Whitlam Group is pleased to announce its successful completion of one of the most challenging printing and fulfillment projects in our company’s history. Under tight deadlines and with complex logistics, we produced and shipped 4.1 million promotional cards to a major clothing retailer’s 1,100 stores located in the U.S. and Canada.
HelloWorld, a digital marketing solutions company that drives consumer behavior through promotions and loyalty programs, awarded the project to Whitlam Group.
This multi-phase project required nearly 800,000 linear feet – that’s about 151 miles – of material printed with random codes designating different prize levels. We engineered this as a multi-pass print job and ran all of the printed material through our digital and flexographic presses.
“Completing this large and complicated project on time proved once again that Whitlam Group has the best team in the labeling industry,” said Whitlam Group President Payman Mahjoory. “Our dedicated employees worked around the clock over the course of many days to deliver the highest quality product to our customer.”
The digital run, produced on our HP Indigo press, printed one side of the web in process color. This print pass created the static background image and variable imagery that was to be concealed by a scratch-off feature on the card. These pre-printed rolls were loaded onto our 12-color Mark Andy flexographic press for the final printing requirements and converting. A re-registration device precisely aligned the printing of information about the retailer’s promotion to the printed images from the Indigo press. After we printed the back of the card, we flipped the web over, added the scratch-off feature, and then printed spot and process color.
Before the millions of cards could be printed, there were several critical pre-press activities that had to be completed. Our top-notch Graphics Department was tasked with transferring 160 unique art files to the press so that we could maintain a run file equal to the roll length of the printing material.
Meeting the fulfillment specifications for this project were nearly as daunting as printing the 4 million cards. Each of the 1,100 retail stores – including 79 located in Canada – needed a specific number of cards for the promotion, which began for shoppers on Nov. 18, and ran through Black Friday. The project specifications also required that the total quantity of cards shipped to each store be packaged so that only a certain number of cards were to be distributed each day over the seven-day promotional period, with the seventh day being different than the first six.
To support on-time deliveries, we worked with FedEx and UPS to ensure our shipping schedule took into consideration the time it would take to deliver the promotional cards to each store depending on its proximity to our plant in Center Line, Michigan.
“Whitlam is what I like to call the ‘Make it Happen’ group”, said Lance Hay, Associate Buyer at HelloWorld. “We throw crazy timelines and project specifications over to them and they work their magic to make it happen.”
We appreciate HelloWorld for giving us the opportunity to work with them on this major project, and we’re very proud of the Whitlam Group team for successfully completing it.