Printers and direct mailers of every flavor gathered at PRINTING United in September to explore new technology, finishing, and workflow solutions. I had the opportunity to speak with three Screen Americas customers about changes in their production environments and expanding direct mail services. The interviewees shared their perspectives on strategic partnerships, evolving their capabilities and preparing for the future.
Interviewees:
- Fadi Lahlouh, CEO of Lahlouh, Inc., a family-owned business with a production facility in Ohio and a sales team in Northern California. (watch the interview here)
- Joe Williams, General Manager of MDI Imaging & Mail located in Northern Virginia (watch the interview here)
- Dave Johannes, Director of Strategy and Shane Helmer, President of Topeka facility, Moore (watch the interviews here and here)
You can also watch two round-up videos here and here.
Lahlouh, Inc., is a family-owned print service provider. Lahlouh has evolved from traditional offset commercial printing to include a diverse array of services. The company expanded their direct mail capabilities with Screen’s Truepress 520HD+ in May.
MDI Imaging & Mail is full-service direct mail production firm. They were acquired by HSP Direct in 2022. They serve a diverse customer base with direct marketing services for fundraising. They installed a Screen 520HD press in May.
Moore is a leading high-volume direct marketing and omni-channel service provider. They operate 12 Screen presses across their five facilities.
Demand for Direct Mail Services
Lahlouh added mailing services in 1988, focusing on small, short-run jobs. After in-depth research, they identified an opportunity to grow their direct mail services by leveraging inkjet technology. Lahlouh said that direct mail continues to drive high ROI, especially with intelligent, variable data personalization. With more complex data, marketers can tailor messages to multiple audience segments. Screen’s technology has already delivered better response rates for Lahlouh’s clients.
A Partnership Based on Transparency
Screen is a key strategic partner for Moore. Johannes and Helmer praised Screen’s digital presses for their performance and reliability across a range of models. Helmer noted that these machines are integral to Moore’s ability to meet customer expectations across various communication channels, from direct mail to television to digital channels.
After thorough research, MDI chose Screen as their technology partner due to their strong customer service, reliable technology, and the ease of working with their team. Williams highlighted the importance of forming a partnership that feels collaborative and supportive. Screen’s ability to maintain high uptime and provide strong technical support has helped MDI keep their press running efficiently.
Adapting to New Workflow Demands
Transitioning to continuous feed inkjet required Lahlouh to rethink their entire production workflow. The shift from offset to digital on this scale meant treating the inkjet division as a startup within the company. To handle the complexities of variable data at a mass production level, they hired experienced professionals and worked closely with Screen’s team to optimize their processes. This collaboration with the investment in expertise has already paid dividends, helping the company achieve smoother operations and enhanced campaign customization for their clients.
Mailing Smarter in a Cost-Driven Market
Moore has significantly improved its ability to personalize direct mail at scale. This shift has led to better donor engagement and stronger campaign response rates for their nonprofit clients. Johannes highlighted the increasing use of variable content. Executing complex levels of personalization is crucial for building donor profiles and increasing long-term engagement.
With postage rates increasing twice a year, Lahlouh’s customers are looking for ways to maintain cost-efficiency. Better data management is crucial. Targeting smaller, more refined mailing lists reduces mailing volumes and saves on postage.
Screen's inkjet technology has allowed MDI to significantly expand their capabilities, particularly in producing high-quality, four-color variable jobs with minimal waste. This has enabled them to handle more complex projects and take on additional work, ultimately enhancing their service offerings and increasing customer satisfaction.
MDI’s roll-to-cut continuous feed press has replaced numerous manual steps and eliminated offset printing. The operators appreciate the cleaner, more efficient process. They no longer have dirty hands from handling plates. the equipment is faster and its easier to return to previous jobs. Screen’s inkjet platform has significantly improved turnaround times, job consistency, and customer satisfaction.
Preparing for the Future
Lahlouh sees a bright future for direct mail, with advancements in AI likely to enhance its effectiveness. Lahlouh is continuing to invest in finishing technology to expand their capabilities further. While the company has a strong history in offset printing, the future lies in digital solutions.
Johannes stressed the importance of continuous learning and strategic planning when adopting new technology, advising other businesses to consider the broader impact on workflow, finishing and customers’ needs.
Lessons Learned
For those considering inkjet technology, Lahlouh stressed the importance of thorough research and education. He took four years to make his decision, ensuring that Lahlouh was fully prepared both operationally and financially. He advises staying informed through industry events, consulting with clients, and fully understanding the economics of inkjet before making a commitment.
Williams emphasized the importance of choosing the right technology partner, not just for the quality of the equipment but for the service and support that comes with it. He praised Screen’s commitment to ongoing support, which has been instrumental in MDI’s success.
Why Invest Now
With the move to roll-to-roll digital production, Helmer noted that the plant has evolved significantly, streamlining operations and increasing capacity. He highlighted the operational efficiencies gained by running tasks that once required multiple steps in a single pass. Inkjet has delivered shorter production time and reduced costs. Moore’s focused on innovation, cost management, and customer-centric solutions to remain a leader in the direct mail industry.
MDI plans to invest in a second press, expand their facility, and continue refining their workflow. They are also exploring larger formats and further integration of cut-sheet technologies to handle smaller jobs more efficiently.
Screen promises less and delivers more, fostering trust and confidence with their customers.
