Marketing Materials: Print In-House or Outsource?

Getting a brochure, newsletter, direct-mail piece or other type of marketing document printed involves many decisions, not the least of which is determining how to get the result you want at the lowest cost. High-volume runs of complex publications are usually best left to a commercial printer. Still, today's imaging equipment and software options have made it much easier for organizations to print many of their own marketing materials in-house— with significant savings.

In-house printing allows you to:

– Print as needed.

Organizations that outsource printing must order larger quantities of publications to ensure they're always available and come in at a reasonable cost per piece. That means having to find or pay for space to store them.

– Change content quickly.

Printing in-house allows you flexibility to update contact information, statistics and other details that can change periodically. Stockpiled publications, on the other hand, may easily become outdated and eventually wasted.

– Customized publications.

Merging personalized information into publications is a cinch when you print them yourself. You can also easily tailor your communications to various audiences.

Printing your organization's marketing materials in-house does require some investment—a competent printing machine and the right software. To find out if in-house printing is an economical alternative for you, use the online Print Cost Calculator provided by HP at http://www.hp.com/sbso/productivity/color/print_cost_calc.html. Ready to save? We'll be happy to help guide you through the process of establishing your own publishing center, with all the resources and expertise you need to produce great marketing pieces at lower costs.

Selecting the Right Paper for the Job

Whether you print your own publications or outsource them to a commercial printer, deciding what paper to use should be your first step in the design process. The look and feel of the paper you use for brochures, annual reports, handouts, etc., can communicate a lot about your organization's priorities, values and goals. Picking the right paper can also save you money.

Here are some questions you should ask yourself when selecting a paper type for your projects.

1. If printing in-house, what weights and types of paper can your printer handle? Check your printer's user manual.

2. How will the publication be distributed? If sending a self-mailer, be sure the paper weight can stand up to automated processing but not be so heavy as to spike your postage costs.

3. Is the piece likely to have a long life span? You'll want a lighter, less expensive stock for handouts that are likely to be read then tossed away quickly. Publications that will be used over time or archived should be of heavier, longer-lasting paper.

4. What type of paper best suits the nature of your organization and message? Recycled papers with more natural textures are a good choice for organizations with an environmental focus. Glossy finish, thicker papers would be more suitable for marketing to an upscale audience.

5. What finishing processes (stapling, folding, perforations, hole punching, etc.) will the paper need to stand up to?

True or False?: Cost of Printing Depends on . . . ?

The actual cost of printing a single page depends on:

a. The printer's density setting
b. The printer's hardware and software technology.
c. The cost of the cartridge.
d. The amount of ink or toner that covers the page.
e. All of the above.

If you chose "E" you are correct! Many factors go into determining how much money you spend printing per page. Some printers are more efficient than others at using ink and toner. Some cartridges, while more expensive to purchase, may print many more pages than a less expensive cartridge. Printer settings (draft, fine, etc.) can decrease or increase per-page costs considerably. And, of course, costs vary according to how much text and graphics are printed on the page.

Consolidate information to reduce page counts. Print on both sides of the page!

Get it right the first time. Make sure at least two good proofreaders check your message to ensure it is complete, accurate and mistake-free before printing.

Scrub mailing and distribution lists so your printed communications get to the right people—without duplication—and to no one else.

Provide readers with an "opt out" mechanism whereby they can request to be taken off your mailing/distribution list.

Staying Current: Color Printers are More Affordable Than Ever!

Thanks to steadily dropping prices, even small businesses and some home offices can now afford color laser printers with low-end models now in the $500 range. While it is true that color lasers still carry higher price tags than inkjets, when you take into consideration the cost per page of printing, a color laser may actually be the most affordable choice.

The experts at CRS Printek.com advise that if you print 6,000 pages or more per year, a color laser printer could save you a lot of money compared with an inkjet.

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