Polaris Direct Adds Nipson Presses For Personalized Direct Mail
Press release from the issuing company
Elk Grove Village, IL (May 25, 2004) – Polaris Direct (Hooksett, NH) has installed a new arsenal of Nipson digital presses and reports the presses up and running at full capacity. Polaris Direct, a new and rapidly growing full-service direct mail company serving a national base of clients, has added these presses to its array of print management, data processing, binding, inserting, and mailing equipment occupying its 72,000 ft. facility. The company officially opened in June 2003 and today is fully operational, serving a client base of mainly Fortune 500 companies with sophisticated direct mail design and implementation services.
In an industry of pure high volumes, Polaris Direct stands apart by offering flexibility, ingenuity, and consistent quality to deliver strong response rates and ROI for its clients. To do this, the company combines industry experience of its owners and staff with savvy choices in technology. The choice of Nipson presses for personalized digital print allows Polaris Direct to reach beyond traditional levels of variable data printing. Nipson presses print on a wider range of substrates and offer greater duplex capabilities, giving Polaris Direct the flexibility it needs to create powerful direct marketing pieces that drive business for its customers.
Joseph Maloy, president and COO of Polaris Direct, explains how combining technology and know-how creates successful direct mail:
“We give our customers effective direct mail that drives business by not limiting them. Part of this is our experience and part is in the technology we choose to support our clients’ needs. This has been key in developing strong relationships with our clients. They know that they can come to us with an idea and we are going to offer them innovative ways of getting that idea done – not limitations. ‘Impossible’ is not a word I use very much in running this business.”
Nipson digital presses play a big part in helping Maloy avoid that word. They use a high-energy flash fusing system that does not heat the printed substrate, allowing easy throughput and finishing of a wide range of stocks, including heat-sensitive and/or self-adhesive materials used for barcode labels, tags, tickets, and plastic cards. Nipson’s state-of-the art print engines also can produce MICR printing without any modifications to the system as a result of the magnetic characteristics of the toner. This means Polaris Direct can easily switch between regular and MICR documents without the downtime of changing toner or adjusting the printer.
The versatility of Nipson printers allows Polaris Direct to offer customers printing that is unavailable with other technology. For example, a self-mailer on 7 point stock or more printed with duplex personalization can be a challenge on traditional digital presses. Using Nipson technology, Polaris Direct can offer such a piece with no production slow down or loss in print quality.
“Flexibility is extremely important in this industry,” says Maloy. “We need to be able to execute creative ideas for personalization of direct mail packages in order to boost response rates. If we don’t our customers would look somewhere else. We’re known as the direct mail lettershop that gets winning ideas done right and mailed on time.”
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