Page 18 - Engage - no.9 - Summer 2017

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Summer 2017
My Working Day
Thomas Weid, Print Production Manager
As Manager of Print Production, I oversee all facets of print campaigns that my agency executes on. Not only am I responsible for producing and delivering projects on time and within budget once they have been designed, I am also intrinsically involved in the planning of print projects.
My colleagues and I are constantly challenged to devise ways to make a printed piece more alluring and engaging to the end user, while being cognizant of cost. In my role, it’s not just important, but also necessary, to understand different print techniques, creative coating treatments, size options, folding
and structural graphics techniques, paper stocks, and digital and mobile marketing applications that can work with print. We look for ways to bring conceptual designs to reality, while matching the needs and goals of the client with the vision of the art director. Throughout this process, I manage timelines, costs, and client expectations.
specifications and file preparation to make sure that when a printer receives our files, they are as good as gold.
Q: Are there any emerging technologies that have you on the edge of your seat?
TW: Just when you think, “What
else can there be?” you hear about groundbreaking technologies such as sound-sensitive and heat-sensitive inks or antimicrobial coatings. I’ve encountered holograms and 3-D printing as well. Virtual reality is coming onto the scene, and that’s quite interesting. I am always interested in learning about any digital marketing technique that plays well with print. That combines the best
of both worlds and almost always yields higher returns. When my print vendors can bring me information and examples of any new technologies, I always share it within my team.
Q: What advice would you give to graphic designers and marketers who work directly with print vendors?
TW: I highly recommend that
you approach the relationship as a partnership. Print vendors have a vast
Q: Print has evolved over the last decade, and some would say it’s destined to disappear as consumer experiences become more digitally focused. Your thoughts on that?
TW: While digitally focused campaigns are, without a doubt, much more prevalent than ever before, print remains a vital part to any marketing campaign. As a matter of fact, print has become the more widely accepted and desired form of brand communication to consumer audiences in the past five years than any other form of marketing. People continue to be very receptive to
advertising campaign. This is not a negative aspect of my job, but rather
a very interesting challenge that print professionals continually face. I believe the key to keeping print relevant in today’s world is to ensure that it can coexist with digital technologies as well as work hand in hand and complement digital aspects within a marketing plan.
Q: Most rewarding part of
your job?
TW: The most rewarding part of my job is when the ideas and information I provide during the initial planning and brainstorming stages of a project are
they can enhance the value and appeal of the printed piece.
Q: What other people or departments do you directly interact with on your projects? TW: I work with multiple departments within my organization, which has given me the opportunity to gain knowledge outside of print and take a well-rounded approach to my projects. We try to not operate in silos, and we share and learn other marketing and production skills and applications. Knowing how different departments are contributing to each project helps
“The Print Production Professionals group through LinkedIn is a tremendous resource for me. I’m able to connect to fellow contacts in our business, and you can see what other organizations are doing in the print world. The group is also very helpful to keep tabs on what conventions and shows are occurring and how you can register for them.”
print and direct mail, while our inboxes have become receptacles of overlooked and ignored brand-marketing messages. The fact is, some messages are better communicated via print. And study after study shows that the tactile traits of paper can be much more effective than an electronic screen. Not all communications are better suited to an electronic device, which is where paper and print has again found itself and continues to maintain its niche
and purpose.
Q: What’s the most challenging part of your job?
TW: The most challenging part of
my job is to maintain that print can still greatly enhance a company’s
integrated into the production of the piece. I spend lots of time researching unique and interesting ways to make print more valuable and engaging. From attending various shows and seminars to finding inspiration in samples, I make sure my internal teams are aware of the latest print technologies.
Q: At what point are you involved in a project?
TW: My agency does in fact get the Print Production Department involved in the front-end strategy of campaign concepts to ensure that what we propose to our clients can be done within their budget and time frame. It’s at this conceptual stage that I show our vendors’ various capabilities and how
me to determine how I can best assist them. As an example, Account Services is engaged in the most client-facing interactions, and from them I can
gain insight into the client’s goals and purpose for the campaign. Working with our art directors and graphic designers, I approach the project
from their perspective, learning their creative vision. We talk through how that translates into the actual physical piece as well as consider paper options, finishing techniques, and special requirements, such as USPS guidelines if it’s a direct mail project. I also work very closely with our prepress team. They are the nuts and bolts for all our print jobs, and they make us look good! Together, we work on the exact print
amount of knowledge about how their capabilities and equipment can translate into options and applications for your projects. Provide them with as much information as possible about your job, and you will be impressed with how many solutions they can deliver, from creative to budget. The best account reps and companies not only know
their equipment and capabilities, but also understand how to apply it to your project to achieve great results. You expect them to have knowledge of print, but they also are a resource for mailing programs and USPS guidelines, and they can offer options to incorporate digital marketing into your print as well as tracking mechanisms to monitor engagement and conversion. n
MY WORKING DAY