protect the mail service as a whole.

In the past year alone mail volume dropped 26 billion pieces, from 203 billion to 177 billion. And even though they experienced a 13% decrease in volume, operating costs climbed 1%, providing evidence that the USPS business model is in need of change.

The volume of mail is expected to rebound as we move out of the recession, but it will never return to past levels. To compensate, the USPS needs to act now and make changes which will continue to ensure its viability. Proposed rate increases will only dig the USPS into a much deeper hole. The USPS has been a symbol of American ingenuity and strength helping carry the country during times of war and disaster; this could be a time for it to lead us during another trying time.

The situation might seem dire, but there is something you can do. To take and action and show your opposition, the Affordable Mail Alliance has set up a downloadable fax template at http://affordablemailalliance.org/DraftPRCFax.doc. Please personalize the fax to reflect how the rate increase will affect your organization and send it the Postal Regulatory Commission at 1-202-789-6891.

Say goodbye to the pool, barbeque and the outdoors, because we’ve reached the unofficial end of summer. While it won’t be cold for a few more weeks, a more chilling realization is creeping in….the holidays are just around the corner. This means it’s time to begin planning any holiday oriented direct mail pieces!

The holiday season or shopping season makes up a majority of many industries’ revenue for the year, which is why in the next month we will begin to see stores transition towards holiday themed merchandise.

Just as many large retailers plan ahead, independent businesses and organizations should do the same. Think about what type of marketing materials will make sense for your customers. Do you plan to send special offers? How many different direct mail pieces do you plan to send?  Do you need special holiday catalogs?

If you plan to send more than one design of a direct mail piece or brochure, for example, one for Thanksgiving and one for Christmas, it might be in your best interests to design both and have everything printed during back-to-back print runs. By printing everything at once, you can save time and money on set up costs.

Kopytek, also offers digital printing options. While there are distinct differences between a digital and offset printer, a primary advantage is that digital printing gives the option of using variable data and shorter press runs. By using variable data it is possible to customize each printed piece for its recipient. Shorter press runs allow for better target marketing.  For example if a past customer bought a pair of shoes from your store, and this year you have a new model of the shoe they bought, you are able to print a customized printed piece that says you have the new model in stock in their size. Variable data can be a great tool if you are selling holiday specific merchandise, that way you can present your past customer with different options for various holidays.

You may not yet hear jingle bells, but the holidays are “coming to town.” Prepare yourself by thinking ahead and speaking with your printer about options for your holiday promotion. Proper planning can lead to great return on investment, which is a present in itself.

It doesn’t take a super detective like Batman to figure out that booklets and other printed pieces need to have a binding. Without the binding, some printed pieces would be clumsy and fall out when opened, which is far from “super” for your return on investment. But just like Batman and Robin, printers like Kopytek have a full arsenal of techniques in their “utility belts,” to make sure that your printed piece uses a binding that works best for your project.

For hundreds of years, binding and printing have gone hand-in-hand with each other. We sometimes joke that the two are a printed piece dynamic duo, complimenting each other to create more organized and complete printed pieces.

Binding can be used to connect direct mail, booklets, brochures, manuals, calendars, and much more. And for any of these printed pieces, there is a binding to match, ranging from sleek and sophisticated to inexpensive and functional.

The process of binding often begins with what is called a punch or a score. A punch is the process by which a machine will line up your printed piece and punch the necessary holes for a wire or plastic binding. Depending on the binding chosen, there will be a different sized punch to match. And a score is the process where a fold or channel is created in your printed piece. This is often used when making booklets that will use a staple binding.

Now that you know the steps to create a binding, give us a “Holy binding, Batman” and check out some other binding options we offer at Kopytek:

Saddle-Stitching (Stapling): One of the most common and economical types of binding. After the score is put into your printed piece, two staples are inserted, usually two inches from the top and bottom to create a folding printed piece.  This is usually only for thinner pieces.

Tape Binding: A technique where a piece of tape is glued to the spine of a printed piece, often a booklet, this type of binding does not require punching.

Spiral Binding: Comes in plastic or wire. A spiral binding can hold a variety of sizes and offer a variety of colors for your printed pieces.

Perfect Binding: Often used for thicker printed pieces like a book, the cover of the piece uses thicker paper and the spine is glued together with a very strong and flexible glue.

While we might not print out of the batcave, we do use the latest in technology to offer you more options and better prices. All of our binding work is done under one roof at our state-of-the-art facility, meaning faster turn around times for you. If you are looking for a printed piece with binding, don’t throw up a bat signal, just give us a call and we can work with you to create a printed piece that is within your budget and perfect for your needs.

Let’s play a game with a paper fortune teller. Remember that? It was the cone shaped game where just a few simple questions could give you the future! What color do you choose? B-L-U-E What number do you choose? 1-2-3 Your future is…. (unfolding a corner of the cone) your next direct mail piece will be wildly successful bringing you tons of new business. YAH! That was so easy, but can this mystical paper cone really predict the future?

Our guess is probably not. But there are other types of creative folds and sizes you can use on your printed piece that can make it stand out and increase your chances of a response. Think of a tri-fold brochure.  You’ve probably seen or received one in the mail, opening to reveal three panels all of equal size. It’s simple, compact, and very economical – perfect for some situations.  There is nothing magnificent about this configuration, so your design and messaging will be key to draw your reader in.

Maybe you want to think outside the box and beyond the world of tri-folds.  Consider some other options, like:

• Gatefolds – Unfolding like the gates of castle, this printed piece has two panels which make up the front. When opened they reveal an area of four panels, a huge amount of space for copy and pictures. Gatefolds come in a number of sizes depending on your preference and price range.

• Half-Folds – The front cover of your brochure doesn’t always have to close all the way, thus concealing the entire inside. Instead, give your readers a “peek-a-boo” effect by folding your cover just part of the way.  It creates a unique design, and possibly even a unique size that will stand out in the crowd.

• Z-Folds – Think of a z-fold as an accordion, where your piece is folded back & forth in alternating direction rather than “rolled” into a fold in one direction.  Z-folds can be used in a traditional tri-fold scenario to give it a bit of the unexpected, or can be incorporated into a custom size for an even more one-of-a-kind appearance.

The possibilities are nearly endless, and unique folds and irregular sized printed pieces often are placed on the top of a stack of mail or papers, giving your piece an advantage.

As always, speak with your printer before you begin design.  While they can deliver a bigger impact, custom sizes and folds will affect the overall price of your printing and postage.  Have an idea for an odd shaped piece or unique fold?  Never fear – Kopytek can help walk you through your project.  Call us at 314-432-2700 or email sales@kopytek.com.

Not surprisingly, we never really grow out of our love for shiny things. Think about how a child operates, they are in deep concentration working on their building blocks…and then something shiny in the room reflects, immediately grabbing their attention. While most adults no longer play with blocks and chase shiny things across the room, (we know you wish you still could) other shiny objects still grab our attention.

A similar effect that marketers use on printed pieces is called a spot varnish. This special effect highlights specific areas of the printed piece (post card, brochure, business card) with a shiny, clear coating that adds texture and directs your reader without being overwhelming. For example, you want to draw attention to the fact you’re having a big sale next weekend, a spot varnish can get your readers to look at the detail. Or if your brochure is next to your competitor’s, a spot varnish on the title can give that extra push and be more noticeable.

Also, spot varnishes come in a few different finishes, including a gloss, matte and satin. A gloss finish is best used on photographs, offering them protection, giving off a reflection and enhancing the color. A matte finish does not have a gloss or shine, giving a softening effect. And a satin finish is a combination of gloss and matte, giving you elements of both effects.

While making your printed piece more attractive and effective, be sure to communicate with your printer when planning a spot varnish. They will be able to specify how to mark your spot varnish on the proof and give you direction to make the most effective printed piece. And remember, using a spot varnish will require using an extra plate when printing, adding to the cost of your overall print run. But small details like a spot varnish can take your printed piece to the next level. If you have any questions about how a spot varnish can bring out the child in your audience, give us a call at (314) 432-2700.

Taking directions for direct mail isn’t like using MapQuest for your summer vacation – there aren’t specific directions to take you where you want to go. Instead there are elements that should be incorporated to make your direct mail piece work effectively. Remember even with the greatest mailing list, a direct mail piece lacking certain elements and without direction will only lead to one place, the trash. If done properly your direct mail piece will stand out among the millions of pieces of mail sent every year.

What’s the first thing people look at on a direct mail piece? The headline. Without a strong headline everything can become confusing. Make sure your headline delivers the message at the heart of your piece with big bold letters that won’t be lost within your copy. Your headline should take up at least 15-20 percent of the front of your direct mail piece.

And now that you have their attention, keep pulling them in with a subhead that leads into your copy. A subhead can add that small incentive your reader may need to continue. A subhead is especially helpful when you have more than one paragraph, giving your reader a place to begin.

Once your reader has made their way into your copy, spell out the benefits of your product or service. Many marketers make the mistake of only listing the features, but not the benefit. A correct example would say “the car has 270 horse power (feature), giving you superior acceleration to get on the highway (benefit).” Some readers may not know what horsepower is, but the benefit can explained. Don’t assume that you reader will associate your features with your benefits, no matter how obvious it is.

Now that they know what your product can do for them, give them an offer to get them to act. An offer can be “while supplies last” or “limited time offer.” Then close with a call to action, to tell them what to do, like “call now” or “check us out on our website.”

And whatever you do, do not forget your contact information and return address. Now that they want to act, give them a place to go. Include your name, phone number, website, and mailing address. Having a permanent mail address will give your reader confidence in your company, knowing that there is a real person they can visit.

Now that you have the “directions” for direct mail, it should be easier to craft an effective piece. If you feel you might have taken a wrong turn, you can always reach our experts at Kopytek who can surely point you in the right direction.

Welcome back, I hope you haven’t been lost without the other half of the color spectrum. Colors are very important to how we connect with a printed piece, just as important as the copy. Have you ever tried to read a list of colors, but the words where actually a different color than they read…like red. If you haven’t tried it, you’re probably going to read the color you see, not the color you read. Similarly that is how we react when we see colors on a brochure or direct mail piece. Here are the rest of the colors and their meanings and how they will affect your audience.

Green-Supports balance, harmony, growth, love, communication, being social, and acceptance. Green is the color for nature and environmental conscience and often associated with safety, especially medical products and dark green is associated with money. Green is the most restful color for the eye.

Blue- Increases calmness, peace, love, honesty, kindness, truth, emotional depth and devotion. It is the color of water and the sky. Blue is beneficial to the mind and body, because of its calming effect. Blue is often considered a male color and used to represent cleanliness.

Brown-The color of the earth symbolizes home, friendship, depth, stability, richness, nature, and tradition. Amber, a golden brown, represents courage and energy. Brown is the color of dirt, giving it n earthy environmental quality which is often coupled with green. Brown can stimulate the appetite, wholesomeness, steadfastness, simplicity, friendliness and dependability.

Silver-Removes negativity and symbolizes encouragement, communication, technology and a connection with stars and space.

Gold-Symbolic of the sun and glamorous attraction. It also represents strength, wealth, security and ease.

The best way to ensure you are using a color combination that works well with your printed piece is to talk to your printer. A printer with an experienced staff should be able to give guidance and help deliver a printed piece that will leave a lasting impression, and evoke the intended emotions of your audience.

If you’re red with anger and become blue with sorrow, does that mean there’s a period of being purple somewhere in the middle? Well maybe if you’re a chameleon, but for the rest of us, colors carry meanings that evoke emotions. Whenever you send out a printed piece, the colors, along with the design should make it easy for people to connect what they are seeing with your company and leave them with a lasting impression. Since continuity is important, the many printed pieces in your campaign need to feature the same colors so that your brand is easily recognizable. Here are some colors and their meanings, then consider how different color combinations will affect your audience.

Red- Communicates love and beauty. It increases stimulation, excitement, fun, attraction, anger and is the color of action. In Christianity, red symbolizes love, blood and martyrdom of Christ. Red also brings about feelings of security, trust, strength, ambition and leadership.

Orange- Represents enthusiasm, excitement and adventure. Orange is energy and brings a ‘get-it-done’ attitude. It typically symbolizes Hinduism and Buddhism emitting feelings of happiness and balance. Orange has less intensity than red and is calmed by the cheerfulness of yellow.

Yellow- The color of joy, gladness, delight, and the promise of a new beginning. It also represents warmth, playfulness, confidence. Being the color of the sun it evokes happiness, purpose, intelligence, idealism and the ability to follow one’s dreams.

Violet- Symbolic of power, majesty, spiritual goals, passionate beliefs, wisdom, visionary leadership, respect and wealth. It has been worn by emperors, military commanders and other high-ranking officials. In Christianity, purple means penitence; Thailand considers purple to be the color of mourning, which is not true in western culture.

Stay tuned for the second half of Colors That Evoke Emotion!

Social media sites might all seem like YouTwitFace to you – confusing, and hard to keep up with. Yet as confusing as it may seem to some, social media, (i.e. Facebook, Twitter, LinkedIn) can be a good form of communication. But take caution! While it is easy to look at Facebook’s 500 million unique visitors and want to immediately begin social marketing, it is important to remember that the best way to leverage this tool, and maximize reach in your target audience, is through a strategic mix of marketing tactics.

Social media has become a powerful tool in the marketers’ toolbox, complementary to other channels of communication, like direct mail. In fact, campaigns combining direct mail and the Internet yielded up to 25-percent higher response rates than Internet alone. Social media sites like Facebook are different from traditional marketing because it is a conversation. This gives companies the ability to listen and respond to their customers’ needs and make adjustments to their campaign.

But since it is a conversation, social media cannot be just one sided. Marketers sometimes confuse this and simply approach social media as another promotional tool. Using social media strictly to send marketing messages doesn’t work. The moment people feel they are being marketed to, they will turn you off.

That is why you can’t just rely on social media to run your campaign. You need more to keep it going and to penetrate different demographics. Having a mixed marketing campaign helps achieve this goal. It is known that 96-percent of generation Yer’s are on social media, but considering 70-percent of Facebook users are not in the United States that can leave approximately 150 million Americans not in touch with social media, making it important to integrate. By doing so you can capture more information on your customer, raise direct mail and social media responses, and give your customers somewhere to go when they read your messages.

Marrying the two lets marketers become more targeted and strategic with their dollars. Social media and printing are now more than ever interdependent with one another. Even Kopytek has joined the social revolution tying in our blog, twitter account and direct mail pieces to communicate with our customers. And if you think like Conan O’Brian, and feel that someday Youtube, Twitter and Facebook will merge to form one super time wasting website called YouTwitFace, give us a call or message us at @kopytekstl on twitter and we can help.

Maybe that’s not exactly what Francis Scott Key wrote during the shelling of Fort McHenry, but it is certain that without the printing press the American Revolution may have never happened. That’s because the printing press was America’s first collective voice. During this time freedom of speech was not protected and printing was the only way to spread information on a large scale. Even before the first shots of the Revolutionary War, British and Colonial newspapers took verbal shots at each other in the form of print, fighting for the hearts and minds of the Colonists. It was this struggle that eventually led to war.

During the 18th century, most early Americans received their news through newspaper. By 1775 during the beginning of the outbreak of the war, the number of newspapers exploded, giving Americans updates on the war and a forum to discuss their dissatisfaction. But not all writings were in newspapers.  Patriots like Thomas Paine distributed their information in pamphlets.  Paine’s piece, called “Common Sense” which argued the need for independence, was printed in a quantity of one half million copies for the only few million Colonists. And quite possibly one of the most famous images ever was the depiction of the Boston Massacre made by Paul Revere. This image was so powerful in fact, that the British hoped they could contain its spread. But thanks to the early post office and overnight riders, the newspaper was distributed to all the colonies.

Because of these early events of bravery by our founding fathers, we are able to enjoy the freedoms we have today. While the printing press was not invented in the United States, it has become a symbol of free speech and is distinctly American. Since the earliest days that we have called ourselves Americans, printing has helped give us a voice to freely express information and opinions. When we refer to freedom of the press, it’s because under British rule it was considered a crime to print anything which criticized the government.  The decisions made more than 200 years ago to fight for the freedom of speech have shaped our county today. If colonist would have chosen to go silently, never raising their voices, we would all be eating fish and chips! Kidding aside, printing is a part of our culture, and without it we wouldn’t be who we are.

“Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.”
-Bill of Rights, First Amendment