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April 16, 2003
Forestville, Maryland – Anaconda Press, Inc. has won the 2002 Best Self-Promotion Award from the Printing & Graphic Communications Association (P&GCA) for a tongue-in-cheek New Years direct mail piece that featured palm readings. The prognostications were personalized with client data like company name, telephone number, street name and city that were incorporated into humorous projections for 2003. Anaconda was honored at the P&GCA’s Excellence in Print Awards Dinner on April 12. The technology behind the promotion is the HP Indigo Digital Press which handles variable data. “We wanted to demonstrate the power of 1:1 marketing,” notes Anaconda President Catherine Cretu, “and at the same time have some fun with our holiday card. Months later, we are still hearing from people who saved the piece because they were so intrigued with the personalization.” To create the campaign, Anaconda’s client database was tapped for personal information and modified to include a field for gender. Two versions of the mailer were developed – one for men, the other for women. “ The Indigo not only prints variable text in-line,” explains Cretu, “ but can also vary object data like colors, logos and images.” Anaconda Press is a multi-color printer with digital and offset presses, based in Forestville, MD. In 29 years, the firm has built a reputation for quality and innovation while serving a clientele that ranges from corporations and associations to art galleries and cultural institutions.
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