Connected Spring 2015 by Visual Media Alliance

VISUAL MEDIA ALLIANCE

SPRING 2015

ACCESS PASS & DESIGN • API-MARKETING • ASLAN GRAPHICS • BACCHUS PRESS • BARLOW PRINTING BEST LABEL CO. • BUG PRESS • COLLOTYPE LABELS NAPA VALLEY • COLLOTYPE LABELS SONOMA • CORNERSTONE RESEARCH • CREATIVE LABELS • DECAROLIS DESIGN & MARKETING DUMONT PRINTING & MAILING • FISCHER GROUP IMAGINE THAT DESIGN STUDIO • INKWORKS PRESS • MICHAEL OSBORNE DESIGN, INC. • MINUTEMAN PRESS OF BERKELEY • OFFICE OF STATE PUBLISHING • PACIFIC STANDARD PRINT • PRINT, INKORPORATED • PROFESSIONAL PRINT & MAIL QUADCO PRINTING • RG CREATIONS, INC. • SCODIX INC. • SOLSTICE PRESS • SWITCHBLADE CREATIVE SUTIOS • VALPRINT • WATERMARK PRESS • ZOOKA CREATIVE ACCESS PASS & DESIGN API-MARKETING ASLAN GRAPHICS • BACCHUS PRESS • BARLOW PRINTING • BEST LABEL CO. • BUG PRESS • COLLOTYPE LABELS NAPA VALLEY • COLLOTYPE LABELS SONOMA • CORNERSTONE RESEARCH • CREATIVE LABELS DECAROLIS

DESIGN

MARKETING

•

DUMONT

PRINTING

MAILING

•

FISCHER

GROUP

IMAGINE THAT DESIGN STUDIO • INKWORKS PRESS • MICHAEL OSBORNE DESIGN, INC. • MINUTEMAN PRESS OF BERKELEY • OFFICE OF STATE PUBLISHING PACIFIC STANDARD PRINT • PRINT, INKORPORATED • PROFESSIONAL PRINT & MAIL • QUADCO PRINTING • RG CREATIONS, INC. • SCODIX INC. • SOLSTICE PRESS • SWITCHBLADE CREATIVE

STUDIOS

•

VALPRINT

•

WATERMARK

PRESS

•

ZOOKA

CREATIVE

•

ACCESS

PASS

DESIGN

API-MARKETING • ASLAN GRAPHICS • BACCHUS PRESS • BARLOW PRINTING • BEST LABEL CO. • BUG PRESS COLLOTYPE

LABELS

NAPA

VALLEY

•

COLLOTYPE

LABELS

SONOMA

•

CORNERSTONE

RESEARCH

CREATIVE LABELS • DECAROLIS DESIGN & MARKETING • DUMONT PRINTING & MAILING • FISCHER GROUP IMAGINE THAT DESIGN STUDIO • INKWORKS PRESS • MICHAEL OSBORNE DESIGN, INC. • MINUTEMAN PRESS OF BERKELEY • OFFICE OF STATE PUBLISHING • PACIFIC STANDARD PRINT • PRINT, INKORPORATED PROFESSIONAL PRINT & MAIL • QUADCO PRINTING • RG CREATIONS, INC. • SCODIX INC. • SOLSTICE PRESS • SWITCHBLADE CREATIVE SUTIOS • VALPRINT • WATERMARK PRESS • ZOOKA CREATIVE ACCESS PASS & DESIGN • API-MARKETING ASLAN GRAPHICS • BACCHUS PRESS • BARLOW PRINTING • BEST LABEL CO. • BUG PRESS • COLLOTYPE LABELS NAPA

SEE WHO TAKES HOME THE GOLD

VALLEY • COLLOTYPE LABELS SONOMA

CORNERSTONE RESEARCH • CREATIVE LABELS • DECAROLIS DESIGN &

MARKETING • DUMONT PRINTING & MAILING • FISCHER GROUP • IMAGINE THAT DESIGN STUDIO • INKWORKS PRESS • MICHAEL OSBORNE DESIGN, INC. • MINUTEMAN PRESS OF BERKELEY • OFFICE OF STATE PUBLISHING • PACIFIC STANDARD PRINT • PRINT, INKORPORATED • PROFESSIONAL PRINT & MAIL • QUADCO PRINTING • RG CREATIONS, INC. • SCODIX INC. • SOLSTICE PRESS • SWITCHBLADE CREATIVE SUTIOS • VALPRINT • WATERMARK PRESS • ZOOKA CREATIVE

COME AND FIND OUT WHO WINS BEST OF SHOW AT THE VMA SHOWCASE AWARDS HELD DURING SAN FRANCISCO DESIGN WEEK ON JUNE 10

JUNE 4 –12

THE CONTENTS

Feature: Our Changing Workforce

Feature: Going Wide to Meet the Market

Expert Column: Strategic Selling

Expert Column: Human Resources

A graying industry needs young blood

CMC prospers by adding wide format production

“I Don’t Have Time to Sell”

Expert Column: Business Outlook Planning Your Escape...

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How To Prepare and Implement an Exit Strategy

Devil’s in the Details

02 04 06 14

VMA Events Find-An-Employee Member News New Members

3/26/15 2:58 PM

BOARD ROSTER: CHAIRMAN

Frank Parks, The Parks Group

1ST VICE CHAIRMAN

John Crammer, Best Label Company

IMMEDIATE PAST CHAIRMAN Jack Emerian, ValPrint

BOARD MEMBERS: Pat Belding Belding Associates

Nicki Riedel Black & White Design

Chris Cullen Moquin Press

Coleen Schoenheide Lahlouh

Ian Flynn Direct Response Imaging

Chris Shadix BelAire Displays

Dava Guthmiller Noise 13

Cindy Sonnenberg K/P Corporation

Trilby Parker Rosetta/Publicis Groupe

Stephen Sprinkel Sprinkel Media Network

STAFF ROSTER: PRESIDENT

Dan Nelson

DIRECTOR MEMBER SERVICES Jim Frey

VMA EVENTS RECAP WOMEN IN COMMUNICATIONS LUNCHEON The Leader Within

Kimberley Chambers lead an inspirational talk at the City Club of San Francisco on Dec. 4 on how she overcame the odds of having 1% chance of walking unassisted again to swimming competitively in shark-infested waters and surviving hundreds of jellyfish stings. Kim was the first woman to participate in a relay swim from the Golden Gate Bridge to the Farallon Islands. In the spirit of the holidays, attendees donated to Wardrobe for Opportunity and Erin Sarpa, E and I Design discussed her firm’s “Giving Back Program” and shared how others can pay it forward.

DIRECTOR MEMBER PROGRAMS

Kimberley Chambers, Adobe, shares how Julia Springer, Wardrobe for Opportunity, collected clothing, accessories and cash donated to help those she went from only 1% chance of walking unassisted to how she swam competitively. with low-incomes locate and secure jobs.

Networking session with wine sponsored by Mari Reid, Dakota Press, a woman-owned, minority-owned, green printing and fulﬁllment company.

Laura Vargas

DIRECTOR EDUCATION Barbara Silverman

DIRECTOR COMMUNICATIONS May Suen

PROGRAM ADMINISTRATORS Gabrielle Disario

Erin Sarpa, E and I Design

Women of XYZ Company attended and engaged in networking.

MEMBERSHIP SALES

2015 VMA CRABFEST

FINANCIAL MANAGER

The annual VMA CrabFest held on Jan. 10 at the Colombo Club in Oakland was a huge success. We served 475 pounds of Dungeness crab and catered to over 168 people who attended. We topped off the evening by dancing the night away with local band, Ticket to Ride. Rafﬂe prizes were great and we raised over $1,400 for the VMA Education Fund.

Shannon Wolford Emily Gotladera

ACCOUNTING SPECIALIST Maria Salita

VICE PRESIDENT INSURANCE SERVICES David Katz

INSURANCE CUSTOMER SERVICE REPS

Renee Prescott, Crystal Carlson, Lena Nelson, Sue Benavente, Jessica Clark

DIRECTOR SUPPLEMENTAL BENEFITS Greg Golin

DIRECTOR GOVERNMENT AFFAIRS

Above: INX International indulges in dinner Left: Todd Donahue, See Hear Share Creative, enjoys an alternate meal of chicken.

Gerry Bonetto

HUMAN RESOURCE SPECIALISTS EDITOR

Noel Jeffrey

Jeff Jarvis, Spicers Paper celebrates his colleague Ken Hurwitz’s birthday with a cupcake.

ON THE COVER: VMA’s Showcase Awards competition attracts the best of the best of design and print in Northern California. Held every year, the competition culminates in an awards reception presenting the gold, silver and bronze award winners and winners voted by judges in the Best of Category, Grand Awards and Best of Show. Winners at all levels receive award certiﬁcates, which any company would be proud to display. Entries winning gold awards are automatically submitted to PIA’s national “Bennie” competition.

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Taking selﬁes with VMA. Back: Anthony Reyna, May Suen, Maria Salita, Crystal Carlson. Front: Barbara Silverman, Jessica Clark, and Hortensia Pulizzano.

Bill Ferrara, Ray Morgan Company and guest, enjoy delectable Dungeness crab at the 2015 VMA CrabFest.

Photography by May Suen and Todd Donahue

Doug Moore

3/26/15 2:59 PM

UPCOMING VMA EVENTS

Places to be. Things to do. People to see.

Photography by May Suen and Todd Donahue

how alking tively.

VMA Showcase Awards featuring Creative Thought-Leader Peleg Top

June 10 • Location TBD

Luncheon & Dinner: Planning Your Escape! How to Prepare and Implement an Exit Strategy May 6 • 11-1:30PM • Maggiano’s • San Jose May 6 • 5:30-8:30PM • Hilton Garden Inn • San Mateo

For most printers, the past five years have been tough. Now as the economy slowly recovers, there is a glimmer of light at the end of the tunnel. Many owners who were forced to put their plans on hold during the Great Recession because their businesses simply did not provide sufficient value to retire, are now ready to renew their focus on an exit strategy. Others are now just reaching the age where planning for their exit is becoming an issue. Discover the current market value of your business and how firms in the printing and graphic arts affect your standing and the key factors on how to improve the value. VMA Member $40 / Non-Member $65

An evening awards reception will be held in honor of all our winners. Celebrate the winning entries of the 18th Annual VMA Showcase Awards. Take this opportunity to entertain your clients to cocktails and hors d’oeuvres and celebrate your work! Awards will be presented for Best of Category, Grand Awards and Best of Show. Details at vmashowcase.com.

Baseball + Tailgate SF Giants vs. Washington Nationals

August 15 • 5-9PM • Clarence Place & AT&T Park Tailgate includes food and beer and a bag of popcorn to take with you to the game. Admission to the baseball game at AT&T Park includes a special Virgin America 2-for-1 ﬂight voucher for the first 40,000 fans. VMA Member $75 / Non-Member $85 / Available for Groups

Women in Communications Luncheon Presence and Connection: The Secrets to Authentic Public Speaking May 28 • 11AM-1:30PM • San Francisco City Club

Network and connect with like-minded successful women and discover new ways to enrich, empower and develop your personal and professional life over lunch. Our guest speaker, Doreen Hamilton, Ph.D., a Licensed Clinical Psychologist, speaks on the above topic, introduces her “7-Step Guide to Essential Speaking” and invites the audience to participate in a brief experiential exercise. VMA Member $49 / Non-Member $60

So You Want to Be a Graphic Designer

June 2 • 6-9PM • The Art Institute of CA • Sunnyvale Join us as we hear the inspirational stories from industry mentors Michael Osborne, Michael Osborne Design (modsf.com); Steve Decker, Zooka Creative (zookacreative.com), Patti Mangan, Imagine That Design Studio (imaginethatsf.com) and Todd Donahue, See Hear Share Creative (seehearshare.com) while they share their student experience, start up years, fear and joy, tricks of the trade, current work and clients, their global views on design, with a Q&A session to follow. Enjoy refreshments, mingling, carousing and browsing with peers, speakers and future suppliers. FREE for all to attend.

San Francisco Design Week

June 4-12 • San Francisco Bay Area

San Francisco Design Week is an opportunity to experience the regions unique design talents, impact and innovations from tech inventions to culture changing products, human centered design, emerging fashion to international architecture. We’ll discuss, debate, explore, celebrate and showcase San Francisco’s broad inﬂuence on the design world and beyond featuring more than 60 studio tours and 75 events, including VMA hosted events with world-renowned designers, entrepreneurs and innovative thought leaders. sfdesignweek.org

The last and largest Cal Poly Graphic Communication Career Day is happening Friday, April 24, 2015. If you plan on revitalizing your team with new hires or interns this season, come join in a day of conversation and promising introductions! Cal Poly Graphic Communication Career Day April 24 • CalPoly San Luis Obispo 9-12PM Exhibits • 1-5PM Interviews

Cal Poly’s Graphic Communication Department is your best source for fresh graduates and interns full of potential in all areas of the industry — printing, publishing, packaging, website development, digital imaging, management and more. Cal Poly San in Luis Obispo is one of the most selective universities in the United States, and through our four-year curriculum we shape students into graduates who will become your new stars. If you plan on attending our spring Career Day, we have a limited number of spots for employer exhibits. If you have a staffing need, now or in the near future, I encourage you to sign up for the April 24 Cal Poly Graphic Communication Career Day event. This includes tabletop displays in the morning, an employer’s lunch, and private interview rooms in the afternoon. Please email me at lsing@calpoly.edu to reserve your spot at Career Day. Additional Details can be found here: www.grc.calpoly.edu/career.

VISUAL MEDIA ALLIANCE

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| CONNECTED | SPRING 2015

3/26/15 2:59 PM

FIND-AN-EMPLOYEE

General Printing Management

Extensive experience in all aspects of Print Production and Management, with special expertise in Offset and Digital print. Proven managerial success through motivation and training. Analysis of workflow and development of more efficient, cost-effective measures for each and every project assigned.

PROGRAM

Press and Konica Minolta 352 & 5500 copiers), Typographer, Customer Service, Estimating

CREATIVE

EAST BAY – CHOW 4095

Graphic Designer

Creative Production-Art/Creative Director

I have a diverse background. I started as a writer and editor doing page layout and went on to learn HTML and CSS and build websites. I also have a background in creating digital advertising campaigns: static and Flash banner ads for well-known brands.

Highly creative and multi-talented Graphic Artist with extensive experience in garment and print design. Exceptional collaborative and interpersonal skills; dynamic team player with well-developed written and verbal communication abilities. NORTH BAY – MCELWEE 4087

ALL PPI STATES AND N. CALIFORNIA – MARCY 4085

Graphic Designer

Customer Service

Experienced project manager who has worked with a variety of big and small clients. Specializing in commercial printing and direct mail. Effective communicator who manages daily coordination between many departments to ensure that every project is produced to the highest possible standards.

BAY AREA – ALFARO 4086

Production Layout – Image Manipulation

Graphic Designer, Pre-Press Operator, Digital Copier Operator utilizing Fiery (Operated Xerox Digital

SAN FRANCISCO – HARTUNG 4100

All-in-one software for

CROSS MEDIA

Production Management

More than 10 years experience in project management, print production management, creative services management and operations management in the printer, agency and design studio arenas. Extensive hands-on experience. Flexible, professional, resourceful and capable. SAN FRANCISCO – ZIMMERMAN 4104

MARKETING

PRINT MANAGEMENT

I am confident that my education and professional background qualify me to make a substantial contribution in the graphic industry. I have vast experience in graphic design and traditional offset and digital printing. I am always willing to learn and am a great team player.

SAN FRANCISCO – GUERRERO 4093

Customer Service

Seeking a challenging position with a company that offers career growth and advancement. Flexible working hours and great team worker that loves a challenge. EAST BAY – ACAYAN 4089

VMA CAN HELP YOU FIND-A-JOB AND FIND-AN-EMPLOYEE VISIT VMA.BZ FOR MORE INFO

DirectSmile offers you an unmatched degree of integration and automation, resulting in fast and cost-effective creation of marketing campaigns. Print, web, emails, mobile or social media: Everything is part of one solution that runs in your browser.

Mobile

CRM

Social

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Automate Direct mail

Web

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Personalize

Visit www.directmile.com or call 1-800-875-7117 for more information. 4

VISUAL MEDIA ALLIANCE

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| CONNECTED | SPRING 2015

3/26/15 2:59 PM

Our Changing

Workforce BY JOE POLANCO Following is a condensed version of a recent article by Joe Polanco

To confound matters, many outside of the industry, and for that matter too many inside the industry, were forecasting the death of everything print. Anyone who was employed was not too excited about leaving their present job, especially in light of a rapidly shrinking industry where closures and consolidations were occurring at historical rates. AND young people had no interest to get into a “dying” industry. That’s how we got here.

f you were to walk into the production areas of printers anywhere in North America, you would undoubtedly observe something they all have in common. No, it’s not the equipment. It’s the average age of their employees. Look at the press operators. The skilled bindery technicians, and yes, even the prepress techs. Odds Median Age of Press Crews are you won’t see many under 30, or for that matter under 45. How did this happen—and more importantly—what does this The Real Challenge mean for our future? The major challenge facing the industry over the next 10 years is not The printing industry has always been a craft industry. One technology and marketing, but finding and training people. A recent learned through a formal apprenticeship or on-the-job (OJT). Many study conducted by several Printing Industries of America Affiliates would begin in small job shops operating single color duplicators/ asked the question: What percentage of your skilled workforce presses or simple bindery equipment and then make job hops for the (Production Personnel) do you estimate will retire in the next 5-10 opportunities to operate more complex equipment and hone the skills years? Over 50% of the respondents indicated that a significant necessary to be called a Craftsman. amount (30-50%) of their workforce would retire in that period. The union apprenticeship programs, as well as many of the high The answer is a recommitment to training. If management, trade school and trade programs which fed the industry are long gone. The schools, equipment manufacturers and trade associations work job shop has been replaced with a broad range of print providers—all together there is hope. Less than 45 More than 45 and less than 55 Greater than 55 running digital equipment. Industry organizations can be the fulcrum that can leverage Source: Industry Survey Conducted by PIA Affiliates, 2014 Another complication is that the industry workforce took a spreading the word to educational institutions that the industry still dramatic hit in the Big Recession which was acerbated by the move needs young people. A crucial question is where will we find people with the right skills (attitude, ability, and work habits) to to digital-based communications. We went through nearly five years Employers need to recommit their efforts (and $$) to create OJT replace our existing workforce? More importantly ‐‐ how will we train them? The industry of limited hiring in the pressroom and bindery. Anyone who had programs predominately uses OJT to train (85% per the PIA Affiliate survey); consequently the industry’s “trainers” that can quickly develop the skill sets needed in today’s will very quickly be departing the industry. By the way, our industry is not the only one facing this been laid off in 2007 or 2008 quickly determined that their future no world of print and technology. A variety of tools already exist to challenge. Many firms in the manufacturing sector are seeing identical issues. The baby‐boomer who longer existed in our industry. The result being we no longer had the support training in the pressroom and bindery (Printing Industries comprise a large sub‐set of skilled employees are beginning to leave and changes in technology and “reserve” labor pool that in prior business cycles was always available. of America’s Training Curriculums) and there are vehicles which workflow are making them look beyond their competitors for personnel. We’re not alone. measure and benchmark an individual’s skills (National Council of Print Industry Certification). Hardest Postions To Fill Industry manufacturers and industry associations can partner 45% to find ways to recruit “graying” industry trainers who don’t want 40% 35% to retire at the golf course but find ways to give back to an industry 30% many dearly love. 25% 20% All it takes is a bit of creativity, a few dollars and a commitment 15% that print is still a viable industry. 10% 5% 0%

Source: Industry Survey Conducted by PIA Affiliates, 2014

Joe Polanco is a product of industry trade schools and developed a passion for all things print decades ago. He began his career as a press operator, earned a printing management degree and has held various management positions within the industry. He presently serves as the president of the Printing & Imaging Association of MidAmerica, a regional trade association affiliated with Printing Industries of America. VISUAL MEDIA ALLIANCE | CONNECTED | SPRING 2015 5

What’s the answer? It’s a recommitment to training. 15 Q2-Connected v9_r03.indd 5

3/26/15 2:59 PM

MEMBER NEWS

CHANGES, ACTIVITIES

Moquin Press Installs New Heidelberg Anicolor Billed as a press with digital turn times and offset quality reproduction, the new 29” Anicolor Heidelberg offset press was installed at Moquin Press, Belmont, in January. From its humble beginnings in a Redwood City garage, Moquin Press has set a high standard for printing excellence. Since 1985, the company has evolved from a small, family-run print shop into a fullservice print and technology solutions partner with almost 100 full-time employees.

Dakota Press Celebrates

RR Donnelley to Acquire Courier Corporation

San Leandro-headquartered Dakota Press is celebrating its fifth anniversary this year. Owners Mari and Gary Reid have succeeded in a tough market and Dakota is certified by the Women Business Enterprise National Council and by the National Minority Supplier Development Council as a Minority Business Enterprise. They are also a Bay Area Green Business Enterprise and a union shop. Mari writes, “We did it...five years. Amazing and awesome. Can’t believe that we started Dakota Press in the heart of one of the worst recessions and survived. Very few thought that we would last this long. I would like to thank all of our wonderful customers, talented employees…”

Goodn Gone For ctio

Secure

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g d recyclin uction, anformation tr es d , n o in ecti nd Secure cosilltive documents a of sen

Ready, Set, Shred!

Create Your Own Button Beneficial Solution for E-waste United Cerebral Palsy of the North Bay, Petaluma, ( UCPNB) has an in-plant printing operation and sends out weekly “green” post cards asking people to donate e-waste that 60+ of their employees recycle. Their recycling operation is known as “Gone for Good.” They also accept small household items and clothing. UCPNB “enhances the quality of life of people with cerebral palsy and other disabilities, their families and their communities.” www.ucpnb.org

ers of are memb ustry. We closed ty in the ind consistent els of securi procedures ensure a lev SECURITY st he hig d res to the policies an Good adhe d our operational Gone For an the SDA, NAID and dy. sto -cu chain-of your e to meet ime) servic rge (one-t vice or pu SERVICE eduled ser sch rly regula Good offers Gone For needs. company’s e you al to provid it is our go cuments, TION sensitive do ur yo SATISFAC of n destructio rest easy mes to the all, you can When it co and ease of mind. ns. All in ort expectatio with comf meet your to rd ha work r Good, we ir At Gone Fo we: ally at the t nts individu knowing tha ed docume ney yees to shr time and mo t have to pay emplo u yo ve Sa any does no Your comp kup. desks. price per pic ur quoted kup e besides yo -charge pic our servic to st co Provide no additional 0 trees. We have no e over 18,00 paper to sav endly ycle enough mentally fri od will rec Are environ Go r Fo r, Gone In one yea ited ted by Un and opera R GOOD in the indusess owned UNITY FO shredding RT s n is a busin PO OP Destructio most secure create jobs for adult nt the e me cu vid ment ure Do we pro oped to Although Good, Sec was devel m the docu Gone For erated fro r program North Bay. ou gen the t ue of tha en t lsy e is the fac dition, all of the rev Cerebral Pa B. kes us uniqu In ad ms at UCPN try, what ma mental disabilities. other progra op to support with devel vices helps ser n ct: tio destruc tion conta

For more

In early February, R. R. Donnelley & Sons Company (Nasdaq:RRD) and Courier Corporation (Nasdaq:CRRC) jointly announced that they have signed a definitive agreement by which RR Donnelley will acquire Courier Corporation, a leader in digital printing, publishing and content management in the United States specializing in educational, religious and trade books. The agreement has been approved by each company’s Board of Directors. The transaction is expected to close in the second half of 2015.

informa

ong Dennis Bl Operations ALLIANCE CONNECTED Business

VISUAL MEDIAPresident of

Suite 100 lia Road, 2860 Corde , CA 94534 Fairfield b.org pn uc g@ email: dblon 707-430-4380 e: Office Phon 707-799-9566 e: Cell Phon 888-370-0297 Toll Free: ucpnb.com

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forgood

www.gone

t limits for

ou Work with

Originally located in San Francisco, Buttonworks was established in 1896. The company quickly became known for their quality custom buttons and personal customer service. Today the business is located in Sacramento. They continue to combine new technology with craftsmanship-like quality that results in satisfied customers throughout the world. They can produce small quantities as well as millions. Do it yourself customers will find a variety of templates online where they can upload their own designs. With the 2016 election year campaigns gearing up, they should be especially busy when they celebrate their 120 years in business— certainly one of the oldest companies (if not the oldest) belonging to VMA.

| SPRING 2015

bilities

th disa people wi

3/26/15 2:59 PM

The conference for digital printing companies adding or expanding marketing services lines of business. Marketing Services Solutions  Marketing portals  Personalized direct marketing  Integrated cross-media campaigns  Retail solutions  Loyalty & subscription programs Develop industry marketing strategies, hone solution sales skills, and learn new application ideas, techniques and implementations.

Vertical Industry Strategy Tracks  Higher Education  Not-for-profit  Hospitality  Retail Workflow Automation Vendor Technology Fair Networking Events Spend three days in Las Vegas networking, learning and sharing business ideas and best practices with peers and leading experts.

An incredible value at an incredible Connected discount 50% off conference registration when staying at Harrah’s. Register at www.appforum.org promo code AF15_Connected

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WIDE Going

to Meet the Market

Shifting Priorities

BY NOEL JEFFREY iven its location in the heart of Silicon Valley, it’s not surprising that the majority of Content Management Corporation’s clients are technology companies. Director of Marketing David Wang cites verticals like medical, health care, security, cloud computing and telecoms as examples of businesses served. Construction and real estate companies also use CMC for projects. Established in 1994 and headquartered in Newark, CA, CMC integrates its core business of commercial printing, wide format printing, kitting, fulfillment and CD/DVD/USB duplication with Internetbased e-commerce and marketing support services. “Our target customers value kitting and fulfillment,” Wang says. “We are a one-stop shop for them. It comes with the territory. Over the years we changed from print as a commodity service to incorporate product marketing and product development.” 8

VISUAL MEDIA ALLIANCE

15 Q2-Connected v9_r03.indd 8

While web-to-print still remains a debated service, CMC was successfully hosting their own storefront for customers for the past ten years. Two years ago they updated their DSF which came online six months ago. Wang says, “Ninety percent of our customers use it for orders but now we are more into BtoB services than in prior years. For years we specialized in training and development materials and used our storefront to fulfill training documents for customers. We had a repository of documents and it worked great. “Now, however,” he says, “we’re not working with the end consumers as much because over the past three-four years, training programs have moved online. There are still some people who prefer books and manuals but overall there has been a sharp decline.” Since the company already had a history of adding services that customers valued, and since they had been outsourcing a good number of wide format projects for those customers, bringing the production in-house made business sense.

Living Large

CMC purchased its first large format machine, a Mimaki CJV30-160, from Ray Morgan Company, an authorized Canon, Ricoh and Mimaki dealer that focuses on advanced workflow solutions and digital production presses. CMC also runs three Canon 7000VP Imagepresses for color and an Océ monochrome production printer. “We were outsourcing some $30,000 a month in wide format,” Wang recalls. “We worked with Ray Morgan and we recouped our cost in less than three months. We’ve added another machine recently and expect to have it paid off in five months.” The Mimaki model at CMC is an 8-color machine that can print white and a silver metallic using ecosolvent inks and can perform inline contour cutting. It prints up to five-feet wide and since it is a roll-fed model, can produce lengths as desired. “There are all sorts of projects. We’re producing lots of posters and banners for trade shows, POPs and floor graphics,” he says. “With the cut mode, stickers have been huge.”

Early Trails, Ongoing Challenges

Wang, who was designated primary operator during the early days of running wide format, admits that there is a definite learning curve for printers doing this for the first time. Prepress is familiar but matching colors can be difficult. One challenging aspect is making sure the substrates chosen are the right ones for the project but the even bigger challenge is finding your best house stocks that will be most widely used. Although Wang is no longer the day-today wide format operator, he is consulted on difficult jobs. “Now my challenge is to find new ways to get customers and new verticals to work with. This is a fast evolving business. It’s real fun with great margins because it is still new.”

| CONNECTED | SPRING 2015

3/26/15 2:59 PM

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corrections are made magazine email baCk to: process@switchstudio.com

• Look over your project and check for errors; spelling, address, telephone #’s, copy or content. Southwest Graphics is not responsible for typos or incorrect information. • look over your project and check for errors; spelling, address, telephone number’s, copy or content. Process magazine is not responsible for typos or incorrect information. • Sign this page and fax it back to Southwest Graphics.

Imagination. It's what excites us. Inspires us. It drives us to change things from the way they are to the way we want them to be. Just unlock the collective imagination of your company and the sky is the limit. Services-led, technology-enabled and people-driven, Ricoh will show you how to leverage the powerful information and knowledge that exists throughout your organization and create the future you want. Visit ricoh-usa.com or call 1-800-63-RICOH. Managed Document Services

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❑

May 18–19, 2015 • Minneapolis, MN $595 Member • $895 Non Member Call Jim Frey at VMA to save $100 on your registration. (415) 489-7615.

The 2015 Print Leadership Summit is the event created by printers, for printers, focusing on real stories about business transformation and growth. Sessions focus on topics that matter right now, covering sales growth, marketing strategy, pricing, operational issues, mergers and acquisitions, what makes buyers tick, digital media integration, staffing considerations, and new business opportunities.

Keynote Speakers

The Future of Print in a Transmedia World

Why It’s Time to Reinvest in Your Business!

How to Dominate Your Market Niche!

Redefining Work/Life Balance As We Know It!

Jeff Gomez, CEO, Starlight Runner Entertainment

Michael Murphy, CEO, Japs-Olson

Ron Rosenberg, President, Quality Talk Inc.

Nancy Lyons, President and CEO, Clockwork

Join the community of leaders shaping the future of our industry! Visit our website for the full speaker line-up.

www.printing.org/PrintLeadershipSummit For the first time, the 2015 BIA Conference, May 18–20, will co-locate with the Print Leadership Summit. Visit www.printing.org/biaconference for more information.

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NEW!

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• sign this page and email it back to Process magazine.

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• any changes from this point forward may cost you in time and materials. • Process magazine cannot process your job until receipt of sign-off.

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magazine email baCk to: process@switchstudio.com

• look over your project and check for errors; spelling, address, telephone number’s, copy or content. Process magazine is not responsible for typos or incorrect information.

ad aPPRoval: We’re here for you. Because of asyou. Visual Media Alliance is a trade is ❑ ad approved association helping the and businesses of our members to be approved with ❑ adcareers corrections indicated successful. We offer over 100 public classes, delivered to you ❑ Re-proof after corrections are made in-person, online and through customized training solutions.

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BROADER APPLICATIONS.

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Improve efficiency and your bottom line by moving outsourced applications in house. Now you can print book covers, dust jackets, oversized direct mail, and brochures with the new Long-Sheet Feeder and Catch Tray (up to 13" x 26" output capability) designed especially for the Canon imagePRESS® series of cutsheet digital printers. See how a market leader added valuable services. VIEW THE GLOBAL SOFT DIGITAL SOLUTIONS CUSTOMER VIDEO: PPS.CSA.CANON.COM/COLLATERAL. 877-623-4969 | PPS.CSA.CANON.COM Canon and imagePRESS are registered trademarks of Canon Inc. in the United States and elsewhere. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. The absence of product or service mark names and logos anywhere in the text does not constitute a waiver of any trademark or other intellectual property rights pertaining to that name, mark or logo. © 2014 Canon Solutions America, Inc. All rights reserved.

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Rods

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TAKE IT Digital publishing: itâ&#x20AC;&#x2122;s a natural. Offer your client an interactive version of the piece you just printed and bring in new revenue. We offer a digital publishing solution that is risk-free, with no cost of entry, and with nothing billed until you publish. For magazines, newsletters, catalogs, annual reports, brochures, etc.

To find out more, call us at (831) 421-0131 or e-mail erica@rodsandcones.com.

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Winning back lost customers

Growing existing customers

13%

54%

STRATEGIC SELLING STORY | LESLIE GROENE

LESLIE GROENE Leslie Groene is one of the coaching superstars in the world of corporate sales as well as a business development trainer, executive consultant and author. Her background is in the paper and printing industries as a sales rep and sales manager. She helps her clients focus on revenue generation and profit growth. She authored the business strategy book “Picture Yourself & the Life You Want” and is a nationallyrenowned motivational speaker. To purchase her book or contact her please go to www.GroeneConsulting.com. Here is the link to her e-newsletter, http://www. groeneconsulting.com/ Newsletter/2014.12/

VISUAL MEDIA ALLIANCE

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I Don’t Have Time to Sell!!! Please! When we say we don’t have the time to do something, what we are really saying is that we chose not to do it. We all have the same number of hours in a day. The only difference is how we spend them. Let’s face it. If top producing salespeople can find the time to prospect, so can you. The key is how you plan your work. You should schedule a certain amount of hours each day for lead generation, and preferably at the same time each day so you can develop a routine. Treat prospecting like a scheduled appointment, just as you would a meeting with a prospect. You wouldn’t consider canceling a customer call; therefore you shouldn’t cancel on yourself and your future sales success by failing to complete your prospecting activities. You need to allocate the correct percentage of time for sales planning, growing existing customers, winning back old customers and prospecting for new accounts. The different percentage splits will depend on your specific mix of business and how many current clients you already have versus prospects.

Acquiring new customers

33%

When you prospect this week and every week, you should look to fill the holes in next week’s calendar. New meetings should be booked in the same geographical locations as the existing ones to minimize unproductive travel time. Proper planning this way will allow you fit more into your sales day. It will also free up some personal time as well. Remember that workout you never seemed to have time for? Schedule it!

What Would a Sales Rep Do? Many business development relationship salespeople ask me how they can sell more solutions or products so that they can increase their top line revenue. One of the overwhelming observations I make is that salespeople easily get distracted by production issues, pricing, contract writing, internal paper work and many other necessary activities that take them away from selling. You must be aware of how much time you spend in Revenue Generating Activities. If you keep a journal of how you spend your time on a daily basis you will observe valuable time spent in non-sales activities. We are all really selling our time, whether you are selling a professional service, a manufactured product or business solution. Time is our most valuable resource. It is imperative to analyze where and how we spend our time: • Are we pursuing the correct prospects—do they buy what we sell? • Are we spending time selling to the right clients—do they appreciate our value/are we making money? • Are we calling on the decision maker? • Do we know when to stop calling on a prospect and move on? • Are we making progress in building a trusted relationship? • Can you get an appointment to move the selling cycle to the next step? We must be clear on how we spend our time so we can be as productive as possible. It is understandable that we all need to perform a certain amount of account maintenance activities and paperwork to satisfy the workflow and billing process. Try to delegate as much of these time suckers as possible and focus on market facing selling and relationship development. Spend more time in revenue generating activities!

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K . PRESS

W I L S O N •

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Schedule an appointment today to see the Graphic Whizard PT SCC, Automatic Creaser at K. Wilson & Co. or watch product videos at www.graphicwhizard.com/products

K . W I L S O N & C O M PA N Y I N C .

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650-952-3003 916-387-9290 775-355-8520 808-521-6460

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Website

www.kwilsonco.com

K. Wilson & Company is a team of experts with a depth of experience unparalleled in the industry. Whether it is choosing the right equipment, making components of different manufacturers work together harmoniously, or keeping your equipment fresh and up to date with proper parts & service, K. Wilson & Company is here to help you in every way. For over 60 years K. Wilson & Company has been the leader in innovative print and finishing systems, not only because of their in-depth knowledge in the vast array of equipment today but also their commitment to integrity in all of the relationships they have built over time. Their experience and knoweldge in the areas of product lines, service, and parts will save both time and money resulting in their customers being confident that everything will be done right the first time.

Old Fashion Values Combine with State of the Art Service and Product Lines at K. Wilson & Co.

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BUSINESS

OUTLOOK Speak to Gerry LIVE to get your questions answered at our May 6th event. See p3 for details.

GERRY MICHAEL Gerry Michael is the West Coast’s Managing Principal of Carlson Advisors, LLP, a CPA and consulting firm focused on serving printers and graphic arts firms for over 35 years. In addition to VMA, the firm is a member of PIA Southern California, PIA San Diego, Pacific Printing Industries, the Printing Industries of the Midwest, and NAPL. Gerry has worked with printers large and small for over 30 years, and is a frequent speaker at industry events and workshops, and a prolific contributor to various industry publications. He can be reached at gamichael@carlsonadvisors.com.

VISUAL MEDIA ALLIANCE

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STORY | GERRY MICHAEL

Planning Your Escape… How To Prepare and Implement an Exit Strategy For most printers, the past five years have been tough. However, as the economy slowly recovers, it appears that there is a glimmer of light at the end of the tunnel. Many owners who were forced to put their retirement plans on hold during the Great Recession because their businesses simply did not provide sufficient value to do so, are now ready to renew their focus on an exit strategy as the economy, and their businesses, improves. Others are now just reaching the age where planning for their exit is becoming an issue. As people begin to plan their “exit strategies,” there are some important elements to keep in mind: • Value is set by the market, not by either the buyer or the seller. Make sure that you know what the “market value” of your business is before you even begin the process. Setting a value based on what you think you need not only will not be successful, it could actually lessen the ultimate price you receive. • “Blue Sky,” “Goodwill,” “Brand Recognition,” and other such terms are interesting, but not very helpful. All businesses in the industry are valued based on financial results. This is where any discussion is going to start, and where it will ultimately return in the final analysis. Terms such as those above are convenient ways to describe the difference in market

value and the value of the assets themselves, like equipment, inventory, etc. But these theoretical values do not exist on their own. • Your business has a value because of the markets that it serves and the customers whose needs you fill. How good is your customer retention? How well do you respond to customer needs and problems? How strong are your customer service resources? • What role do your salespeople play in dealing with your customers? How much customer loyalty is to your company, versus vested with the salespeople? What can you do to improve the ties to the company rather than to the salesperson? • Specific financial decisions can also affect value and these need to be carefully considered when planning to implement an exit strategy. Some of the issues to keep in mind here are: - Profits drive value. Regardless of how you see your business, to a buyer, the most important thing they look at is, “what will be my return on my investment?” - Focusing on avoiding taxes means minimizing both profits and ultimately the value of your company. No one should pay more taxes than is required, but operating your business to avoid all taxes will be counterproductive. - Avoid debt as you approach your exit. The value of your company includes any debt you must pay or the buyer must assume. This means that it is important to be very careful about such issues as you approach a planned exit. - If you are close to a planned exit, avoid investments in equipment, etc., which will pay dividends in the future, but will not do so fast enough to repay you for your investment before your sale. Finally, two things to keep in mind as you assess what you can hope to achieve in a sale: 1. To maximize your return, develop a plan at least two years in advance of your planned exit, and implement it before you begin to look for a buyer. Too often owners forget that many decisions are made with the long term in mind…if you plan on selling before that happens, you will never realize the benefit. But by the same token, avoiding some decisions can begin to erode value before you sell. Find the right balance of preserving value and keeping the planned date of your exit in sight at all times. 2. Be realistic in what you can expect to achieve, and get competent and experienced professional advice and support in executing. For most owners, selling their business is a “once in a lifetime” action. Make sure you do it right.

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HUMAN RESOURCES STORY | BY DOUG MOORE

DEVIL’S IN THE DETAILS

for I-9 purposes, before permitting such use of it, the Company should first check with VMA or legal counsel. The federally limited driver’s license cannot be used as a basis to discriminate, harass or retaliate against an employee. It is now also a Fair Employment Housing Act (FEHA) violation for an employer or covered person to require a person to present a driver’s license, unless possessing a driver’s license is required by the employer and the employer’s requirement is otherwise permitted by law. An employer also cannot take any adverse action against an employee because the employee updates personal information, such as a lawful change of name, Social Security number or federal employment authorization document.

Sick Leave Pay/Kin Care

DOUGLAS MOORE Douglas Moore is the human relations specialist for Visual Media Alliance. Responsible for counseling on human resources matters, Doug designs and conducts training on sexual harassment, discrimination, retaliation prevention, and wage and hour compliance. He also teaches supervisory and management skills for the industry. Reach Doug at Doug@VMA.bz or 800-659-3363.

California’s new sick leave law requires paid sick leave benefits to be available starting July 1, 2015 to all employees including exempt and outside sales personnel. The recordkeeping requirements contained in the new sick leave law are effective January 1, 2015; thus, as of January 1, 2015, employers must use the new DLSE “Notice to Employee” form, post the new sick leave requirement and modify pay stubs accordingly. The revised “Notice to Employee 2810.5” and poster can be located by going to the Graphic Arts Industry Resources Center / Human Resources / Employment and Employment Posters. For employers in San Francisco, there is a city ordinance that is more stringent than the California Law. The sick leave policy options can be found in the Graphic Arts Human Resource Center / Human Resources / Employment / PIC Sample Policies and Practices handbook and San Francisco Sick leave policy. www.pic-gov.org.

Vacation Advances PIC does not advise vacation advances. With regard to vacation cash outs, a cash out can generally be done without creating a constructive receipt problem (meaning the vacation should have been taxed as earned rather than when used or paid out) when it is done on a mandatory date certain each year. Giving an employee a voluntary cash out option at any time ad hoc will likely result in a constructive receipt problem.

Right to Observe Employees Many Companies observe employees throughout the Company’s premises through the use of electronic devices. The Company must list in a Company policy all locations in which they will post an electronic device. Also, the Company must post a notice at the physical locations where the cameras are located that the area is being monitored by video surveillance. Please note that legally you may not record audio, but only video.

Undocumented Persons Driver’s License Although California residents may be able to obtain driver’s licenses under State law despite lack of certain federal documentation, such driver’s licenses will contain a phrase mentioning federally limited or limited under federal law or not acceptable for official federal purposes and cannot be used for I-9 verification purposes. However, if in the future, the person is granted a status that allows him/her to work, then it appears he/she may be able to use the driver’s license as proof of identity along with a valid work authorization document, when completing the I-9 form. As the regulations may further develop or change, if this situation arises where a worker seeks to use the federally limited driver’s license

Employer Obligations Beyond “Permanent and Stationary” An employer with five or more employees is subject to requirements under the Fair Employment Housing Act (FEHA). As a practical matter under FEHA, an employer cannot terminate simply because an employee on workers’ compensation is permanent and stationary. The same holds if the case is closed without also making sure the employer is not infringing on leave rights or neglecting the duty to engage in the interactive process to determine if further time off, or some other requested accommodation, is a reasonable accommodation or whether there would be an open available position for which the employee is qualified. VISUAL MEDIA ALLIANCE

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NEW MEMBERS Ingalls Design

It all started for Tom Ingalls in Minnesota, where he was born and raised. After receiving his BFA in graphic design from Syracuse University, Ingalls traveled west to earn an MFA in graphic design from the California Institute of the Arts, in Valencia, where he has taught since 1980 and is currently senior adjunct professor. His first real job was for the Los Angeles County Museum of Art, making everything from banners to books and then some. In 1978 he was lured to San Francisco by Rolling Stone, for whom he worked until the magazine moved to New York City. Ingalls decided to stay in San Francisco and start his own firm, Ingalls Design. Thomas Ingalls 415-626-6395 tom@ingallsdesign.com www.ingallsdesign.com

Express Printing

Express Printing, Salinas, is an established, high-quality commercial printing company, providing full service printing, copying, direct mail and graphic design throughout Monterey County. Albert Maldonado 831-758-9040 al@myexpressprinter.com www.myexpressprinter.com

Accent Printing & Design

Rule 29

Rule 29, Geneva, IL, and Phoenix, AZ, is a creative strategic firm whose approach is built on collaboration commitment and caring. We work with companies that value design thinking, that appreciate design’s role as a competitive advantage that embraces teamwork. Our clients tell us we take a bigpicture, long-term view toward solving their business problems. Whatever the project, be it an annual report or a documentary film, we pour into it our passion and design thinking and energy. We make creative matter. And we’re ready to do it for you. Justin Aherns 602-820-7023 justin@rule29.com www.rule29.com

Santa Rosa’s Accent Printing & Design is a commercial printing company that has been serving customers in the North Bay and beyond since 1978. We offer award-winning quality printing, timely service and outstanding customer support. We help you with every aspect of your printing projects from 4-color printing, foil and die-cutting services to mailing, fulfillment and graphic design. We specialize in high-quality one, two and full color printing by combining the latest digital technology with the experience of dedicated professional craftspeople. Large or small, we can deliver your project on time, accurately and within budget. David Mohle 707-570-1444 david@accentprinting.com www.accentprinting.com

Yashi Okita Design

team of writers, illustrators and designers serve high-tech, consumer, medical and financial services clients around the world. Yashi Okita 650-755-2300 yashi@okitadesign.com www.okitadesign.com

Willoughby Design

Willoughby Design, Kansas City and San Francisco, believes design has the power to inspire new conversations, create memorable experiences, and make the world a better place. Established by Ann Willoughby in 1978, we are the oldest, continuous, design firm founded by a woman in the United States. We believe that good design is life enhancing and moves humankind from passive to purposeful. Everything we do is about helping your brand deliver irresistible experiences through identities, packaging, environments and campaigns. Zack Shubkagel 415-802-9225 zshubkagel@xaxcreative.com www.willoughbydesign.com

A. Maciel Printing

A. Maciel Printing, San Francisco, have been GREEN Printers since 1984 using socially responsible and environmentally friendly practices. For example, we use state of the art non chemical CTP and print on a brand new energy efficient 4-color perfecting press. We also offer letterpress printing and bindery at a 100% wind powered, local, Union shop. See also GREENPOSTCARDS.COM Alfonso Maciel Jr 415-648-3553 www.amacielprinting.com

Okita Design, Daly City, is led by Yashi Okita and his vision and talented hand. He and his 14

VISUAL MEDIA ALLIANCE

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123RF Pinnacle

Pinnacle, Alameda, is a complete Marketing Communications company focusing on wide variety of contemporary marketing requirements. Creative, Production, Direct Mail applications including PURL’s, product kitting, assembly, fulfillment and distribution. Complete e-commerce design, build and fulfillment capabilities. Website development. A one stop source for all marketing communications needs. Dwight Darling 510-764-2000 www.p1nnacle.com

Chicago-headquartered 123RF is a royalty-free digital media library that offers a wide variety of budget-friendly commercial and editorial images, video footage, audio clips, logo designs and illustrations. Our library currently hosts more than 22 million Royalty-Free digital assets. For a single subscription fee, clients can get immediate access to a wealth of high-resolution images. Alternatively, they may purchase credit packages and subscription plans on different price tiers to best suit their budgets. Sota Thach 415-706-8814 sota.thach@123rf.com www.123rf.com

Tapp Label

Since 1992 Tapp Label has proudly served our customers and helped them to launch and promote some of the most prestigious wine brands the world has known. Today from our Napa, CA, Livermore, CA, Portland, OR and Vancouver, BC facilities, our team ensures that every project is produced successfully, on-time and on-budget. David DeRuiter 888-834-8277 dderuiter@tapplabel.com www.tapplabel.com

VMA Insurance. Peace of Mind. We protect your business, so you can focus on growing your business. VMA Insurance understands your business. We make sure your most important assets – your facilities & equipment, your employees and your reputation – are fully covered. Our experts are specialists in your industry and will provide you with the right coverage for the right cost.

COMMERCIAL INSURANCE

WORKERS’ COMPENSATION

PROFESSIONAL LIABILITY

HEALTH INSURANCE

Contact David Katz Today! (800) 659-3363 • insurance.vma.bz VMA Insurance Services has been ensuring business success since 1986.

VISUAL MEDIA ALLIANCE

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665 3rd Street, Suite 500 San Francisco, CA 94107

Have an idea? We have a solution!

916.442.8100 | www.commerceprinting.com

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