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HP Indigo 7000 takes DPI to next level of Advanced Marketing Communications

Press release from the issuing company

Palo Alto, Calif. – In response to growing demand for higher-impact personalized marketing materials, print service provider DPI has installed an HP Indigo 7000 Digital Press to expand its marketing service capabilities.

DPI's technology investment expands the company's web storefront-driven print-on-demand and customized marketing collateral production capabilities. The HP Indigo 7000, along with the highly automated HP SmartStream Production Pro Print Server DPI purchased to drive the press, reinforce the company's primary objective: reducing the physical touch points required from job concept to job completion.

Driven, passionate and innovative solutions for marketing
"What makes DPI different from similar companies is the drive and commitment directed toward clients to provide better solutions," said Susan Moore, DPI's president. "Helping clients understand what is possible with new technologies like the HP Indigo 7000 is part of what DPI does to ensure our customers have the best possible options for their marketing efforts."

The Kennesaw, Ga.-based business specializes in versioned or personalized printing for national corporations that have franchise or dealer networks. DPI's internal web-to-print technologies feed jobs to HP SmartStream digital front-end solutions. The integrated workflow for these jobs – in which DPI clients design, proof and approve online before submitting for printing – decreases turnaround times and reduces cost to the customer.

With a speed of 120 four-color letter-size pages per minute, the new HP Indigo 7000 at DPI operates at nearly twice the speed of the firm's 5000-model press. The addition of the 7000 to DPI's digital press lineup provides the extra throughput and capacity needed as the company secures more business from local Atlanta-area firms that have the same marketing collateral and services needs as DPI's national clients.

Local businesses have noticed DPI's increasing technological capabilities and its willingness to go the extra mile to ensure success.

"DPI is more of a strategic marketing partner than a print service," according to one client, Linda Bishop, president and CEO of the Atlanta-based sales consultancy Thought Transformation Inc.

The competitive edge for customized communications
Designed to significantly increase the break-even point of digital compared with offset, the HP Indigo 7000 is an ideal press for producing large numbers of static jobs with run lengths ranging from one copy into the thousands, as well as variable-data work requiring the "every page is different" capabilities of digital.

"Marketing is becoming a discipline that works best in on-demand environments, because of on-demand printing's ability to extend a company's reach, create cost efficiencies, and achieve effective brand management," said Jan Riecher, vice president and general manager, Graphics Solutions Business – Americas, HP. "The HP Indigo 7000 takes DPI's on-demand capabilities to the next level, giving this progressive company a significant competitive edge."

Extending a legacy in digital printing
Moore, with her husband Bob, started DPI in 1992 with the objective of applying technology driven solutions to streamline marketing efforts and provide seamless execution for marketing collateral and fulfillment.

"We love what we do," said Moore. "Doing it well for our clients is what has helped our business succeed and grow. At DPI, our team is exactly what our name suggests – Driven, Passionate and Innovative. We take these words to heart and deliver against them every day for our clients."

While DPI has used a DI offset press to print some of its longer-run work, the company's roots are in digital printing. DPI was one of the first in the U.S. to install an Indigo press in the early 1990s, and it remains one of the most progressive firms in the Southeast with regards to using digital printing to drive marketing collateral fulfillment operations. 

In 2008, the company launched a unique business-to-consumer digital print offering, using its HP Indigo press 5000 to print hundreds of thousands of personalized youth baseball cards as part of a promotion for Nestlé Drumstick brand sundae cones.

DPI is active in industry activities to advance digital printing as an efficient, cost-effective, and low-waste model for effective marketing communication. The company takes an active role with the Digital Solutions Cooperative (Dscoop), an HP users group that is among the largest independent users groups in the graphic arts industry. Moore, a Dscoop board member, served as chairwoman for Dscoop's 2010 annual conference and was instrumental in increasing attendance by 28 percent to a record 1,800 attendees.