Integrated Marketing: The New "In" Thing for In-plants

In our constantly changing world of work, human resources consultants stress the importance of employees keeping themselves “marketable”—obtaining skills that look good on resumes and that seamlessly transfer into different industries. In much the same way, in-plant printing departments need to ensure their viability, too, while at the same time strengthening their overall value.

“In-plants need to lead the charge and show the importance and usefulness of leading-edge technologies,” says Debbie Pavletich, immediate past president of the In-Plant Printing and Mailing Association (IPMA) and graphic services manager at Briggs & Stratton Corp. “It’s critical for in-plants to partner with their organization’s customers,” she adds.


Lunchtime session

That’s why IPMA and In-Plant Graphics magazine are co-sponsoring a free lunchtime educational session for in-plant printers today, Tuesday, October 5, from 11:30 a.m-1:30 p.m. in Room S504. The session, “Integrated Marketing—The Next Step for In-Plants,” will educate attendees on how to help drive response rates, build marketing intelligence, boost sales and add strategic value to their organizations. Specifically, it features a panel of in-plant experts from three industry segments showcasing how they successfully implemented transpromo, Quick Response 2D barcodes, pURLs and variable data within their environments to generate a significant return on investment. Attendees will learn not only the “what” of integrated marketing, but also how to apply what they learn during the session to their operations when they return home.

“Like all graphic communications professionals, it’s important for in-plant professionals to stay ahead of the technology curve and make continued investments in their operations,” notes Ralph Nappi, president of the Graphic Arts Show Company (GASC). “Unfortunately, in-plant printers face a unique challenge in that the very people they serve are often also the ones who sign off on their investment decisions.”

But, Ms. Pavletich adds, “Who better to present solutions to the marketing department than the in-house printing operation? We know the business and the corporate culture and have direct access to all internal customers.”