Delivering bottom line results through great design

Here is the scenario:

An advertiser agrees to take out an advert (either online or offline) at a cost of several hundred pounds. Having spent this money, and not wanting to spend any more, they decide to put together their own advert in a software application they have access to.
They spend many hours creating their advert and finally submit it to the publisher.

The likely result of this?

1] The artwork will not be in the correct format for the publisher and will get rejected.
2] The artwork will not be in the correct format for the publisher, who will publish it anyway, regardless of how it looks.
3] The advert will not have impact. It may read like 'War and Peace', lack an appropriate structure, have no call to action, ignore brand values, not relate to any marketing or communications plan, have no colour management and will not have any clear call to action or method of monitoring the result.

The question I often ask myself is why do organisations and business spend sizeable sums of money on advertising space, but are reluctant to invest in marketing or design services to ensure the advert achieves tangible results? Especially when the spend on this is often significantly less than the spend on buying the space in the first place.

Is is similar to buying your favourite car, then not driving it because you don't want to spend money on the petrol!

If you are not sure of the tangible results of professional design services, take a look at this video about the benefits of great design.

Exporting contacts out of LinkedIn

More and more business professionals are using LinkedIn as a method of keeping in touch with key business contacts. However, how do you integrate this information into your contacts list or your CRM system.

Exporting contacts is relatively simple if you want to create a CSV file. If you go to 'Contacts' tab and choose 'Connections' from this menu, a list of your contacts will appear.

At the bottom of the list on the right hand side is a link called export connections.

Click on this link and you will be able to export all the connections to a CSV file. This you can import into another contact or CRM database.

If paper is so bad, why is wood so good?

I was looking at a customers website today to find out some contact details. The customer makes bespoke children's play areas. What really caught my attention was the analysis on the materials used.

Concrete and Steel were generally seen as poor environmentally and were large energy users and carbon emitters.

This was the comment on wood:

'Wood from sustainably managed sources cannot only be an excellent structural material, but also an environmentally conscious choice.  As trees grow, they absorb carbon dioxide from the air, whereas cement and steel release CO2 into the atmosphere.  In well-managed forests, trees are coppiced or new trees are planted after harvest, to continue the carbon absorption process.  So timber is a ‘carbon negative’ material (which is a good thing!) (Forestry Commission publication ‘Carbon benefits of timber in construction’ 2006)'

Now the thing about this is that we are constantly being told that paper is a source of environmental harm. 'Think green and keep it on screen' we are told.

Surely there is a contradiction here. Paper and timber both come from the same place.

The reality is lies in the marketers phrase - 'it's not what you do, its what people think you do that counts'.

For example, data centers that power the internet use 2% of the UK's energy resources - the same as the Airline Industry and more than the print and paper industry (TwoSides). And spam email produces the carbon equivalent to driving a car for 33000000 miles! (McAfee). Yet, digital delivery is dressed up as a green option??

Makes you think doesn't it?

Ten tips for implementing CSR in an organisation

The following ten key tips are taken from an article that appeared in Ethical Corporation (www.ethicalcorp.com), which I thought we interesting and worth commenting on.

1. In a survey for the report, 93% of companies recognize the value of embedding CR into business processes yet only 49% of companies confirm that CR is a clear component of overall company strategy, and 49% or companies do not believe that they understand what is necessary to do to embed CR into their business.
   
   
2. Embedding requires a simultaneous top-down and bottom-up approach – to ensure consistency and shared values at the same time as local ownership of issues and impacts.
   
   
3. Corporate responsibility requires communication throughout the process – with different audiences, for different purposes, using different tools. CR communications can help to bridge the divide for colleagues and management, helping them to understand and feel part of the CR agenda.
   
   
4. Don’t neglect commercialisation considerations; sustainable R&D needs to be married up with marketing, so make sure you anticipate challenges in introducing more sustainable products into your mainstream product offering, and capitalise on the knowledge and experience of marketing professionals to guide your efforts.
   
   
5. A company’s sustainability risks and impacts – and its CR potential – may be closely tied to its activities up and down the value chain. Working with raw materials sourcing, contract manufacturing, logistics, distributors and customers can greatly increase your control over your CR objectives. For an increasing number of industries, such value-chain activity is essential to meeting consumer needs, reducing risk and expanding opportunity.
   
   
6. Companies should be aware of the role of social media in giving voice to stakeholders, including local communities. Social media allows groups – even small community groups – to extend and magnify their messages, reaching much more influential audiences than they might have otherwise.
   
   
7. Consider how NGO partnerships can help you meet community needs and aspirations while making use of your core strengths and position as a business.
   
   
8. Setting and delivering on targets requires a fuller implementation plan – a road map – to bring together a clarification of the company’s objectives with the physical, financial, human and intellectual resources required to get there.
   
   
9. Green lens: Looking at the business through a different “green lens” means people spot new opportunities to reduce impacts and costs by less obvious means. (M&S Case Study)
   
   
10. Achieve a few early CR successes, and you might be excused for wanting to rest on your laurels. But CR isn’t something that can be “done” and left on a shelf – it’s a continual part of risk management and market creation. 

 I think one of the key tips given is the importance of both a top down and a bottom up approach. Top down is in my view essential. If there is no support or empathy at Director or Board level, then there is little chance of success. Yet, to achieve measurable success, you need to align this with a strong bottom up strategy. We have experience of this at Greenhouse.

What is EMAS?

What is EMAS?

The EU Eco-Management and Audit Scheme (EMAS) is a management tool for companies and other organisations to evaluate, report and improve their environmental performance. The scheme has been available for participation by companies since 1995 and was originally restricted to companies in industrial sectors. 

Since 2001 EMAS has been open to all economic sectors including public and private services. 

In 2009 the EMAS Regulation was revised and modified for the second time. Regulation (EC) No 1221/2009 of the European Parliament and of the Council of 25 November 2009 on the voluntary participation by organisations in a Community eco-management and audit scheme (EMAS) was published on 22 December 2009 and entered into force on 11 January 2010. 

Greenhouse Graphics were awarded EMAS in 2010, one of only a handful of companies in the graphics sector to hold this level of accreditation. Greenhouse Graphics is also ISO14001 registered.

EMAS Awards

An EMAS Award is the most prestigious award in environmental management and is only handed out to top performing companies and public authorities

.

You can find a list of all nominees by category on the official EMAS Awards website. More information about the exemplary ways in which the nominees are managing their water use will also be presented on the website shortly.

If you would like to find out the benefits of procuring from an EMAS accredited company, please feel free to contact Greenhouse Graphics Directors Ian Crossley or Timi van Houten

Binding alternatives to saddle stitching

We often get asked about different methods of binding magazines and books using alternative methods than saddle stitching. Here are a few of the more common alternatives.

Perfect binding

Perfect binding puts all the pages or signatures together, roughens and flattens the edge and then a flexible adhesive attaches the paper cover to the spine. Paperback novels are one example of perfect binding.
Booklets, telephone directories, and some magazines use perfect binding methods. Compared to other binding methods, perfect binding is quite durable and has a low to medium cost. It can be used with publications that are several inches thick.

Burst binding

Burst binding is performed by removing a small slot from the spine of the text at folding stage, so no allowance needs to be made in the spine. The adhesive flows through the slot to give added strength to the book. It is most important that the slot removal operation is performed correctly and consistently during the folding stage.

PUR binding

PUR (polyurethane reactive) glue is the most durable binding glue available, offering design flexibility for any number of applications, including catalogues, instruction manuals and art books.
PUR adhesives differ from conventional EVA hot melts, once cured the adhesive's higher molecular weight provides a tough, pliable bond that is resistant to temperature extremes.
PUR adhesive is impervious to temperature extremes. The page pull strength of a PUR-bound book is more than 2.5 times that of a standard perfect-bound book using EVA adhesive. Books bound with PUR adhesive simply will not fall apart, even under heavy usage in the most demanding conditions.

Thread sewing

Thread sewing (otherwise known as section sewing) we sew through the spine of each signature with a single thread thus enhancing the strength and quality of the book and enabling it to lay flat open. Typically section sewing is applied for books that require heavy usage for an extended period of time, such as: text books, catalogue & brochures, library books, and religious publications.

If you have any further questions about magazine printing or sustainable printing then please feel free to call the greenhouse team on 01256 880770.

Proofing for print

Proofing is a crucial stage in the printing production cycle. It is important that you understand how this process works, what your options are and what are the implications of signing off a proof ready for print production.

Whilst every effort is made to ensure that the document is prepared correctly, ultimate responsibility for ensuring that the document is correct lies with the client. The proofing process is the stage that these checks are implemented. You need to satisfy yourself that the proofing method you have chosen is suitable for your needs, and that the proof supplied has been thoroughly checked before agreeing for the job to be sent to production.

A Commercial Printer's job is to ensure that the job they produce is accurate to the proof you have signed off.

Various proofing methods:
There are several methods of proofing a document prior to production, depending on your proofing requirements.

Screen PDF (Softproof):
Benefits:
A Screen PDF gives a proof that confirms the layout of the document to be printed. The layout, typography and positioning of elements in the final printed piece will be accurate to the Screen PDF supplied. This is the most popular proofing method used by our clients and is provided free of charge bu greenhouse.
Weaknesses:
A Screen PDF should not be considered to be colour accurate, due to the calibration settings of various computers and monitors it is viewed upon. Also, it is very difficult to tell how pixel based images and pictures on a Screen PDF will print when reproduced in a commercial printing environment. This reflects the need for higher resolution images to be used in the lithographic printing process, than is required by a PC monitor.
If you print out the pdf supplied to your desktop printer at your premises, you should not assume that the colours you reproduce will be the same as those supplied to you in the final printed piece. Colours produced locally are nearly always innaccurate unless the desktop printer has been calibrated to professional settings. Even if your desktop printer has been calibrated, the Commercial Printer will not agree to match any colour from your desktop printer. Only Contract Digital Proofs supplied by ourselves should be considered to be strongly colour accurate.
Conclusion:
Use a Softproof PDF to check page layout, spellings, and design features only.

Non Contract Digital Proof:
Benefits:
A Non Contract Digital Proof is a hard copy printed proof supplied to a customer. The Non Contract Digital Proof has all the same benefits of a Screen PDF (Softproof), but is supplied as a hard copy. It is often easier to spot typographical and layout errors on a printed piece rather than on screen.
Weaknesses:
In terms of colour, the Non Contract Digital Proof should not be considered colour accurate, but is normally much closer to the actual colours in the final printed piece (dependant on the paper used) than a Screen PDF softproof.

Contract Digital Proof:
Benefits:
A Contract Digital Proof is a calibrated hard copy printed proof supplied to a customer. The Contract Digital Proof has all the same benefits of a Screen PDF softproof, but is supplied as a colour calibrated hard copy.
The Contract Digital Proof is produced on a calibrated inkjet printer and can be considered 90% accurate in terms of colour to a job produced on a lithographic printing press using a coated sheet in CMYK. This type of proof combines all the benefits of Non Contract Digital Proof, but provides a strongly indicative representation of colour, when printing the final piece on a coated sheet in CMYK.
Weaknesses:
The Contract Digital Proof cannot be 100% accurate because of the differences in screening technologies used by the inkjet proofing system, and the different paper stocks used in the final printed piece.
In terms of colour, the Contract Digital Proof should not be considered colour accurate if you are not printing the final piece on a coated sheet. If you are printing on an uncoated sheet it is very likely colours will not be accurate. In addition, if you are printing the final piece outside of the CMYK colour model (ie additional spot colours and metalics) or with additional effects (varnishes and laminates), these will impact on the colour produced on the final printed piece which cannot be replicated by the Contract Digital Proof.

Press Proof:
Benefits:
Press proofs are the ultimate proof, because they use the same material, process and paper as the final printed piece. They will be a very accurate representation of what the final printed piece will look like.
Weaknesses:
A press proof will not show the effect of additional post press processes on the printed piece such as a lamination, foiling, Spot UV or Overall UV Varnish.