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HP digital technology helps Illinois mail house regain profitability

Wednesday, February 09, 2011

Press release from the issuing company

Palo Alto, Calif. – After a significant slowdown in direct mail, Rescigno’s Mailing Solutions re-examined its source of income and has now succeeded in building a base of profitable color printing work on an HP Indigo press 3500.

The Bridgeview, Ill.-based business installed the press one year ago during a challenging time. Long-time clients in the nonprofit sector had cut their mail volumes significantly, and too many of the company’s revenues were based on color printing work brokered out to local offset print service providers.
From mail house to end-to-end print marketer

President Sue Rescigno and her husband, company co-founder Ron Rescigno, started a turnaround by replacing outsourced offset color printing with offset-quality digital printing that they could produce more profitably in-house on the HP Indigo press 3500. HP then helped Rescigno’s Mailing Solutions grow demand by providing business consulting and helping conduct an educational client seminar.

The HP-developed seminar led to faster-than-expected growth in orders from loyal customers that previously had not considered adding full-color variable-data printing to their mail campaigns.

“Our team understands that it is absolutely essential to provide the highest quality printing to our customers. We had the whole staff review print samples from different digital presses we were evaluating, and HP Indigo was the winner hands down,” said Sue Rescigno. “Once we bought the press, HP helped us reinvent ourselves as a firm with integrated mailing and printing, which makes us a more valuable – and relevant – solutions provider.”

Dscoop peer feedback leads to a unique selling proposition

Since becoming an HP customer, the company has also benefited from the advice of peers in the Digital Solutions Cooperative (Dscoop) HP users’ group. Shortly after buying the press, Rescigno’s attended the annual Dscoop conference, and received feedback that helped the company strengthen its marketing strategy.

“When we went to the Dscoop conference, experienced HP Indigo users let us know that our deep knowledge of mailing is a huge competitive advantage,” said Sue Rescigno. “Three HP Indigo customers in particular suggested that we should be shouting from the rooftops about how our company knows data, knows mail and now knows printing, because many companies don’t have all those skill sets under one roof.”

That message is at the heart of the company’s marketing efforts, including a new social media strategy managed by the Rescignos’ son, Dominic.

“For many companies, the key to future success comes from being adaptable, flexible and dedicated to new, profitable opportunities,” said Jan Riecher, vice president and general manager, Graphics Solutions Business – Americas, HP. “For companies like Rescigno’s Mailing Solutions, we go beyond providing leading-edge digital press technology to also offer business development programs that focus on increasing sales and profits.”

New opportunities with nonprofits

Existing nonprofit agency customers also are benefitting from the HP Indigo 3500’s variable-data capabilities. For example, Rescigno’s helped one long-time client, Children’s Memorial Hospital, create a more effective invitation to its annual marathon by including a personalized QR Code. When scanned, the codes send recipients to the marathon registration page, making it easier for them to register.  

Another nonprofit client, a local children’s museum, had positive results with a high-quality event invitation printed on the new HP Indigo press. Sue Rescigno said one of the recipients happened to be an offset printer who had done work for her company.

“He came by with his children’s museum invitation in hand, just to tell us that he couldn’t tell the difference between the HP Indigo-printed piece and the work he used to do for us on his offset press,” she said.


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