According to Bob Wagner, VP of Xerox’s Creative Services Business:

91% of "creatives" specify, recommend, approve, or buy print – a whopping $26 billion per year in North America. In spite of the creative professionals’ massive print buying influence, just 15% of print and prepress firms call on creatives. "And that’s a really big opportunity lost."

Bob has assembled a panel of creatives and printers to talk about how and why print service providers should partner with creatives. The panel includes:

• Ken Chaletzky, CEO of Copy General Corp

• Steve Ebanks, Co-owner of Xerographic Digital Printing

• Gavin Jordan-Smith, Director of Digital Services at Toppan Printing Company

• Mary Day, VP of Director Print Production at Energy BBDO

• John Paul Teti, VP of Business Development at Triangle Printing

Getting Creatives Attention

Mary Day is providing some tips on how to engage the creative community and stand out from the rest:

• Offer more than just prices. Provide creative input based on their project specs.
• Educate and teach them about the latest printing technology, and how it can be leveraged in their current projects.
• Engage the creative community by getting involved with industry associations and sponsor community events.

Engaging the Community

Copy General Corp engages the creative community by sponsoring educational events held by the Washington, D.C. InDesign User Group. Copy General Corp's involvement in these events helps build their brand and promotes their status as reliable source of information for the creative community.