Printing

In our central "Vendors" file are all current printing contacts and record information. These should be the basis for all activities, and changes and additions should be made in accordance with the existing records and procedures. These files should be constantly updated and the information in them enlarged.

Planning Planning for a printing project should begin with the first element of the project and continue to the end. The configuration, complexity and do-ability of printing specifications can affect every element of the project from start to finish. If the project involves printing of any kind, planning and pricing should begin at the outset. Use the "Printing Checklist" in this process.

Production All production begins with size and takes into account the actual "image size," that is, where the image is placed so that the printing is not cut off in the trimming phase. Bleeds, traps, photography, illustrations, and all other elements also affect the production values and budget of the project. In printing, agency time is estimated separately from the printing process itself, but any change in one affects the other.

• Image area - this is area on the printed page where the image will be printed without distortion or possibily of being cut off in the trimming process. All vital information and artwork should be placed clearly within this measurement. Background colors and other non-essential elements can overlay and extend beyond the image area, but not logos, response or location information, or other vital elements.
• Bleed size - this is the size to layout the full bleed advertisement to insure that the page color and other elements intended to "bleed off" are big enough to accommodate the cutting process. Nothing important should be in the area between the trim size and the bleed size measurements.
• Trim size - after cutting this is the finished size of the page, is generally slightly bigger than the image size.

Estimating Typically, we bid out printing jobs to three or four printers, but NEVER only one. Use the "Printing Estimate Worksheet" for this phase.

Client Communications & Approval The client should sign off on the final design and mechanicals as "approved," or "approved with changes indicated." The interim designs and subsequent changes should be numbered and identified clearly, not to be mistaken for the final. In many cases, client changes affect the cost of the project and the client should be informed of this. Once the final mechanical and design is approved the client should receive and copy marked, "Final" along with the delivery timetable. Once the proposal is approved, the purchase order should be generated and printing materials prepared and the actual printing begun without delay.

Printing materials Printing materials can be electronic files or films and matchprints, depending on the printer. This process should be figured into the cost estimates since electronic files are less expensive than films and match prints. Printing materials are in a separate project jacket and are billed and cost accounted separately from the mechanical production process. The client should be made aware of this expense potential on the original estimate with the words, "Printing materials not included."

Printing "Trade Customs" Printers like to charge extra for things and tell you about it after we bill the project, cutting into our profit margin and increasing theirs. Our purchase orders specifically disavow any reponsibility for these "trade customs" such as overs, and unders and author's alterations without prior written and specific notification. Blanket statements like "Standard Trade Customs Apply," are negated by our purchase orders. We are generally agreeable to these charges if told prior to billing the project to our clients. It is the vendor's responsibility to read our purchase orders, and it is not your reponsibility to remind him or her of that fact.

Purchase Orders Normal purchase order procedures apply on all printing and associated elements.

File Copies At least ten file copies of all printed pieces must be retained, marked with all specifications including where, when, how many and the cost and placed alphabetically in the printing files.

Delivery Delivery expense on printing projects can be significant so it should be dealt with specifically prior to placing the order with a purchase order and the details should be included thereon. If the numbers warrant it, a separate notification to the client should be made.

Campaign Support Elements The best printing pieces are supported by other types of advertising and marketing. If they are done in conjunction with newspaper and/or radio advertising, the effectiveness really multiplies. The same theme should be consistent in all types of advertising used in that particular program. Plan projects not separate jobs; plan campaigns not just printing projects.

Invoicing All printing projects should be invoiced so as to accompany actual client delivery. It is not always necessary to send the bill with the delivery, but it should be in the mail the same day. Back to top of page.

Photography

Type of Photography Selection There are two types of photography: original and stock. There are also many genres of photography: motion pictures, still, digital, color and black and white. There is also another consideration: studio or on location. There are different types of photographers, as well, and no photographer is always suited to every requirement. Rates for every variation are vastly different both by activity and by individuals doing the work. Photographers can work alone or required assistants, stylists, makeup and wardrobe, set designers and many other elements. There are also non-royalty types of stock houses and the more exclusion royalty houses that guarantee exclusivity. All of this must be discussed ahead of time.

Photographer Selection All photographer selection is done on competitive bidding and based on discussions with the client concerning rates and the decisions are made by the President. Normal purchase order procedures and mark-up policy apply.

Photography materials needed In calculating the cost of a photographer include "materials" which involved film and processing, licenses, and modelling expenses. Have the photographer quote the entire process and discuss the final estimates with the President in detail. As a rule of thumb, film and processing for original photography usually runs 15% of the total invoice. Back to top of page.

Direct Mail

Postal Delivery Requirements

Mockups. Before a mailing piece is printed, a mock-up with the stock sample cut to size, must be taken to the Post Office whose jurisdiction includes the mailing area. Ask all pertinent questions relating to the mailing of that particular direct mail piece: size correctness, postage costs, delivery timestables, and return policies. After alerting the Post Office to whether it is being mailed first class presort, first class, business reply or bulk, the following questions should be asked.

• Will this piece go through the mail as it is presented without exception or any possible difficulties?
• How much postage will each piece take? (This will depend on the type of permit that is on the direct mail piece.)
•  Are there any cost saving measures we have overlooked?
• Is it oversized, undersized or perfect for the regular, or standard, postal requirements?
• How does the weight and size of this piece affect the postage cost?
• Is the permit correct according to postal regulations?

Postal Weights and Measures The size and weight of a direct mail piece determines the postage. NO MATTER IF IT IS FIRST CLASS, FIRST CLASS PRESORT OR BULK. Therefore we must triple-check with the Post Office and the mailhouse we are using to be sure that the piece is within the size and weight requirements to be mailed at the normal cost; and whenever possible, get the approval and verification in writing. But at the very least, get the individual who gave you the information's full name. The rae difference could add significantly to the per piece expense of a mailing. The possibility of an oversized piece costing more in postage should be discussed with the Creative Director before the piece is designed. Once the postage is determined, any increase or decrease in size or configuration should be approved first by Bill and then by the client.

Client Approval and Communication Clients do not like surprises, especially in expensive Direct Mail Projects. Therefore, constant communication with the postmaster and with the client, with Bill's approval, is vital to on time, on budget delivery. We must know the client's expected date for the arrival of the piece in the target locations; then work back from that date with the postmaster's advice on normal postage operation parameters. Don't expect any extra effort from the Post Office. Delivery can be affected by how the mail is running at that time of year, or on that day, so constant contact with the postmaster is important. If at any point, the job changes, Legend, with Bill's approval, should contact the client right away. In any case, the client's expected date for arrival at the target locations must be met or there will be serious damage to the client relationship. You can count on that.

Production Factors The proper attention to details in the production and the delivery of a direct mail piece can make or break a job. Deadlines and delivery on target dates are the determining factors for when things must be produced, printed and brought through the mailing house. As discussed, the size and weight of the job determines the postage. The permit and the inditia must be exactly correct. The job must be proofread and the client's signature of approval obtained before the job is printed. When choosing colors and stocks, the postal requirements must always be kept in mind. If we use a glossy stock, the metering may slide off or smear. If the paper is too dark, the post office may not be able to see the permit. These things must be considered before the job is produced to guarantee profitability, timing, and client happiness with the result.

List Acquisition There are different types of sortings that can be done with the list of names and addresses being obtained. Depending on the list, a job can be presorted for first class, bulk, and also by carrier route (these are just a few). This could affect the postage amount and should always be discussed with the mailing list supplier ahead of time. When obtaining a list for a client, there are some stipulations you may want to mention. The client may want all residents in a specific town or he may want to categorize by head-of-household or other income variables. This must be discussed with Bill, and then a total number for the mailing must be determined. If, for example, there are 30,000 addresses in a town and the client only wants to mail to 15,000, the mailing list company can often select a random 15,000 from the total. They may also suggest sorting options that they have used in the past successfully. Usually, the list company can store this information in its records so that for the next mailing our client can have just the other, unduplicated, 15,000. Use the mailing list company as a professional resource and intelligently research, with the list company's help, the best options for our client.

Postal Permits There are many types of postal permits and inditias. A piece cannot be mailed without a correct one unless it is metered or hand-stamped. Therefore, at the very start of a job, the postal permit number must be obtained from the client. This should not be left to the last minute, since it can take time to obtain. This permit could be first class, first class presort, bulk or a business reply permit. We must produce this to exact postal specifications, without exception. That includes permit set-up as well as bar code set-up. This must be determined at the outset or the direct mail piece will not be mailed anywhere with disastrous results for the client and the agency.

Support Advertising Systems The best direct mail programs are supported by other types of advertising. If they are done in conjunction with newspaper and/or radio advertising, the effectiveness really multiplies. The same theme should be consistent in all types of advertising used in that particular program. Plan projects not separate jobs; plan campaigns not mechanicals. Back to top of page.

Media

Media Contacts & Records

In our central "Vendors" file are all current media contacts and record information. These should be the basis for all activities, and changes and additions should be made in accordance with the existing records and procedures. These files should be constantly updated and the information in them enlarged.

When a media resource calls, these files should be accessed and discussed for accuracy and timeliness, including web site availabilty and computer transfer requirements and addresses. Media calls to Legend requesting pasrticipation in editions, broadcasts, or any other media function should be entered on the "Media Request" form and discussed with Bill immediately.

Media recommendations All media recommendations to clients are made utilizing the "Media Planning" database in timeslips and our central vendor data files. These recommendations to clients should be carefully and meticulously prepared, insuring the proper rates and dates. They should be thoroughly reviewed and either faxed or emailed to the client using standard client contact procedures. Media recommendations should be prepared well in advance of all deadlines to insure that the client is never rushed or not given adequate time to consider. All media recommendations should be made with client history and budgets in mind. And all recommendations should be accompanied by an explanatory, signed memorandum.

Client Approval & Communications The client should sign off on the final plan as approved. The interim proposals and changes should be numbered and identified clearly, not to be mistaken for the final. In many cases, if the client decreases the frequency of the buy, this reduction will affect the rates earned, and the client should be reminded of this fact. Once the final proposal is approved the client should receive and copy marked, "Final." Another good idea is to forward a copy to the finance department for their review of rates as well.

Once the proposal is approved, the records should be exported from "Media Planning," imported to "Active IO's," and then deleted from the planning file.

Production Factors Once the plan is approved, artwork production should begin immediately and should be managed by the media department to insure all deadlines are met and that the proper size and electronic confurations are prepared without exception. Size is the paramount consideration. Column widths vary tremendously, so the exact individual media specification should be obtained verified and noted. Other considerations need to be taken into account:

• Image area - this is area on the page where the image will be printed without distortion or possibily of being cut off in the publication process. All vital information and artwork should be placed clearly within this measurement. Background colors and other non-essential elements can overlay and extend beyond the image area, but not logos, response or location information, or other vital elements.
• Bleed size - this is the size to layout the full bleed advertisement to insure that the page color and other elements intended to "bleed off" are big enough to accommodate the cutting process. Nothing important should be in the area between the trim size and the bleed size measurements.
• Trim size - after cutting this is the finished size of the page, is generally slightly bigger than the image size.

Publication materials There are many forms: linotronic hard copies, electronic (.pdf, .eps, .tiff, .jpg) and each requirement of every publication must be verified and accurately generated. This is the media department's responsibility. Color separations, films, and electronic files are all in current use, depending on the publication. Agency time is recorded in the Publications Materials project for the month for the client by media and is billed separately from the creative production. Each Legend employee should take note when the original design is completed and approved and when the publication materials phase begins. Use the "Media Checklist" in this process.

Insertion Orders Insertion orders are really purchase orders and can only be printed from the "Active IO" files, never from "Media Planning." They should be either emailed or faxed to every involved media resource after client approval. However, if we are placing a large schedule in the Boston Globe, or other high priced media, and since the advertising may actually be pulled once sales reach a certain level, the insertions should be sent out in a timely way, but not the entire month at a time, possibly requiring later complicated and risky cancellations. Insertion orders should be reviewed and proofread carefully just like any other Legend product or communication. Each insertion order should be faxed back with acknowledgement from each media that all information is correct and verified. The media department must insure that this is accomplished prior to publication and billing. The media department should be familiar with all components of our insertion orders, including the small type at the bottom.

Tearsheets No payment should be sent to any media resource without verification of publication and review for quality control and accuracy. This is the repsonsibility of the media department working with the finance department.

Billing & Media Credit Typically, media is billed once a month, however if the amounts are large they can be billed individually or in any other way that the finance department determines. If a large amount is to be placed, the finance department should be notified and asked to determine how it will be billed. Many times new media resources require prepayment and credit clearance with the placement of the first insertion. This requirement should always be discussed ahead of time, during the planning and recommendation phase. If after placement this requirement comes to light it is a serious breach of company procedure and the responsibility of the media department. Back to top of page.