Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Print 2017     Production Inkjet Tools & Resources     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

Casey Clarke Radican fills us in on her role and background as Marketer at GPO

Published on December 2, 2010

Get to know Casey and her role as Marketer for the Government Printing Office and her goal to become the first woman Public Printer.

Cary Sherburne:  Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com, and it’s my pleasure to be here with Casey Clarke Radican, who is in charge of Marketing for the Government Printing Office.  Welcome. 

Casey Clarke:  Thank you. 

Cary Sherburne:  You know, I first became acquainted with you, at least by name through EDSF where you were the recipient of a number of scholarships through them.  And I remember on your applications, you had a lofty goal, can you share what that was? 

Casey Clarke:  Yeah, since Norm and I have arrived at GPO, my goal has been to become the very first woman public printer.  I arrived under Mr. Bruce James and if you visit GPO in Washington D.C., there is a wall of all the public printers that came before him and now Mr. Tapel as well, and the first thing I said was, something’s missing.  And Mr. James asked me, what do you think is missing?  I said, “Well, not one of them is a woman.”  And so from that moment on, I decided that my goal and my time at GPO will be spent working towards that goal of becoming the very first woman public printer. 

Cary Sherburne:  And how long have you been there? 

Casey Clarke:  Almost seven years now. 

Cary Sherburne:  And you’re still – that’s still a goal. 

Casey Clarke:  I’m still going, yep. 

Cary Sherburne:  That’s great.  Marketing at GPO, you think about marketing sometimes more in the private sector, so tell me a little bit about what kinds of efforts you do to market at the GPO. 

Casey Clarke:  Sure, well my role really is focusing on the agency customers that we work with, it’s 170 plus federal agencies including the commissions and bureaus within those agencies, and the biggest challenge we have marketing to those agencies, of course, is our money, of course, comes from taxpayers, which we are very careful about how we use that money when we’re going out and making marketing decisions, but also when we go out and choose marketing channels and mediums and of course our message, we want to make sure that we are speaking to all the policies and procedures that come into term – we’re talking about the federal government.  So we have to make sure that all of our “I’s” are dotted, all of our ‘T’s” are crossed and make sure that we are running ourselves as a federal agency that is backed up by law, but also making sure that we’re giving value to our customers and our marketing message and making sure that they know that we are not the same GPO that maybe came across in former years, that now we’re innovative, we’re future-thinking, we’re making a lot of strides in the digital world, and that’s what we spend our time trying to do is we really brand awareness and with some of the free marketing tools going on right now, we can also do some really cool social media stuff and other marketing things as well. 

Cary Sherburne:  And if I wanted to follow GPO on Twitter, for example, what do I do, add GPO? 

Casey Clarke:  Yep, USGPO is our –

Cary Sherburne:  USGPO. 

Casey Clarke:  Is our name and you can find us on there, we also have a book blog, Book Talk, it’s all right there on our website, and you can also visit us on YouTube, we have our own channel and have about 25 videos up there right now. 

Cary Sherburne:  Oh, that’s great.  And so in  terms of the agencies then, if an agency has a project, maybe they have a – maybe it’s a health program they’re trying to promote or something like that, you would get all of the characteristics of that project and would you ever print – excuse me, produce that in-house or do those kinds of things always get outsourced? 

Casey Clarke:  It really depends.  We basically can assist the customer, the agency customer, doing anything from actual design, whether that might be print or maybe have web component there, a multi-media component.  Then to print, which may not go to our contractor to procurement, it might come in-house to our plant, depending on the product.  And then we also can assist them if they need to get it into the public’s hands to our sales and marketing department with our library side gets it into the Repository Library Program gets it into the public’s hands through their GPO book store and anything the customer brings up is an idea to get the product.  Maybe they have an event that’s going on to support the book or the theme of the book, if its health, we also will show up there and help them push the book at those events and anything really that they come up with, we’re happy to do. 

Cary Sherburne:  It sounds like a really fun job. 

Casey Clarke:  It’s great.  I love it.  I actually a lot of fun. 

Cary Sherburne:  And then let’s see now, what should I expect, three years, five years, how long before you’re a public printer? 

Casey Clarke:  Well, I’ve been told to slow my horses a little bit because I was guaranteeing five to seven years on my timeline, but I’m actually – if it happens in the next five or seven years, that’ll be way ahead of schedule and perfect by me.  But I think 15 is probably a little bit more realistic to make sure I’ve got the background and political sense to go for it. 

Cary Sherburne:  We’ll look forward to it. 

Casey Clarke:  Thank you. 

Cary Sherburne:  Thank you very much. 

Email Icon Email         

 

 

 

Recent Videos

 

Video preview: How to Think About Large Custom Development Projects

How to Think About Large Custom Development Projects

Published: August 24, 2017

Large software projects should be taken on with some extra planning upfront. Just like buildings, you should prototype and get a real sense of how the software is going to work. Given the time, we always build out the user experience first. Jennifer Matt interviews Chris Reisz-Hanson, a print software architect talks about how he would approach a large custom development project.

 

Video preview: Printing with Fluorescent Inks on HP Indigo

Printing with Fluorescent Inks on HP Indigo

Published: August 22, 2017

Nick Gawreluk, Supplies Product Manager for HP Indigo, Speaks with Senior Editor Cary Sherburne about some of the unique liquid inks HP Indigo has recently developed, including fluorescent inks. Gawreluk shares application of examples using these inks.

 

Video preview: Frank: British Attack on Apostrophe Must Be Stopped

Frank: British Attack on Apostrophe Must Be Stopped

Published: August 18, 2017

Frank bemoans the British attempt to eliminate the apostrophe in place names. So far, only Frank has spoken out against this perversion of orthography as misguided souls take a hammer to our grammar.

 

Video preview: Third-Generation Printer Cockrell Enovation Improves Productivity with HP Indigo 10000

Third-Generation Printer Cockrell Enovation Improves Productivity with HP Indigo 10000

Published: August 15, 2017

John Cockrell, Vice President at Fort Worth based Cockrell Enovation, has used its new HP Indigo 10000 press to migrate work from offset for more efficient production. Hear what he has to say about the future of offset in his business and the kinds of applications he is producing on the HP Indigo 10000. HP Indigo's Business Development team has been a partner in this transition.

 

Video preview: Bud Light, HP and Esko: From Ideation to Production in Less than a Month

Bud Light, HP and Esko: From Ideation to Production in Less than a Month

Published: August 14, 2017

Michael Cox, a Solutions Architect at HP, Inc., talks about HP's collaboration with Esko to create limited edition Bud Light cans for a special event using Studio for Sleeves and HP's Mosaic in the design process. This eliminated the need for physical samples in the approval process. From ideation to production in less than a month -- amazing!

 

Video preview: Frank: Xeikon Roll-fed Digital Press 25th Anniversary

Frank: Xeikon Roll-fed Digital Press 25th Anniversary

Published: August 11, 2017

We are coming up on the 25th anniversary of the Xeikon roll-fed digital color printer. Frank shows some of the classic work done by this venerable machine, which is still helping printers worldwide to make money.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved