In the Trenches: Savvy Approach to Production Can Help Slash Your Bottom Line

Saving money is imperative in today’s economy. With budgets being slashed and revenues down, nonprofit organizations are under tremendous pressure to cut costs. It’s a challenge, especially when trying to maintain an appropriate image.

In direct mail print production, doing more with less always has been the name of the game. But now more than ever, finding hidden savings means reviewing all the options — suppliers, equipment and the many factors that influence cost, including paper, sheet sizes and printing techniques.

It’s important to remember that your advertising agency (whether it’s general or direct response) is part of your marketing team. A competent agency will help you navigate the production maze to save both time and money.

Savvy nonprofits encourage their agencies and production experts to work closely with the creative staff to ensure that creative solutions are cost effective. This collaborative effort can make a substantial difference to the production bottom line.

That said, there are multiple ways to save money on production costs. Here are a few of them:

Start saving early on
Savings can be found far in advance of a job being sent to press. For instance, before going to print, carefully evaluate the number and type of versions you require. Have your team make recommendations for reducing the number of plates and make-readies. This will result in tremendous savings that won’t compromise the objective of your creative solution.

Pick the right size print shop
Components in a direct mail package can vary from one-color envelopes to full-color brochures. Print shops vary, as well — from small copy shops to large, state-of-the-art facilities. Not all printers are appropriate to handle every component of your campaign. The best solution is to match the work to the capabilities and expertise of the shop.