ROLLING MEADOWS, Illinois - When IWCO Direct recently purchased its first piece of Screen equipment, a Truepress Jet520HD high-definition inkjet web press, the data-driven marketing services company did so with the expectation of increasing its already high-volume output of direct mail campaigns. Company officials have not been disappointed.
"Print quality and substrate versatility were key elements in our decision to purchase the Truepress Jet520HD," IWCO Direct’s CEO Jim Andersen said. "We needed to achieve the print quality that meets our clients’ expectations while introducing a wider range of coated paper options in a variety of thicknesses. Speed and cost efficiency were minimum requirements, too, which were also met with the Screen press."
Screen Americas president, Yoji Otsuka, explained that IWCO Direct’s purchase of Screen’s flagship inkjet press is testimony to how its technology meets the needs of high-end providers of direct mail. “When a leading firm like IWCO Direct places its trust in our product and our company, this sends a powerful message to other direct marketing production operations. IWCO Direct sets the bar high. We are honored to have them as an important user of our technology.”
IWCO Direct concentrates on the vertical markets of healthcare, financial services, insurance, health and wellness, and loyalty programs. "We create highly personalized direct mail to help drive response across all channels," Andersen said. IWCO Direct also produces work for the nation's largest multiple system operator (MSO) companies.
Before the Truepress Jet520HD was installed at its Chanhassen, Minn. facility, IWCO Direct performed its variable data printing using both cut-sheet and continuous toner and inkjet digital presses. "We have been performing variable data printing of high-volume direct mail since 2011," said Andersen. Now they also use the Screen press for all vertical markets.
There's no such thing as a “typical run length” at IWCO Direct because its clients are so varied, but it has the capacity to produce four billion direct mail packages on an annual basis. The company has seven production sites in four locations across the United States, with annual sales of $442.5 million in 2016 and 2,570 total employees.
"The Screen press has created additional business opportunities?specifically in driving new creative formats for new and existing clients," Andersen explained.
"Digital printing allows marketers to add another dynamic to traditional monochrome variability, with color images that represent the product, offer or lifestyle preferences of the intended audience. This significantly increases relevance. In addition, digital printing allows consolidation of multiple campaigns to optimize postal discounts."
The high-definition Screen Truepress Jet520HD expands the boundaries of inkjet printing with its 1,200 dpi true resolution and precise droplet size control. When it comes to direct mail, the Truepress Jet520HD’s enhanced design capabilities improve the response rates for personalized marketing.
Cost, too, is always an important consideration. "The digital platform provides increased segmentation opportunities for marketers. The investment in the digital platform has a favorable ROI with increased response/conversion rates for marketers," Andersen said.
"Our clients expect us to provide reliability and speed, no matter what equipment we’re using,” he explained. “The wide range of paper stock capabilities from the Truepress is a key feature that enables us to help our clients create new customers."
When it came to integrating the Truepress Jet520HD into its facility, IWCO Direct officials were also pleased. "We're very satisfied with the installation, training and service. The Screen installation team worked well with our people, and got us up and running even faster than promised," Andersen said.
IWCO Direct remains enthusiastic with how the Truepress Jet520 has matched the company’s needs. "The press has met our expectations," Andersen added. "Screen is a very good technology partner for IWCO Direct. They are laser-focused on what they do and they do it very well.”