I’m Hassan Igram, CEO and President of Cedar Graphics.  We’re doing some really neat things on the integrated marketing solutions side.  We have a process called Fusion Marketing Logistics.  And before we did any of this, even though we’ve got people who really understand it, we really wanted to test it on ourselves because we had a need to do some marketing and branding for Cedar Graphics.  All of the branding we had done in the past was pretty much about our traditional services. 

So, this being a fairly new service and a lot of us really not understanding it really totally, we really knew that the only way we could learn it is apply it to ourselves and see how it worked and measure the back end.  So we did that.  We started out with a Tootsie Roll mailer, which was really cool and that was before we had Direct Smile, so it was kind of a custom variable message product that had a Tootsie Roll wrapper on the front and depending on the person’s name or the length of the name, the wrapper either contracted or expanded.  And to this day we have customers who have that posted on their bulletin boards or on their walls because they thought it was so cool. 

The next campaign we did was a campaign about explaining the variable marketing – the variable imaging and marketing services that we had.  So we sent out a series of flyers, they were all basically the same piece, although there was a lot of discussion about mixing some media.  Maybe going to an oversized postcard and maybe a letter and then following up with a small postcard or email.  So we’ve talked about having those kinds of programs as well. 

And we’re working on a program right now that accents our UV capabilities with dye cutting and embossing, but it also includes a variable letter that goes with it and talks a lot about the variable marketing that we can do, or the variable messaging that we can do segment – Message segmentation.  It’s kind of hard to say.  And also just kind of talking about that component of how dynamic that service is. 

But also including some of the really cool special effect we can do along with that.  So a combination of digital and conventional, or digital and UV printing, which is kind of a hybrid solution, which is really a lot of times the solutions for our customers is to involve several types of media to create the largest impact or the greatest impact. 

So what we’re doing now, our latest campaign is going to be really neat  It’s actually going to be a – it’s going to be an open house, it’s going to be an invitation that’ll go out as a variable image mailer – it’s a personalized mailer with the person’s name on it.  It’ll be, hopefully, very attractive, very well-designed and if they come to the open house, which will be probably conducted by some of our vendors, our partners like HP or Interlink One, or whatever, so it will be a kind of a lunch and learn event.  There will be a gift that they will get as they leave in a Cedar Graphics coffee cup that’ll either be a personalized golf ball box with golf balls in it, and if they don’t like to play golf, it’ll have chocolates in it.  That’ll be basically golf balls that are chocolate.  So they get their choice. 

I think everybody’s going to want one or the other.  So, we’re excited about that.