Connected Fall 2014 by Visual Media Alliance

VISUAL MEDIA ALLIANCE

FALL 2014

THE RESPONSIVE EXPERIENCE DESIGNING WEBSITES FOR MULTIPLE SCREENS THE CONTENTS

Feature: Marketing Strategies Integrate Media

Feature: VMA Health Offerings Are Outstanding Choices

Expert Column: Strategic Selling

Expert Column: Government Affairs

Expert Column:

imarketingSF keynotes rock

Q&A on health plan renewals

Are You Still With It?

Tips to Save You Money and Avoid Trouble

5 Tips to Stay Out of Trouble

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Human Resources

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BOARD ROSTER: CHAIRMAN

Frank Parks, Parks Printing

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 Consultant

Coleen Schoenheide Lahlouh

Ian Flynn Direct Response Imaging

Chris Shadix BelAire Displays

Arnold Greenfield Ex Officio

Cindy Sonnenberg K/P Corporation

Trilby Parker Rosetta/Publicis Groupe

Stephen Sprinkel Sprinkel Media Network

VMA EVENTS RECAP CONSTRUCTIVE COCKTAILS: Responsive Website Design Brian Wood leads a workshop showcasing new tools with Adobe Edge on how to create Responsive Website Design suitable for multiple screens including desktops, mobile, tablets and more at Maggiano’s Restaurant on Santana Row in San Jose on Sept. 9.

STAFF ROSTER: PRESIDENT

Dan Nelson

DIRECTOR MEMBER SERVICES Jim Frey

DIRECTOR MEMBER PROGRAMS Laura Vargas

DIRECTOR EDUCATION Barbara Silverman

DIRECTOR COMMUNICATIONS May Suen

PROGRAM ADMINISTRATORS

Diane Gong, Gabrielle Disario

MEMBERSHIP SALES Shannon Wolford

FINANCIAL MANAGER Emily Gotladera

ACCOUNTING SPECIALIST Maria Salita

VICE PRESIDENT INSURANCE SERVICES David Katz

INSURANCE CUSTOMER SERVICE REPRESENTATIVES

Renee Prescott, Crystal Carlson, Lena Nelson, Sue Benavente

DIRECTOR SUPPLEMENTAL BENEFITS Greg Golin

DIRECTOR GOVERNMENT AFFAIRS Gerry Bonetto

HUMAN RESOURCE SPECIALISTS Richard Lord, Doug Moore

EDITOR

Noel Jeffrey

MUSEUM NIGHT

Mid-Century Modern Design Tour and Kit Hinrichs on Paul Rand This sold out event held on June 26 at the Contemporary Jewish Museum in San Francisco featured an exclusive private tour led by two docents on the latest special exhibit “Mid-Century Modern Design” with a wine and cheese reception, followed by the CJM’s Lectures + Gallery Talk with Kit Hinrichs, “Inﬂuences: Paul Rand and the Mid-Century Modernists.” Kit’s talk included his personal anecdotes working among famed designers Paul Rand, George Tscherny, Leo Lionni, Lou Danziger and Saul Bass.

ON THE COVER: Brian Wood leading a workshop on Responsive Website Design at VMA’s Constructive Cocktails at Maggiano’s Restaurant on Santana Row in San Jose on September 9.

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Barbara Silverman presented $25 Amazon gift certificates to our two rafﬂe winners.

APPALOOZA: Web Mobile UX

This VMA sponsored event led by Sally Cox, kreatable.com and organizer for the Creative Cloud User Group of San Jose, held at Pivotal Labs in San Francisco on July 19 drew over 100 attendees to learn about the web, mobile and user experience at this westernthemed event which also included a costume competition.

CREATIVE LEADERSHIP SALON Left to Right: Speakers Michael Clawson, Tom Green, Jim Babbage, Chana Messer, David Hogue, Doug Winnie and Kelly McCathran

with Peleg Top

Photography by May Suen

Peleg Top’s Creative Leader Salon titled “How to Be a Better Leader” was held on July 23 at the South Beach Harbor Community Room in San Francisco. This workshop allowed participants to discover newfound ways to kickstart their success. Commerce Printing, our event sponsor, created customized notebooks for our guests.

VISUAL MEDIA ALLIANCE

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UPCOMING VMA EVENTS Places to be. Things to do. People to see. 2014 VMA Golf Tournament

OCT. 6 • 11AM-7PM • Crystal Springs Golf Club • Burlingame The golf tournament includes BBQ lunch, shotgun start, golf cart and green fees, beverages and various treats from sponsors along the course and a cocktail afterparty with awards and rafﬂe prizes. Cost: Individual $130 Foursome $520 Info: vma.bz

PIBT Health Benefits Fair FREE

OCT. 7 • 8:15AM-12PM • Crowne Plaza • Foster City This event will better assist you in selecting the most convenient plans to offer your employees in 2015. Speak one-on-one with the carriers and meet with the VMA and PIBT staff to have your questions answered. RSVP: Lena Nelson at lena@vma.bz or call 1-800-659-3363 Info: vma.bz

imarketingSF Conference

NOV. 5 • 10AM-7:30PM • Contemporary Jewish Museum • SF Full day event including keynotes, seminars (Google, Frog Design, Organic, Metaio, 900lbs of Creative, Eat My Words, Moquin Press, Optimizely), roundtable lunch, exhibitors and evening networking party. VMA members save $50. Please visit imarketingsf.com. See page 5 for more information.

Women in Business Luncheon

DEC. 4 • 11:00AM-2:00PM • SF City Club • SF Network and connect with like-minded successful women and discover new ways to enrich, empower and develop your personal and professional life over lunch. Please visit vma.bz for updates on guest speaker and pricing.

Mark Your 2015 Calendars for the Showcase Awards Enter your best print production, cross-media, marketing, or design in the 18th Annual Showcase Awards.

vmashowcase.com

Call for Entries Deadline Awards Show

JAN. 26 MAR. 16 JUN. 04

2014 VMA Showcase Award Winners Booklet enclosed with the Fall 2014 Connected.

VISUAL MEDIA ALLIANCE

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AD FORM 9/25/14 9:53 AM

Mobile, Video, Display, Search, Print, Social

MARKETING STRATEGIES INTEGRATE MEDIA

n November 5 the inaugural Integrated MarketingSF Conference takes place at the Contemporary Jewish Museum in downtown San Francisco. This all-day event is the premier event for advertising, marketing, design and creative professionals looking to move their digital strategies forward across all media. From Experiential Marketing to Mobile App development and Marketing Automation Systems, imarketingSF focuses on what this vital audience wants to know now. Two keynotes, morning and afternoon, will energize their audiences. Steve Deitz, president and creative director of Dallas-based experiential design studio, 900lbs of Creative, opens the day with his keynote on “Experiential Marketing: The Tech-Fueled Future!” “If your goal is brand engagement, make it about your audience and strive to differentiate yourself in a memorable way,” he says. Steve will discuss effective ways of applying different types of motion-tracking with the Kinect, Leap and infrared. He’ll discuss his use of augmented reality and virtual reality with the Oculus Rift. The Oculus Rift is a new virtual reality headset that lets players step inside their favorite games and virtual worlds. And, he will talk about his work with projection mapping and many other creative combinations of technology. Steve uses technology as a canvas and tool. Whether it be an event or an interactive installation exhibit, every project is different and the R&D involved is part of the fun. Among other attributes, Steve is a self-described nerd. The marketing world is shifting and evolving at an exponential rate, so sit back and prepare to nerd it out with Steve!

What’s In a Name? Alexandra Watkins, founder of Eat My Words, jump starts the afternoon. Her topic, “Breaking the Rules: True Tales of Brazen Ingenuity,” fits with her uncommon talent for inventing unconventional names. Author of the just-released book, Hello, My Name is Awesome… How to Create Brand Names That Stick, Alexandra is a leading and outspoken authority on brand names with buzz. A winner of the Make Mine a Million $ Business program sponsored by American Express, she has turned her passion for naming things into a thriving company, Eat My Words. Alexandra first got hooked on naming when Gap hired her to create cheeky names for their first line of body care products. Soon after, she broke into the business by talking her way into Landor

SUCCESS IN MARKETING + BRANDING ACROSS ALL MEDIA NOVEMBER 5, 2014 10AM-7:30PM CONTEMPORARY JEWISH MUSEUM 736 MISSION STREET SAN FRANCISCO

STEVE DIETZ

CEO & Creative Director 900lbs of Creative

ALEXANDRA WATKINS Founder Eat My Words

KEYNOTES • SEMINARS • ROUNDTABLE LUNCHEON EXHIBITS • EVENING NETWORKING PARTY • MORE

INTEGRATED MARKETING SF 2014 via a Match.com date. With her fresh, unconventional naming style, Alexandra soon became a go-to resource for countless branding and naming firms around the country. And Landor sent her enough business to open her own firm. Since then, she’s generated thousands of names for snacks, software, sunscreen, social networking sites, sportswear, shoes, sugar scrubs, serums and seafood. (And that’s just the S’s!) She’s also named lots of things that make you fat and drunk including a nationally recognized bacon cheeseburger (which ironically, must remain nameless). Seminars will focus on the benefits of integrated-media marketing, with speakers exploring the latest techniques and strategies for integrated marketing and engaging in thought-provoking discussions about industry trends. Attendees will learn about marketing strategies that span mobile, video, display, search, print and social platforms. Partial list of speakers includes representatives from Google, AKQA, Metaio, Uber and Optimizely. An evening trade show and reception complete the agenda. This is a day worth doing. www.imarketingsf.com VISUAL MEDIA ALLIANCE

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MEMBER NEWS

CHANGES, ACTIVITIES

Cooking Up Business

Branding for Foodies

4wDesign, San Rafael, presents an interactive website that does more than highlight projects, although it does that very well. Owner Ellen Tobe keeps an updated and visual blog about projects and more. She also invites visitors to download a PDF of her grandmother’s recipes. www.4wdesign.com.

Noise 13 Design, San Francisco, is the designer of record for VMA’s upcoming imarketingSF Conference on November 5. Recently the company partnered with Eat Drink SF for the third year in a row. Maintaining their position as THE foodie event, EDSF celebrates tastes and flavors from the Bay Area’s most innovative chefs, mixologists, brewers and wine experts. This year, Noise 13 contributed a complete brand redesign, as Eat Drink SF was formerly SF Chefs. They handled brand design and management, digital and print ad design, as well as event signage, awesome t-shirts…the list goes on. See more at: http://noise13.com/eat-drink-sf-be-merry/

Super Trays for Super Foods Monterey Mushrooms takes social responsibility seriously. The company was eager to improve its brand identity and say goodbye to the ubiquitous Styrofoam trays that mushrooms had been packaged in for years. Everett Graphics, Oakland, worked with them to create a moisture-resistant barrier to add to recyclable paperboard. As a result, Everett received the Paperboard Packaging Council’s 2012 Eco Excellence Award, and Monterey Mushrooms was awarded with the Produce Marketing Association’s 2012 Impact Award for Excellence in Packaging. In addition, the new packaging has kept 3,012 Styrofoam trays (as of August 11) out of landfills each year. The tally continues in real time on the website. Check it out. http:// everettgraphics. com/projects/ montereymushrooms 6

VISUAL MEDIA ALLIANCE

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Going Wide—Really Wide Dome Printing, Sacramento, has installed a pair of 3.2-meter wide EFI VUTEk printing systems, the VUTEk HS100 Pro UV inkjet press and VUTEk GS3250LX Pro LED inkjet printer. The company, a long-time user of EFI’s MIS workflow software products, is effectively and efficiently expanding its superwide format graphics business offerings with these new purchases. Both machines are hybrid format devices that can print work on rigid substrates as well as banners, billboards and other graphics printed on flexible roll media. The company also acquired an Esko cutting table for finishing flatbed-printed graphics jobs. “We grew 20% last year and expect that same level of growth this year,” said CEO Tim Poole. “Part of that is attributable to the technology solutions we offer customers, but we are seeing the VUTEk business growing by leaps and bounds as well.” www.domeprinting.com

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Have an idea? We have a solution!

916.442.8100 | www.commerceprinting.com VISUAL MEDIA ALLIANCE

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can “buy up” to richer plan designs if they so choose. Employers can deduct the additional amount through payroll deduction on a pre-tax basis through a Section 125 plan. (If members do not have this set up, VMA can provide the documentation to implement a Section 125 plan.)

Q: What’s the most important thing you’d like members to know about VMA’s insurance programs?

VMA HEALTH OFFERINGS ARE

BY NOEL JEFFREY

Outstanding Choices

With health insurance renewals for 2015 just around the corner, Connected asked David Katz, VMA’s Vice President, VMA Insurance Services, a few questions that are vital to member companies and their employees. Q: Should we expect signiﬁcant rate increases this year? A: Although in general costs for employers will most likely rise in the single digits, some employees will actually see a decrease in costs. Under the Affordable Health Care Act, (ACA) older employees cannot pay more than three times the amount of younger employees. This is called the 3 to 1 rule. For example, if the premium for 28-year olds is $200, then older employees cannot pay more the $600 for their premiums. The result of the 3 to 1 rule is that younger employees will pay more and have a larger rate increase. Conversely, older employees will see a reduction in some cases or a softer rate increase. The VMA staff has started to pencil out the financial impact to individual member companies and will provide spreadsheets detailing the rates as well as plan options and benefit changes. As always we encourage members to contact us for questions and consultation. 8

VISUAL MEDIA ALLIANCE

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Q: Are VMA’s oﬀerings a better choice for my employees than plans oﬀered from Covered California (the state exchange)? A: Covered California or the Health Exchange provides coverage under what they term the “metal plans.” The plans are called the Platinum, Gold, Silver and Bronze depending on the level of benefits. These plans among many other plan options are provided within the PIBT (Printing Industries Benefit Trust) Program. (See PostScript)

Q: Can we still mix and match plans as we have in the past? A: Yes. One of the biggest advantages members have through PIBT is the ability to mix and match different health plans to fit the individual employee and their family’s needs. This also provides the employer the ability to control costs by setting a base dollar contribution amount. Employers can set the level of contribution and employees

A: In addition to offering a wide selection of health plan options, and the ability to mix and match plans with different insurance carriers, VMA participants take advantage of reducing their administrative burden through our consolidated billing for all benefits, one form for eligibility and COBRA administration at no additional cost. Members and their employees’ servicing needs are taken care of by a group of dedicated people with extensive health care experience both in Los Angeles as well as our local oﬃce in San Francisco. I see firsthand the high quality of service that the PIBT team in LA provides to our members. Here at VMA our own team of Lena Nelson and Sue Benavente do an outstanding job of trying to fulfill the needs and wants of our members. POSTSCRIPT ACA Caution. In June, PIASC published the following words of caution that any company considering ending their medical plan and advising employees to go to Covered California but offering to give the employees money instead of benefits should know. There are real tax consequences to both employer and employee. Any money given in this way is taxable pay to the employee (the employer contribution for medical insurance is not). As a result, the employer will pay FICA, UI Tax and Workers’ Comp premiums on the payment and the employee will pay FICA, SDI and income tax (state and federal) as well. The net result is that as little as 60% will be left for the employee. Also, because the employer no longer has a health plan, a Section 125 plan cannot be used to shelter the premiums that the employee must pay to Covered California. In addition, the employees may find that the coverages available from Covered California are more limited than they formerly had. One final point is that if the payment is given to hourly employees, it changes their “regular rate of pay” and thus their basis for overtime.

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L awson Drayage, Inc. Machinery Moving, Rigging & Heavy Transportation for Any Industry

Industry trusted PrIntIng & LabeLIng equIPment mover for over 50 years! > Machinery Moving and Rigging > Facility Relocation > Storage and Warehousing > Pier Pick Up and Delivery > Crating & Special Packaging of Machinery & Equipment san francIsco bay area

sacramento & san JoaquIn vaLLeys

3402 Enterprise Avenue Hayward, CA 94545 Phone: 510-785-5100 Fax: 510-785-8156

9900 Kent Street Elk Grove, CA 95624 Phone: 916-686-2600 Fax: 916-686-2601

Online: www.lawsoninc.com | Email: sales@lawsoninc.com

Concept • Printing ad Form Converting • Fulfillment

Client

ClieNt

Phone

PhoNe

ContaCt

CoNtaCt

Fax

magazine CheCk eaCh box as a guide: Authorized Signature:

❑ Name correct?

❑ Address correct?

❑ Phone # correct?

date magazine

Date: authoRized sigNatuRe

CheCk eaCh box as a guide:

❑ Ad copy correct? ❑ Offer correct, if any? ❑ Name correct? ❑ address correct? ❑ Phone # correct? ❑ ad copy correct? ❑ offer correct, if any?

ad approval: magazine Ad approved as is

• Any Changes from this point forward may cost you in time and materials.

❑

magazine

• Southwest Graphics Cannot process your job until receipt of Sign-Off.

magazine

Fax Back To: (480) 966-4133magazine

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

Ad with ❑time • any changes from this point forward may cost you in andapproved materials.

corrections indicated

• Process magazine cannot process your job until receipt of sign-off.

magazine

❑

Re-Proof after

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.

2526 Wood Street, Oakland, CA 94607 ph (510) 452-5419 fx (510) 452-4411 gweinfo@ymail.com goldenwestenvelope.com Circa 1972: Photography by Ray Mazur

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❑

The Best Practices Conference for Selling, Implementing & Producing Digital Printing & Marketing Solutions

the conference for digital print and marketing services providers who learn more by doing than by just listening

Hands-on sessions & workshops  Selling digital printing & marketing services using storytelling  Implementing marketing services and digital printing portal solutions  Reengineering production workflows

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Networking, socializing & fun  Peers and industry leaders  Key vendor visionaries  Everything Las Vegas has to offer $100 off with promo code Connected15

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NEW!

Die Cutting/ Carton Folding and Gluing

On Line Bindery, Inc.

Family owned and operated since 1990

High speed bindings

Perfect/Saddle Stitch-Loop and Standard Wire-O/Plastic Spiral/Metal Spiral/Comb

Gluing brochures & gluefold envelopes

Remoist/Fugitive/Cold/Hot Melt

15 folders

From ¾ inch panels to 40" wide All folds, double gates, maps etc.

Other capabilities and services

Die Cutting/Carton folding and gluing Shrink wrapping/Round cornering Kleenstick taping/High speed tipping items to each other/Eyeletting/Drilling Padding/ Index tabbing/ Pick up & delivery

Contact

510.234.7707 tel 510.235.6606 fax info@onlinebindery.com- quotes only please

Also own paper shredding company, discounts to bindery customers. Look us up at shreddefense.com

AD Form ClieNt

PhoNe

CoNtaCt

Fax

authoRized sigNatuRe

Name correct?

address correct?

date magazine

Phone # correct?

❑ ad copy correct? ❑ offer correct, if any?

• 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:

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

❑ ad approved as is

magazine

• any changes from this point forward may cost you in time and materials.

❑ ad approved with corrections indicated

• Process magazine cannot process your job until receipt of sign-off.

magazine

❑ Re-proof after corrections are made

magazine email baCk to: process@switchstudio.com

Imagination drives us CheCk eaCh box as a guide: to change. ❑ ❑ ❑

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

Production Print

IT Services

Workflow Solutions

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S:7”

PRODUCTION SOLUTIONS

“

We started to think of ourselves as a marketing company, not just a printer...and Canon helped us make it happen. S:10”

”

MIKE SEVIGNY President of Chromatic Lithographers

UNLEASH THE FULL POWER OF PRINT.

Today’s world of print is constantly changing, creating new demands every time a customer walks through the door. Fortunately, you have more to offer your clients than ink on paper. You provide vision and creativity. And now, you can have the tools to help realize that power for your clients. Fueled by your ingenuity, we develop solutions that allow you to take on more work, more customers and bring more of your creativity to a project. So as you plan for the future, get more than a return on your investment—expect to see a return on your ideas. Go beyond printing at: usa.canon.com/enablingcreativity

©2014 Canon U.S.A., Inc. All Rights Reserved. Canon is a registered trademark of Canon Inc. in the United States and may also be a registered trademark or trademarks in other countries. Apple and Magic Mouse are trademarks of Apple Inc., registered in the U.S. and other countries.

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K . PRESS

W I L S O N •

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I N T R OD UC IN G

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& •

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•

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SERVICE

Crease, Fold, Score, Number, Perforate, UV Coat, Perfect Bind

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 .

189 Beacon Street S. San Francisco, CA 94080 Phone Sacramento Reno Hawaii

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

Fax

650-952-2577

info@kwilsonco.com

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.

Phone a Friend Being a business development sales rep can be challenging and sometimes overwhelming. When you need an encouraging word to stick it out and stay in the game (you can’t play or win if you’re not in the game) have a friend or colleague you trust give you a reality check or pep talk. Sometimes we need to “phone a friend” who understands the complexities of a relationship sales career. It is crucial that we surround ourselves with strong mentors and supportive colleagues.

Refreshment Delivery How about a bagel, donut or coffee delivery to help build relationships? We have all been in environments where there are snacks and everyone comes to that area to enjoy a treat. Use this to celebrate a small holiday, thank a client, meet new contacts, and at the same time you can leave a snappy, relevant sample or compelling case study. Make the effort to go see your clients in person.

Getting Ready or Getting Busy?

STRATEGIC SELLING 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/2014.08/

VISUAL MEDIA ALLIANCE

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STORY | LESLIE GROENE

Are You Still With It?

Review Selling Best Practices Prospect Sometime Salespeople across all industries and experience levels ask me this question: What is the best time to make prospecting calls? The reason they ask is because they are trying to avoid making the calls so they can use the best time as the excuse. The best time to make a call is any time you will actually make the call! Prospecting is the most important activity in sales. It is also frustrating and uncomfortable. No matter how much you wish it to be different, the vast majority of your calls will go to voice mail, you will deal with rude gatekeepers and you will often catch prospects at the worst possible time in their day. That is life in the sales world. And despite the ongoing fantasy that there is some magical time when prospects will welcome your call with a kind voice and an open mind, nothing will change this fact.

In sales, there are getting-ready activities, and there are getting-busy activities. Unfortunately, too many salespeople (one in four) are getting ready to get ready. There is a time to get ready and a time to get busy. Getting ready is planning, preparation, and rehearsal. Too much getting ready and you’re procrastinating, which is really avoidance behavior. These are the people who stare down the gunsight of life but rarely pull the trigger. Getting ready is important, but getting busy is imperative to your success. You have to be willing to pick up the phone, go out and visit a client and continue to build relationships.

Manage the Relationship not the Project As we try to sell more solutions to current clients, we must remember to make sure that the relationships are still intact. I find some salespeople focus on the project and do not pay attention to the client’s needs and concerns. As relationship salespeople, the relationship is the most important part of the process.

What Time Do You Open for Business? A couple of weeks ago, I went to a high end store to purchase a product and arrived a few minutes before it opened. The store signage indicated that it opened at 11:00 a.m. and as we waited out front I noticed that there was a company meeting being conducted inside. Well, as we waited outside with a couple more customers, they continued the meeting for another five minutes— well past the posted opening time at which point we left to purchase our item from a competitor. This has also happened to me at a large national bank where I waited at the door past their posted opening time while they conducted an internal meeting. In both instances the employees inside could readily see that there were customers waiting outside.

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VMA Education. The Choice is Yours. Stay ahead of the game by learning new skills. We’re here for you. Because of you. Visual Media Alliance is a trade association helping the careers and businesses of our members to be successful. We offer over 100 public classes, delivered to you in-person, online and through customized training solutions.

DESIGN

MARKETING

OFFICE

PROGRAMMING

View Website For Education Listings (800) 659-3363 • education.vma.bz Workshops • Seminars • Webinars • One-on-One • Customized Training Solutions

VISUAL MEDIA ALLIANCE

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GOVERNMENT AFFAIRS STORY | BY GERRY BONETTO

Tips to Help You Save Money and Avoid Trouble Packaging Material Break Bubble pack, Styrofoam pellets, formed in place Styrofoam sponges, tape and other devices to close containers, and non-returnable pallets are considered packing materials. They may be purchased for resale if sold to persons who are also the sellers of the property shipped, because the materials become part of nonreturnable containers which are resold with the property shipped.

New Health Savings Limits Health Savings Accounts (HSAs) are pre-tax accounts available to individuals covered under a high-deductible health plan. For calendar year 2015, a high-deductible health plan is defined as a health plan with an annual deductible that is not less than $1,300 for self-only coverage or $2,600 for family coverage. This is an increase from 2014 ($1,250 for self only; $2,500 for family). The annual limits for HSA contributions for 2015 are as follows: $3,350 for individuals with self-only coverage (an increase of $50 from 2014); and $6,650 for family coverage (an increase of $100 from 2014).

New Employee Posting Required

GERRY BONETTO Gerry Bonetto is the government affairs director for Visual Media Alliance. If you have questions about any of these items, call 800-6593363 or 415-243-8126. You may also email him at Gerry@VMA.bz

VISUAL MEDIA ALLIANCE

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Beginning July 2014, employers are required to post a new employment notice regarding the state’s minimum wage. The posting shows a $9.00 per hour wage. If you bought a 2014 All-in-One poster from VMA, that poster already has the oﬃcial notice. If not, you can download the notice at https://www.dir. ca.gov/iwc/MW-2014.pdf.

New Website Includes All Things Government PIC has launched a new website, bringing together, in one place, information, tools, and other material on regulatory compliance, trends in industry and governmental advocacy. This website is maintained by PIC—the industry’s government affairs oﬃce—for Visual Media Alliance, Printing Industries of San Diego and Printing Industries of Southern California. Material is grouped into five categories: • Business/Technical • Environmental • Human Resources

• Safety • Sales Tax Each category is further divided by subject matter (e.g., under Human Resources there are twelve subcategories, such as pre-employment, employment, sample employee handbook, required postings and brochures and terminations). The “Get Involved” section is where members can respond to a “call to action” from your association, enabling them to email their representatives a form letter prepared by PIC staff on proposed legislation that could impact the graphic arts industry in either a positive or negative way. Members will be able to easily access all of these tools at www.pic-gov.org.

Sales Tax Exemption Beginning July 1, 2014 through December 31, 2016, California has exempted the purchase of machinery used in the manufacturing process and for research and development from a part of the state portion of the sales tax reducing the tax rate by 4.1875%. From January 1, 2017 through June 30, 2022, the reduction is 3.9375%. To obtain this tax relief you must give the seller of the machinery an exemption certificate. This form is in our new Graphic Arts Resource Center at www.pic-gov.org and can be downloaded from there. The relief is also available for capital leases beginning on or after July 1, 2014 through July 1, 2022.

Patent Trolls Because of opposition from special interests ranging from Google to the trial lawyers, Congress failed to enact legislation to rein in the patent trolls. Since almost all of the demands made against printers involve things that emanate from software or hardware that the printer has purchased from a supplier, it should be the supplier’s problem. Because of the prevalence of the patent troll threat, it’s imperative that when you buy something new, the purchase agreement include indemnification from the cost of claims that the system infringes someone’s patent. The good news is that we have had several suppliers come to the plate on this to protect their customer’s interests. But, you can’t expect this unless you have it in writing as part of the sales contract. If you need help on this or receive a demand letter from a patent troll get in touch with Dan Nelson at VMA.

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be a required as a reasonable accommodation under California or federal law.

ICE I-9 Audits

HUMAN RESOURCES STORY | BY DOUG MOORE

Five Ways to Stay Out of Trouble Social Media User Names and Passwords

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 800659-3363.

Assembly Bill (AB 1844) prohibits employers from requiring or requesting employees or job applicants to provide user names or passwords for personal social media accounts and from requesting an employee or applicant to divulge personal social media. There are limited exceptions, including an exception relating to employer investigations.

Leave Time as an Accommodation Companies, with under 50 employees, can make a statement in their handbook regarding the maximum amount of personal medical leave time allowed for an injured or ill employee. Companies with 50 or more employees, covered by FMLA/CFRA, must legally provide 12 weeks of leave time for child bonding, to care for a child, spouse, registered domestic partner (under CFRA), or parent with a serious health condition, or on account of the employee’s own serious health conditions if the employee is otherwise eligible for the leave. Each case of disability leave, whether the company is under or over 50 employees, must be evaluated on its own individual basis in terms of whether extending “further leave time,” beyond the maximum, would

Employers are required by law to maintain for inspection original Forms I-9 for all current employees. In the case of former employees, retention of Forms I-9 are required for a period of at least three years from the date of hire or for one year after the employee is no longer employed, whichever is longer. ICE agents or auditors conduct an inspection of the Forms I-9 for compliance. When technical or procedural violations are found, an employer is given ten business days to make corrections. An employer may receive a monetary fine for all substantive and uncorrected technical violations. Employers determined to have knowingly hired or continued to employ unauthorized workers will be required to cease the unlawful activity, may be fined, and in certain situations may be criminally prosecuted. Additionally, an employer found to have knowingly hired or continued to employ unauthorized workers may be subject to debarment by ICE, meaning that the employer will be prevented from participating in future federal contracts and from receiving other government benefits.

Vacation Advances Not Advised VMA advice is not to give employees vacation advances. This practice brings a high risk of legal liability due to laws governing loans (advances) and proper documentation required in deducting the advanced vacation pay. The penalty, among others, can be up to 30 extra days of pay to an aggrieved employee. 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. In general, we do not advise permitting cash outs.

Ignoring a Tax Levy An employer would be making a serious mistake to simply ignore a tax levy from the IRS. Any person who receives a levy but fails to honor it faces personal liability under the Internal Revenue Code in the amount of each payment that should have been turned over to the IRS. Thus, the employer who ignores the levy could pay the worker their compensation, as well as have to pay the IRS a second time. In addition the Code creates a second tier “penalty,” up to 200% of the amount that should have been paid to the IRS, if the failure to do so was willful. VISUAL MEDIA ALLIANCE

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NEW MEMBERS Banner Express

Banner Express, Sunnyvale, specializes in custom large-format digital printing services on vinyl, textile, mesh, backlit film, magnets, and many other substrates for indoor and outdoor use. We print trade show graphics, banners, posters, car wraps and much more. We have catered to the printing needs for many Fortune 500 companies. Mruduta Mervana 408-830-9900 mmervana@bannerexpress.net www.bannerexpress.net

Beasley Direct Marketing

At Beasley Direct Marketing, direct is all we do. Whether it’s email, web pages, search, collateral, print, direct mail, or all of the above, we never let a project leave our premises without making sure it has the elements in place to get the desired audience to respond. That means a clear offer, persuasively presented, that fits the needs of your target prospect like a glove. But that’s just the beginning. At every stage of the communications process we work to optimize your responses and your lead flow. You get not only a high volume of responses, but responses that are high in quality because responders are predisposed to be hungry for more information on your product or service. The best leads at the best price. It’s a winning combination which has brought us steady (now accelerating) growth for nearly two decades. Contact us and let’s talk about how we can win together. Laurie Beasley 408-658-9771 lbeasley@beasleydirect.com www.beasleydirect.com

VISUAL MEDIA ALLIANCE

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BR Printers

BR Printers is a leading provider of digital printing products based in San Jose, with production facilities in Independence, KY, and East Windsor, NJ. The company’s product portfolio includes self-publishing solutions, print-on-demand, short run publications, web-to-print, rebinds & other digital printing solutions. Adam DeMaestri 408-278-7711 adam@brprinters.com www.brprinters.com

Mode Design

Mode Design is an award-winning design studio located in Sacramento. It’s run by Hans Bennewitz, a lover of design, typography and music. Specializing in branding, logo creation, illustration and web design, his work had been featured by HOW and Print magazines, as well as multiple logo lounge books. Hans Bennewitz 916-390-4342 hans@modedesign.us www.modedesign.us

JLOOP

JLOOP, Long Beach, was born out of a love for bringing brands to life in a digital world. We are a creative technology and development firm that specializes in creating memorable online experiences. With a house full of uber creatives and developers, we are fixated on bringing together innovative design and advanced technology to create engaging digital partners and drive “human consequence” by inspiring people to take action. We want our work to matter for our clients and their business objectives and for their users. We listen intently to our clients’ purposes—we design but we also fiercely care about the end users having an experience that is meaningful and useful to them. So we’ve been known to support removing features that get in the way of things that we know about users and what they want. This is a value of our experiences and the fact that we care. Lauren Daniels 562-491-5667 lauren@jloop.com www.jloop.com

Petres Design

Petre Spasov is a freelance art director and design consultant based in Orange County, CA. His work has been showcased by several international organizations and publications, including: Communication Arts, HOW magazine, CQ Journal, Hermes Awards, and AIGA OCDA. Petre Spassov 714-423-2058 me@petresdesigns.com http://petresdesigns.com/

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Rick King Design

“Originally founded in 1886, in an empty horse stable in San Francisco, RICK KING DESIGN today employs more than 68,000 associate members in 47 countries and yada, yada, yada...” Actually—never mind that—we’re just a small design studio in Escalon that does good and honest work for a handful of outstanding clients. Richard King 209-838-8901 rick@rickkingdesign.com www.rickkingdesign.com

Stoller Design Group

Studio Blue

Studio Blue Reprographics, Inc. continues to grow with the many technical advances being made in this industry. Our customer base has also grown and become more diverse in the past 46+ years. Competitive pricing has always been of concern to our company but our main goal is, and always has been, to meet the demands of those we serve. Superior equipment, versatility, professional techniques and just plain “good service” are just a few of the characteristics making this a true success story. Bob Barker 925-463-9660 bob@studioblueonline.com www.studioblueonline.com

At SDG, we think about design from the ground up. That means working closely with our clients to establish objectives and develop powerful design solutions. Our philosophy is simple: listen carefully, think strategically, interpret creatively, and implement effectively. The resulting designs boldly unforgettably speak to our client’s audience. Our projects are fresh, enduring and resonant. We take our work very seriously, but we don’t take ourselves too seriously. We build relationships with our clients that last. Tia Stoller 510-658-9771 tia@stollerdesigngroup.com www.stollerdesigngroup.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

DO YOU THINK BIG? THINK

THE TRADE SHOP WITH BIG PRESSES DOING BIG JOBS FOR BIG SAVINGS! Large Format Printing • 28” to 54” Presses • Large Format Digital Printing • Prepress/Proofing • Corrugated Products • Packaging Design CAD Design • Bindery • POP • Die Cutting • Gluing • Laminating • Sheeting • Windowing • Special Coatings • Fulfillment • Promotional Products CMYK • Tracy CA • cmykprintandpromotions.com • (209) 229-7230 • nick@cmykpnt.com

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