Printer in Transition: Mail Print

True variable data printing requires a certain collective mindset by the entire company to pursue all of the elements necessary to be successful. There’s no half-way in variable data. That pretty much sums up the philosophy of Mail Print CEO Gina Danner.

She said she likes to think of her company as a marketing software company that happens to own an extensive array of offset and digital printing equipment. But she doesn’t use her digital presses for short-run printing the way others do; she pushes variable data technology to the limit. She prints a catalog for one of her clients that has almost 1,000 variable elements in it.

Kansas City-based Mail Print has stayed ahead of the curve in terms of variable data. In fact, as many printers are looking for ways to cut back, Danner, who owns the company with her two brothers, is focused on growing the business. Mail Print recently expanded by about 10,000 square feet. The expansion doubles the size of the company’s original space, which was 20,280 square feet in 1996.

This consistent growth is a direct reflection of careful planning and market evaluation by the owners of the company. Twenty years ago Mail Print produced lots of letterhead and envelopes, however with the advent of e-mail as a core business tool, letterhead production is virtually gone. Today Mail Print is more of a total marketing service provider than a printer.

“We were fortunate to learn about digital printing years ago when a prospect approached us with a project,” Danner noted. “And in 2001 we leaped into digital with Indigo technology. With a core piece of business already on board it was a painless investment for us.”

According to Danner, “You have to make a cultural shift—change the DNA—of the company in order to be successful. The personnel has to be computer-savvy and you need to invest in the design skill set. Some things you can’t outsource.”

Mail Print employs 73 people, which includes designers, salespeople, office support, and production and IT staff. “We researched what software and tools we needed to do variable full time and we put that technology in place,” Danner added.

The company, which was a quick printer when it was started in 1988, now offers:

• Creative Services
• Data Security
• Database Management
• E-mail MarketingGreen Initiative
• Marketing Automation
• Marketing Communications Portal
• Multi-Channel Marketing
• Personalized URLs
• QR Codes
• Variable Data Printing
• Web-To-Print

“The variable data printing world is not an easy one—the method of delivery is different, and there are more changes from clients for a piece” than there were 20 years ago, but Danner said the company is committed to keeping up with the changes and will not let the down economy dictate her business decisions.

“We traditionally expand sales and marketing efforts during declining markets; this ensures that when everyone else decides to start marketing because the economy has turned around, Mail Print is already having sales conversations with the right people. Our sales people are not allowed to use the economy as an excuse for not making sales calls,” she added.

Her enthusiasm is working. This year Mail Print’s bottom line is very strong—ahead of last year’s. “Ninety-five percent of what we do is variable data, not short-run color and it’s working for us.”

Danner’s business strategy is to put 3 to 5 percent of the company’s yearly revenue back into research and development at the company. Mail Print posted revenue of $17.5 million in 2008. Mail Print invests in new equipment when it sees a need to. Currently, the firm owns two Indigo 5000s and two Indigo 7000s. The production department also includes a Ryobi and a Heidelberg for offset printing.

Her advice to other printers looking to add variable data printing to their mix of offerings includes: