Top-tier direct mail marketing solutions provider purchases HP T300 Inkjet Web Press to boost its clients' ROI

PALO ALTO, Calif., – Freedom Graphic Systems' latest technology investment – an HP T300 Color Inkjet Web Press – will help the Milton, Wis.-based company deliver more affordable, personalized, direct mail to improve its customers' return on investment (ROI).

The purchase is part of the momentum behind a new "ENABLING IMAGINATIONSM" marketing initiative from Freedom that provides leading-edge technology and tools that help the company's clients deliver the right message to the right audience at the right time.

"The new press reduces the cost of high-quality, variable-data printing (VDP), transforming marketing communications with its four-color, 100-percent variable, high-resolution, high-speed print-on-demand capabilities," said Marty Liebert, CEO and president, Freedom Graphic Systems. "With its proven thermal inkjet technology, the HP T300 offers direct mail solutions that condense cycle times, increase postal optimization and facilitate relevant one-to-one marketing communications."

When the press is installed and operational in October, Freedom, one of the nation's largest independently owned direct-mail companies, will bring new opportunities to industries that rely heavily on direct marketing activity for customer acquisition, retention and loyalty programs.

Breaking new ground in direct mail

The purchase is Freedom's first investment in a four-color, high-speed digital web press. The company also will be among the first in the nation to use HP Inkjet Web Press technology in high-volume direct mail applications.

"Freedom can bring greater value to its customers using the HP T300 to offer mass personalization in print marketing," said Aurelio Maruggi, vice president and general manager, Inkjet High-speed Production Solutions, HP. "Few other providers have the production power and flexibility to match the range of services Freedom will offer in high-response, personalized, full-color direct mail."

The new technology investment comes as Freedom marks its 25thanniversary. At the Direct Marketing Association's 2011 Conference and Exhibition in Boston, October 1-6, the company will highlight its new HP offerings and celebrate its quarter-century in business as one of the nation's leading sole-source direct mail providers.

"Capture" business development: Consulting and tools for growth

Beyond the hardware investment, Freedom is working closely with HP on market analysis and education services provided through the HP Capture business development program. With Capture, Freedom will be able to take advantage of:

• market-specific, variable-data marketing collateral designs from HP to promote Freedom's new digital capabilities
• consulting to help Freedom customers introduce full-color variable data into existing mail piece designs
• internal consulting to help Freedom management and sales staff target new opportunities.
• High quality, reliability and productivity with Scalable Printing Technology

The 30-inch wide HP T300 uses proven HP Scalable Printing Technology, with reliable, 1,200-nozzles-per-inch native resolution thermal inkjet print heads providing full-color variable-data printing at speeds up to 2,600 letter-size pages per minute. The press prints on standard uncoated papers as well as on a growing range of coated inkjet stocks.

"This innovative solution is really about ENABLING IMAGINATIONSM for our customers," said Liebert. "It is a game changer in direct marketing – one that strengthens Freedom's status as an industry leader and full-service provider. The HP T300 will help Freedom grow profitably and increase our offerings by taking direct mail marketing to the next level."

More information about HP Inkjet Web Presses is available at www.hp.com/go/gsb and through the HP Graphic Arts Twitter feed, www.twitter.com/hpgraphicarts.