Trendsetting Print

R and R Images, Phoenix, received the inaugural Trendsetter Award at the first Digital Solutions Cooperative (Dscoop—a users' group made up of HP Indigo users) Conference, held in April. The company produced an integrated, real-time marketing campaign that included direct mail, e-mail, media print ads and a comprehensive personalized booklet generated from individual responses collected at a personalized URL. The campaign, for TASER International, maker of stun guns, included variable-data output printed on HP Indigo presses. R and R printed a series of three direct-mail postcards, 40,000 each, that directed individual recipients in law enforcement to a personalized website to gauge product interest and needs; the people pictured in the postcards wore uniforms and badges that matched each law enforcement branch targeted. Based on data collected at the personalized website, a 32-page customized sales proposal, with up to 600 variable impressions, was printed and mailed. The online interaction allowed TASER customers to customize cost-benefit reports for products being considered for purchase in their individual proposal, which also included a section on local crime statistics. www.randrimages.com and www.dscoop.org