Selling Personalized Stationery

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					Selling Personalized Stationery
     an introductory manual
Table of Contents
1
Welcome to the crane Family ..................               3
A brief history and introduction

2
stationery 101 ...........................................   5
Understanding the basics
	       Stationery	Components
	       Printing	Techniques


3
invitations and announcements ............                   15
A guide to wedding, birth, social, and sympathy

4
selling From our personalized albums ....                    28
An overview for selling, ordering, and fulfilling

5
glossary and size chart ..........................           33
                                        1
             Welcome to the Family
                     A brief history and introduction

Crane & Co., a family owned company since 1801, is the creator of the finest, richest,
most beautiful and durable papers in the world and has also made the distinctive paper
for United States currency since 1879. Crane’s designs are timeless, yet current; can
be elegantly traditional or updated and unique. By offering the Crane & Co. brand to
your customers, you can create the perfect stationery or invitation for any occasion with
the assurance of the finest paper quality, design perfection and heirloom eminence.
As a retailer, we welcome you to the Crane family.


“If it is good enough for the Queen….”
Crane is the country’s oldest stationer. Before the United States of America were
united, and still today, Crane’s has been the choice of Revolutionary patriots,
presidents, first ladies, kings and queens, captains of industry, heads of state and
just about any celebrity who has stepped on the red carpet.
   Crane retailers should have a well developed sense of pride when recommending
Crane papers…. pride in connecting the customer to the most famous and influential
people and events of the past two centuries. Crane papers get attention.




                                                            Crane’s	old	stone	mill	c.1845

                                           3
Crane’s:	Good	enough	for	the	Queen	and	other	notables



Heirloom quality created by generations of
master craftsmen
Generations of employees have been perfecting the art of the finest craftsman-
ship to produce the world’s most beautiful stationery. No other company in the
world can match the talent and dedication of these artisans.


100% Cotton Paper
For more than 200 years, Crane’s insistence upon the use of cotton and a com-
bination of cotton and linen, has continually produced papers of finer quality,
greater strength and durability, and superior surface. Your customer can be
assured of not only the finest quality, but also a sense of concern and care for
the environment. The cotton fibers used to make our papers are the waste prod-
ucts of other industries–clippings recovered from the apparel trade and the fine
fibers left after ginning cotton seed. When a customer asks for environmentally
responsible paper, remind them that Crane & Co. does not cut down trees to
make its paper.




                                          4
                                       2
                          Stationery 101
                           Understanding the basics

Our mission is to provide a solid foundation for beginner sales associates, and to
refresh currently engaged associates, for selling, designing, and ordering Crane’s
personalized stationery, invitations, and announcements. To further build on this
foundation, refer to Crane’s Blue Book of Stationery and Crane’s Wedding Blue Book.

In addition, at the end of this manual (on page 32) you will find a comprehensive
glossary of terms and a size chart.

And for a wealth of design inspiration please peruse Crane’s Personalized Albums. Our
team of both inside and outside designers continue to introduce innovative designs
from classic styles to updated looks with current colors and modern type layouts. You
will be sure to find a design that fits all of your customers' personal styles.


crane’s personalized albums
Here is a list of our albums. Check with your sales representative for a schedule of
design updates, new album introductions, and any other questions you have regard-
ing our library of albums.


    •	 Classic Correspondence                            • Business & Professional
    •	 Inspire: Creative                                 •		 Sympathy
       Correspondence                                    •		 Annual Holiday Albums:
    • Classic Weddings                                       Holiday Cards & Invitations
    •		 Bliss: New Traditions                                and Holiday Photo Cards
        Weddings                                         •		 kate spade Paper
    •		 Social Occasions                                 •		 kate spade Baby
    • Save the Date                                      •		 kate spade Holiday
    •		 Joy: The Baby Collection
    •	 Design Library


                                             5
stationery basics
Notes
Folded notes are used to write thank-yous, to extend informal invitations, and to
send short messages to friends and acquaintances. Notes are customarily used as
a woman’s stationery, and can be personalized with a monogram, name, or name
and motif.


Half Sheets
Half sheets are single sheets of paper that fold in half to fit in their envelopes. They
may be embellished with a monogram, a name, an address, a name and address, or
combined with a motif. Only the front of the half sheet is used for writing.


Correspondence Cards
More informal than a note, these cards are used for thank-yous, informal invita-
tions, and short notes. Correspondence cards are flat, heavy cards. They can be
plain or bordered, with name, monogram, or combined with a motif. Only the
front of the card is used for writing. Correspondence cards were traditionally a
gentleman’s stationery, but are now a mainstay with women as well.




                                                                                       note
             correspondence	
                       card


                                                         half	sheets




         sales tip...
         Who has time to Write?

         if you have time to read this, you probably have time to write. if you have
         time to email, chances are you have time to write. Why write? a letter
         endures. it also impresses.




                                                
           sales tip...
          give the giFt

          personalized stationery makes a wonderfully special gift. and if you don’t
          want to go the distance, consider giving calling cards, a small gift with a
          big message.




                 calling	cards                                        monarch	sheet

Calling Cards
Steeped in tradition but making a huge comeback, these small personalized cards
were once used for social visits, left for the individual one is calling upon. Now
calling cards are used by people of all generations, serving as a simple network-
ing tool or card to make connections. With as much (name and all contact info)
or as little information (simply your name and cell phone) as you like. They are
also commonly used as personalized gift enclosures. Calling cards now run the
gamut for size, color, design, a typestyles.


Monarch Sheets
Commonly used by men for long letters or personal business letters, it measures
7¼" × 10½" and folds twice to fit its envelope. A monogram is generally not used
on a monarch sheet, but rather a person’s name or name and address.


Envelopes
Envelopes are available in all sizes corresponding to the stationery being used.
Traditionally the return address for social stationery appeared on the flap of an
envelope, but currently there are many designs and layouts used. For an added
design element, envelopes may also be lined.



                                                
stationery Wardrobes
A letter has a dignity unequaled by electronic correspondence, and quality sta-
tionery further elevates its importance.
   Just like having the perfect outfit for the perfect occasion, a well appointed
stationery wardrobe features a distinctive collection of components to meet the
need of every kind of communication style and purpose. The basics for sta-
tionery wardrobes include notes, correspondence cards, half sheets, and calling
cards. All these items can have common design elements or be designed differ-
ently. The sky is the limit for your customer to build their wardrobe. And the
more you know about our paper, printing techniques, typestyles, and design lay-
outs, the easier it will be for you to guide your customers to a wardrobe that fits
their personal style.




                        An	engraving	die	and	its	corresponding	note


printing techniques
The Art of Engraving
Engraving is the finest, most distinct form of three-dimensional “raised print-
ing” with sharp contrast between thick and thin lines. Engraving requires an
etched metal “die” for each color
and “bumps” the paper when it
is printed. No other paper manu-
                                               Engraving Highlights
facturer offers Crane’s variety and               • Inks	are	opaque	–	colors	stay	true
quality of engraved products and
                                                  • Metallic	gleam	like	jewelry
engraving services for personalized
stationery.                                       • Dies	can	be	reused




                                           
As a highly skilled craft dating back
to the 16th century, engraving con-
veys an unspoken message of
distinction and timelessness. It
has a warmth and elegance all
its own. Running your fingers
over a piece of engraved station-
ery reveals the textures unique
to engraving—finely detailed,
raised letters with slight inden-                                             Some	of	Crane’s	darker	

tations on the reverse side of the                                  stock	colors,	such	as	this	wedding	
                                                                                                       	
                                                                        invitation	in	Navy,	require	the	
paper. We at Crane believe there
                                                                 engraving	process	to	be	used	due	to	
is no substitute for true engraving.
                                                                        the	opacity	of	engraving	inks.

How It’s Done
Once the composition of the image—wording, lettering style, design, and lay-
out—is determined, the first step in the engraving process is transferring the
image to a copper plate. The most popular method used today is photoengraving.
The plate is treated with a photo-sensitive coating, exposed to light, and then
etched in an acid bath, creating what’s called the engraving die. In many cases,
careful hand-tooling by an engraving artist may be required after etching. With
the die now secured on the press, ink is added to only the engraved areas, and
any excess ink is wiped away. Pressure forces the paper into the cavity of the die,
which raises the surface and leaves it inked. Raised impressions also can be blind
embossed, which means they are stamped in the paper without ink.

Separate Impressions
What happens when a single image contains multiple colors, blind embossing,
and engraving at the same time? Remarkably, each process is done in a separate
pass and each color is stamped in a separate impression.

Quality not Quantity
Engraving may take a little longer than other printing methods, but with good
reason. Preparation of engraving plate dies still demands a certain amount of
handwork from an engraving artist. Inks are hand-mixed, and each stamped piece
is inspected by hand. Finally, there is no mass production in engraving; each job,
and each impression, is a customized one. Whether personal or professional, the
elegance and distinction of finely engraved stationery instantly communicates a
commitment to quality, down to the last detail.




                                         
Engraving Technical Information
Modern engraving consists of the following stages:

       ❶   First the text is typeset by computer in the lettering style
           selected by the customer. Then the text is reproduced as a
           “reverse” photographic image on a film negative.

       ❷ The film negative is then placed on a chemically treated
           copper plate.

       ❸   Light passing through the film exposes the text image on the
           surface of the plate.

       ❹   The plate is then dipped in acid and the exposed surface is
           chemically etched. (Some types of etching are done by hand.)

       ❺   The copper plate is called a die. The die is now ready for
           die-stamping, the process of transferring ink to paper from an
           engraved die.

       ❻ The die is placed on the press and a “counter” is cut to
           approximately the size of the area taken up by the engraved
           letters on the die.

       ❼ On the press, ink is applied to the die. The ink is wiped off
           the surface of the die but the ink remains in the engraved
           cavity.

       ❽ The counter concentrates the pressure of      the press on the
           area in which the image is to be engraved, forcing part of the
           paper into the etched cavity of the die, creating inked, raised
           surfaces in the paper. This is the process that creates the
           sharp definition that is associated with the engraving art.


   Each sheet of engraved stationery is fed into the engraving press by hand,
and amended by a highly skilled pressperson. The pressure of the counter must
be adjusted to accommodate the specific typestyle, weight, and type selected by
the customer.

       •   Each color selected requires a separate engraving plate and
           pass through the engraving press.

       •   For certain types of metallic inks, an additional pass through
           the engraving press is required to “burnish” the image and
           bring out the richness of the ink’s tone.




                                        10
   Crane retailers should first suggest engraving unless a customer specifically
asks for a different process. Engraving is the most elegant form of applying ink
to paper, and it is also the most expensive. Suggesting engraving first assures
that a customer has the opportunity to consider it. If price is a consideration, it
is always easier for a customer to trade down to thermography, a lower priced
printing option, than to trade up to the higher cost.




      Two	examples	of	thermography	(in	Kona	on	left,	and	Hyacinth	on	the	right)	on	wedding	
                              invitations	from	Crane’s	Bliss:	New	Traditions	Wedding	Album.



Thermography
Thermography is also raised printing, but uses an automated process to achieve
similar results. The lettering is flat-printed and the ink is dusted with powder
while still wet, forming a raised surface, then heat is applied to dry the ink. What
you’ll get is slightly shiny raised letters that sit on top of the paper without the
distinctive indention on the back that engraving produces. Although image detail
is not as clear and sharp as engraving, thermography is a less costly process, and
considered more distinctive than flat-printing.




                                            11
Thermography Technical Information
how it’s done

       ❶   Based on the customer’s selection of typestyle and stock, the
           typesetter first formats the customer’s artwork or text. Then it
           is placed in the correct position for transfer “direct to plate” on
           a 200-foot-long roll form loaded in the image setter.

       ❷   A paper plate with an aluminium backing is created. This
           plate chemically transfers the image of the impression to
           paper. The image area is ink-receptive and water-repellent.
           The remaining area is water-receptive and ink-repellent.

       ❸   The plate is mounted on a press cylinder and comes in contact
           with wetting rollers and then with ink rollers. The ink is offset
           onto a blanket cylinder. The image is flat printed on the paper as
           it passes between the blanket cylinder and the impression cylinder.

       ❹   While the ink is still wet, it is dusted with resinous powder.
           Some of the powder sticks to the inked impression. The
           excess powder is vacuumed from the surface before the paper
           passes through a heated tunnel.

       ❺   The heat melts the powder, which forms a clear, raised sur-
           face over the printed image. The paper itself remains flat. It
           is the melted powder that creates the raised effect.

Laser powders are available upon request in all colors for laser thermography
units, so the finished stationery can be laser-printer-compatible. It’s the powder,
not the ink, that makes the image laser-compatible.


                 Engraving vs. Thermography...
                                                 •
      • Look	for	the	bruise	that	engraving	leaves	on	the	front	of	the	paper	
        and	the	indentation	on	the	back	of	the	paper.	
      • Feel	the	printing.	The	engraving	will	feel	sharp	and	refined.	
      • The	engraving	will	have	a	matte	finish,	showing	the	ink’s	true	color.
      • The	thermography	will	be	thick	and	glossy,	and	the	resinous	powder	
        will	slightly	change	the	color	of	the	ink.
      •	 Thermography	inks	are	transparent,	so	colored	papers	will	also	alter	the	shade	of	ink.
      • 	PMS	color	matches	for	ink	are	available	for	engraving	and	thermography	at	an	
        additional	cost.




                                                12
                           Crane	offers	pre-ammended	and	personalized	letterpress	designs.


Letterpress
Letterpress began in Europe in the 14th century as an alternative to laborious cal-
ligraphy. Type was hand cast and individual characters were hand set into lines until
machine set composition made the process easier. Today, many designers are return-
ing to the craft of letterpress as a unique option to offset printing. Letterpress offers
a tactile quality and nostalgic feel that can’t be achieved with any other technique.
Crane’s paper, made from 100% cotton fibers, is the perfect match for the letterpress
process. Together, they create a grace and elegance that leave a lasting impression.
   The art of letterpress can add an intriguing, tangible quality to your design.
To make the most of letterpress, it’s important to remember a few key things
during the design phase.


Letterpress Technical Information
Ink Colors
        ❶   Letterpress is available in the following ink colors: Black,
            Charcoal, Navy, Medium Gold, Kona, Moss Green, Newport
            Blue, and Cranberry.

        ❷   PMS color matches are available at an additional cost.

        ❸   Letterpress ink is rubber-based, similar to offset ink (is not
            translucent; no shine).

        ❹   Letterpress ink is suitable for most colored papers; however,
            stocks that are limited to engraving only are not suitable for
            letterpress. This is because the letterpress ink is less opaque,



                                           13
           so therefore the darker paper colors will skew the ink shade,
           especially for medium gold and cranberry shades.

        * appearance of processes, the typestyle and size of type can alter the
          As with other
                        the letterpress color shade.




                                                    A	close-up	of	embossing	on	a	thank-you	note.


Embossing/Blind Embossing
Blind embossing (or just “embossing”) means to raise or represent in relief. Blind
embossing is engraving without ink to create a raised image or pattern on the
stationery. Blind embossing is commonly used for a family coat of arms, the
return address on the outside envelopes, and monogrammed thank-you notes.
Dies made for blind embossing can be used again to blind emboss or to engrave
in a metallic color. They cannot, however, be engraved in other ink colors.
   The effects of blind embossing vary according to the stock selected. Embossing
Pearl White or light colored papers produces more subtle, less obvious results,
while darker colored or heavier textured papers produce more dramatic results.




    sales tip...
   the poWer oF touch

   Keep examples of engraving, thermography, flat printing, and letterpress for customers
   to see and feel, up close and personal, the difference between the techniques.




                                               14
                                        3
 Invitations and Announcements
          A guide to wedding, birth, social and sympathy

From traditional to stylish and chic, Crane & Co. can masterfully create the
perfect invitation or announcement for your customer.


Wedding events
Invitations to an Engagement Party
An engagement may be celebrated with a party hosted by the bride-to-be’s par-
ents. The invitations say that the event is being held in honor of the bride-to-
be and her fiancé, although they do not usually mention that it is in honor of
the engagement. Invitations need to truly reflect the atmosphere of the party.
Traditionally, these parties were small and very formal and invitations were
always engraved. Today, you see more and more families celebrating this occa-
sion in a wide variety of ways. It is not unusual to have a casual outdoor BBQ or
a very large and formal cocktail buffet.
   This party has gained in popularity as the number of “destination” weddings
have increased. Many families want to share and celebrate this happy occasion,
especially with friends and family that will not be invited or may not be able to
go to a small destination wedding.



Ordering Timeline                                                                      TS
                                                                                   MeN
                          TeS                         NS                        Ce
                    e  -DA                       ATI
                                                     o
                                                                           o uN
                 -TH                          vIT                       NN
           S Ave                           IN                          A




      stationery
                   engagement
                   party                                                     menu	cards	
                         rehearsal	dinner                 wedding	programs
                                                                             place	cards	 at	home	cards
                         invites          directions	cards                   table	cards
                                          accommodation	cards


                                            15
Invitations to a Bridal Shower
Modern bridal showers provide the bride and groom with basic necessities to
furnish their new home. Bridal showers are hosted by one or more friends of
the bride. Invitations are usually informal and may have a theme such as linens,
kitchen, or lingerie.


Save-the-Date Cards
These cards are sent at least three
months before the wedding, particularly
for weddings held during the busy holi-
day and summer seasons. Save-the-date
cards are invaluable when a number of
out of town guests are invited or when
a wedding is held in a resort area, since
guests might like to plan a vacation
around the wedding. Save-the-dates do
not need to match the invitation. More
and more couples are choosing elabo-
                                                                                              	
                                                          Crane’s	Save	the	Date	album	includes	
rate and fun ways of exciting their guests                many	options	for	weddings	as	well	as	
and showing some personality.                                                  other	occasions.

Rehearsal Dinner Invitations
Traditionally the groom’s parents host the rehearsal dinner and issue the invita-
tions. But given the changing customs for weddings, this is not always the case, and
therefore invitations need to follow the style chosen by the hosts of the dinner. Be it
casual or formal, the rehearsal dinner takes place on the night before the wedding




     sales tip...
     engaging the bride

     •   here are some essential questions to begin your wedding order:
     •   When is the wedding?
     •   What kind of wedding are you planning, formal or casual? indoor or outdoor?
     •   Where will it be held?
     •   how many guests are you planning to invite?
     •   do you have a theme?




                                               1
Many	of	Crane’s	invitation	sets	have	corresponding	save-the-date	cards,	if	the	bride	
chooses	to	have	a	complete	matching	set.


and is given as a courtesy to the bride’s family. The invitations to the rehearsal
dinner should be sent two weeks before the wedding. Often the rehearsal dinner
invitation complements the wedding invitations, but again, the style of the invita-
tion is up to the bride or the dinner’s hosts.


Wedding Invitations
This training manual could not give justice to the many styles, designs, layouts,
typestyles, and embellishments available to your bride. Use our bridal albums to
gather inspiration and to help understand the bride’s individual taste and style.
    In addition, you will need to refer to Crane’s Wedding Blue Book to get extensive
information on proper and assorted ways to compose invitations and announce-
ments for the wedding event.
    For your review, here are some helpful wedding event details.




                    Helpful Hints to Pass Along
                                                      •
      1. proofread and double check the invitation copy.
      2. order 25 extra invitations.
      3. order 25 extra envelopes.
      4. plan for additional postage. the bride needs to weigh the invitation at the post office.
      5. plan for a two week timeframe for addressing, assembly and stamping.




                                                 1
Composing Wedding Invitations
Wedding invitations should be ordered at least three months before the wedding
and should be mailed four to six weeks before the wedding.
    General guidelines for wording wedding invitations follow. Crane’s Wedding
Blue Book addresses many other wording options, from traditional to updated.

host Line
Traditionally wedding invitations are issued by the parents of the bride. The full names of
the bride’s parents appear on the first line of the wedding invitation. The proper way to
word an invitation when the bride’s parents are divorced is to list the names of the bride’s
parents at the top of the invitation. The mother’s name is on the first line and the father’s
name is on the line beneath it. The lines are not separated by “and”. In most cases, step-
parents’ names are not used. There may be times when the bride and groom choose to
issue their own invitations, particularly when the bride’s parents are deceased, or when the
couple is older or the bride is marrying for a second time. A more formal invitation con-
tains no host line, while a less formal invitation lists both the bride and groom as hosts.

Request Line
The wording on the request line varies according to where the wedding is being held.
The wording used for a wedding held in a church, temple, synagogue or other house
of worship, is “request the honour of your presence.” For those held in any location
other than a house of worship, “request the pleasure of your company” is used.

Bride’s Name
The bride’s given names are used on invitations issued by her parents. Neither her
title nor her last name is used since it is assumed that she has never married and
has the same last name as her parents. The bride’s last name would be used if it
differed from her parents’ last name.

Joining Word
The joining word “to” is used on invitations to the wedding ceremony as the bride is
traditionally married to the groom. The conjunction “and” is used on invitations to the
reception since the reception is given in honor of the bride and groom. “And” is also
used on Jewish wedding invitations and on invitations issued by the bride and groom.

Groom’s Name
The groom always uses his full name, preceded by his title. There are no abbrevia-
tions, except for “Mr.”. All other titles, such as “Doctor” and “The Reverend” should
be written out, although “Doctor” may be abbreviated when used with a long name.



                                             1
                                                                                           host line




                                                                                           bride’s name

                                                                                           joining word

                                                                                           groom’s name

                                                                                           date line

                                                                                           time line

                                                                                           location




Initials are never used on formal wedding invitations. If the fiancé declines to use his
middle name, it is better to omit his middle name entirely than to use just his initial.



The day of the week and the date are written out in full. Abbreviations and
numerals are not used. Invitations for weddings held at eight, nine, and ten
o’clock should designate morning or evening. If the year is indicated, it should
also be written out in full.



The time of the wedding is presented on one line and all letters are lowercase. The
timeline for weddings held at half past the hour read, “at half after x o’clock.”



The location line indicates the location/facility where the wedding is being held.
The full name of the facility is always given. There should be no abbreviations.
Street addresses are used only if there is more than one facility with the same
name in the town where the wedding is being held.

City and State
The last line in the main body of the invitation shows the city and state in which
the wedding is being held. If city is well known, state may be omitted.

Wedding and Reception Held in the Same Place
When the wedding ceremony and reception are held in the same location, a line
reading “and afterwards at the reception” is included on the invitation. This line
appears at the end of the body of the invitation, beneath the city and state.


Addressing and Assembling Wedding Invitations
The wedding invitation is inserted into an ungummed inner envelope which is
then inserted into the outer envelope. The outside envelope is the mailing enve-
lope and protects the contents inside. Abbreviations are not used. For example,
“Rural Route” and “Post Office Box” are always written out. The guests’ names
and addresses are written on the face of the outer envelope. The guests’ names
are repeated on the inside envelope, only using their titles and surnames. The
back flap of the outside envelope has the sender’s address blind embossed or
engraved on it. Single envelopes eliminate the inside envelopes, and are also an
option. (Allow for some extra envelopes in case of addressing errors.)

Addressing Envelopes
Many brides will hire a calligrapher to address their wedding invitation sets. Ask
your store manager whether your store offers calligraphy as a service or refers
business directly to a local calligrapher. A calligrapher typically needs the wed-
ding invitations six to eight weeks before the wedding to complete the addressing
of invitations.


                  The Two Envelope Tradition...
                                                    •
        Wedding invitations were once delivered by hand. the bride’s footman delivered
      the invitations and in those days the streets were dusty and dirty. the guests’ servant
       would receive the dusty invitation and remove the outer envelope. then, the inner
           envelope would be delivered to the appropriate member of the household.
                                                   •




                                               20
            sales tip...
            hoW many invitations?

            quantity = # of addresses (not # of guests) +25
            always have the bride order 25 extra invitations to accommodate
            additional guests, calligraphy mistakes, and keepsakes.




Assembling the Invitations
Most wedding invitations are assembled in size order.

       ❶ The invitation itself.
       ❷ The enclosure card is stacked on top of            the invitation.

       ❸ The reception card is placed on the invitation.
       ❹ The reply envelope is placed face down on the reception card.
          The reply card is slipped face up beneath the flap of the reply
          envelope.
Any other enclosures are added face up in size order (i.e., direction card, accom-
modation card, etc.). Tissue paper is meant to prevent smudging, one sheet
should be placed over each invitation and enclosure. Once stuffed, the inside
envelope is inserted into the outside envelope. The front of the inside envelope
faces the back of the outside envelope.


Completing the Wedding Invitation Set
Reception Cards
Reception cards are mailed with wedding invitations and used whenever the
wedding ceremony and reception are held in different places and are considered
separate events. Therefore, they each require their own invitations.
   The first line on the reception card indicates the occasion. The next line
indicates the time and usually reads, “immediately following the ceremony.” The
name of the facility is on the third line and the address on the fourth line.
   When reply cards are not being sent, a reply is requested in the lower left-hand
corner of the reception card. “The favour of a reply is requested”, “R.S.V.P.”, or
“Please Reply” are all considered proper and acceptable. The address to which
the replies are to be sent is shown on the following two lines. The address shown
is that of the person whose name first appears on the wedding invitation.



                                             21
                                                        A	reply	card	and	its	envelope	make	
                                                        up	the	response	set,




Reply Cards and Envelopes
Reply cards can be created in a number of different layouts. Spaces are provided
for the guests’ names and for their responses. The name and address of whom-
ever receives the replies is printed on the face of the reply envelope. Most brides
ask that their replies be received at least two weeks before their wedding date.
Reply envelopes are sent prestamped for the guests’ convenience.


Direction and Map Cards
Direction cards give explicit written
directions to the wedding and recep-
tion, while map cards show maps
highlighting the routes to the wed-
ding. When direction cards or map
cards are used, the street address is
not given on the invitations.
    As with other enclosures, direc-
tion and map cards should com-
plement the wedding invitations. To
make the cards easier to read, a
sans-serif (block) lettering style is rec-        An	example	of	a	card	containing	both	
ommended.                                         directions	and	accommodation	information


Accommodation Cards
Accommodation cards are enclosed with the save-the-date or invitations sent
to out-of-town guests who are unfamiliar with the area and need to make
hotel arrangements. They list the names and contact infor mation of nearby
hotels.




                                             22
The	new	trend	of	sending	folders	enables	
the	bride	to	send	reply	cards,	map	cards,	
and	accommodation	cards	within	a	tidy	
package	along	with	the	invitation	set.




Within-the-Ribbon Cards
Pews may be cordoned off with white ribbons or cords to indicate special seating.
When this is done, small cards reading “within the ribbon” are sent with the invitations
to those guests who will be seated in that section. The guest then brings the card to the
ceremony, which enables the ushers to seat them in the appropriate section.


For the Ceremony and Reception
Pew Cards
Pew cards are used when specific pews have been assigned for some or all of the
guests. This helps the usher efficiently guide guest to his assigned seats. A space
on the card is filled in by hand with the appropriate pew number.

Table Cards
Table cards are used to direct guests to
their tables.

Place Cards
Place Cards are used at the tables to show
guests where they are seated.

Menu Cards
Menu cards list the menu items being
served. Today there are many design
options for menu cards, and most often
they coordinate with all other wedding
paper components.
                                                    example	of	a	menu	card




                                             23
                              Three Key Visits
                                                    •
           you will likely see the bride at least three times, leading up to the order:
           the bride alone, the bride and her fiancé, and the bride with her mother.




After the Wedding
Wedding Announcements
Wedding announcements are sent after the wedding has taken place and are often
sent to people who were not invited or could not attend the wedding. Often wed-
ding announcements may include a photo from the wedding.

Thank-You Notes
Thank-you notes should be sent as soon after the wedding as possible as an
expression of gratitude to those who were kind enough to send wedding presents.
The most traditional wedding thank-you notes are known as “informals” and
are Ecruwhite or Pearl White foldover notes. The bride’s married monogram is
usually blind embossed or engraved in a conservative color on the front of the
note. But more often today thank you notes are designed to coordinate with the
wedding invitations and all accompanying paper components. They might even
be designed for future use as couples stationery incorporating both names in the
stationery design.

Gift Acknowledgement Cards
A gift acknowledgment card can be used when, due to travel or professional com-
mitments, the bride and groom require more time to send personal thank-you
notes. They do not take the place of thank-you notes, but acknowledge receipt
of a gift and indicate that a thank-you note is forthcoming.




                                               24
                                                                    From	classic	to	cute:	
                                                                    Crane's	has	a	range	of	birth	
                                                                    announcement	designs.

birth announcements
Crane’s personalized baby announcements are the perfect way for your customer to her-
ald the arrival of a new baby. Inspire them to send friends, family members, co-workers,
and the many people who live near and far the good news on a unique announcement
design found in our album. Designs are in Crane’s Joy album are grouped by the follow-
ing categories:

        •   S tyle B aBy presents the latest fashions in birth announce-
            ments, from mixed patterns to fresh new motifs and layouts.

        •   ClaSSiC BaBy pays homage to timeless announcement traditions.
            Here you’ll find Crane’s more classic papers and formats.

        •   P hoto o P lets new parents show off their bundle of joy
            through an expanded selection of photomounts, in a variety
            of sizes and styles.

        •   S oCial B aBy features a line of invitations for showers, chris-
            tenings, “sip-and-sees” and first birthdays. Also included are
            very precious thank you notes and, reflecting the hottest of
            stationery trends, new baby calling cards.



             sales tip...
             it’s never too early

             When your customer is ordering birth announcements, this is the
             perfect time to encourage an order of baby’s first set of personalized
             stationery. there is nothing more sincere than sentiments penned by
             mom on baby’s own notes or cards.




                                               25
                                                          Crane’s	Sympathy	
                                                          Acknowledgements	Album	
                                                          has	a	diverse	offering,	
                                                          but	is	small	enough	so	
                                                          as	not	to	overwhelm	your	
                                                          customer	with	endless	
                                                          choices.


sympathy acKnoWledgements
Sympathy acknowledgements are notes of appreciation sent to friends who have
expressed their condolences. Traditionally, engraved acknowledgements were
sent only to those whom the family did not know personally, and then only
when there were a large number of acknowledgements to be made. Today, it is
quite acceptable to send engraved, letterpressed, thermographed, or flat printed
acknowledgments to friends of the family. It is suggested, however, that a sepa-
rate handwritten note be sent to a close friend or someone who has sent flowers,
delivered a meal or remembered the family in a special way.
This is a very delicate sale and it is very important, as a retailer, to make the
process of ordering acknowledgements as easy as possible.


The Basics
Flat card or fold over?
Either is acceptable, but the customer may wish to add a personal note with the
acknowledgement and this may be done on the inside of a fold over note. Be sure
to tell your customer that it is NOT mandatory that all fold over acknowledg-
ments have a personal message on the inside. This may be left blank.



                                       2
PEARL WHITE or EcruWHITE?
border or no border?
This is absolutely a personal preference. Traditionally, sympathy acknowledge-
ments were bordered in black. The width of this border varied and signified the
sender’s closeness to the deceased. This tradition faded long ago and your cus-
tomer can choose what they prefer.

Typestyle?
We have limited the number of typestyles shown in our album. Of course any of
Crane’s typestyles are available, but your customer will often be overwhelmed at
this stage and limiting choice makes the process smoother. Most customers prefer
a block for a man and a script for a woman. Both acknowledgment designs and
layouts have evolved throughout the years.


A Few Guidelines:
        • The family has come to your store for guidance. Walk
          through the album with them and make suggestions. Be the
          expert. They will be comforted by your confidence.
        • Quantities are always a sticky subject. The families will often
          be surprised at the outpouring of condolences. It is always
          more cost effective to order more the first time than have to
          reorder 25. You do not want to seem like you are trying to
          make a bigger sale, so gently show them the pricing page and
          compare what adding 25 more acknowledgements at this time
          will cost versus ordering 25 at a later time.
        • The December holiday season is a time when many people
          make contributions to charities and will often do so in mem-
          ory of someone. Let your customer know to be prepared for
          this and have extra acknowledgements on hand even if their
          loved one has passed away in the spring.




      sales tip...
     memorial services are often a form of celebration. you might want to suggest a keep-
     sake program or a beautiful card commemorating the person with a loved poem.




                                              2
                                       4
Selling from our Personalized Albums
          An overview for selling, ordering, and fulfillment


  The Art of Selling
  Connecting with and building a relationship with your customers are key ingredi-
  ents for selling personalized stationery. Often your first point of customer contact
  will be when wedding invitations are ordered, and if not a wedding, perhaps it
  is a stationery or invitation order. This first point of contact is an ideal time to
  begin a lifetime relationship with your customer.
     Any personalized order is an extension of your customer’s personal style and
  you need to listen for cues to help guide them. One key element of personalized
  design is typography, also known as fonts. Develop a font vocabulary and an
  understanding of font personalities. Below are just a few examples.
     Our personalized albums provide a wealth of design ideas, information, and
  ideas, so spend time with them. It will help round out your own personal selling style
  and techniques.




                 The Personality of Typography




                                           2
                 Acquiring a Lifetime Customer
                                                     •
     here is a partial list, in no particular order, of the many stationery items you can con-
     nect with your customers:
     social stationery. calling cards. save-the-dates. Wedding invitations. baby announce-
     ments. business stationery. baby calling cards. anniversary announcements. Kids station-
     ery. gift enclosures. graduation announcements. personal correspondence. entertaining.
     happy holidays. christmas. new years. house stationery. birthday. celebrations.
     baptism. bridal shower. baby shower. love notes. thank yous. congratulations.
     engagements. sweet sixteen. bar mitzvah. First communion. adoptions. life achievements.
     condolences…




Placing the Order
There are two ways to place an order, either through Crane’s Personalized
Design Studio or with a handwritten order form. You will need to check with
store management to determine their preference, or to see if they have another
ordering process in place. Training for order processing is essential and should be
done by either a Crane’s sales representative or by your store management team.
Following are brief overviews on Crane’s ordering processes.

Crane’s Personalized Design Studio
Crane & Co. provides its retailers a unique tool in the stationery industry.
Crane’s Personalized Design Studio (PDS) is a web-based interactive design pro-
gram that takes full advantage of digital technology to compose orders efficiently
and professionally, and provides your customers with an “instant view” of their
stationery. Modifications to a design can be made with the click of your mouse
rather than with faxed proofs. The PDS also allows for precise order tracking
through shipping.


Here are some of the PDS advantages:
      ❶ Provides accurate pricing and visual design in creating per-
          sonalized stationery. No more deciphering of hand-written
          notes over the fax.

       ❷ Helps finalize sales faster by allowing your customer to see
         their order on screen exactly as it will appear on paper.

       ❸ Automatically prompts you about additional elements of an
         order, such as envelopes, liners and other options.



                                                2
       ❹ Renders an instant proof, thereby shortening the order
         process.

       ❺ Completes an order summary for your customer.

       ❻ Keeps customer and order history in a database for future
         orders.

       ❼ Once you try Crane’s PDS and practice a bit, you’ll never
         want to fill out an order form again! Contact your Crane’s
         sales representative to set up a training session.


                                  Helpful Hints
                                                 •
      always get a telephone number, email address, and customer information up front.
      When using a handwritten order form, use a separate sheet for each item in the order.
      if you don’t want to have a customer sit with you while entering a pds order, fill
      out a handwritten order form with them, and later enter the order online.




Crane’s Handwritten Order Form
Crane’s order forms are easy to complete once you understand the key compo-
nents of the form. The header information includes account and store-specific
information; the body of the order contains all the information specific to the
individual stationery order. Please see page 32 for an example of a completed
order form. This should serve as guidance for filling out an order from. Please
consult with store management to be trained in their policies for filling out and
submitting Crane’s order forms. You should ask your management team for
practice assignments to familiarize yourself with processing orders. Following is
a suggested worksheet of assignments.




      sales tip...
     alWays thinK add ons

     When a customer orders something from a personalized album, always encourage a
     logical “add on” sale. “Would you like matching calling cards to go with your corre-
     spondence cards?”… “how about adding a beautiful envelope lining to complete your
     stationery set?”… “We have some great books on writing thank you notes.”




                                               30
Order processing assignments

Test your skills. Price the following out of the Classic Correspondence album:


                engraved                                     price per 50             price per 100
                 LC3116
                 Le3116
       Cards	only	printed	with	name
     Both	cards	and	envelopes	printed


What is the pricing difference between 50 and 100?


What is the pricing if the customer supplies their own engraving dies?
       Quantity 50: _________________________
       Quantity 100: ________________________


What is the additional cost of liners?


             50	Regent	Blue                                           100	Regent	Blue
                50	Bertini                                                  100	Bertini



Now write up this order in a 100 count for all components and review it with
your manager.



                             Turnaround Times
          here is an overview. consult albums for details. these are business days
                             from receipt of order or proof approval.
                                   sympathy:         1-3 days
                                                         •
                      birth announcements:           2 days
                                      holiday:       4 days
                    thermographed orders:            6 days
                      (except sympathy and birth)


                             engraved orders:        7 days
                      (except sympathy and birth)

                                               •
                * add 2 days for multi color engraving and/or multi process




                                                    31
32
                                   5
           Glossary and Size Chart

Accommodation cards
Accommodation cards are sent to out-of-town guests who may need to make
hotel reservations for a wedding or other event.

Admission Cards
Admission cards are used when hosts want to make sure that only their invited
guests attend an event.

Adoption Announcements
Adoption announcements have the same look and feel as birth announcements
but contain additional information, such as both the date of birth and the date
on which the child was brought home.

At Home Cards
At home cards are an effective way to let family and friends know of your new
address, particularly for newlyweds and those with vacation homes.

Bar/Bat Mitzvah Invitations
While there is no standard etiquette for these invitations, they are sacred reli-
gious ceremonies. See examples in Crane’s Social Occasions Album.

Blind-embossing
Blind-embossing is the same process as engraving minus the ink. The image is
simply the raised image in the paper.

Business Announcements
Business announcements are sent to inform clients of a change in the status of
a company, such as change of address, change of partners or introduction of a
new product.




                                        33
Business Cards
Business cards provide clients, potential clients or vendors with a means of contacting a
business. They should include all pertinent contact information neatly and concisely.

Business Invitations
Business invitations may be created for any type of corporate event, from a grand
opening to any sort of special event. They may be formal or informal, depending
on the style of the event.

Calling Cards
Calling cards are used for all sorts of social interactions when a business card
is not appropriate. They are a very popular way of giving others your e-mail
address and cell phone number, which are not otherwise available.

Corporate Letterhead
Letterheads are normally printed on 8H by 11 sheets. They are used not only to
communicate but to project a corporate image. They should feature all pertinent
contact information about the company.

Correspondence Cards
One of the most popular papers for social and business correspondence, these
heavy cards usually measure 4G by 6K, giving plenty of room for three or four
quick but sincere handwritten sentences.

Cotton Paper
Cotton papers are made from recovered cotton fibers left over from the cotton-
ginning process after textile fibers have been removed.


Crane’s personal Design Services
Known as CDS, this is our printing and engraving plant that processes your
orders.

Crane’s Personalized Design Studio
Known as PDS, this web-based interactive design program takes full advantage
of digital technology to compose orders efficiently and professionally.

Double Envelopes
Wedding invitations may be enclosed in two envelopes. The outer mailing enve-
lope is addressed to the guests and protects the contents of the inner envelope,
which bear just the names of the recipients.



                                          34
Engraving
Engraving is the most elegant and distinctive printing technique, which employs
an etched copper plate that forces the paper into the inked cavity, resulting in a
three-dimensional, raised impression.

Fill-in Invitations
Fill-ins are personalized invitations that leave blank the areas for some of the
information, such as the event, date and time. They are usually ordered in large
quantities and used as the occasion arises.

Flat Printing
Also known as lithography, flat printing is created by ink applied to a flat printing
plate. It is the most common but least-distinctive printing technique.

Folded Notes
Foldovers are primarily used by women to write thank-you notes, extend informal
invitations and to send short messages to friends and acquaintances. A mono-
gram or name generally appears on the front of the note.

Gift Enclosures
Gift enclosures are small cards that accompany a gift. Many consumers use their
calling cards for this purpose, with a short note written on the back.

Half Sheets
Sometimes called Correspondence Sheets, half sheets fold in half to fit in their
envelope. The may be embellished with a monogram or name.

Informals
Contrary to their name, informals are rather formal. A small white or ecru folded
note, they are most often engraved in black ink with a woman’s name and formal
title: Mrs. William Porter Hopkins.

Jotter Cards
Measuring 3 by 5 inches, these fit inside leather carrying cases and are useful when
traveling to meetings or trade shows. A name generally appears at the top of the card.

Letter Sheets
Sometimes referred to as “formal stationery,” letter sheets are ecru and have a
fold along the left-hand side. Letter sheets fold again from top to bottom to fit
inside the envelope.



                                          35
Menu Cards
Menu cards add an elegant flourish to dinner parties and wedding receptions.
Menu cards are generally white or ecru, trimmed in gold or silver. They may be
handwritten or printed, and can also be designed on color papers.


Monarch Sheets
Also called Executive Stationery, monarch sheets measure 7¼ by 10½. They can
be used as business letterhead or for personal business letters. In general, a name,
address, or name and address appear at the top.

Monograms
Traditionally, monograms are used by married women using the initials that rep-
resent their first name, maiden name and married name. Today, monograms take
many forms, including just the first name initial or, for couples, two first-name
initials with a distinctive separator. Please refer to Crane’s stationery albums for
a range of monogram options.

Pew Cards
Pew cards are sent with wedding invitations when guests have been assigned
specific seating in a house of worship.

Place Cards
Place cards are small white or ecru cards, generally trimmed in gold or silver
and are placed at the table to identify seating arrangements. Place cards are also
available in several colors to reflect the palette of the event.

Reception Cards
Reception cards are sent with wedding invitations whenever the ceremony and
reception are held in different locations. They contain pertinent information for
guests such as the time and place.

Reply Cards
Also known as RSVP or response cards, they are sent with invitations to give
recipients a convenient way to respond. They always provide space for the guests’
names and response.

Save-The-Date Cards
Once the exception, save-the-date cards are becoming a necessity in an increas-
ingly busy and complex world. Save-the-dates are sent to guests who might need




                                          3
to plan for an event well in advance of its date. Many times they are very con-
temporary, creating a sense of fun and excitement for the upcoming festivities.

Sympathy Acknowledgements
Sympathy acknowledgements are printed expressions of appreciation sent to
family, friends and associates who expressed their condolences. Ecru or white
cards, engraved with black ink, may be plain or bordered in black.

Thank You Notes
Any piece of stationery can be used to send thank you notes, although they gener-
ally take the form of a folded note or correspondence card.

Thermography
Sometimes called “raised printing,” type or designs are created by a resinous
powder that is melted over flat-printed ink. Thermography is less expensive than
engraving, but has significant limitations when there is a desire to use more color-
ful papers.

Tissues
Originating many years ago to protect the ink on invitations from smearing,
today they protect the elements of a wedding invitation from the rigors of postal
handling.

Transportation Cards
When transportation has been arranged for guests to an event, transportation
cards are included with the invitations.

Within The Ribbon Cards
Cards reading “Within the ribbon” inform ushers that guests should be seated in
special sections identified by a ribbon or cord.

Zenas Crane
Zenas Crane was the founder of Crane & Co. The son of a famous patriot paper-
maker near Boston, who made currency paper for Paul Revere in 1776, Zenas
travelled to western Massachusetts to start his own paper company in 1801.
Today, the company continues to be owned and managed by members of the
sixth and seventh generations of the Crane family.




                                           3
SIZES AND DIMENSIONS ( DIMENSIONS               IN MM ARE APPROXIMATE )

                     ENVELOPE DIMENSIONS                            CARD DIMENSIONS                              SHEET DIMENSIONS                 NOTE DIMENSIONS
Size                 in                    mm                       in                       mm                  in                 mm            in                 mm
                                                                          13
1-Corinne            3 15/16 x 5 9/16      100 x 141                3  /16 x 5 5/16          97 x 135            5 5/16 x 7 5/8     135   x 194   3 13/16 x 5 5/16   97 x 135
                         3                                           1
3-Kent               4  /8 x 6 9/16        111 x 167                4 /4 x 6 3/8             108 x 162           6 3/8 x 8 1/2      162   x 216   4 1/4 x 6 3/8      108 x 162
                       9                                             7
4-Continental        3  /16 x 5 1/16       91 x 129                 3 /16 x 4 7/8            87 x 124            —                  —             3 7/16 x 4 7/8     87 x 124
                                                                     7
5-Stoneleigh         5 x 7 7/16            127 x 189                4 /8 x 7 1/4             124 x 184           7 1/4 x 9 3/4      184   x 248   —                   —
                       5                                             1
6-Tiverton           4  /8 x 6 1/8         117 x 156                4 /2 x 5 15/16           114 x 151           —                  —             4 1/2 x 5 15/16    114 x 148
                       15                                            13
7-Monarch            3   /16 x 7 1/2       100 x 191                3  /16 x 7 5/16          97 x 186            7 1/4 x 10 1/2     184   x 268   —                  —
                       1                                             7
8-Official (#10)     4  /8 x 9 1/2         105 x 241                3 /8 x 9 1/4             98 x 235            8 1/2 x 11         216   x 279   —                  —
                       3                                             1
9-Embassy            5  /4 x 7 11/16       146 x 195                5 /2 x 7 1/2             140 x 191           —                  —             —                  —
                                                                     3
M-Marquis*           7 x7                  178 x 178                6 /4 x 6 3/4             171 x 171           —                  —             —                  —
                       1                                             1
B- Baronial*         5  /2 x 5 1/2         140 x 140                5 /4 x 5 1/4             133 x 133           —                  —             —                  —
                       11                                            3
DL/A4 - Int’l.       4   /32 x 8 21/32     110 x 220                4 /16 x 8 5/16           106 x 211           8 1/4 x 11 11/16   210   x 297   —                  —
                       3                                             15
P-Prince             3 /16 x 3 3/16        81 x 81                  2 /16 x 2 15/16          75 x 75             2 15/16 x 7 7/8    —             —                  —
*Additional postage will be required.

WEDDINGS
                         INSIDE                 OUTSIDE                        FOLDED                 INVITATION              TWO-ON                   SINGLE
                         ENVELOPE               ENVELOPE                       SHEET                  CARD                    ENCLOSURE CARDS          ENCLOSURE CARDS**
SIZE                     DIMENSIONS             DIMENSIONS                     DIMENSIONS             DIMENSIONS              DIMENSIONS               DIMENSIONS
Embassy     in           5 3/4 x 7 11/16        5 7/8 x 7 7/8                  5 1/2 x 7 1/2          5 1/2 x 7 1/2           4 15/16 x 7 7/8          3 5/8 x 4 15/16
            mm           146 x 195              149 x 200                      140 x 191              140 x 191               125 x 187                92 x 125
Tiverton    in           4 5/8 x 6 1/8          4 3/4 x 6 5/16                 4 1/2 x 5 15/16        4 1/2 x 5 15/16         4 15/16 x 7 3/8          3 5/8 x 4 15/16
            mm           117 x 156              121 x 160                      114 x 151              114 x 151               125 x 187                92 x 125
Royalty     in           6 3/8 x 9 3/16         6 9/16 x 9 1/2                 6 3/16 x 8 7/8         6 3/16 x 8 7/8          4 15/16 x 7 3/8          3 5/8 x 4 15/16
            mm           162 x 233              167 x 241                      157 x 225              157 x 225               125 x 187                92 x 125
**Available only in Two-on size with 1/8" trim allowed

CALLING CARDS AND ENVELOPES
                                    ENVELOPE DIMENSIONS                        SINGLE CARD DIMENSIONS
Size                                in                 mm                      in                 mm
130-Mr. & Mrs.***                   2 5/8 x 3 5/8      67 x 92                 2 15/32 x 3 7/16   63 x 87
124-Business Cards Size***          2 1/4 x 3 5/8      57 x 92      (FLAT)     3 1/2 x 4          89 x 102
                                                                  (FOLDED)     2 x 3 1/2          51 x 89
***Non-mailable Size

				
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