Producing Integrated Print Communications

Benefits to you and your employer

Benefits to your employer:

The more you understand personalisation, print and production techniques the more you can design and produce pieces that are relevant to their audiences.

You can also achieve a much improved cost per response.

By the end of this one-day interactive workshop you will have the answers to the following questions and more:

• How can I produce a more targeted mailing?
• Is the additional cost justified by the return?
• How do I proof all of the options available?
• How do I assess quality?
• What are the implications of trying to add greater colour and special finishes?
• How do I find and select the suppliers that I need?

Benefits to you:

Many companies are seeking to produce their own marketing material, but with budgets ever under review, the main objective is often to keep costs per unit low. This often forces marketers down a ‘one size fits all’ route.

This training course will equip you with the skill sets needed to produce marketing literature to the highest standards from concept through to implementation.

You will be shown how to:

• Plan the print and production process
• Assess print quality
• Avoid paying unnecessary costs

Who should attend:

The Producing Integrated Print Communications course is designed for marketers who buy and produce marketing material and want to be able to speak in equal terms with their supplier companies and agencies.

This will include:

• Marketers buying print and production materials in house
• Marketers buying print and production materials in through an agency

Previous delegates include:

• Marketing Assistant (The Art Fund)
• Communications Manager (Orbis)
• Studio Executive (BOC)
• Senior Campaign Manager (Dignity Pre Arrangement Ltd)

Programme outline

The Producing Integrated Print Communications course will provide you with the basic technical knowledge and appreciation of print and production processes to get the best results.

We will also show you how to avoid the common printing and production disasters that can wreck your budget!

Here is the programme outline for this course:

Understanding print

• Benefits and capabilities of different processes
• Digital printing – how to use it best
• New technologies
• Understanding jargon
• Proof assessments and a practical proofing exercise

Supplier selection and management

• What to expect from a printer
• What issues should you consider?
• How to assess and compare them

Paper

• How it’s made, sold and what difference it can make

How to brief

• Effective specifications for print and production
• Essential best practice checklists
• How to increase accuracy of your quotes
• Tips on how to get best prices
• Practical buyer assessment exercise
• Avoiding extra costs

Scheduling and planning

• Producing a campaign on time, within budget and without error
• Detailed look at each stage of the process
• Cost, quality, timing and scheduling implications
• How to develop estimated budgets from a concept

Integrating print – managing relevance and creativity

• How does the cost-benefit argument work?
• What is the best way to add creativity within a budget?
• Personalisation case studies: what works best?
• How do you create a more relevant, targeted mailing?

Production Clinic

• ‘Real-life’ print buying exercises

Training course tutor

Jeremy Scott M IDM is a Group Account Director at Lateral Group, Print Week’s Cross Media Company of the Year 2010. He is responsible for delivering integrated communications to a range of blue chip organisations and government departments. He was made a Freeman of the Guild of Stationers and Newspaper Makers in 2010. He started in the print industry in 1992, and it was in a role of Sales Director when he first ran print training courses.

Delegate testimonials

"Very detailed and well-delivered lecture. Along with number of references to cases and current trends."

Mikhril Korkia, Marketing Assistant, Hotels.com

"Course provided a good background to all things print! Good knowledge from experienced speakers, more than just theory, how you can put the theories in to practice outlined, and very interactive and open session."

Lucia Willie-Jordon, Marketing Consultant, BS Insurance

"The course was a good pace, made enjoyable and varied and the tutors were very approachable. Also the handouts were very useful - thanks!"

Laura Brannagan, Marketing Services Assistant, Oxford Journals