The biggest challenge with any advertising project is remembering to focus on your authence," noted Susan Wiggins, director of marketing for the company. "There's always a temptation to make one's logo or sales message the most prominent feature in a piece of communication. Of course, that's putting the cart before the horse. Customers, like everyone, are most interested in their own needs and issues.
7 FEATURE A Unique Way To Say ‘Thanks’ By Toni McQuilken image of an ace was used. Both the front and back covers of the books, as well as When Worth Higgins & Associates Inc. decided to honor some of its the label on the slip case are all personalized with the information. most loyal customers, they were looking for just the right way to do it. And when Pantone approached them to inquire if they’d like personal- To produce the books, a variety of technologies were used. As one would expect, ized Color Bridge guides, the stars, as they say, aligned to produce a Pantone colors and branding were used, and the covers were produced on a unique, personalized, and effective project. Komori Lithrone 640, because the HP Indigo is not equipped to feed a sheet heavy enough to be a durable cover. The personalized labels for the sleeves, however, Worth Higgins & Associates is Virginia’s largest sheetfed commercial were produced on the Indigo, and the sheets were sent to Pantone, where they printer. The company offers high-speed multi-color sheetfed printing, were die-cut and bound to the Color Bridge books. UV inks and coatings, short-run digital color printing with variable data capabilities, and finishing including die cutting, embossing, foil stamp- “Although we haven’t tracked a direct correlation between the Color Bridges and ing, pattern gluing, laminating packaging, mailing and fulfillment. increased sales,” said Higgins, “we believe that honoring our customers supports the long-term relationships we have with them. This was the ultimate goal.” The company has been employee owned since 1999 when founder E. Worth Higgins, Jr. decided to sell the firm to the employees that he believed were responsible for its success. The goal of the personalized Pantone covers project was to honor
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