Connected Fall 2015

VISUAL MEDIA ALLIANCE

FALL 2015

SOMETIMES, IT’S ALL ABOUT

FAMILY THE CONTENTS

05

07

10

12

14

Member News

Feature: Call it Amazing

Expert Column: Strategic Selling

Expert Column: Human Resources

New Members

Congratulations— Wins, Anniversaries, New Business

Storyboard Makes the Case

Improvement Tips for Sales Reps

Relationships Shape Workplaces

02 04 15

VMA On the Go VMA Events Find-An-Employee

BOARD ROSTER: CHAIRMAN

John Crammer, Best Label Company

IMMEDIATE PAST CHAIRMAN

Frank Parks, The Parks Group

BOARD MEMBERS: Gil Caravantes Commerce Printing Services John Crammer (Chairmen) Best Label Chris Cullen Moquin Press Ian Flynn (1st Vice Chairmen) Direct Repsonse Imaging Dava Guthmiller Noise 13 Jeff Jarvis Spicers Frank Parks (Immediate Past) The Parks Group Chris Shadix BelAire Displays Cindy Sonnenberg K/P Corporation Stephen Sprinkel Sprinkel Media Network

STAFF ROSTER:

VMA ON THE GO

Visual Media Alliance (VMA) and VMA Education are nonprofit trade associations dedicated to providing a variety of benefits and money saving programs to creative, web, marketing and print businesses in Northern and Central California and Northern Nevada. We were formerly known as the Printing Industries of Northern California - PINC. Our purpose is to deliver what it takes to help our members become more successful and profitable in their businesses. To accomplish that goal, we provide personal and professional development programs for both owners and employees. Dues are based on each company’s employee count.

PRESIDENT

Dan Nelson

DIRECTOR MEMBER SERVICES Jim Frey

DIRECTOR MEMBER PROGRAMS

The Alliance brings Business Services to small and medium media companies and even individual creatives who are typically underserved in insurance and discounted business services.

Laura Vargas

DIRECTOR EDUCATION

Women in Business Communications

Barbara Silverman

DIRECTOR COMMUNICATIONS Todd Donahue

PROGRAM ADMINISTRATOR Gabrielle Disario

MEMBERSHIP SALES Shannon Wolford

FINANCIAL MANAGER Emily Gotladera

ACCOUNTING SPECIALIST Maria Salita

VICE PRESIDENT INSURANCE SERVICES

Barbara Silverman and Doreen Hamilton Ph.D

David Katz

INSURANCE CUSTOMER SERVICE REPS

Renee Prescott, Crystal Carlson, Lena Nelson, Sue Benavente, Jessica Clark

DIRECTOR SUPPLEMENTAL BENEFITS Greg Golin

DIRECTOR GOVERNMENT AFFAIRS Gerry Bonetto

Kathleen Sullivan (Sappi), and Susan Rosenberg Battat (Lithographix)

HUMAN RESOURCE SPECIALIST Cheryl Chong

EDITOR

Noel Jeffrey

ON THE COVER: Anjolina Reyna and Joseph Reyna pose at the Giants game. VMA provides programs all year to benefit members’ businesses. The annual baseball tailgate is a party for families.

Elise Campeau and Julia Connery

Doreen Hamilton Ph.D and April-Chelsea Mosley

Women network and discover new ways to enrich, empower and strengthen personal and professional connections. This luncheon talked about how women in business must express themselves every day and in a variety of situations.

It included how to be presentable and tap into an authentic voice while connecting to listeners.

Business Development Expert Seminar for Creatives A powerful day of in-depth coaching and expert advice from our industry’s top leadership coaches and management consultants. Attendees had the opportunity to connect with like-minded business owners and, share experiences, learn from their mistakes and learn tools and practices they need to implement to help them grow.

John Carrozza and Peleg Top

2015 TYPO Conference Inspirational talks from well-known as well as up-and-coming designers.

The conference covers more than just typography – it’s design, culture, society with a little bit of kerning.

Renato Salgade and Ian Flynn

Baseball + Tailgate: SF Giants vs. Washington Nationals

Shannon Wolford and family

Attendees have fun joining VMA to watch SF Giants play against the Washington Nationals on August 15th.

Harris and Bruno employees Joseph Rodriguez and Chris Hogge with HP’s Eric Zirbel

So You Wanna Be a Graphic Designer?

Inspirational stories from industry mentors while they share their student experience, start up years, fear and joy, tricks of the trade, current work and clients, their global views on design, with a Questions & Answers session to follow.

Patti Mangan (Imagine That Design Studio) at the podium speaking

Steve Decker (Zooka Creative)

UPCOMING VMA EVENTS

Places to be. Things to do. People to see.

LUNCH & LEARN Infographics: Telling a Story with Adobe Illustrator

November 4 & 5 11/4 - Maggiano’s Restaurant, San Jose, 11:30am - 1:30pm 11/5 - Delancey Street Restaurant, San Francisco, 11:30am - 1:30pm Presenter, Sally Cox, Instructional Designer, eLearning & Adobe Trainer, Virtual Producer, Tech Writer and founder of Kreatable, San Jose. Sally has traveled the U.S. and Europe as an Adobe trainer for 15 years —specializing in custom on-site Adobe training and consulting.

Clients include Ledet & Associates, Academy X, Roundpeg, RIT, Stanford and others.

Women in Business Communications Luncheon

December 2 Il Fornaio, San Francisco, 11:30 am – 1:30 pm

Visual Media Alliance Events Keep Us Connected

As a VMA Member you are able to attend our events for free or at special member rates. We offer VMA Members and the public numerous events throughout the year including social and professional events.

These events are created with our members in mind to further acquire knowledge on special topics and to also connect with others in the industry. If you have suggestions, please let us know by contacting Laura Vargas at laura@vma.bz or 800-659-3363.

Network and connect with like-minded successful women and discover new ways to enrich, empower and develop your personal and professional life over lunch.

22nd Annual CrabFest

Saturday, January 9, 2016 5:30pm-11:00pm Colombo Club, Oakland This fun annual event features all-you-can-eat fresh Dungeness Crab, bread, salad and pasta followed by music & dancing. Fabulous raffle prizes with proceeds benefitting the VMA Education Fund.

Includes food & wine. VMA Member $55/ Non-Member $65/ Table of 10 $495.

VMA Insurance.

Peace of Mind.

We protect your business, so you can focus on growing your business.

VMA Insurance understands your business. We make sure your most important assets – your facilities & equipment, your employees and your reputation – are fully covered. Our experts are specialists in your industry and will provide you with the right coverage for the right cost.

COMMERCIAL INSURANCE

WORKERS’ COMPENSATION

PROFESSIONAL LIABILITY

HEALTH INSURANCE

Contact David Katz Today!

(800) 659-3363 • insurance.vma.bz VMA Insurance Services has been ensuring business success since 1986.

4

VISUAL MEDIA ALLIANCE

| CONNECTED | FALL 2015

MEMBER NEWS CONGRATULATIONS

WINNING WAYS

Anniversary Impact

Members Capture Multiple Premier Print Awards

Thirty years ago, husband and wife Paul and Lori Garcia decided to fulfill a dream of owning a business. Impact Printing, Hayward, opened its doors as a trade only print shop with one press operator and a 2-color Chief Press. They have greatly expanded to offer a variety of services including digital printing, mailing services, online ordering and a full service graphics and bindery department.

Impact Printing is certified as a Woman and Minority Owned Business and Bay Area Green Business. They take pride in offering excellent customer service and continue to run as a family-owned business with both daughters and a son-in-law. They thank all their customers for their continued loyalty and support.

Hearty congratulations are in order for Vintage 99 Label, Livermore and Watermark Press, San Francisco on their winning a Best of Category award in the recent PIA Premier Print Awards. A BOC earns the company a prestigious Benny. More congratulations go to the member companies listed below who were honored with Certificates of Merit and Awards of Recognition. Several companies won multiple awards, particularly Collotype Labels at both Napa and Sonoma locations. These companies were also Gold Award winners in VMA’s Showcase competition. VMA automatically submits Gold Award winners to the Premier Print Awards.

Members Winning Premier Print Awards AMP Printing Andresen San Francisco Barlow Printing Best Label Collotype Labels

VMA Members Take 2015 Gold Ink Awards Printing Impressions magazine has announced the winners of its 2015 Gold Ink Awards. This year’s winners were chosen from more than 1,000 entries submitted within 50 categories. VMA member firms came away with some glitter: • Digital Printing, Labels & Flexible Packaging – Collotype Labels, Gold and Silver • Digital Printing, Specialty – Direct Response Imaging, SF, Gold • Packaging Labels – Collotype Labels North American Wine and Spirits The 2015 Gold Ink Gala took place Sunday, September 13 at the Hyatt Regency at McCormick Place, Chicago. (www.piworld.com)

Collotype Labels - Napa Collotype Labels – Sonoma Collotype Labels North America Wine and Spirits Creative Labels Inkworks Press K Hogan Co K/P Corporation - San Leandro Division Moquin Press Pacific Standard Print RG Creations Inc. Vintage 99 Label Watermark Press

CHANGES, ACTIVITIES

CDA Rebrands Ghirardelli Chen Design Associates, San Francisco’s client Bitter+Bottles was recently awarded 7x7 Magazine’s Reader Choice Award for Coolest New Boutique. An even greater challenge (and reward) was being engaged by new owner Jamestown Properties to refresh Ghirardelli Square’s brand and completely overhaul its website. In line with this, the rebranding and website aim was to raise the experience of visiting Ghirardelli Square to be worthy of its national historic landmark status and of living into the greater potential of drawing international tourists and discerning locals alike.

WIDE FORMAT INTRIGUES

Outlook Widens Spicers Paper Wide Format Expo took place on September 15 at Spicers Paper in Union City. Northern California graphic arts participants came to learn more about the fastest growing segment in the printing industry and enjoy the delectable barbecue as well. There were seminars, demos and top substrate manufacturers on hand to show their products and answer questions. Spicers Paper is committed to become a go-to resource for wide format needs. For more information contact your local Spicers Paper Sales Representative. www.spicers.com.

VISUAL MEDIA ALLIANCE

| CONNECTED | FALL 2015

5

MEMBER NEWS Member Named to Honors Society

Commerce Printing Joins Agfa Graphics’ GreenWorks Program

Constance V. Hill, President, VeraCentra, Napa, is among the 11 industry leaders who were inducted into Epicomm’s Soderstrom Society at ceremonies during the annual Soderstrom Awards Dinner in Chicago on September 12. The Soderstrom Society is an honors organization that recognizes the contributions of printing, mailing, fulfillment and marketing services executives, as well as industry supplier executives, educators, journalists and consultants.

Commerce Printing Services of Sacramento has become the newest member of the AgfaGraphics GreenWorks program.

Commerce Printing Services actively sought ways to reduce its environmental impact and over the years, started utilizing soy based ink, FSC Certified paper, Greenergy and biodiesel fuel. The GreenWorks program accredits customers in the graphic communications industry who achieve greener outcomes through technology, products, services and practices. Commerce opted to go greener in its prepress area when the company switched to chemistry-free Azura TS plates and the Avalon CtP system from Agfa Graphics.

http://epicomm.org/about-us/soderstrom-society/

www.agfagraphics.us/greenworks

JEFF MURPHY (LEFT), AGFA AND GIL CARAVANTES, COMMERCE PRINTING

ARB Digital Prints On Unique Substrates In August, Richard Romano, who specializes in wide format printing for WhatTheyThink.com profiled VMA member ARB Digital, Sacramento. “ARB Digital’s stock in trade is specialty printing, Romano wrote, producing one-off items printed on unusual substrates. Think wood, glass, metal, textiles and, of course, animal pelts.”

“Everything we print is different,” said Alvaro Rodriguez, owner and founder. “It’s very rare that we print the same thing twice. We’re looking for those customers that want to print on something that is not very common, and something that is not a huge run.”

ALVARO RODRIGUEZ WITH A PRINT ARB DIGITAL PRODUCED FOR THE SACRAMENTO CHILDREN’S MUSEUM. ARTWORK BY POMEGRANATE DESIGN.

In-house, ARB Digital has an Epson Stylus Pro 9900 and a Roland LEF-12 tabletop UV printer, and Rodriguez works with a partner in the Bay Area who has a Canon Solutions America Océ Arizona UV flatbed and an Esko router.

NEWS YOU NEED

6

Power Selling Program Launches

Take Advantage of a Sales Tax Exemption

PIA is launching the Power Selling Program, an eight-week turnkey sales training program that features a unique combination of online training, weekly student projects, and live coaching sessions with the sales coach superstar, Leslie Groene. (See her column on page 10.) Julie Shaffer, PIA’sVice President, Digital Strategies, calls Leslie “the ideal mentor to help your sales team develop a razor focus on revenue generation and profit growth.” The program kicks off on October 12 and because there are private coaching sessions, participation is limited. For more information or to register, visit www.printing.org/ powerselling.

Everyone complains about sales taxes.

So, why not take advantage of an almost 50% reduction in sales taxes on equipment? Regulation 1525.4 allows businesses in manufacturing to purchase manufacturing equipment at a reduced sales and use tax rate for purchases occurring on or after 7/01/14. To receive the exemption, you must complete an exemption certificate and give it to the seller. This won’t last forever!

Download at www.pic-gov.org/salestax/ SalesTaxExemption.html.

VISUAL MEDIA ALLIANCE

| CONNECTED | FALL SUMMER 20152015

Fixed Price, FSC Chain of Custody Certification Available The Regional Affiliate Certification Group (RACG) now offers a program to the over $5M segment of the printing and packaging industry. Since 2010 RACG has offered a very successful program to the under $5M segment of the industry.

Now it has launched a program for larger firms providing assistance, consulting and fixed pricing for FSC Chain of Custody Certification. Pricing, general information and program applications are available through the various PIA affiliates, on the RACG website (www.racgus.org), or directly from Marybeth Maloney at the RACG office, (508-804-4109).

Call It

Amazing Storyboard makes the case for cross media—literally

BY NOEL JEFFREY

V

MA launched its Storyboard program in 2013 to help our local industry improve its image among the purchasers of print and other media. It’s a key component of our Industry Promotion program. Storyboard’s focus is on the one thing that creatives of every stripe hold in common: a need to tell a story in the most efficient and creative way possible.

The program practices what it preaches.

Storyboard consists of these four components: A website, webinars, videos and a magazine that all work together. All have been well received with magazine opt-in numbers reaching over 2,500 and another 2,000 webinar and website opt-ins—and over 53,400 individual website views as of last June.

We believe reaching print and media buyers with a compelling cross media message—and delivery using electronic and print media—is of critical importance for our industry moving forward.

Another vote of confidence in Storyboard and its cross-media theme came last spring when PIASC and PIA San Diego agreed to become partners on this project and contribute to the program’s overhead. And we have done this in a way to insure that no Southern California printer advertisers will be delivered to any Northern California audiences, addressing a past sensitivity for our board and members.

Creative Force

Sabine Lenz (left), founder and head of PaperSpecs, Palo Alto, is the program’s producer. She continues to do a stellar job developing content for the website, videos and the magazine. Connected talked to her about the program and she generously answered a few pertinent questions for us.

Q: Have you found that some printers are handling more than one aspect of a cross media campaign (ex.

Email or video) or are separate companies needing to partner for consistency of look and feel across campaign components with the design company as orchestral conductor?

Sabine: There are indeed some printers that are taking on additional cross-media components. Yet the guiding force continues to be the design team behind it. While consistency of visuals is always important (how close can we match this PMS color on this poster to the RGB color on the website, etc.), it’s the tone of the cross-media strategy as a whole that is vital.

One of our favorite examples is a nearly-100year-old North Beach hangout called Tosca Café that r.vH Design helped transform into a wildly successful restaurant. They did this by transforming the dated ambiance into a retro-chic vibe that they then duplicated on its website, menus, identity—even its coasters. If you know Tosca Café, you’ll recognize whatever digital or print piece you see as being from there instantly.

VISUAL MEDIA ALLIANCE

| CONNECTED | FALL 2015

7

CROSS MEDIA THAT WORKS http://www.vmastoryboard.com/casestories/1803/master-of-packaging-metallica/ http://www.vmastoryboard.com/casestories/2985/freestyle-clothing-exchangerebranding/ http://www.vmastoryboard.com/casestories/2517/adding-bounce-to-sfmomasmodern-ball/

Q: You’ve done a fantastic job of choosing cover art for the magazine that benefits from certain finishing techniques—Scodix enhancement, foil etc.

Any hints about what might be coming the future?

Sabine: There are so many great options out there and they help us enhance the cover story we want to tell. One of the ideas we have our hearts set on: scented inks. Just imagine a magazine cover scented like lemon cookies or cinnamon sticks, especially during the holidays!

Then there’s laser die cutting, which offers the most intriguing possibilities. And flocking, and…. :-) Q: What are the basic elements of a good crossmedia story? What makes one stand out?

Sabine: Our ideal cross-media story is one in which the design team and the client clearly “get it.” The challenge, we find, is that most people think they know what a “cross-media” campaign is until you actually try to pin them down on what that means. Many still think it’s “put stuff on paper, throw some stuff on your website, and ooh! – we need an app.” A great crossmedia story is one in which the subject does all of these things, but does so in a coordinated way in which one element reinforces the next, toward a specific goal.

(See the box for a few good examples) Q: What benefits do you see VMA members gaining from Storyboard?

8

VISUAL MEDIA ALLIANCE

| CONNECTED | FALL 2015

Sabine: Much of the world seems to view print and digital as two opposing forces currently locked in a duel to the death. Obviously this isn’t the case.

First and most importantly, I think, Storyboard shows VMA members that print and digital can be deployed jointly in exciting, effective ways. This is why we dedicate so much space to “case stories”—in-depth, photo-packed features that tell you “how they did it.”

It’s very easy to fall into the “let’s-just-post-our-flyeron-our-website” rut. Seeing other VMA members approaching cross media in new and interesting ways again and again reminds us all that you can pull off some amazing things, whatever your budget.

Reaching Objectives

Supporting Storyboard from its inception, Dan Nelson, VMA President, remains an enthusiast. “Based on the data collected, the Storyboard program has been received with a tremendous response. It’s the first industry promotion program that creates an enthusiastic and measureable following,” he says.

Since Storyboard itself is a cross-media program, that’s important. Its real world objectives are as well.

The Purpose

• To promote VMA members’ local businesses and what they do • To provide an opportunity for members to advertise • To provide an opportunity to promote local events • To create awareness of creativity that comes from California • To tell the cross media story with panache and enthusiasm • To use all of the storyboard components to sell membership and ultimately insurance • To complement the other industry promotional efforts including VM Access and Guide To date, it’s doing its job.

L awson Drayage, Inc. Machinery Moving, Rigging & Heavy Transportation for Any Industry

Industry trusted PrIntIng & LabeLIng equIPment mover for over 50 years! > Machinery Moving and Rigging > Facility Relocation > Storage and Warehousing > Pier Pick Up and Delivery > Crating & Special Packaging of Machinery & Equipment san francIsco bay area

sacramento & san JoaquIn vaLLeys

3402 Enterprise Avenue Hayward, CA 94545 Phone: 510-785-5100 Fax: 510-785-8156

9900 Kent Street Elk Grove, CA 95624 Phone: 916-686-2600 Fax: 916-686-2601

Online: www.lawsoninc.com | Email: sales@lawsoninc.com

ClieNt

Client

Imagination magazine Authorized Signature: drives us as a guide: CheCk eaCh box ❑ ❑ ❑ to change.

ContaCt

Name correct?

Address correct?

CoNtaCt

ad Form PhoNe

Phone Fax

Fax

Date: authoRized sigNatuRe

Phone # correct?

date magazine

CheCk ❑ eaCh box as a guide: Offer correct, if any? ❑ Ad copy correct?

Name correct? address correct? ❑ Phone # correct? ❑ ad copy correct? ❑ offer correct, if an ❑ ❑

Ads

ad approval: magazine as is ❑ Ad approved

magazine

• Any Changes from this point forward may cost you in time and materials.

magazine

• sign this page and email it back to Process magazine.

with ❑timeAd • any changes from this point forward may cost you in andapproved materials.

corrections indicated

• Process magazine cannot process your job until receipt of sign-off.

magazine

Fax Back To: (480) 966-4133magazine

email baCk to:

❑

Re-Proof after corrections are made magazine process@switchstudio.com

Imagination. It's what excites us. Inspires us. It drives us to change things from the way they are to the way we want them to be. Just unlock the collective imagination of your company and the sky is the limit. Services-led, technology-enabled and people-driven, Ricoh will show you how to leverage the powerful information and knowledge that exists throughout your organization and create the future you want.

Visit ricoh-usa.com or call 1-800-63-RICOH. Managed Document Services

l

Production Print

l

IT Services

l

Workflow Solutions

© 2012 Ricoh Americas Corporation. Ricoh® and the Ricoh logo are registered trademarks of Ricoh Company, Ltd. All other trademarks are the property of their respective owners.

© 2009 SWITCH Studio, All Rights Reserved

• Look over your project and check for errors; spelling, address, telephone #’s, copy or content. Southwest Graphics is not responsible for typos or incorrect information.

• look over your project and check for errors; spelling, address, telephone number’s, copy or content.

Process magazine is not responsible for typos or incorrect information.

• Sign this page and fax it back to Southwest Graphics.

• Southwest Graphics Cannot process your job until receipt of Sign-Off.

A

JFX200-2513 JV300 Series

UV-LED Flatbed

Solvent/Dye-Sub

CJV300 Series

Solvent Print & Cut

mimakiusa.com

We offer versatile, innovative large-format printing solutions from Mimaki.

The JFX200-2513 UV-LED flatbed printer features a 4’ x 8’ landscape print mode and bed size small enough to fit in most sign and graphic print shops. The Mimaki JV300 Series printers are available 54” and 64” wide models that include eight ink channels and a variety of eco-solvent ink colors – including white, light black and orange. The JV300 is also available in a dye-sublimation configuration. The versatile 54” and 64” CJV300 Series combines integrated production printing with precision cutting. Now with 1.5 times brighter silver metallic eco-solvent ink, you can produce nearly any application on hundreds of media choices.

CONTACT US TODAY FOR SPECIAL VMA PRICES! MARK SPANDORF Owner – 510.381.8242 mark@imagetechdigital.com TIM MOTHERSELL, Sales & Marketing – 408.838.8271 tim@imagetechdigital.com

I M A G E T E C H D I G I TA L . C O M

Superior productivity High end technology 24/7 reliability Fast...really fast!

Powered by:

Unique 2D Drafting Tools Parametric Design Libraries Comprehensive Exchange Formats Stunning 3D Preview and Animations Integrated Project Management Solution

P.O.P & Packaging Design Software

CNC Router . Industrial Series

Robust construction for 24/7 production Heavy Duty HSD (Italy) 4.5KW -6.1HP Spindle Type 3 Cutting Software included Automatic Tool Changer Option Available Contact Info: Tim Mothersell Mark Spandorf Owner

Ph: 510.238.8905

Sales/Marketing

Ph: 408-838-8271

www.imagetechdigital.com

Authorized Dealers of

NEW!

Die Cutting/ Carton Folding and Gluing

On Line Bindery, Inc.

Family owned and operated since 1990

High speed bindings

Perfect/Saddle Stitch-Loop and Standard Wire-O/Plastic Spiral/Metal Spiral/Comb

Gluing brochures & gluefold envelopes

Remoist/Fugitive/Cold/Hot Melt

15 folders

From ¾ inch panels to 40" wide All folds, double gates, maps etc.

Other capabilities and services

Die Cutting/ Carton folding and gluing Shrink wrapping/Round cornering Kleenstick taping/High speed tipping items to each other/Eyeletting/Drilling Padding / Index tabbing / Pick up & delivery

Contact

510.234.7707 tel 510.235.6606 fax info@onlinebindery.com- quotes only please

Also own paper shredding company, discounts to bindery customers. Look us up at shreddefense.com

AD Form ClieNt

PhoNe

CoNtaCt

Fax date magazine

authoRized sigNatuRe

San Francisco CheCk eaCh box as a guide: ❑ address correct?

Marriott Fisherman’s Wharf Hotel

❑ www.idealliance.org/PW15

❑

Phone # correct?

❑ ad copy correct?

offer correct, if any?

• look over your project and check for errors; spelling, address, telephone number’s, copy or content.

Process magazine is not responsible for typos or incorrect information.

ad aPPRoval:

• sign this page and email it back to Process magazine.

❑ ad approved as is

magazine

• any changes from this point forward may cost you in time and materials.

❑ ad approved with corrections indicated

Join Starbucks and $300 magazine VMA Discount: Print & Publishing Use code: LIPW15 Leaders on the New Media Dynamics

• Process magazine cannot process your job until receipt of sign-off.

magazine email baCk to: process@switchstudio.com

Conference of

❑ Re-proof after corrections are made

© 2013 sWitCh studio, all Rights Reserved

❑ Name correct?

It’s your piece of the pie.

TAKE IT Digital publishing: it’s a natural. Offer your client an interactive version of the piece you just printed and bring in new revenue.

We offer a digital publishing solution that is risk-free, with no cost of entry, and with nothing billed until you publish.

For magazines, newsletters, catalogs, annual reports, brochures, etc.

To find out more, call us at (831) 421-0131 or e-mail erica@rodsandcones.com.

current sales call to something previous gives the customer the comfort of knowing you remember fully everything that may have already occurred.

3. Celebrate Your Customer’s Anniversary: For salespeople who have retained customers for a period of years, it’s special to recognize them and their relationship with you. It’s also a great way for your customers to realize how much you think of them and a great way for you to take the relationship to an even higher level through this personalized type of communication.

4. Hand-Written Business Cards:

STRATEGIC SELLING STORY | LESLIE GROENE

LESLIE GROENE Leslie Groene is one of the coaching superstars in the world of corporate sales as well as a business development trainer, executive consultant and author.

Her background is in the paper and printing industries as a sales rep and sales manager. She helps her clients focus on revenue generation and profit growth. She authored the business strategy book “Picture Yourself & the Life You Want” and is a nationallyrenowned motivational speaker.

To purchase her book or contact her please go to www.GroeneConsulting.com.

Here is the link to her e-newsletter, http://www. groeneconsulting.com/ Newsletter/2014.12/

Most of you are sales reps who scan the sales landscape for ways to improve. Here are some tips that will resonate with you!

1. Learn the Customer: Every time you’re with a customer, make it a point to learn something personal and professional about them. Don’t allow your time together to be so focused on the immediate business opportunity that you miss out on additional, longterm information. It’s the long-term information you gain that will help you retain the customer, and the longer you have a customer, the more likely they are to refer others to you. When you’re gathering information about the person, look for items that are of common interest to you both.

These are the items that will help you propel the business relationship to the next level.

Always start off a sales call by covering three things: 1. Gain a clear understanding of the amount of time the call will take. 2. Make sure the customer knows what the objective of the call is. 3. Relate the reason for the current sales call to the previous sales call you had with the person, or to information you may have sent them. Connecting the VISUAL MEDIA ALLIANCE

5. Speak With Your Face: I’m constantly amazed at the number of times I run across salespeople who clearly don’t believe what they’re saying.

It is easy to spot in the person’s face and body language.

They take on a whole host of non-verbal clues, ranging from non-expressive smiles with tight lips to eyes that lack any sense of direction. When we’re selling to a customer in person or on the phone, we have to make sure our entire face reflects the enthusiasm and excitement of our words.

Why would we expect a person to buy from us if we’re not connected to and excited about what we’re selling?

6. Open Ended Questions:

2. Opening the Sales Call:

10

Next time you’re about to give someone your business card; take a moment to personalize it. If you take a moment to jot on the card your cell number, a home phone number, or some other piece of information that is not already on the card, you will suddenly make the person to whom you’re talking feel very special. Chances are the person will never call you on the hand-written phone numbers, but simply writing them on the card gives the person the feeling that you are placing them in high regard compared with others who you meet.

| CONNECTED | FALL SUMMER 20152015

Don’t forget to use “umbrella questions” on every sales call.

Umbrella questions are questions that work in any selling situation and are designed to provide you with additional information. Examples of umbrella questions include: Why? Tell me more. Share with me another example.

Explain further. What are some other examples you could share with me? You get the idea — umbrella questions are ones that get the customer talking more about what they’re looking for. On your next sales call, challenge yourself to ask at least 5 umbrella questions.

7. Customer’s Goals and Objectives: Do you know what goals your customers have? Just think how much more effective you could be if you knew the goals of the person to whom you are selling. Find out what their personal and business goals are for the current and upcoming year by asking questions and listening to their answers. In addition, let them know that you have set goals for yourself. Explain your belief that it is essential for you to help your customers achieve their goals in order for you to achieve your own.

CHANGING THE WORLD OF PRODUCTION INKJET. HIGH-QUALITY COLOR

COMPETITIVELY PRICED

OPERATIONAL EFFICIENCY

TRUSTED PARTNER

HIGH PRODUCTIVITY

CANON SOLUTIONS AMERICA VOTED THE NUMBER ONE “COMPANY TO WATCH” AT THE 2015 INKJET SUMMIT.

Océ ImageStream inkjet press

Océ VarioPrint i300 sheetfed inkjet press

Recognized as the top “Company to Watch” at the 2015 Inkjet Summit, we are committed to helping customers take their production print operations to the next level. That’s why we’re pleased to present our newest inkjet presses. The Océ ImageStream™ 3500 inkjet press is the first full-color continuous feed Océ inkjet solution to print on standard offset paper providing offset productivity with the variable data print benefits of digital printing. The Océ VarioPrint® i300 sheetfed inkjet press features innovative cutsheet inkjet technology at a savings of up to half the operating costs of traditional toner-based equipment. Discover how these production inkjet presses will revolutionize your inkjet print production workflow.

SEE A SNEAK PEAK! VIEW THE INKJET INNOVATIONS VIDEO, AT: PPS.CSA.CANON.COM/THEFUTUREOFINKJET 877-623-4969 CSA.CANON.COM

Canon is a registered trademark of Canon Inc. in the United States and elsewhere. Océ and Océ VarioPrint are a registered trademarks of Océ-Technologies B.V. in the United States and elsewhere. Océ ImageStream is a trademark of Océ-Technologies B.V. in the United States. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. © 2015 Canon Solutions America, Inc. All rights reserved.

HUMAN RESOURCES STORY | BY CHERYL CHONG

Relationships Shape Workplaces on Many Levels Time for a “Love Contract”?

CHERYL CHONG Since Doug Moore has retired, Cheryl Chong has joined VMA as our Human Resources Director and your #1 source for assistance responsible for counseling on HR matters like family leave, discrimination, sexual harassment and wage and hour compliance. She has a Bachelors and Masters degree from Chapman University in Orange, CA, along with 20+ years of HR experience in the trenches.

Think of her as an extension of your HR department, courtesy of VMA. Please feel free to reach out for answers or introduce your organization by calling 800-659-3363 or cheryl@vma.bz.

12

VISUAL MEDIA ALLIANCE

Considering the litigious world we live in today and the CA employer’s obligation to protect its employees from sexual harassment, it would be a wise idea to look at your workplace policies and draft one that discourages romantic relationships. However, this is not within anyone’s control.

An employer can try to limit its potential liability for issues that may arise from consensual relationships that occur between employees in the workplace. The concern that most employers should have is if and when the consent turns sour, the employees may have a claim regarding sexual harassment or discrimination claims. Even worse, what if the relationship occurred between a manager and subordinate. Think of the potential conflict of interest issues, confidentiality of work discussions, unwelcome speech or behavior (third party harassment issues) and favoritism.

Consensual relationship agreements or “love contracts” are a tool an employer can use to minimize or mitigate the potential for employee relations disasters that can disrupt the smooth flow of the operations at work. Such an agreement should state that consensual relationships should not cause disruption in the workplace or lead to sexual conduct/misconduct in the workplace. If an employer comes to know about a consensual relationship in | CONNECTED | FALL SUMMER 20152015

the workplace, they should discretely approach both parties and speak to them confidentially about signing this agreement. That way, the employer can cover itself for any liabilities. The parties are spoken to about respecting workplace boundaries and to behave in a professional and appropriate manner in all workplace contexts.

The Art of Customer Service While there is a concerted push in every aspect of businesses especially in the private sector to provide excellent customer service to vendors, customers, etc., I often feel that there is a dearth or lacking of internal customer service. What do I mean by this? I often observe employees or internal customers lacking in the art of customer service within their organizations.

Employees often treat customers with better respect or pay more attention just because their customers are paying for services. But what of our internal customers? Don’t they also matter or matter just as much? When management and employees take care of each other, display respect, dignity, fair play and have teamwork, it makes employees more aware of their actions and have a good cause and effect. What comes sincerely internally will naturally have a more natural effect or affect outwards. In the world of ISO, one slogan that caught on with me is “Say what you do, do what you say.” Do unto others as you would wish upon yourself. Be mindful of our actions and it will become an innate and natural behavior to perform the same way with everyone, be it that they are paying or non-paying customers.

Spread love, kindness, joy, happiness and smile.

Go the extra mile and eliminate egos and attitudes.

Let it be for the greater good of having a warm and welcoming workplace since we already spend so much time there, much more than we sometimes get to spend at home with loved ones. So then it becomes the art of customer service.

C

M

Y

CM

MY

CY

CMY

K

Start right-sizing your packaging and keep your numbers low.

All major shipping companies have begun to base shipping costs on weight and dimension. That means that empty space costs you more money. With Packsize® On Demand Packaging®, you get a perfectly sized box, for every product, every time. Don’t swing and miss on your packaging solution—Get Packsized.

The world’s largest companies are switching to On Demand Packaging®

packsize.com

VISUAL VISUAL MEDIA MEDIA ALLIANCE ALLIANCE | CONNECTED | CONNECTED | SUMMER | FALL 2015

13

NEW MEMBERS Meadow Easy Biz Printing

Inhouse digital printing, large format printing and finishing. ASI Certification, Santa Clara.

Elsa Kitts 408-732-9903 elsa.kitts@easyprintdesign.com www.easyprintdesign.com

Benjamin Litho

Since 1986 BLI, San Jose, has satisfied the rigorous demands of corporations and organizations best marketing departments.

We provide high quality offset printing, digital printing, promotional products, corporate apparel, large format printing and on-line solutions.

Ron Habit 408-232-3800 rhabit@benjaminlitho.com www.benjaminlitho.com

Johnston & Alves

Johnston & Alves, Lafayette, offers fine design and branding for the wine industry. Call us for the design of one label or the development of your entire brand, from logos and ads to sales kits and social marketing.

Gail Johnston 925-285-7754 gailpjohnston@gmail.com www.johnstonandalves.com

14

VISUAL MEDIA ALLIANCE

| CONNECTED | FALL SUMMER 20152015

At Meadow, San Francisco, we’re big fans of open space: Finding it, cultivating it, weeding out that open spot where your brand grows and rocks the industry landscape. We’re a talented team of hybrid designers/developers, experiences, personable, smart and a little quirky. We ask lots of questions, listen hard, dig deep and say it like it is, sprout inventive ideas and push the limits.

Josh Glen 415-550-0744 josh@meadow.cc www.meadow.cc

TIME PRINTING S O L U T I O N S

P R O V I D E R

Time Printing Solution Provider

Andy & Dena Poole purchased Time Printing in downtown Sacramento. Time Printing has been serving Sacramento since 1969 and will continue to be family owned and operated.

We look forward to serving Sacramento’s need for Short Run Offset and Digital Printing.

Additionally we are proud to be a part of the Allied Printing Trades of CA as a Union Shop.

Our goal is to build a world class company delivering High Quality Sheetfed, Digital Printing, Design and Bindery.

Andrew Poole 916 446-6152 apoole@time-printing.com www.time-printing.com

Copacabana Design USA, Inc.

A 360° creative solutions agency with a strategic emphasis on Graphic Design, Full Service Printing, & Direct Media Distribution. Copa, Santa Clara, develops a deep understanding of our clients’ mission, vision & objectives for brand creation and/or enhancement. Our eco-systematic approach allows us to provide a suite of solutions at a fraction of the cost of each individual service somewhere else. We are a multi-lingual, minority certified company with clients in the Bay Area as well as national and international.

We enjoy working with start-ups and middle sized companies as well as companies who have a global reach or international presence.

Jason Saldana jason.saldana@copacabana.com 866-415-COPA www.copacabanausa.com/

Hewlett Packard

At HP, we don’t just believe in the power of technology, we believe in the power of people when technology works for you. We believe in applying new thinking and ideas to improve the way our customers live and work.

(Headquarters: Palo Alto).

Eric Zirbel 408-966-0643 eric.zirbel@hp.com www.hp.com

FIND-AN-EMPLOYEE

PROGRAM CREATIVE Proofreader

Proofreading Perfection! Have me review your document for spelling, content, punctuation and grammar. Whether a postcard, brochure or website, I do it all.

BAY AREA – MORAN 4116

Graphic Designer

Interested in project management, graphic design, electronic prepress, buying, or estimating.

Experienced in many facets of the print industry, I am a diligent worker with significant skills to offer an established or growing organization.

BAY AREA – HOFFMAN 4120

Graphic Designer

Graphic Design, Production, Typography, Prepress, Digital Press Operator EAST BAY – SMITH 4121

PRINT MANAGEMENT Pressroom Supervisor

I am currently seeking a full time Supervisor or Journeyman level position within the manufacturing industry. I have 25 years experience in the printing industry running a multi-million dollar flexographic printing, laminating press.

BAY AREA – VILLEGAS 4118

Production Artist/Illustrator

Experience with all manner of digital media production, including the Adobe Suite, 3D modeling software, 2D and 3D animation, Photography, audio and video production, and website and interactive media development.

MARKETING Customer Service

I am currently seeking a position as a marketing assistant. I have experience in event production, social media marketing, public speaking, negotiation, community outreach, consumer relations, event management, program budgeting, written and verbal communication and brand representation.

NEVADA – LANKENAU 4119

PRINT PRODUCTION Electronic PrePress (image assembly/ output)

EAST BAY – FOX 4097

More than 20 years of experience in electronic prepress, variable data processing & printing.

BAY AREA – FRENCHWOOD 4122

Small Press Operator

I have been an offset pressman or press operator for the last 30 years. I have worked with two color offset press machines, Chief 17, 40-inch Heidelberg and GTO Heidelberg.

VMA CAN HELP YOU FIND-A-JOB AND FIND-AN-EMPLOYEE VISIT VMA.BZ FOR MORE INFO

SAN FRANCISCO – ROCHA 4117

VMA Education.

The Choice is Yours.

Stay ahead of the game by learning new skills.

We’re here for you. Because of you. Visual Media Alliance is a trade association helping the careers and businesses of our members to be successful. We offer over 100 public classes, delivered to you in-person, online and through customized training solutions.

DESIGN

PRINT

MARKETING

OFFICE

PROGRAMMING

View Website For Education Listings (800) 659-3363 • education.vma.bz Workshops • Seminars • Webinars • One-on-One • Customized Training Solutions

VISUAL MEDIA ALLIANCE

| CONNECTED | FALL 2015

15

665 3rd Street, Suite 500 San Francisco, CA 94107

wide format door hangers

magazines

offset

business cards

signs

commerce

dry erase

books brochures

folders calendars

cards magnets

graphic design

and more!

your one-stop solution.

SHEET FED | HEATSET WEB | OPEN WEB | DIGITAL WIDE FORMAT | BANNERS | MAILING SERVICES

ED W IT NT RI

0

%

WI

E

R

10

GY

H

P

916.442.8100 • www.commerceprinting.com

ND EN

Supplied by Community Energy