MONEY COLOR THE OF
VOLUME 6, ISSUE 4
Winter 2024
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From the Mountaintops
PUBLISHER’S NOTE
At Fujifilm, we believe that despite a world dominated by digital noise, print has become more valuable than ever. For any of your clients that are looking to stand out, make a lasting impression, and deepen their connections with customers, print is the answer. In turn, any thought-leading printing company should be shouting from the mountaintops that print matters— not just because it’s tangible, but because it shows an investment in relationships that digital mediums simply can’t match.
Marketers seem to shy away from print because they assume it’s too costly. However, the truth is, the sheer volume of digital content today makes it incredibly hard for brands to break through the noise. People scroll past digital ads and emails in the blink of an eye. Meanwhile, a highquality print piece has the power to stay with someone—literally and emotionally. It can linger on a desk, evoke a tactile connection, and serve as a constant reminder of your brand.
It has staying power, something rare in today’s fast-paced digital landscape. Even the youngest generations, those most familiar with screens, are enamored with print. To them, it’s almost novel, a nostalgic touchpoint in a digital world. But more importantly, it makes people feel seen and valued.
While there are many new ways to leverage print—from packaging to signage—let’s not forget that print remains the most empathetic channel available. It delivers messages with care and creates lasting relationships. That’s why it’s critical for us all to champion print as the go-to for deeper connections.
While there are many new ways to leverage print—from packaging to signage— let’s not forget that print remains the most empathetic channel available.”
In this issue of print illustrated, we dive into how great color can directly drive revenue for your clients and why your organization must continue evolving as a learning organization to remain vibrant.
Enjoy, and remember: Print matters as much today as it ever has.
02 04 06 10 14
INK SPOTS
Tactics, stats, and trends that matter
LEADING THE PACK
How the FUJIFILM ACUITY PRIME is keeping Midland Metal on top of its game
THE MONEY OF COLOR
Why it is a built-in advantage
THE COMPETITIVE EDGE
Becoming a learning organization
A BRAND
NEW BALLGAME
How the FUJIFILM ACUITY PRIME and Kongsberg cutter helped revolutionize ORC Industries’ workflow
ONE-ON-ONE WITH THANH NGUYEN CMO, The Standard Group
This may seem like I am preaching to the choir, but it is worth reminding you to accentuate the fact that print, when done right, stands out. It shows care, thoughtfulness, and sophistication.
Warmest regards,
Mark Friedman Vice President of Marketing, FUJIFILM North America Corporation, Graphic Communication Division
print illustrated is published quarterly by FUJIFILM North America Corporation, Graphic Communication Division
Copyright 2024
All rights reserved
Managing Editor Gregory Pas, FUJIFILM
Creative and Editorial Direction
PLATES
Fujifilm SUPERIA LH-PL thermal plates SCREENING
Fujifilm 175 line Co-Res Screening
INKS/COATING
Outside cover prints 4/c process HUV ink plus overall Gloss Aqueous Coating. Inside cover and body prints 4/c process HUV ink plus overall Satin Aqueous Coating.
Conduit, Inc.
conduit-inc.com PRESS Komori GL 840
INK SPOTS
Tactics, stats and trends that matter
GOING RETRO
Print has an amazing opportunity to capitalize on nostalgia to evoke positive emotions and foster brand trust. Retro designs in print ads resonate with consumers seeking comfort and authenticity, leading to stronger brand connections.
A study by Mintel in 2023 found that 55% of consumers feel positive toward retro-themed advertising, associating it with trust and authenticity.
Minimalism and clean design are all the rage. Print ads are increasingly adopting minimalist designs, focusing on clear messaging, bold typography, and ample white space. This approach reduces visual overload and directs attention to the key message, leading to higher audience engagement and retention.
According to a 2023 Adobe Report, 67% of consumers prefer simple and visually appealing advertisements, with clutter-free design contributing to better message retention.
GOING SMALL AND GETTING REAL
Augmented Reality (AR) in print is exploding. AR in print ads allows static visuals to come to life with interactive elements when scanned with a smartphone. This gives print an edge in terms of engagement and innovation, drawing more attention and making ads more memorable.
The AR market is expected to grow from $15.3 billion in 2022 to $50.9 billion by 2028 (Market Research Future). AR-enhanced print ads are a small but growing part of this trend.
TACTICS
Print is Vital to your Clients’ 2025 Campaigns
Print allows them to...
Get Personal
42%
According to McKinsey’s research, personalized marketing generates a 42% higher response rate compared to non-personalized messages. VDP allows advertisers to customize ads with individual names, locations, purchase history, or preferences. Studies show personalized ads result in higher engagement and response rates, making them highly effective for targeted campaigns.
Be Eco-friendly
73%
A 2019 Nielsen study found that 73% of global consumers are willing to change their consumption habits to reduce environmental impact. Subsequently, a 2023 Nielsen study found that sustainability-themed advertising is still an enduring trend, with companies across various sectors prioritizing the ecological sustainability of their products and manufacturing processes. This suggests that integrating eco-friendly messages into print advertising can enhance consumer engagement and response rates.
42%
Play Nice with Others
According to InfoTrends, print ads integrated with digital components, such as QR codes, saw an engagement rate increase by 42%. By combining print with digital technologies like QR codes or Augmented Reality (AR), advertisers can drive more traffic to their digital content. This convergence increases overall engagement and creates a seamless experience between print and online campaigns.
Stand Out
42%
The Data & Marketing Association notes that direct mail with a high-end look and feel boasts a 37% higher response rate than standard mail. As digital ads flood the market, print advertising is being repositioned as a luxury medium. High-quality paper, unique finishes (e.g., embossing, foil), and creative designs are used to make print pieces more memorable and impactful, especially in high-end sectors like fashion or automotive.
LEADING THE PACK
How the FUJIFILM ACUITY PRIME is keeping Midland Metal on top of its game
Established in 1923, Midland Metal Products is a family-run business that has transformed from a small wire shop into a premier metal fabrication manufacturer. Headquartered in Hammond, Indiana, its state-of-the-art facility specializes in wire, sheet metal and tube production, along with assembly, packaging, digital printing and cutting capabilities.
A leader in embracing new technology and automation, the ISO 9001:2015 certified company designs and manufactures everything in-house, ensuring it does not make delivery promises it cannot keep.
The Challenge
As a job shop specializing in custom metal fabrication, Midland Metal is heavily involved in producing pointof-purchase (POP) advertising and marketing displays. The displays often required print graphics and
signage, which Midland outsourced to a number of different print houses. In 2016, after a major disruption in regional print graphics supply chains caused several key projects to grind to a halt, Midland Metal faced increasing pressure from its customers to deliver.
Depending on external printing sources for printed materials like images and numbers on sheets that guide the restocking of products on metal racks, the missed deadlines were mounting. “It was not only
leaving us vulnerable and unable to control our production timelines, but it also impacted our ability to take on new business,” says Facilities Director BJ McDonald. “The dependency on outside sources resulted in expensive products sitting in the warehouse awaiting the printed materials before they could be shipped.”
The Solution
As the supply chain disruption raged on, McDonald approached Fujifilm’s David Berwanger, Sales Manager, and Glenn Fisher, Wide-Format
Sales Specialist, for assistance. Despite not being directly involved in the printing industry, McDonald saw an opportunity to bring the printing process in-house. “From BJ’s perspective, he understood that partnering with us because of the support we could offer through our service department would be invaluable. He was looking for guidance,” Berwanger says.
Midland Metal initially purchased used equipment based on Fujifilm’s recommendations and received extensive support from its service department, including guidance on everything from installation, workflow creation and media selection. In 2019, after Midland Metal decided to move its manufacturing facilities from Chicago to Indiana, McDonald again reached out to the Fujifilm team. This time, it wanted to explore an upgrade strategy, which included the ACUITY PRIME® and Kongsberg cutter, which Fujifilm recommended and helped provide incentives to make the purchase more attractive.
The Results
The ACUITY PRIME paid immediate dividends. For example, the Prime
allowed Midland to run projects at speeds of 23-25 boards per hour, compared to the previous seven, effectively tripling their output. It also helped resolve previous issues with banding, particularly during large flood coats of single colors. “The high quality and color consistency of the prints from the ACUITY PRIME met the stringent standards of major brands, reducing dissatisfaction and callbacks,” McDonald says. “Brand consistency is critical in our industry.”
The high quality and color consistency of the prints from the Acuity Prime met the stringent standards of major brands, reducing dissatisfaction and callbacks.”
— BJ McDonald, Facilities Director, Midland Metal Products
The ACUITY PRIME’s ability to handle a wide variety of materials without the need for constant profiling or calibration also allowed the Midland team to remain nimble and responsive to its customers’ diverse demands. “Bringing everything inhouse has allowed us to control our own production schedules and reduce operational risks,” McDonald says.
AT A GLANCE
The Challenge
Midland Metal faced production delays and lost business due to reliance on outsourced print graphics, which hampered their ability take on new projects.
The Solution
Midland Metal upgraded to the ACUITY PRIME and Kongsberg cutter to bring printing in-house.
There was another mutually beneficial aspect of the partnership. The comprehensive support Fujifilm offered during the installation and training phases not only ensured that Midland Metal’s operators were proficient with the new equipment, but also helped it create a framework for training sessions that address startup issues and ongoing support for newcomers to the ACUITY PRIME. “Even though people externally would interpret the problems as machine problems, they were caused by the operator,” Berwanger says. “If an operator is not trained, that’s our problem; it’s not on the operator.”
The partnership has become a model program for the Fujifilm team, one that McDonald can vouch for. “This is why I bought it from Fujifilm. If I have any questions or issues, they are there. My team, which does not have professional print operators, appreciates that. The partnership has enabled us to bring even more print work in-house, meet production deadlines, and enhance the overall operational efficiency and productivity of our process.”
The Results
The ACUITY PRIME tripled Midland Metal’s output, improved print quality, and allowed better production control.
OF COLOR
C THE MONEY
Why it is a built-in advantage
ommunicate. Evoke emotions. Enhance brand identity.
Drive behavior. When you sit down and really evaluate the inherent power that color can add to the printed product, Jeff Hernandez says the takeaways can be, at times, iconic.
• Coca-Cola’s red reinforces brand identity, making the brand instantly recognizable.
• Tiffany & Co.’s blue symbolizes luxury and exclusivity, making materials instantly identifiable.
• Target’s red and white grabs attention, tapping into consumer urgency.
• Home Depot’s orange reinforces the brand as the go-to for DIY and home improvement.
• Starbucks’ green symbolizes growth, sustainability, and building trust.
• McDonalds’ red and yellow evokes hunger and excitement, driving urgency in promotions.
• FedEx’s purple and orange symbolizes speed and reliability in logistics.
Hernandez, VP at Classic Color in Broadview, Illinois, is never surprised by the impact of color— not just in helping brands stand out in competitive, crowded markets, but in shaping their
identity and elevating their stature. “Strategic use of color strengthens brand identity, influences behavior and enhances marketing effectiveness. Color works more effectively than blackand-white or standard 4-color printing, and makes printed materials more engaging and memorable, directly impacting campaign success.”
For printers seeking to further help their clients embolden the initiatives or campaigns they are creating, the options for strategically utilizing high-impact color abound. It also helps in bolstering the ROI. Hernandez breaks down six ROI advantages, including:
Increased Engagement & Conversion Rates
For print businesses: High-impact color services attract premium clients, boosting revenue. For clients: High-impact boosts engagement, leading to higher sales.
2
Premium Pricing for Value-Added Services
For print businesses: Offering premium services enhances profitability and market differentiation. For clients: Specialty printing increases perceived value and ROI.
3
Stronger Brand Identity & Loyalty
For print businesses: Satisfied clients return, providing steady revenue and reducing acquisition costs. For clients: Consistent color strengthens brand recognition and loyalty.
4
More Effective Marketing Campaigns
For print businesses: Color-driven campaigns encourage clients to increase print budgets. For clients: High-impact improves message retention, driving successful campaigns.
Higher Response Rates
For print businesses: Successful color campaigns improve client retention.
For clients: High-impact evokes emotions, boosting sales.
Faster Decision-Making & Brand Recall
For print businesses: Expertise in color management opens new revenue streams.
For clients: Color shortens the sales cycle by influencing faster decisions.
“Color printing enhances ROI for clients by improving outcomes, while print businesses benefit from increased profitability and client retention,” Hernandez says.
From a sales and marketing perspective, the power of color also effectively helps communicate their
messages (see sidebar, 10 Ways Color Wins Clients and Influences Campaigns), particularly since printers can communicate the value of color by focusing on its tangible benefits to marketing, brand visibility and engagement.
“These innovations offer financial advantages by reducing costs, improving speed and enhancing marketing impact.”
Strategic use of color strengthens brand identity, influences behavior and enhances marketing effectiveness.”
— Jeff Hernandez, VP, Classic Color
“Recent advancements in color printing make it more accessible and cost-effective while delivering highquality results,” Hernandez says.
In print’s ever-evolving landscape, technology continues to make its presence felt, especially in the world of color. For example, eco-friendly inks help lower waste and energy costs. In the area of high-definition (HD) printing, technologies in color have given end products sharper, more accurate colors, while Extended Color Gamut (ECG) has helped expand color possibilities without custom inks, reducing costs.
In addition, advancements in inkjet and laser are offering more support for more spot colors, and enable vivid, accurate color reproduction while maintaining speed and quality.
THE ‘MONEY OF COLOR‘ WHAT IT MEANS AND WHY IT MATTERS
If you have not heard it, ‘The Money in Color’ presentation by Fujifilm’s Don Schroeder and Ben Lubin speaks to the transformative power of color in today’s print industry. More importantly, the presentation shows how color directly impacts a company’s bottom line.
Schroeder, Senior Director Solutions Development and Professional Services, and Lubin, Solutions Development Analyst, paint a picture of the evolution from traditional print processes to a more automated, datadriven environment. Their analysis emphasizes the importance of cloudbased solutions and automation in streamlining workflows, reducing costs and improving overall productivity.
One of ‘The Money of Color’s’ key takeaways is the financial value that efficient color management can bring to printers and brand owners alike. By optimizing color workflows, Schroeder and Lubin show how it not
only enhances the quality of printed products, but also shortens the time to market, reduces waste and increases customer satisfaction. The added—and most prevalent—factor is how by maintaining consistent color standards across different platforms and substrates, everybody wins.
You will find how standards such as G7 and ISO help ensure consistency and accuracy in color reproduction— standards that allow companies to meet client expectations with fewer errors and reprints. You will find how these standards play a crucial role in building trust with clients, providing reliable and repeatable color results, regardless of the printing equipment or process used.
Their presentation also underscores the significance of automating color management processes. By adopting cloud-based tools, companies can centralize color management, making it easier to store, access, and share
color data across various locations and departments. This helps eliminate the traditional reliance on a single “color expert” in the shop and creates a system where the entire team can ensure color accuracy, even when that expert is unavailable.
‘The Money of Color’ also touches on how automation and AI can help mitigate labor shortages and reduce reliance on skilled technicians. Automated workflows can handle repetitive tasks, allowing staff to focus on more value-added work, improving both job satisfaction and overall efficiency.
In an ultra-competitive print landscape, by learning to embrace the tools and technologies Schroeder and Lubin discuss, today’s printers can future-proof their operations, ensuring they stay competitive in an everevolving industry.
The technological edge
The advancements in a printer’s ability to be more creative in their client presentations remains an advantage for Thysse, the third-generation, family-owned commercial printer and brand experience provider.
President Dean Bott says that each relationship and project the Oregon, Wisconsin, company approaches begins with the understanding that visual brand elements create connection, inspire action and transform spaces.
“Color printing is the only printing we know here,” Bott says. “Yes, there are some occasional monochrome pieces we produce as a convenience for our customers, but the real value in the services we provide is wrapped tightly around our brand promise to our clients—’We value your brand in everything we do.’ And while that is easy to say, it is more difficult to accomplish. As we all know, the marquee brands are as easily recognizable from their brand colors as they are their logos or taglines.”
WAYS COLOR WINS CLIENTS & INFLUENCES CAMPAIGNS
Consumer Behavior
Point: Color boosts brand recognition by 80% and increases retention.
How: Use data and compare high-impact vs. normal color or monochrome campaigns to highlight effectiveness.
Emotional Connection
Point: Colors evoke emotions that influence purchasing, e.g., blue for trust, red for urgency.
How: Align specific colors with client branding to maximize impact.
Increased ROI
Point: Color printing leads to higher response rates, boosting ROI.
How: Use case studies to show how color increases sales and provide ROI calculators.
Brand Consistency
Point: Consistent color builds recognition and loyalty.
How: Offer color management services to ensure accurate reproduction.
Psychological & Marketing Power
Point: Colors guide attention and drive purchases.
As we all know, the marquee brands are as easily recognizable from their brand colors as they are their logos or taglines.”
— Dean Bott, President, Thysse
Bott says that faithfully maintaining the integrity of those brand colors requires printing processes that embody the science of color, dedication to color management, defined standards, quality control and a commitment from all levels of the organization. “Maintaining that commitment across multiple devices (from copiers to presses to
How: Use visuals to demonstrate how color highlights key messages.
wide-format printers and everything in between), multiple technologies (toner, offset, inkjet, latex, dye sublimation, etc.) and neverending myriad substrates can be excruciating.”
The upside, and the one that Bott and his team strive for with each project, is that when all the pieces come together, it truly is a sight to behold. “There is a recognized and appreciated reproduction of brand standards across substrates, devices and even campaigns that ensure
Differentiation in
Competitive Markets
Point: Color helps brands stand out.
How: Highlight how premium color printing adds exclusivity.
Premium Specialty Applications
Point: Specialty treatments (e.g., metallic inks, UV coatings) elevate materials.
How: Offer samples showcasing luxury finishes.
Environmental Considerations
Point: Eco-friendly printing appeals to sustainabilityfocused businesses.
How: Highlight green options that align with corporate responsibility goals.
Personalized & Data-Driven Solutions
Point: Personalized color strategies improve engagement.
How: Offer customization options based on recipient data.
Samples & Visual Proof
Point: Seeing is believing— samples prove the impact of high-impact printing.
How: Provide vibrant portfolios and mock-ups to showcase quality.
continuity, and a consistency that passes both the eye and value test.”
In a changing industry, the power of color remains a constant force, shaping perceptions and driving brand impact. With technological advancements making vibrant, precise color printing more accessible and sustainable, today’s printers have an unprecedented opportunity to help their clients create memorable, impactful campaigns, truly embracing the money of color.
THE COMPETITIVE EDGE BECOMING A LEARNING ORGANIZATION
t was always about curiosity. Even at five years old, when Spencer Coleman would hang around the sign shop with his parents, he had that knack for asking questions. The family-owned Signarama in Wasatch Back, Utah, would be the learning ground for what was to come. By the time Coleman assumed the reins of the full-service sign center tucked away in a small mountain community surrounded by high-end ski resorts, he had learned the ins and outs of every aspect of the business. It has become crucial for our business to continue to learn as the industry is always striving to push the limits and technology in moving forward.”
But that was just the beginning. That early exposure to the business laid the foundation for a leadership style that emphasizes curiosity, innovation and learning. He credits his father for allowing him to explore every aspect of the company—a mindset that continues to push his creative boundaries. Today, Wasatch Back Signarama handles everything from simple business cards to custom monument signs, including banners, business and directory signs, custom graphics, logos and signs, custom letters, trade show signs and displays, vehicle graphics and wraps, window decals, and more.
— Spencer Coleman, President, Wasatch Back Signarama
“It has become crucial for our business to continue to learn as the industry is always striving to push the limits and technology in moving forward,” says Coleman, who serves as President. “We have set aside time each week to learn new techniques and new ways to utilize our equipment to its fullest potential. As we have continued to improve our capabilities in the industry, we have become known as the print company that can. With a team ready to go as far as the industry will let us, our customers can see that and come for that experience and service.”
In today’s continually evolving technological landscape, staying ahead of the curve—and the competition—requires more than just knowing about the latest technology or equipment. As print leaders like Coleman can attest, the push to stay ahead demands a commitment to continuous learning and adaptation.
Wasatch Back Signarama’s learning environment is centered on a handful of core values. For example, each week the team meets to discuss solutions that may have popped up, focusing on potential troubleshooting scenarios. “The focus is on where we can find the answers or insights to our solutions,” Coleman says. “We also focus on learning by attending as many industry specific trade shows. Our team is committed to learning as much as they can from the techs who come in to service our machines. Our operators watch and learn as much about the equipment as they can as they have time when machines are getting upgraded or fixed.”
In his highly coveted book, “Workplace Learning: How to Build a Culture of Continuous Employee Development,” Nigel Paine expressed the importance for leaders
to help their companies become more agile, resilient and responsive. The book undertakes the context and practical steps required to facilitate the emergence of a learning culture in an organizational context, offering a treasure trove of practical advice, tools and case studies.
Paine, who runs a London-based consultancy that focuses on
leadership, creativity, innovation and e-learning, believes that for a company to compete effectively in today’s business environment, everyone must be adaptive and agile. One of the most practical and vital keys is initiating this in the workplace, which he says comes from developing a culture of continuous workplace learning.
1 2 3 4 5
KEYS TO CONTINUOUS LEARNING
LEADERSHIP SUPPORT
Leaders play a crucial role in championing and modeling the learning culture by encouraging and supporting continuous development from the top, down.
INTEGRATION OF LEARNING INTO DAILY WORK
Employees must have opportunities to develop skills continuously, with learning linked directly to their job roles and tasks.
PERSONALIZED LEARNING PATHS
Organizations should provide tailored learning experiences to meet individual needs, including leveraging technology and online platforms.
TECHNOLOGY UTILIZATION
Effective use of technology is essential to help create a more scalable and accessible learning culture.
MEASURING SUCCESS & ITERATION
It’s important to track the effectiveness of learning initiatives by using metrics to measure outcomes and iterating learning strategies accordingly.
Source:
During his research, Paine realized that too many companies were missing opportunities to transform their organizations. By focusing on the three Cs (compliance, competence and content), they were missing the additional 3 Cs (culture, connection and commitment). Paine believed that solidifying the culture of compliance without building a broader culture of learning was
missing the narrative. In turn, his research would show that by building a culture of learning and fostering a commitment to self-development and curiosity, new ideas would and could surface.
Providing its employees with the avenues to learn enables the Wasatch Back Signarama team to see what they are passionate about.
Coleman says this has sparked a curiosity that isn’t forced, but rather comes from truly wanting to be better and learn more. Each team member sees the benefits of learning throughout each day, each week, and each month. At the end of each year, it is satisfying to hear what some of the team’s favorite projects have been.
As the demands of today’s print industry continue to intensify, printers that prioritize knowledge-sharing, innovation and systematic improvement are the ones that will set the standard for others to follow.”
“You can see them connect the dots on how they are able to do this and this is all made possible by them continuing to learn about the equipment, the industry and about our customers’ dreams,” Coleman says. “Our leadership team has had to better understand patience in allowing time to develop and learn how this transition would take place. It hasn’t happened overnight. It’s been months and years in the making. But it takes effort every day to push to learn along with pushing for production to happen.”
As the demands of today’s print industry continue to intensify, printers that prioritize knowledgesharing, innovation and systematic improvement are the ones that will set the standard for others to follow. In the end, the true competitive edge lies not just in what a print team knows today, but in its capacity to learn and apply new insights for tomorrow.
“Workplace Learning: How to Build a Culture of Continuous Employee Development” by Nigel Paine
A BRAND NEW BALLGAME
How the FUJIFILM ACUITY PRIME and Kongsberg cutter helped revolutionize ORC Industries’ workflow
In 1966, James Holtan envisioned creating a nonprofit organization where people with disabilities could find meaningful employment and achieve greater independence. His vision became ORC Industries. From its humble beginnings with 15 employees in La Crosse, Wisconsin, ORC has not only become a leading example of job creation for individuals with disabilities, but also a pioneer on the cutting edge of development and manufacturing.
ORC Industries, which operates with the efficiency of a business, is dedicated to quality and community. This has led to the development of various divisions, including specialized sewing for the Armed Forces, material cutting and spreading, quality inspection, light assembly, packaging, embroidery, plastic injection molding, warehousing, logistics and snowshoe manufacturing.
The Challenge
When Redfeather—a subsidiary of ORC Industries, a company focused
on producing high-quality snowshoes in the U.S.—wanted to enhance the visual appeal of its products, Director of Sales & Marketing, Andrew Vittone, made it his mission to find a solution. Traditionally, the snowshoes featured plain-colored vinyl with small heat transfer logos, which paled in comparison to the intricate designs of its competitors’ imported models. “We wanted to surpass our competition with the visual appeal of our Redfeather snowshoes by adding the ability to print our own designs or custom ones.”
To make things even more challenging, the existing production process involved manually dye-cutting panels and applying heat transfers—a laborintensive exercise that required precise alignment to avoid errors. The approach also limited the customer’s flexibility in custom designs, as well as the ability to cater to special requests from clients seeking co-branded product partnerships.
The Solution
Led by Vittone, ORC Industries, not a traditional commercial print
company by any stretch, embraced a think-out-of-the-box solution. In the midst of his research, the path led Vittone to the printing and cutting market, where he felt that if ORC could control its own design, production and cutting processes, it could help across myriad levels.
After talking and demoing machines from a number of other printer manufacturers, his team traveled to Hanover Park, Illinois, for a demo with Fujifilm. “We ended up doing a production run on the Acuity Prime, which actually ended up being a live production run for us,” Vittone recalls. “We were working with one of our customers, Oskar Blues Brewery’s Wild Basin Hard Seltzer, on a branded snowshoe for a promotion of theirs. We ended up loving what we saw.”
What the ORC team discovered was that the FUJIFILM ACUITY PRIME® and Kongsberg cutter offered the capabilities that allowed them to create more intricate and appealing designs directly onto the vinyl panels. “The Acuity Prime’s precision printing technology enabled us to explore a wider range of colors and graphics, aligning with market demands and enhancing the product’s aesthetic
appeal. And the Kongsberg cutter provided accurate and efficient cutting, streamlining our production process and reducing the need for manual intervention. The integration not only facilitated the creation of visually striking products, but also improved the overall production workflow.”
The Results
Vittone says the installation of the ACUITY PRIME and Kongsberg cutter paid immediate dividends, including significant improvements in product quality and operational efficiency. “The ability to print directly onto the vinyl panels with vibrant colors and detailed graphics transformed the look of the snowshoes. It allows us to offer custom designs like the one with Wild Basin Hard Seltzer. The client was greatly impressed.”
AT A GLANCE
The Challenge
ORC Industries sought to enhance its snowshoes’ visual appeal and customization by enabling intricate printed designs.
The Solution
ORC Industries adopted Fujifilm’s ACUITY PRIME and Kongsberg cutter to create intricate snowshoe designs and streamline production.
On the production side, Vittone says the over-streamlined process has now enabled one person to handle both printing and cutting tasks, reducing the manpower required and eliminating the need for precise manual alignment during the heat transfer process. “This has created an overall more efficient workflow, even if we are only cutting one layer at a time compared to the previous method of cutting three layers simultaneously.”
The Acuity Prime’s precision printing technology enabled us to explore a wider range of colors and graphics, aligning with market demands and enhancing the product’s aesthetic appeal.”
— Andrew Vittone, Director Sales & Marketing, ORC Industries
Today, because ORC Industries is able to visually enhance and customize its product lines, it has opened itself up to new opportunities, positioning the company as a more innovative and competitive player in the snowshoe market. “The improved quality and aesthetic appeal of the snowshoes continues to receive positive feedback from the market.”
The Results
The new ACUITY PRIME and Kongsberg cutter improved snowshoe quality, streamlined production, and boosted ORC Industries’ competitiveness.
ONE-ON-ONE WITH
THANH NGUYEN
The Future of Marketing with Standard Press
CMO,
The Standard Group
With an impressive background in multichannel marketing and strategic innovation, Thanh Nguyen, CMO of The Standard Group, brings a wealth of expertise to the print industry. As a key member of the executive team, Thanh oversees not only marketing strategy and positioning but also the execution of advanced marketing initiatives. His role integrates closely with the sales and digital solutions teams, focusing on market expansion, product innovation, and developing forward-thinking solutions like brand and marketing portals, marketing automation, print activation technologies, and multichannel platforms. Thanh’s dedication to impactful marketing has led to numerous award-winning campaigns recognized by USPS, HP, and Neographics, each designed to elevate client engagement, inspire prospective customers, and drive growth for The Standard Group.
What are the key shifts you’ve observed over the years, and how should print companies adapt to remain competitive and relevant?
In today’s market, print businesses like The Standard Group must be as innovative and integrated as their clients. Our marketing strategy needs to align with where clients engage, digest content, and find growth resources. This requires visibility across digital platforms, enhanced brand touchpoints, and services that keep pace with the evolving needs of our clients’ marketing efforts.
Over recent years, we’ve seen substantial changes in the print industry. Established Print Management
companies like HH Global, Williams Lea, ASB, and Smart Source have matured, reshaping market expectations. Additionally, print and marketing budgets have tightened, partly due to residual effects of the pandemic and supply chain disruptions. While sectors like higher education face constraints, fields such as healthcare, finance, and manufacturing continue to invest in print as a key driver of their business objectives.
As consumers increasingly prioritize online, mobile, and instant-access experiences, print companies must evolve to provide similar convenience. This includes developing online marketplaces, on-demand and
personalized printing solutions, sustainable options, integrated digital applications, and faster turnarounds. By focusing on these areas, we cannot only meet but exceed client expectations, positioning print as a modern and indispensable part of their marketing toolkit.
In your opinion, what is the current role of print in the marketing mix of your clients? Print holds a unique place in our clients’ marketing mix by delivering sensory-rich experiences that digital channels can’t replicate. Beyond personalization, print provides tactile interactions that elevate storytelling and message impact.
Through UV coatings, specialty finishes like embossing, die-cutting, foil stamping, and innovative folds, we create memorable impressions. Unique elements such as scented inks or multimedia integrations like video and audio also bring print to life in fresh ways.
For example, a recent scratch-andsniff feature in a viewbook effectively captured students’ attention while reinforcing a “fresh start” message. This immersive, hands-on experience enriches a cohesive marketing strategy, complementing digital channels by offering a memorable, physical touchpoint in a digital-centric world.
What do you see as the biggest threats to the print industry today, and where do you see the greatest opportunities for growth and innovation?
The greatest threat to the print industry is complacency—relying on past successes and failing to adapt to current market trends. As digital alternatives grow and clients’ needs evolve, print businesses that resist change or hold on to outdated practices risk losing relevance.
The print industry has immense growth potential by enhancing targeted, personalized, and integrated solutions that complement digital and social channels. Data-driven strategies— like improved tracking, attribution, and personalization—provide greater marketing impact and measurable results.
Embracing Robotic Process Automation (RPA) and Artificial Intelligence (AI) can optimize production, drive efficiency, and enable new marketing strategies.
As demand for sustainable solutions grows, print companies can lead by offering recycled paper, FSC-certified products, PrintReleaf programs, ondemand printing, and sustainable sourcing. These efforts appeal to environmentally conscious clients and create a meaningful, long-term value proposition.
What were the primary drivers behind this investing in Fujifilm’s J Press 750?
The addition of the Fujifilm J Press 750 was driven by growing demand for on-demand, short-run printing across various materials, from catalogs to packaging. We sought a B2 or half-sheet format solution with exceptional color fidelity and print quality, and the Fujifilm J Press digital inkjet has proven ideal for this.
The J Press features an expanded color gamut covering up to 90% of the Pantone Library, allowing us to meet specific brand color requirements with precision. It also offers high print clarity, down to intricate details like 2-point type, ensuring top-tier results.
The greatest threat to the print industry is complacency— relying on past successes and failing to adapt to current market trends.”
With a 23”x29.5” sheet size, the J Press enables us to handle jobs traditionally printed offset on our digital press. This transition improves efficiency, broadens our project range, and allows quicker turnaround times.
The J Press’s variable data printing and personalization capabilities expand our offerings, especially in
direct mail and influencer marketing. This enables us to support highly targeted campaigns, meeting the growing demand for impactful, customized print solutions.
With the addition of advanced technology like the Fujifilm J Press 750, what do you see as the next frontier for print businesses? As digital inkjet technology advances, expanded sheet sizes will be a key growth area. While the Fujifilm J Press 750 has a 23” x 29.5” press sheet size, newer options like the KBA VariJet offer a full 29” x 41” sheet. This opens doors for larger-format projects and greater versatility, enhancing our ability to meet diverse client needs. Additionally, digital inkjet presses are highly automated and user-friendly, requiring minimal training—an advantage for faster adaptation by newer press operators.
The Fujifilm J Press’s variable data printing enables highly personalized, 1:1 communication. Tailoring messages to each recipient increases engagement and effectiveness, producing measurable results. Our BeyondMail technology further amplifies this through integrated digital and social tools, including mail tracking, USPS Informed Delivery, call tracking, social media follow-up, and retargeting. These integrations make each campaign more impactful and versatile.
Combining traditional print with digital technology allows companies like The Standard Group to offer a seamless blend of physical and digital touch points. By continually adopting and refining new technologies, we meet modern expectations for speed, personalization, and multichannel interaction, ensuring we stay competitive and deliver unmatched value to our clients.
TOGETHER
Without a sense of caring there can be no sense of community.”
Anthony J. D’Angelo